Individual consultants in India who focus on B2B / B2B SaaS positioning

Why you are right to look for “positioning” help (and not just “marketing”)

For a B2B startup, especially in SaaS or tech, positioning is not cosmetic. It is the answer to four non-negotiable questions:

1. Who exactly are we for (ICP / segment)?
2. What urgent problem do we claim as “ours”?
3. Why are we meaningfully different from currently available alternatives?
4. Why should they pay now, not later?

If those answers are fuzzy, every downstream activity becomes inefficient: website copy, founder pitch, outbound scripts, pricing logic, even investor narrative.

This is why you should prioritise people who do:

• ICP definition / segmentation
• Competitive differentiation and category framing
• Sales narrative and website messaging
  over people who only “run campaigns.”

The independent consultants listed below specialise in that kind of upstream clarity, and they work hands-on with founders rather than pushing you down an agency pipeline. All of them operate (or are publicly positioned) out of India.

Individual consultants in India who focus on B2B / B2B SaaS positioning

A. Silky Agarwal

Focus: Positioning and messaging for B2B SaaS founders; website/homepage narrative; sales narrative.

Silky Agarwal markets herself explicitly as an independent expert in B2B SaaS positioning and messaging. She frames her work as “find, name, and own your niche,” and then rewrites what you say on high-stakes surfaces like your website, pitch deck, and sales calls so that buyers understand your value quickly and are willing to pay more. She brings 12+ years of experience working with B2B tech companies such as Freshworks, Jumper, NextBillion, SimpliContract, Precoro, RippleHire, and ShipDelight. She started in-house at Zycus (an early Indian enterprise software company later placed in Gartner’s Leaders Quadrant in its category), headed marketing for Ultria CLM (now Zycus iContract), and then went solo to focus purely on positioning and messaging. She is based in Mumbai and works directly with founder-CEOs of “capital-efficient B2B SaaS challengers.” (positioningpoint.com)

When to consider her

• You sell B2B software (typically SaaS), you have some revenue / pilots, and you now need to sharpen “who we’re for and why we’re worth it” so that qualified leads convert faster from homepage → demo.
• You want someone who will personally rewrite your core story, not just hand you a deck.

Deliverables style you can expect

• A crystallised positioning statement and “category of one” angle
• Refined homepage / landing messaging and visual narrative priorities
• A sharper sales narrative for founder-led or early AE-led calls
  This is extremely valuable if you are struggling with “people don’t get us in 10 seconds.”

B. Prasanna Krishnamoorthy

Focus: Founder narrative, GTM clarity, monetisation logic, and defensible growth model for B2B SaaS.

Prasanna Krishnamoorthy is Managing Partner at Upekkha, a Bengaluru-based SaaS-focused accelerator and early-stage fund. Upekkha positions itself as a program and community that helps Indian B2B SaaS founders grow “predictably, scalably, and profitably,” and has worked with 160+ SaaS startups across cohorts. Prasanna’s public bio describes him as a “full-stack growth driver,” helping founders align product, marketing, sales, and pricing; craft one-liners and pitches; and install a repeatable go-to-market engine. Before Upekkha, he worked intensively with more than 120 startups at Microsoft Accelerator India and now coaches early-stage SaaS founders on getting from “valley of death” to a predictable, defensible revenue engine. (weekday.works)

When to consider him

• You are B2B SaaS, you have early revenue (or clear pilots), and you need market focus, pricing logic, and a repeatable GTM motion — not just copy.
• You want someone who will challenge your business model, not just your tagline.

Deliverables style you can expect

• A sharpened ICP and “who we will win with first”
• Revenue model and pricing clarity (how you charge, for what outcome)
• Founder pitch / category framing that investors and customers both understand
  This matters if you’re preparing to scale beyond pure founder-led sales, or preparing to fundraise with a believable growth story.

Note: Upekkha is technically an accelerator / fund, not a solo freelancer. But in practice, Prasanna’s own involvement and frameworks are often what founders are buying access to, especially around positioning, pricing, and GTM narrative for India-to-global SaaS. (The Economic Times)

C. Kalyan Ram Challapalli

Focus: Strategic brand positioning through behaviour change and purpose; category narrative for businesses that sell to other businesses (not just software).

