Xcitd Global Expands Cross-Border GTM Advisory Across India, the US and Australia

A founder-led consultancy is betting that brands scaling between three markets need one partner, not three.

Cross-border GTM is where many growth plans quietly fail. A product that sells well in Pune meets a different buyer in Phoenix, a different regulator in Perth and a different media mix in both. Xcitd Global, a brand management and go-to-market consultancy, has announced an expansion of its advisory services across India, the United States and Australia. The pitch is simple: one team that understands all three markets.

Why cross-border GTM is getting harder to ignore

The India-Australia corridor shows the pull. India’s exports to Australia more than doubled after the Economic Cooperation and Trade Agreement (ECTA) was signed in 2022, from about $4 billion in FY21 to $8.5 billion in FY25. Total bilateral trade reached roughly $24.1 billion in FY25, according to figures released by India’s Ministry of Commerce on the agreement’s fourth anniversary. Since January 2026, Indian exports have had zero-duty access into Australia.

Lower tariffs open the door. They do nothing for positioning, pricing or distribution once a brand walks through it. That gap between market access and market traction is where Xcitd Global sits. Good cross-border GTM work has little to do with a tariff line and a lot to do with who buys, who influences the buyer and what it costs to reach them.

Three client groups, one working framework

The firm has taken mandates across government bodies, startups, and technology and education companies.

On the government side, it helps public sector units and state departments build awareness campaigns, digital citizen-engagement programmes and large-scale ecosystem branding. For startups, the work centres on positioning, keeping customer acquisition cost (CAC) under control and getting from seed stage to a credible market position. The third group covers EdTech platforms, SaaS providers and deep-tech companies that want to enter mature overseas markets, which is where cross-border GTM planning matters most.

Those groups look unrelated. A state department and a seed-stage SaaS company do not share a budget or a timeline. They do share a dependence on audience research, and that is the thread a generalist GTM firm can pull on. My read is that the government work gives Xcitd Global a scale-of-message discipline most startup advisers never get to practise.

What the service stack looks like

Xcitd Global sells three things. The first is cross-border GTM consulting: launch roadmaps built on market intelligence, distribution mapping and localised growth plans. The second is integrated brand management, which covers identity, positioning and how media spend is allocated.

The third is the one that defines the firm. Xcitd Global describes it as a trilateral market conduit. An Indian brand heading to the US or Australia gets an operating bridge, and a global corporation trying to crack India gets the same in reverse. Most boutique consultancies pick a direction. Covering both ways is harder to staff and, if it works, harder to copy.

The founder behind the firm

Kiran Mandrawadkar founded Xcitd Global and serves as its Founder and GTM Lead. He describes himself as an integrated marketing professional, and his background supports that. He has managed business portfolios, strategic alliances and digital transformation work, and held growth roles at agencies running performance and digital campaigns for consumer goods, aviation and food brands.

He is also a PhD scholar in management and a Professor of Practice at business schools. That mix of classroom and client work shows in how he frames the firm’s job. In the announcement he says success comes when strategic intent produces results a client can measure, whether the client is a government initiative, a startup launching abroad or an education company growing its user base. The firm’s working motto, “Think. Build. Excite.”, is less subtle, but it does tell you the order of operations.

What to watch next

The announcement leaves some things open. It names no clients, publishes no outcome data and gives no headcount or funding details. Founders weighing a cross-border GTM partner should ask for exactly those: CAC by market before and after an engagement, time to first revenue in the new geography and the names of two references who have done the crossing.

The case for paying attention is still solid. The timing lines up with the ECTA’s maturing tariff cuts and with the India-Australia negotiations toward a broader Comprehensive Economic Cooperation Agreement, which would widen trade in services and digital goods. A firm that already has people on the ground in India, the US and Australia is positioned for that demand. The mix of an operator’s agency history and an academic’s frameworks is also uncommon in a boutique firm.

The bottom line

Xcitd Global is early in its public profile but aims at a real problem. Cross-border GTM fails on local detail, and the firm’s three-market footprint is built around local detail. Founders in EdTech, SaaS and deep tech who are eyeing the US or Australia, and foreign brands eyeing India, now have another specialist to put on the shortlist.

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