People fascinate me, understanding what they do and why. India and how it is evolving fascinates me. I am open to new ideas, wherever they come from. Am continuously learning be it how we understand consumers, interpret data, train/mentor people who work in our company or simply make things work better/more efficiently. My mantra – be restless and curious, passionate and involved, have self-belief & commitment, drive & determination, be a little mad to make things happen

Understanding consumer behavior, studying the patterns of choice, solving the jigsaw puzzle to unearth the what, why, how, is exciting for me. I love wearing multiple hats and work at my peak when doing ten things – founder, project leader, researcher, client service person, mentor, trainer, mother, homemaker, wife, movie buff, mad reader, are some of the roles I enjoy playing. Finding and backing the right people, working with an enthusiastic bunch of driven, ambitious go getters, creating and improving an organization are big highs. You need to be a bit of a risk taker with immense belief in yourself and your ideas!

I’ve spent over three decades diving deep into customer insights and marketing
research in India and Malaysia. However, my experience goes beyond just these two countries to entire Asia and the US. I kicked off my career in India, working with great teams at Mudra Communications, ORG-MARG, Lintas Media Group, Acorn Malaysia, and Kantar. My passion lies in brand tracking, advertising research, pricing, concept and product testing and customer satisfaction, covering everything from finance to FMCGs and telecom. I love blending creative research design with a bit of statistical magic, and enjoy mentoring young researchers to think outside the box. I even draw inspiration from Bollywood psychology to decode consumer behavior!I’ve had the pleasure of collaborating with awesome brands like Coca Cola, Pidilite, ICICI Bank, Standard Chartered, Mead Johnson, Domino’s, Burger King along the way.

I’m a qualitative researcher who thrives on digging deep—into conversations, cultures, and context.  Curious by nature, I listen more than I speak, observe more than I judge, and ask questions that open up new ways of seeing.  For me, understanding isn’t just part of the job—it’s a way of being.