Kaizzen enters public affairs, making a play in policy landscape

Kaizzen has launched its Public Affairs Advisory Services vertical, its latest move to address the evolving needs of businesses navigating India’s increasingly complex regulatory and policy landscape. The vertical will offer a comprehensive suite of services, including stakeholder mapping, government engagement, policy advisory, issue management, legislative tracking, and narrative building.

To drive this new public affairs division, Kaizzen has brought in industry veterans like Jitendra Lall, with over 27 years of experience in compliance and policy amendments. The other recruit is Kalyan Ranjan, an expert in public relations (PR) and corporate communication with over three decades of experience, including leadership position at Hindustan Coca-Cola Beverages.

For over 17 years, the integrated communications consultancy has built a reputation in PR, digital marketing, and media advocacy. Kaizzen’s expansion into public affairs follows its launch of Kaizzen Global in September 2024, which extended its presence across 80 markets, including the US, Europe, and the Middle East.  

Having worked closely with industry bodies like FICCI, the Confederation of Indian Industry (CII), and the Public Affairs Forum of India (PAFI), the company claims to have played a pivotal role in shaping narratives across sectors such as gaming, crypto, retail, ESG, defence, and manufacturing. Expanding into public affairs was, therefore, the next logical step.

"Policy formation will play a pivotal role in India’s economic vision," said Vineet Handa, founder and CEO of Kaizzen. "With this new vertical, we aim to facilitate meaningful dialogue between industry leaders, policymakers, and think tanks, ensuring a more conducive business environment."

With India poised to become the world’s third-largest economy by 2030, the demand for policy expertise and stakeholder engagement has never been greater. Several public affairs consultancy firms in India already specialise in strategic communication and policy engagement, providing services such as corporate reputation management, investor relations, and government outreach, helping organisations navigate complex regulatory landscapes. These include Adfactors PR, MSL Group and Genesis BCW, each bringing expertise in tailored advocacy and stakeholder engagement.

However, operating in the dynamic policy space requires a delicate balancing act—engaging with stakeholders while maintaining ethical integrity. They must effectively engage with a fragmented media landscape, address intricate regulatory frameworks, counter misinformation, and foster credibility among stakeholders.

Additionally, the rapid evolution of digital platforms requires continuous adaptation, while maintaining ethical communication standards. Navigating regional cultural differences further adds to the complexity of their work, in addition to possible conflict of interest due to the complex local, regional and national structure of various agencies.

Jitendra Lall, senior director at Kaizzen’s Public Affairs division.

To mitigate potential discordance, Kaizzen plans to set up a multi-pronged robust ethical framework, which is rooted in transparency, confidentiality, and impartiality in all client engagements. Jitendra Lall, senior director at Kaizzen’s Public Affairs division informed Campaign that initially, the company plans to draw upon existing associations within the ecosystem and extend conversations to the public affairs domain.

“Beyond that, there will be a targeted outreach to key stakeholders through high-level networking, participation in policy forums and collaboration with think tanks. The objective is to provide client-centric, focused and customised solutions, addressing specific concerns while upholding credibility and serving diverse entities across different levels of governance without compromising its ethical standards,” he added.

Public affairs is a challenging domain, particularly as government bodies and advocacy groups are traditionally hesitant to work with external agencies. The bureaucratic redtapism also makes it challenging for agencies to coordinate with the stakeholders.

Kaizzen plans to overcome this barrier through high-level networking, participation in policy forums, and collaborations with think tanks. The company will leverage its extensive industry connections to gain trust and credibility in the space.

Additionally, the agency will integrate media advocacy, thought leadership, and digital outreach into its public affairs campaigns. Handa noted that this is because they understand that an organisation operates within a dynamic ecosystem influenced by multiple stakeholders.  Further, the policy landscape is also formed based on interlinkages amongst policy formulation, public opinion, and interest groups.

“Kaizzen’s Public Affairs division would contribute towards a more conducive policy environment through comprehensive outreach and engagement with various stakeholders such as leaders, government officials, and think tanks. By leveraging the deep expertise in stakeholder engagement, it will look at facilitating and spearheading a constructive dialogue with key stakeholders,” Handa told Campaign.

Given the specialised nature of public affairs consulting, this new vertical is set to become a high-value revenue stream for Kaizzen. "Our strategic advisory services extend beyond conventional PR," Lall added. "We are addressing unmet business needs in a focused, results-driven manner, which naturally commands a premium."

Recognising that public affairs demands deep expertise in government relations, policy analysis, and stakeholder engagement, Kaizzen is prioritising talent acquisition and upskilling. The firm plans to collaborate with leading academic institutions and policy research organisations to build a pipeline of future experts. "We will strategically recruit professionals with the right mix of research acumen, industry knowledge, and policy expertise," says Ranjan.

Beyond hiring, Kaizzen is implementing a structured ethics and compliance framework to ensure its team remains updated on evolving regulations. This includes regular training, workshops with legal experts, and a stringent internal governance mechanism to uphold ethical standards.

With six offices across India and a team of 200 communicators, Kaizzen is eager to make a significant impact in the public affairs domain. As regulatory complexities continue to grow, businesses will increasingly seek strategic partners who can navigate the intersection of policy, communication, and advocacy. Kaizzen believes its foray into this space is not just timely—it’s a game-changer.

"Our goal is to create a platform that supports business growth while fostering meaningful engagement with policymakers,” said Handa. "Public affairs is not just about influencing policy; it’s about shaping a future where business and governance align for sustainable progress."