Force 01
The Zero Patience Economy
Consumer expectations have been permanently reset.
THE MAGNIFICENT 12 WHO RESUSCIATED CX
A Forbes India × Exotel Annual Initiative In association with CNBC-TV18.
Meet the leaders who designed the CX revolution
Architects of CX is an annual editorial initiative co-created by Exotel and Forbes India, in association with CNBC-TV18. It profiles twelve enterprise leaders whose CX decisions have structurally changed how their organisations engage customers.
The initiative is being trademarked. The leaders in Cohort One are the founding class — permanently. No future Architect can claim to have been first.
Five Forces Defining Modern CX
Every Architect featured in this initiative maps to one of five forces that are redefining how enterprises engage customers.
Force 02
The Trust Personalisation Flywheel
Consent is the beginning of a compounding advantage.
Force 03
The Memory Moat
Every interaction is a deposit that builds a moat.
Force 04
The Human-AI Inversion
The 20% of human interactions become the entire brand.
Force 05
The Experience P&L
Leaders who proved CX drives revenue don't fight for budget.
The Architects
Each one selected for the systems they built, their decisions and the outcomes that they changed.
Sonia Nair
National Head, Customer Service
Blue Dart Express
Sunil Bissa
VP, Customer Experience
Groww
Raghav Bhasin
Business Head, Tech Solutions
CarDekho
Aditi Rao
VP, Customer Experience
Groww
Be the first one to read ‘Cohort One’
The digital edition goes live on Forbes India on May 21. Register now to receive the publication link, the full cohort announcement, and exclusive insights from the Architects.
Not just words, a legacy.
Registering keeps you connected to the initiative for the full 12 months it runs.
The Digital Publication
Access to the full Architects of CX Cohort One digital edition on Forbes India — your own link, on launch day.
Monthly Architect Features
One Architect profiled per month as a Forbes India authored feature — delivered to your inbox for 12 months.
Podcast & Video Series
The Forbes India editor and Exotel CEO in conversation with each Architect — available to registered subscribers first.
Full Cohort Reveal
The complete list of 12 Architects — before it goes public — sent to registered subscribers at 9am on May 21.
CX Maturity Assessment
Exclusive access to the Pit to Peak CX maturity assessment — designed from the Architects' real-world practice.
Early Access to Cohort Two
Registered subscribers are the first to hear about nominations and participation for the 2027 cohort.
AI, Trust & the Rise of Exponential CX
Exotel's flagship CX industry conclave · Where Architects of CX ‘Cohort One’ is officially announced to the market
May 21, 2026
Taj Lands End, Mumbai
In-Person · By Invite