Democratizing Coaching

Client The client is a leading Indian e-commerce company with more than 200 million registered customers, 150 million products, and 36,000 employees.

Needs The client was looking for a cost-effective solution to democratize coaching and offer it to a wider array of leaders in the organizations. They wanted to offer coaching not merely as a systematic intervention, but more as a support for leaders to avail of as and when they felt a need.


We designed the ‘Coach on Demand’ Model for the client in line with their needs. This model works on a ‘credit’ system – 1 credit equates to 1 coaching hour. The client purchased credits for a stipulated period of time and publicized this opportunity to targeted leaders on the company’s intranet from where the leaders could send in a request for coaching as needed. The CoD Model included

A highly experienced coach panel:

We designed a panel of 10 ICF certified MCC Coaches who were available for both in-person and virtual coaching as required by the leader.

A pre-decided coaching format:

To save time and for standardizing the intervention, a pre-decide coaching format was created. This included:

  • Chemistry Sessions to select a coach from the panel
  • A Triparty Session with the manager to set direction to the coaching
  • Three Coaching sessions
  • A Review or Closure session to review progress and close the engagement/seek more coaching if needed


Leaders used this coaching opportunity for a variety of developmental needs. They included:

  • Career planning and development
  • Executive leadership development
  • Women leadership development
  • Personal Development and Self-awareness

So far, a total of 22 senior leaders across 2 batches have accessed coaching through the CoD Model

36% Leaders from batch 1 extended their coaching engagements to more than the standard 3 coaching sessions

More than 100 coaching sessions have been successfully completed

The CoD model was received well by leaders and as an outcome, the client has renewed their subscription for this year too.


The client was showcased in The Leadership Factories of India, a study conducted in 2023 that recognized organizations with the best leadership development processes and was featured in the Economic Times. This included the work that Meeraq did with the client.

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