Arun played an instrumental role in building out the SEO at Practo along with mechanisms that made SEO scalable and people independent as we launched new categories . He also played a critical part in laying the foundations and approach to paid digital marketing including ASO. As a digital marketing specialist and a professional he was someone that the whole team would look up to - for the level of passion , rigior and hard work he would bring to work . Arun is one of the most intellectually honest and no non-sense digital SEO and performance marketeers i have come across - he was known for being someone who would never hesitate to spade a spade. Over the years and even now Arun is someone that i turn to when i get stuck on something that is new or emerging in digital marketing and i need advise . In my mind he is a rare find for any company that trying to lay it digital marketing foundations right .