Kapture CX, an agentic artificial intelligence platform for customer experience, has appointed Kruti Khandelwal as Vice President–Marketing, as the company prepares for its next phase of growth in India and international markets.
Khandelwal will oversee the company's full marketing charter, covering brand, content, product marketing, public relations, partner marketing, events and demand generation. The appointment was announced on 29 September 2026.
Kapture CX serves more than 1,000 enterprise customers across 18 countries and has achieved profitability with a business built primarily around India, a combination that is relatively rare among Indian software-as-a-service companies. The decision to consolidate marketing under a single senior leader signals that the company sees brand and market positioning as central to its international ambitions, at a time when the category it competes in is being transformed by AI.
A broad mandate
Khandelwal's remit spans the full range of modern business-to-business marketing. Brand and content will shape how Kapture CX presents itself to enterprise buyers who are being approached by a growing number of AI vendors. Product marketing will translate technical capabilities into clear value propositions for customer service leaders, chief information officers and operations heads. Public relations and events will build visibility in new markets, while partner marketing will support the systems integrators and technology partners that often influence enterprise buying decisions.
Demand generation, the process of creating and nurturing sales opportunities, is arguably the most critical piece for a company entering new geographies. Enterprise software sales cycles are long, and success depends on building awareness and credibility well before a prospect is ready to buy. Consolidating these functions under one leader can help ensure consistency between the brand promise, the product message and the sales pipeline.
Why marketing leadership matters now
The customer experience software market is in the middle of a significant shift. For years, companies in the space competed on ticketing systems, omnichannel support desks and workflow automation. Generative AI and agentic systems are changing that. Businesses increasingly expect software not only to route customer queries to the right human agent, but to resolve many queries autonomously, from answering questions about orders to processing refunds and updating accounts.
This shift has opened the market to a flood of new entrants, from AI-native startups to large technology companies embedding agents into their platforms. In such a crowded field, differentiation is harder. Features that once took years to build can now be developed in months. As a result, trust, category positioning and customer proof have become more important competitive assets, and they are precisely the areas a senior marketing leader is expected to strengthen.
Kapture CX's position
Kapture CX's profitability gives it an unusual advantage. Many AI companies are spending heavily to acquire customers, funded by venture capital. A profitable company can invest in growth from its own cash flows and is less exposed to swings in funding markets. It can also present itself to enterprise buyers as a stable, long-term partner, an important consideration for customers wary of entrusting critical customer interactions to vendors whose future is uncertain.
The company's India-first base is also relevant. Indian enterprises operate at high volumes, across many languages and channels, and often with cost constraints that demand efficient solutions. Platforms that succeed in this environment can build capabilities, such as multilingual support and high-volume automation, that are valuable in other emerging markets in Southeast Asia, the Middle East and Africa, as well as in developed markets.
