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Amid a global slowdown in revenue growth and job cuts, head of Twitter’s India business, Rishi Jaitly, announced his exit from the company after a four-year stint.
“Today, after 4 years of user/business momentum in India and the region, I’m sharing my intention to move on to new opportunities, same mission. Building/leading Twitter India, and expanding Twitter Media across Asia Pacific & Middle East, was the leadership experience of a lifetime,” Jaitly said while announcing his exit on Twitter.
The social media firm said in a statement that there will be a smooth transition as his last day is in late November, after which Jaitly will move back to the US.
“ He was our first person on the ground to bring Twitter into the high-growth Indian market. He has created bold, strategic partnerships to enter and grow new markets for Twitter; and has successfully built up our Media Partnerships teams across the Asia Pacific and Middle East,” Twitter said in its official statement.
Analysts said that the move could be signs of the troubles clouding over the company globally. Karthik Srinivasan, National Lead, Social@Ogilvy, Ogilvy & Mather, said: “I think Rishi made a wise move to quit Twitter at the right time. They (Twitter) have been under revenue pressure globally and more so in India. While making their acquisition of ZipDial in India, they said they’ll run it as their back-office operations for Asia, but recently they were forced to shut that office in Bengaluru.” “For advertisers, although Twitter remains a part of most campaigns, it doesn’t enjoy the kind of weightage Facebook and LinkedIn do. Moreover, people don’t share much about themselves on Twitter in a structured way, making it very difficult for advertisers to hypertarget users. With Facebook and LinkedIn, you can drill down to multiple demographics pretty easily based on a lot of information users voluntarily give out, making them more lucrative for ad spend,” he added
Sanchit Vir Gogia, Founder of Greyhound Knowledge Group, said both the quantity and quality of Twitter users in India are poor.
“Most users are inactive, making the platform not very useful for advertisers. That said, revenue pressures have been mounting on the company, which has been on the block for sale and Rishi’s exit could be the result of this pressure,” Gogia said.
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