(October 28, 2025) From starting a business venture in her bedroom to leading a global integrated marketing agency with offices in Mumbai, New Delhi, and New York, Tanya Swetta, co-founder and CEO of id8 Media Solutions, has built an inspiring story of entrepreneurial grit and vision. Her organization has partnered with leading Indian and international brands such as Tommy Hilfiger, TUMI, ibis Hotels, Satya Paul and Daniel O’Connor Architects to name a few, offering integrated communication strategies, AI-driven marketing, and cross-continental collaborations that blend creativity with measurable impact.
Raised by strong women in her family, Tanya’s journey has been defined by resilience and vision. When she was just 22, she took the entrepreneurial leap. What began as a small consulting assignment soon became a chain of referrals, leading her to start id8 Media Solutions from her spare bedroom with two team members. “Guided by my family’s values of building sustainably and reinvesting every rupee back into the business, we grew steadily. From a bedroom to rented offices to owning our space, today id8 is home to more than 60 brilliant ideators,” she shares with Global Indian.
Early days
Born in the UK, Tanya came to India as an infant under her grandmother’s care. After losing her father at 10, she was raised by her mother and grandmother, whose resilience shaped her profoundly. “My schooling at Cathedral and John Connon School in Mumbai was a blessing. It was highly competitive, uncompromising on excellence, and taught me discipline that continues to serve me today,” she recalls. Travel exposed her to different cultures and ideas, fuelling her curiosity.
She graduated in psychology and philosophy from Jai Hind College, Mumbai, and earned an IATA certification that helped while working at her mother’s travel agency. “That balance of academics with hands-on business experience gave me an early grounding in customer behaviour and financial discipline,” she adds.
A stint at Emirates Airways honed her communication skills as she interacted with customers across India, switching between English, Hindi, Marathi, and Gujarati. “Soon after, I joined Xavier Institute of Communications for their first-ever evening Diploma in PR & Communications, which allowed me to study while gaining practical experience at a leading PR agency. I never studied abroad, and I don’t see that as a limitation. India itself has been the finest training ground through its rigorous education system, joint family values, and cultural diversity,” she says.
Communication cues
In 2002, Tanya started id8 Media Solutions, recognising a clear gap in communications. “PR then was largely transactional, but I believed in a more strategic, insight-led approach, where thought leadership and authentic storytelling could drive advocacy and long-term brand impact,” she says.
Founded on the pillars of honesty, quality, integrity, and innovation, id8 evolved from a PR agency into an integrated marketing communications firm uniting PR, digital, brand consulting, and marketing. “Today, id8 is a full-service brand consulting and integrated communications firm with a presence across global markets,” she adds.
In 2015, she launched id8 Global (USA) to build cross-border opportunities and later moved to the U.S. “Over the past 16 months, we’ve taken another leap by embracing AI and data-driven insights—from predictive analytics to content personalisation. This allows us to blend creativity with precision, ensuring our solutions are measurable, scalable, and future-ready,” she says.
Gearing up
As PR and communications have evolved into complex ecosystems of reputation management, engagement, and measurable outcomes, Tanya identifies three defining shifts: “The rise of digital and social platforms; the dominance of data and analytics; and the rise of AI and automation enabling personalisation and predictive insights at scale.”
At id8, her team built specialised divisions across PR, digital, content, influencer, and experiential marketing, ensuring a 360-degree approach. “We’ve invested in AI-driven tools and analytics dashboards, marrying creativity with accountability. We don’t resist change—we welcome it. For us, change is not disruption but opportunity,” she notes.
Changing vistas
Expanding into New Jersey and New York in 2022, Tanya aimed to bridge India’s creative ethos with the U.S.’s dynamic marketing landscape. “In New York, we’ve focused on localising brands for diverse U.S. audiences, balancing cultural nuance with strategic precision. We’ve deployed AI-enabled, ROI-driven campaign ecosystems that deliver measurable results while staying creatively authentic,” she says. This expansion fostered a cross-continental intelligence exchange—upskilling teams, enhancing research, and ensuring global standards while maintaining local relevance.
Global outlook
For Tanya, being a global citizen is about mindset. “It means carrying the values and resilience of India into every space, while staying open to learning from the world,” she says. “India gave me my foundation—discipline, diversity, and empathy. The U.S. expanded my perspective, teaching adaptability and cross-cultural leadership.”
Challenges have been constant—losing her father young, starting id8 without funding, weathering crises, and navigating rapid industry changes. “Consistency and results silence stereotypes faster than words,” she reflects. “We’ve stayed ahead by being agile, investing in learning, and nurturing a culture of innovation.”
Drawing strength from her team and mentors, she adds, “Success may earn recognition, but humility earns respect. Each challenge carries the seed of growth if you choose to embrace it.”
The road ahead
“The future for us at id8 is about deepening impact,” Tanya concludes. “We aim to continue evolving as a global, integrated communications and brand consulting firm helping brands grow while shaping responsible narratives around sustainability, inclusivity, and innovation.”
Explore Tanya Swetta and her team’s global campaigns and brand collaborations here.