Your strategic edge in global markets

Strengthen your presence and influence across diverse international audiences

What We Do

Whitetops Global is a London-based strategic consultancy operating at the intersection of media, marketing, and business strategy. Its perspective is rooted in the first-hand experience of its founder, who has run international television networks, launched channels, negotiated carriage across continents, and built diaspora audiences long before they became a strategic priority. That experience has never been more relevant. As streaming and FAST channels redefine the media landscape, and South Asian and diaspora audiences become increasingly valuable yet remain widely misunderstood across Western markets, organisations need partners who understand how these communities consume, connect, and make decisions.

Today, Whitetops works across media, entertainment, events, and brand consultancy, helping broadcasters, production houses, hospitality and healthcare businesses, and other organisations build stronger market presence and lasting audience connections where conventional approaches often fall short.

Years in Media and Entertainment

Markets worldwide

Continental network leaderships

The founding force behind Whitetops

Govind began his broadcast career with Zee TV India in 1995, then spent eleven years leading Zee TV Europe from London. He went on to work for thirteen years at IndiaCast (distribution arm of Viacom 18) as the Business Head for Europe and the Americas from 2012, then was appointed as the International Head and EVP from 2018, responsible for EMEA, Asia Pacific, and SAARC. He founded Whitetops Global in 2025, writes the Media Pulse column for BizAsia, and mentors emerging professionals through Mentor Together.

“Experience is only valuable if you share it.”

Govind Shahi Advisor & Consultant

Meet our team

Aparna is a senior media and consulting leader with over 26 years' experience. At Whitetops, she leads commercial strategy and operations alongside Govind.

Aparna Potdar Co-Founder

Anuradha brings deep brand and marketing expertise across South Asian and international markets, advising Whitetops on positioning and audience growth.

Anuradha Paraskar Advisor, Brand & Marketing, Mumbai

Nicola advises on technology and sustainability strategy, helping Whitetops build responsible, future-facing partnerships across its network.

Nicola Poynter Advisor, Technology & Sustainability, London

Maanav guides Whitetops on AI, blockchain, and digital transformation, helping clients navigate emerging technology with practical, business-first thinking.

Maanav Sharma Advisor, AI, Blockchain & Digital Transformation

Six ways we move the needle

Media & Broadcast Consultancy

Channel strategy, distribution, carriage, and audience growth for broadcasters and platforms - linear, FAST and streaming.

Brand Partnerships & Sponsorship

Connecting brands with the events, content and communities where South Asian and international audiences actually are.

Events & Awards

Flagship events conceived, produced, and delivered end to end; including The Apex Awards, our own celebration of business excellence.

Advertising & Media Planning

Campaign planning and buying across television, outdoor, digital and community media, negotiated with operator-level knowledge.

Content & Production

Development and production support for television, theatre and digital content with international reach.

Market Entry & Expansion

Guiding international businesses into the UK & European markets, and UK businesses towards diaspora and international growth.

The Apex Awards 2026

The Apex Awards is the definitive celebration of South Asian business excellence in the UK. Conceived and devised by Whitetops global with Luminary networks, the inaugural edition recognises outstanding achievement across twelve award categories, bringing together the country's leading business owners, entrepreneurs, and senior professionals for an evening of recognition, networking, and celebration.

Date: 11th September, 2026

Venue: InterContinental London Park Lane

Guests: 350+ Business Leaders

Visit Apex Awards

Stories of impact

Led the international launch of television channels for the Zee and Colors networks.

Delivered large-scale international events including Miss World, Zee Cinema Awards, Zee Asia Live, Zee Carnival and live concerts of Sonu Nigam, Badshah etc

Created original local programming tailored for international audiences, including Desibeats, and Antakshari.

Advised and launched Swastik Stories across FAST platforms in India.

Whitetops treated our business like their own. They opened doors we did not know existed and stayed hands-on from the first meeting to the final delivery.

Sidharth Tewary Swastik productions

Thirty years of broadcast experience shows in every conversation. We came for media planning and stayed for the strategic counsel.

Vinayak Girgune Founder, Blue Hospitality Group

They understand the South Asian audience in a way no mainstream agency has come close to. The results spoke for themselves.

Sachin Parab Co-founder, Ravenscroft Healthcare

Govind Shahi brought invaluable expertise that strengthened ting international business and accelerated our growth across the UK and UAE.

Manan Vora Founder, Ting

Whatever I bring to Govind, Half formed or overwhelming, he listens first and guides second. Every consultation ends the same way, I walk out with clarity. I don’t have walking in and that calm, patient way of guiding people has shaped how I run London dreams as much as any strategy he has given me.

Aapsara Founder, London dreams