My Journey
How I Got Here
There was a time I thought I'd retire in tech. Then I cracked CAT, landed at IIM Kozhikode, and spent the next decade inside digital marketing — learning how big brands think, how consumers behave, and how strategy truly scales.
But I kept seeing the same problem everywhere — even at the "top agencies":
Slow execution — weeks to do what should take days
Inconsistent results — great pitch decks, poor outcomes
Overpromising, under-delivering — founders burning budgets with nothing to show
There was a fundamental MISALIGNMENT between companies and their marketing agencies. Founders were frustrated. Marketers were always fixing, never building.
"If I want to do this right — I'll build it myself."
— Anurag Busi, 2023That's how IWA was born. Not as another agency — but as a lean, honest, strategy-first consultancy built around one word.
