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Former WPP APAC Leaders Launch Kyntraa, a 'Growth Intelligence Partner' for Brands

Ad Tribe! Bureau1 min read
Illustration marking the launch of Kyntraa, a Growth Intelligence Partner

Former WPP APAC leaders Saket Sinha and Sidhartha Patnaik have launched Kyntraa, positioning it as India's first "Growth Intelligence Partner" to help brands and independent agencies drive sustainable business growth through AI-enabled strategy.

  • Founders: Saket Sinha and Sidhartha Patnaik, both former WPP APAC leaders
  • Venture: Kyntraa, a "Growth Intelligence Partner"
  • Model: works alongside a client's existing agency partners, consultants and internal teams via a "Growth Orchestrator" approach
  • Framework: proprietary "Mantra • Yantra • Tantra" (MYT) model to identify opportunities, develop strategy and optimise performance

A New Category Between Consultancy and Agency

Kyntraa's positioning, working alongside a brand's existing agencies rather than replacing them, carves out a category distinct from both traditional management consulting and conventional ad agencies, betting that brands need coordination across an increasingly fragmented roster of partners more than they need another single vendor relationship. The founders frame the core problem as a widening gap between rising marketing investment and the sustainable business growth that spend is supposed to produce, a diagnosis that positions Kyntraa as addressing accountability rather than creative output.

Senior WPP Departures Building Independent Ventures

Sinha and Patnaik's move from senior roles at one of the world's largest holding companies into an independent, AI-forward venture reflects a broader pattern of experienced network executives choosing to build leaner, technology-led businesses rather than moving between large holding groups, particularly as AI tooling lowers the operational overhead needed to run a credible strategy practice. Whether "Growth Intelligence Partner" becomes a durable category of its own, or gets absorbed back into how large consultancies and agencies describe their own AI-strategy offerings, will likely depend on how clearly Kyntraa can demonstrate measurable outcomes distinct from the agencies it works alongside.

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