Kalyan Ram Challapalli is the Founder and Chief of Strategy at WolfzHowl Strategic Instigations, a Mumbai-based strategy consultancy. WolfzHowl describes itself as a “behaviour change strategy” firm, not an execution agency, and is known for carving out brand purpose, category stance, and strategic narrative for clients across finance, home furnishings, hospitality, and other sectors. The firm has built a “formidable niche in making clients see value in pure strategic inputs,” and positions itself explicitly around orchestrating behaviour change — i.e., getting buyers (and internal teams) to shift beliefs and habits — rather than just running ads. WolfzHowl has operated from Mumbai and has built brand platforms, engagement strategies, and go-to-market provocations across multiple B2B and services-led categories. (MxMIndia)

When to consider him

• You are a B2B services / consulting / industrial / tech-enabled services company (not only classic SaaS), and you are trying to reposition from “vendor / supplier” to “strategic partner with a sharp purpose.”
• Your challenge is: “We sound generic in RFPs or corporate conversations. We need a story that moves decision-makers emotionally and politically, not just rationally.”

Deliverables style you can expect

• Brand purpose / strategic narrative that explains “why we exist and why it matters now”
• Behaviour-change levers: what exactly you want your buyers (or channel partners / workforce) to start believing and doing differently
• Category framing: how to talk so that procurement, CXOs, and influencers treat you as uniquely valuable rather than a commodity bidder

This is very useful in crowded, relationship-driven B2B markets (financial services tech, HR services, logistics services, etc.) where trust, perception, and differentiation matter as much as the feature list.

D. Bhawesh Tibrewal

Focus: Fractional product marketing / positioning / GTM for early-stage SaaS; fast turnaround “clarity sprints.”

Bhawesh Tibrewal publicly positions himself as helping SaaS startups with product marketing, sitting at the intersection of product marketing, product management, and “fractional CMO.” His stated focus areas include sharp positioning, crisp messaging, sales narrative development, and launch strategy. (LinkedIn)

Recent reporting describes how he built Biased Media Group (BMG) in Gurugram as a “strategy-first product marketing” practice that started as a solo GTM playbook service and grew into a lean specialist crew. The stated promise is to fix misaligned messaging, rebuild the funnel, and deliver a practical go-to-market plan that actually converts demos — for example, a cybersecurity SaaS client reportedly saw a 65% jump in MQL→demo conversion after the positioning and funnel narrative were tightened. The model emphasises speed, clarity, and “strategy-first or nothing,” especially for founders between MVP and Series A who feel their marketing is noisy but not converting. (UnscriptedVani)

When to consider him

• You already have demos happening but conversion is weak because buyers don’t “get” your problem/solution fit fast enough.
• You need immediate positioning + GTM execution guidance without hiring a full-time Head of Marketing.

Deliverables style you can expect

• ICP and messaging hierarchy (“say this first, not that”)
• Sales deck narrative / outbound narrative
• A short, aggressive 30-90 day GTM plan focused on pipeline, not just awareness

This is valuable if you need traction now, not a 6-month rebrand.

E. Jagadish Velagapudi

Focus: Fractional GTM systems for SaaS and B2B tech founders.

Jagadish Velagapudi presents himself (via his in.linkedin.com profile) as a “Fractional GTM Consultant,” helping SaaS and B2B tech founders turn “scattered marketing efforts into focused GTM systems that consistently create demand [and] close deals.” (LinkedIn)

This profile is useful if:

• You are a technical founder with ad-hoc marketing experiments, no repeatable pipeline, and no internal senior marketer.
• You want someone to architect your demand engine (positioning → messaging → campaign focus → simple reporting) so that you stop chasing random tactics.

Deliverables style you can expect

• GTM system design: ICP focus, offer design, messaging pillars
• Lightweight operating cadence (what to execute weekly, and how to measure)
• Leadership without hiring a full-time VP Marketing

This “fractional GTM” route is attractive when you are not ready (or cannot afford) a full marketing leadership hire but cannot afford to stall pipeline either. (LinkedIn)

How to choose among them?

Because you are a B2B startup and you prefer individuals (not big agencies), evaluate each person on five axes:

1. Stage Fit
   • Pre-PMF / very early SaaS with a prototype and a few pilots usually needs ICP clarity and an investor-/sales-ready narrative.
   • Post-PMF / early revenue needs messaging that scales across website, outbound, and sales deck to shorten sales cycles and win bigger deals.
   • Scaling stage needs category framing, pricing logic, and predictable GTM systems.
   Mapping from above:
   • Very early positioning/messaging in SaaS → Silky Agarwal, Bhawesh Tibrewal. (positioningpoint.com)
   • Early revenue to repeatable GTM and pricing story → Prasanna Krishnamoorthy, Jagadish Velagapudi. (weekday.works)
   • Complex / services-heavy B2B differentiation and purpose-led story → Kalyan Ram Challapalli. (MxMIndia)
2. ICP / Industry Fit
   Ask: “Have you positioned companies selling to the same buyer persona I sell to?”
   For example, HR tech for mid-market India vs. cybersecurity for US mid-market vs. industrial automation for large Indian enterprises are totally different sales theatres.
3. Deliverables vs. Advice
   Some consultants give you a memo and expect your team to implement. Others rewrite your homepage hero line, redesign your deck storyline, and even sit with you on calls.
   For a lean B2B startup, the second model is often more valuable: you pay for clarity plus execution “first mile,” not just theory.
4. Speed to Impact
   A “positioning sprint” of 3–4 weeks that fixes homepage narrative and sales deck can move revenue faster than a 4-month rebrand. This is especially true in founder-led sales.
5. Chemistry and Brutal Honesty
   Good positioning advisors will tell you, “You are trying to sell to three different ICPs with one sentence. That is why nobody is converting.”
   If someone is only praising what you already say, they are not doing the job.

