Brand New Start

[[00:07]

Gaurav:

Welcome to Throughline Thursdays! I’m your host, Gaurav Rastogi. Every Throughline, we invite fascinating guests and take a deep look into their personal careers—their highs, lows, pivots, and lessons.

These are conversations you don’t often hear in standard interviews. They’re intimate, fun, and full of reflection. A big theme for many people right now is reinvention, especially around their personal brand. Many are confused about where to begin, and today’s guest is an expert on this topic.

Throughline Thursdays is brought to you by BayOne—a company that helps large enterprises compete like startups. Reinvention is in our DNA.

Now let me introduce today’s guest: Mainak Dhar.

[01:28]

Gaurav:

Mainak is a good friend and a former b-school classmate from IIM Ahmedabad. He’s had a stellar career at companies like P&G and General Mills, and today, he’s the CEO for India and South Asia at Kimberly-Clark. But that’s just one side of him.

He’s also a bestselling author—with over 20 books spanning genres from zombie fiction to branding. What caught my eye recently was his book Brand New Start, which focuses on personal branding. It actually began as a project to help people during COVID.

Welcome, Mainak!

[02:40]

Mainak:

Thank you, Gaurav. Great to be here and reconnect.

[02:51]

Gaurav:

Let’s start with your throughline. What is “Brand Mainak”? How has it evolved over the years?

[02:57]

Mainak:

Great question. I never thought of myself as a brand until recently, but if I look back, a few things have always been core to who I am:

I’ve always loved connecting through stories and ideas—even as a kid, I was making up stories.

I enjoy building things—whether it’s teams, brands, or organizations.

And I’m driven by a desire to make a positive impact—on my family, my colleagues, and now more broadly.

[04:13]

Gaurav:

I remember—when I was writing my first book 10 years ago, you were the first to offer help. That meant a lot. It wasn’t just camaraderie; it was genuine support.

[04:52]

Mainak:

Thanks, Gaurav. I believe we all need to pay it forward, especially in times like these. That’s a value I try to live by—and pass on to my son.

[05:06]

Gaurav:

Speaking of which, I saw you’ve earned a black belt in karate?

[05:13]

Mainak:

Yes! That ties into reinvention. I trained in karate in college, reached brown belt, then life got busy. When we moved back to Mumbai in 2014, my son saw a poster and said, “Daddy, why did you stop?” I had no good answer. So we joined the class together. For six years, we’ve trained side by side.

[06:06]

Gaurav:

That’s amazing. And your son wrote a book, too?

[06:11]

Mainak:

Yes, two books actually! One is fiction, and the other is a collection of biographies to raise money for charity. My wife says in some ways he’s a chip off the old block—in others, she hopes he isn’t!

[06:32]

Gaurav:

So, what inspired you to write Brand New Start?

[06:38]

Mainak:

Honestly, I don’t read many self-help books. A lot of them try to offer one-size-fits-all solutions. But in early 2020, when COVID hit, I saw young professionals losing jobs, offers being rescinded. So I posted on LinkedIn: “If you need help with resumes or career advice, reach out.” Within weeks, 30+ people messaged me.

As I mentored them, common themes emerged. That’s when I paused the thriller I was writing and started this book. It felt more meaningful in that moment.

[09:01]

Gaurav:

And you’re prolific! Do you draft emails and turn them into books?

[09:09]

Mainak:

Haha, not quite. I don’t follow a set writing template. I write about things I’m curious about and where I feel I can add to the conversation.

[09:38]

Gaurav:

Let’s talk about applying brand concepts to personal branding. What stood out?

[09:51]

Mainak:

People often mistake personal branding for self-promotion—the networking, the LinkedIn posts. But just like with products, a brand isn’t its packaging.

The strongest brands start with a deep sense of purpose. Think Apple, Nike—they don’t just sell features. They sell a philosophy. Personal branding is the same. It starts from within.

The second key is service. Personal branding isn’t about projecting. It’s about using your strengths to serve others—authentically.

[11:50]

Gaurav:

Do people push back on personal branding?

[12:02]

Mainak:

Not really pushback—but questions. Like:

“How can I be authentic in a conformist, hierarchical environment?”

“How do I combine personal and professional life into one narrative?”

Most people compartmentalize their lives. But your personal brand is the totality of who you are—not just your job.

[14:24]

Gaurav:

So, when’s the right time to think about your personal brand?

[14:30]

Mainak:

Before you feel the need to reinvent. Ask early:

What am I passionate about?

What are my strengths?

What’s changing around me?

Don’t chase someone else’s version of success. The earlier you start, the more fulfilled your journey will be.

[18:00]

Gaurav:

You’ve said passion is contagious.

[18:04]

Mainak:

Absolutely. Passion shows up in every area of life. It’s not just about work. If you’re lit up inside, people feel that.

[18:47]

Gaurav:

Let’s talk about your ADA framework.

[19:44]

Mainak:

The ADA model has 4 parts:

Authenticity & Purpose – Know yourself, your values, your passions.

Differentiation – What makes you stand out beyond your degree or job title?

Moments of Truth – How you show up online (before people meet you), in-person (your energy and presence), and in results.

Adaptability – The world’s changing. You must reinvent yourself without losing who you are.

[26:13]

Gaurav:

Let’s bust some myths. What are common misconceptions?

[26:32]

Mainak:

Two big ones:

“Personal branding is for extroverts.” It’s not. It’s about contribution, not charisma.

“Results speak for themselves.” In reality, we’re always forming impressions. If you don’t shape your narrative, someone else will.

[28:06]

Gaurav:

And what about being “too different”? Is that a risk?

[28:30]

Mainak:

Yes, but that’s why fit and adaptability matter.

Choose environments where you’ll thrive.

Be flexible in how you work with others, even if they’re different from you.

Being yourself isn’t about being rigid. It’s about showing up with integrity and empathy.

[29:43]

Gaurav:

So personal branding isn’t something you do. It’s who you are?

[29:51]

Mainak:

Exactly. And it’s about expanding your sphere of service—family, colleagues, community. The best brands grow by serving others.

[31:29]

Audience question:

Can you give an example of real—not superficial—personal branding?

[31:48]

Mainak:

Look at how people respond under pressure. That’s when their brand shows up. Not when things are easy. Your choices in difficult moments reveal who you are.

[32:43]

Gaurav:

How do I find my purpose?

[32:48]

Mainak:

Start with:

What did you love doing as a kid?

What are your passions?

Who grounds you? Surround yourself with people who reflect back your true self.

[34:12]

Gaurav:

Has being a writer helped your career?

[34:19]

Mainak:

Absolutely. Writing taught me to connect through storytelling—and that’s what great leaders do too. Whether you’re leading a brand or a team, you’re telling a story people want to be part of.

[36:25]

Gaurav:

How do you justify investing time in building your personal brand online?

[36:32]

Mainak:

If you’re doing it just for attention, don’t bother. But if you’re doing it to serve, to share, to help others, it’s worth every second. That’s not “extra”—that’s what being human is about.

[38:08]

Gaurav:

You’ve left us with more motion than we started with. Thank you, Mainak. Everyone, check out his book Brand New Start. It’s available on Kindle and in stores. Follow him on LinkedIn and Twitter for daily inspiration.