I started my career back in 2002 in a medium sized research agency tucked away in a small building in leafy south part of Delhi (India). This agency taught me the foundations of strong quantitative research and using it to uncover consumer insights. After numerous acquisitions and takeovers, this agency became TNS India (currently called Kantar TNS globally and one of Kantar's flagship entities). I worked for 8 years with TNS in both their Delhi and Mumbai offices. My clients ranged from the venerable Maruti Automobiles to large MNCs like Nestle, P&G, Nokia and Samsung. Brand research (both strategic and tactical) is the underlying pillar of my understanding of branding and brand strategy.
I moved to London in 2008. My initial few years continued to be in consumer research with stints in TNS and Ipsos MORI. With 10 years of research experience under my belt, I decided to take the leap into the world of strategy. This ambition got me a Senior Consultant role in McKinsey & Company. I was based in London but travelled extensively and worked with teams on engagements that spanned the world of retail, private equity, FMCG/CPG, professional services and information technology. I left the Firm and did a one year stint with Prophet Brand Strategy, wherein I worked on strategic brand engagements with clients like Mondelez and UBS.
In 2014 I look the leap again and became an independent consultant, a journey that has continued since. Not only am I method agnostic, but also client agnostic. I work with brand owners directly and with agencies who work with other brand owners. My work ranges from conducting strategic consumer research, data-driven brand strategy formulation, and implementation and roll out support of global brand strategy programmes. My clients include Mondelez, Danone, Ferrero, AkzoNobel, Whitbread restaurants, Costa Coffee, Nestle and UBS.
Domain expertise in brand positioning / repositioning strategies, brand equity measurement and mapping, brand portfolio optimisation, brand architecture development, identifying and implementing engagement specific consumer insights, category & market analysis and implementation of brand health / brand KPI measurement systems.
Strong experience and understanding of complex and strategic brand positioning, brand health measurement, segmentation and opportunity identification and brand transformation programmes, having worked in both Asia and Europe with extensive exposure to both regional and global client engagements.
Deep understanding and appreciation of the intricacies, challenges and complexities of managing global multi-functional teams and cross-cultural differences. A strong believer in 'taking action' vs. 'over thinking'. On any day, prefers sharp strategic outcomes that are crisply communicated over long-winded presentations.
UNIVERSITY OF DELHI, INDIA
Masters in Business Economics, 2002
- Member, Institute of Directors (IoD), United Kingdom