First Partners
Strategic communications and PR consultancy advising brands on reputation and earned media.
Founded
2010
HQ
New Delhi, India
CEO / MD
Atul Ahluwalia
Employees
300+
Ownership
Private
Industry
Public Relations and Strategic Consulting
What they do
First Partners is a top-tier consultancy specializing in reputation management, public affairs, and corporate communication. They work with C-suite executives to craft narratives that influence stakeholders, investors, and policymakers. A Management Associate in Strategy works on high-stakes projects, performing market research, competitor analysis, and narrative building to help clients navigate crisis or growth phases.
How they make money
They operate on a high-value retainership and project-based fee model. Clients pay for strategic counsel, crisis management expertise, and the ability to influence public opinion. Profitability is tied to the firm's intellectual capital and the seniority of consultants providing the strategic advice.
Why it's interesting for a marketer
You work the earned-media side of the marketing mix, shaping narratives, media strategy, and stakeholder perception rather than just buying reach. For a PGDM marketer that means fast, broad exposure: within months you touch strategy, content, media relations, and measurement across multiple client industries, learning directly from partners instead of climbing through layers of hierarchy.
Products & services
- • Corporate Reputation Management
- • Public Affairs and Advocacy
- • Crisis and Issues Management
- • Digital Influence Strategy
- • Financial Communications
Market position
They are a leader in the Indian corporate communications space, competing with global giants by offering localized, high-touch strategic consulting to the largest Indian conglomerates and MNCs.
Scale
Privately held; highly profitable with a dominant position in the Indian market
Focus
C-suite strategic communication
Expertise
Leader in Indian corporate public affairs
Clientele
Top Fortune 500 and leading Indian conglomerates
Recent developments
- → Consistent winning of 'PR Consultancy of the Year' awards
- → Expansion of public affairs and ESG communication units
- → Increased focus on digital-first reputation strategy
Culture & reputation
The culture is intense, high-energy, and demanding. It attracts professionals who are articulate, politically astute, and able to think on their feet. It is an environment where you are expected to learn quickly and contribute to executive-level conversations early on.
Strengths
- • Deep understanding of the Indian regulatory landscape
- • Strong relationship with leadership across industries
Weaknesses
- • Reliance on individual partner networks
- • High pressure and intensity can lead to turnover
Opportunities
- • Growing demand for ESG-focused communication
- • Leveraging AI in predictive sentiment analysis
Threats
- • Economic downturn reducing marketing/PR budgets
- • Global agency consolidation
Why join (as a fresher)
- • Unmatched exposure to C-suite decision-making
- • Learn the art of corporate narrative building and stakeholder management
- • Dynamic work environment with no two days being the same
- • Fast-track growth opportunities for high performers
“Why First Partners?” - starter answer
“I am keen on joining First Partners because of your reputation for high-stakes strategic communication. I want to build my career at the intersection of business strategy and public influence, and I admire your track record of advising the country's biggest leaders.”
Pro tips
- Read a week of Exchange4media, afaqs! and Reputation Today before the process. GD topics and partner questions come straight from the current comms news cycle.
- Practise timed writing: one press release and one 150-word crisis statement in about 20 minutes each. The written test rewards speed with clean grammar.
- In the presentation round, structure every answer as Audience, Message, Channel, Measurement. Partners cross-question hardest on measurement, so go beyond 'media coverage' to share of voice, sentiment, and message pull-through.
Eligibility (as listed)
All Majors (except Ops & Finance)
Role(s) offered: Consultant · Management Associate -Growth & Strategy
Profile AI-drafted on 11 Jul 2026 from public knowledge - verify time-sensitive facts before your interview.
Prep guide compiled from the PGDM 2026 campus placement list. Company facts are for orientation - verify time-sensitive details (leadership, numbers, recent news) before your interview. Questions are illustrative of each round, not a leaked question paper.