Apuarv Sethi to Lead Marketing for RazorPay

Razorpay has appointed Apuarv Sethi as its new Chief Marketing Officer, as it looks to expand its marketing offering amid expansion. 

Apuarv joined Razorpay close to five years ago as the Vice President of Marketing, and has since progressed to Senior Vice President of Marketing. 

His new role will involve leading the company’s marketing and SME growth strategy, while also overseeing go-to-market initiatives and revenue acceleration across its operations. 

Rahul Kothari, Chief Operating Officer of Razorpay, said of his appointment: “Apuarv has played an instrumental role in shaping Razorpay’s brand journey over the years. 

“His deep understanding of customer behavior, combined with a strategic and creative vision, has helped us build a brand that resonates with small businesses and entrepreneurs across the country.”

Shaping the company’s brand strategy

According to Razorpay, Apuarv has played a key role in shaping the company’s brand strategy, strengthening engagement with India's small businesses and driving scalable growth across customer segments.

This can be seen through several wide-scale marketing campaigns he has led – such as ‘Backing India’s Boldest’ and #imaginedthroughAI and.

Backing India’s Boldest was a major campaign for the company, where it spotlighted founders and entrepreneurs from India, to celebrate the financial ecosystems that are allowing Indian founders to build brands faster than previous generations. 

His #imaginedthroughAI campaign was also created to celebrate Indian startup founders while also promoting the AI capabilities Razorpay has developed – with the company using AI to generate ‘Art Creations’ of some of the company’s most successful entrepreneurs. 

At the time, Apuarv said the campaign was designed to “imagine the unseen spirit of entrepreneurship – the passion, the values, the vision, and the spirit of the founders”.

This campaign was part of the company’s long-standing commitment to the startup ecosystem in India through its Razorpay rise platform, an incubator and startup support designed to help early-stage founders with company incorporation, legal compliance, banking and fundraising.

Commenting on his appointment, Arupav said: “The future of marketing won’t be built by AI alone, nor by human instinct in isolation, but by the powerful intersection of both. 

“At Razorpay, we’ve always believed that the most meaningful innovation is the kind that solves real problems for businesses. 

“As we step into an increasingly AI-native world, the opportunity before us is to reimagine how brands connect, build trust and create value at scale while keeping human creativity and empathy at the core.”

Growth at Razorpay

In his newly established Chief Marketing Officer role, Apuarv will lead the company’s marketing and SME business growth strategy across India and Southeast Asia, says Razorpay. 

This will involve a key focus on AI-led innovations, next-generation marketing and growth strategies designed to build deeper customer trust, stronger engagement and meaningful business impact at scale.

“As Razorpay strives for global expansion, strong brand leadership will be more important than ever. Apuarv’s ability to blend storytelling with business impact makes him the ideal leader to drive our marketing vision forward. We hope to see Razorpay building meaningful customer connections under his leadership,” Rahul added.