She is the driving force behind GreyCells. With a career spanning over 20 years in brand planning, consumer insights mining and market research, she has valuable experience in understanding the Indian consumer across geographies, cultures, socio economics and life-stages. She consistently serves as the voice of reason in the oft experienced pandemonium of the research world to deliver innovative new solutions to meet client objectives effectively. She is comfortable with ambiguity and is able to draw out insights clearly. Prior to GreyCells, she was a part of the strategic planning, communication development and insights cell of Draft FCB and Grey Advertising. She has vast experience working across clients and categories – from FMCG to technology to digital.