One more source of senior positioning help in India

Even if you ultimately work 1:1, it is worth knowing that SaaSBoomi is an India-born, founder-led SaaS community described as a “pay-it-forward community of SaaS founders,” with thousands of startup operators and mentors. The community explicitly exists to help Indian SaaS founders grow, scale, and win in global markets, and is run by experienced founders and operators rather than generic marketing agencies. It now spans 4,000+ startups and 6,000+ founders and is recognised as one of the highest-signal peer networks for India-to-global SaaS. (SaaSBoomi)

Why this matters to you:

• You can get warm context on people like Prasanna Krishnamoorthy (Upekkha and SaaSBoomi collaborate closely on GTM and category-building for Indian SaaS). (The Economic Times)
• You can often get very specific “who should I talk to about positioning for cybersecurity SaaS aimed at US mid-market CISOs?” introductions, which is better than cold outreach.

How to engage an individual consultant (practically)

When you contact any of the above, go in with this simple pack:

1. Who you sell to today
   • “We currently sell to Heads of Finance at logistics companies doing ₹200–500 Cr turnover in India and the Middle East.”
2. Your current one-liner
   • “We help mid-size logistics firms track and recover shipment losses in real time using AI-driven reconciliation.”
     This lets them immediately see if your current pitch is too broad or too generic.
3. Your #1 bottleneck
   Examples:
   • “Leads are visiting the site but not booking demos.”
   • “Demos are happening but they stall after first call because the buyer says ‘we’ll think about it.’”
   • “Investors keep asking ‘what category are you in?’ and I don’t have a clean answer.”
4. Your revenue reality
   • “We are pre-revenue with 3 pilots,” or
   • “₹2 Cr ARR mostly founder-led sales in India; we now want to sell in US,” etc.
     This helps them scope effort, pace, and price.
5. What outcome you need in 30–60 days
   • “We want a sharpened homepage + deck that converts 2× better,” or
   • “We want a precise ICP and pitch before we talk to investors in December.”

A strong consultant will answer with:

• An engagement model (“3-week positioning sprint,” “90-day GTM install,” etc.)
• Exactly what they will deliver (new homepage messaging, ICP narrative, pricing logic, etc.)
• Their direct involvement vs. any support bench (for example, Bhawesh Tibrewal describes running a lean specialist crew but positions himself as Head of Strategy; Silky Agarwal emphasises personally driving positioning and messaging work for founder-CEOs rather than handing you to juniors). (positioningpoint.com)

Summary

For an Indian B2B startup that wants sharp positioning and prefers direct access to an individual expert rather than a large agency retainer:

• Silky Agarwal (Mumbai) – Deep positioning and messaging for B2B SaaS challengers; ideal if you need crisp articulation of value on your website, deck, and sales narrative so buyers “get it” fast. (positioningpoint.com)
• Prasanna Krishnamoorthy (Bengaluru / Upekkha) – Founder-level GTM, category framing, and pricing clarity for early-stage SaaS aiming for predictable, scalable revenue and investor credibility. (weekday.works)
• Kalyan Ram Challapalli (Mumbai Area / WolfzHowl) – Behaviour-change-led brand strategy and purpose-driven positioning for B2B / services / “complex sale” businesses that need to move from vendor to strategic partner. (MxMIndia)
• Bhawesh Tibrewal (Gurugram / Biased Media Group) – Fractional product marketing for early SaaS: sharp positioning, crisp messaging, sales narrative, and fast GTM playbooks that lift demo conversion. (LinkedIn)
• Jagadish Velagapudi (India / Fractional GTM Consultant) – Installs a focused GTM system so founders stop doing random marketing and start generating consistent demand and closed deals. (LinkedIn)

These profiles give you senior positioning firepower without hiring a full-time CMO or signing a big retainer agency.