Marketing communications consultancy Tute Consult has launched Vector, a dedicated brand strategy, research and intelligence division that will serve clients in India and overseas markets.

The division completed a three-month soft launch period during which it delivered more than 200 research assignments, brand audits and narrative intelligence projects across sectors, including beauty and wellness, FMCG, luxury, technology and hospitality.

Vector will operate as both a standalone offering and as the strategy function supporting Tute Consult's communications and influencer marketing businesses.

According to the consultancy, the division was created in response to a recurring challenge observed across its client portfolio: brands often invest in communications execution without sufficient focus on the strategic research and intelligence required to inform those efforts.

For Indian companies, Vector's services include category sentiment analysis, competitive narrative mapping, share-of-voice assessment and integrated marketing communications planning. For international brands entering India, the division focuses on adapting global positioning strategies to local market realities through market research, consumer insights and narrative development.

The division also offers reputation intelligence, founder positioning programmes and AI-enabled consumer, brand and cultural intelligence capabilities designed to track and analyse brand perception and market trends in real time.

The launch of Vector comes amid shifts in how brands are discovered online. Tute Consult said the increasing use of AI-powered search and discovery platforms by both consumers and trade audiences is changing how information about brands is surfaced and evaluated. 

According to the consultancy, brands that lack structured, authoritative and research-backed content may face growing challenges in maintaining visibility as AI-driven discovery becomes more prevalent.

Komal Lath, founder and chief initiator, Tute Consult, said, “We built Vector because the problem kept presenting itself, regardless of whether the client was an Indian D2C brand trying to own a category narrative or a global beauty company entering India for the first time. The story wasn’t built on insight. The data wasn’t informing the communications. Campaigns ran efficiently into a vacuum because no one had asked the foundational question - what does this brand mean to its audience right now, and why does it matter? Over 200 research briefs in three months told us that this need is not niche. It is the central communications challenge of this market. Vector is the answer we have been building toward for 16 years. It is the step-up and step-in building our agency for the future model." 

Cathie, founder, ThreeSixty Agency, added, “Vector gave us a far more nuanced understanding of the Indian beauty consumer than we could have gathered through surface-level market research alone. The insights were incredibly valuable in helping us evaluate positioning, consumer behaviour, and white space opportunities for entering the Indian market. What stood out was the balance of data-backed intelligence with cultural context - something critical when building a cohort of beauty brands for India.” 

Vibhuti Munjal, manager marketing and product, L'Occitane India, said, “There was a distinct, undeniable gap in the industry when it comes to understanding what consumers are truly pursuing and perceiving about brands online. Tute Consult has successfully identified this exact gap and built Tute Vector to address it perfectly. It is the precise, specialised advisory that modern brands need to think about before they communicate, combining deep competitive intelligence with a swift 3-day turnaround. I am really excited for the entire team and send my best wishes for this incredible launch!”