B.Sridhar is one of the early movers into digital- having entered a start-up in 2006. Currently he divides his time between India and Diageo’s global initiatives. He is responsible to embed digital technology at the core of marketing operations to make it a source of definite competitive advantage. Sridhar is also a key member of Royal Challengers Bangalore’s Leadership team during the IPL season. He is a committed ambassador of ‘Responsible Drinking’.