Business x Culture
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I unlock opportunities for leadership teams growing brands in India
Across categories like tech, FMCG, beauty and luxury my work has led to creation of products, categories and services that are in the homes of over a billion Indians.
Through my cultural intelligence studio Folk Frequency, I publish reports like India 2030, Girl Uninterrupted, Inside IPL and more, that are powering innovation and strategy teams across the world.
Read my work in:
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Stop guessing to start winning
Better (and faster!) decisions require two things: the confidence to examine what you believe, and the clarity to act on what you discover.
I deliver both, through challenging assumptions, illuminating blind spots and identifying opportunities others haven’t recognised.
I work across three interconnected areas:
* Growth: Portfolio strategy, category growth and emerging market opportunities.
* Innovation: New product development, unmet needs and future demand.
* Brand: Positioning, creative strategy and campaign development.
I typically partner with CMOs, CBOs, marketing and category leaders, and innovation teams to identify breakthroughs, anticipate change and make better strategic decisions.
Ways to work together
STRATEGIC INTERVENTION
Solve a business problem
BRAND IN CULTURE OS™
Find your brand's place in culture
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INDIA MARKET ADVISORY
Bring India into the room
EMBEDDED EXPERTISE
Get me into the complexity
Clients and collaborators
BRING ME THE QUESTION.
For high-stakes meetings, field trips and the moments when you need expert perspective in the room.
INDIA SOS
HAVE AN URGENT INDIA QUESTION?
Oliver Pattenden
Global Research and Insight Director - The Sustainability Studio, Accenture Song
I had the pleasure of working with Gayatri as part of a global study (eight countries) regarding people’s relationships with sustainability and all the rich cultural diversity that comes with that topic. From day one, she greatly enriched the project with her perspectives, insights and ideas, helping to make sure the ethics and methodology of the project were as strong as possible. Her ethnographic research and her collaboration with our broader team of researchers were also a huge benefit to our project.
Emilia Konstanczak
Associate Director, G=MC2
Gayatri was a great help in guiding us through the world of Gen Z in India and discovering some amazing Indian brand examples that would have otherwise slipped under our radar. Her insights gave us a fresh perspective into the Gen Z universe. Her research and analysis helped us delve into their values, likes, and behaviours.
What added an extra layer of value to her work was not only the eye-opening insights but also her prompt and efficient delivery. I wholeheartedly recommend Gayatri to anyone seeking cultural insights and brand expertise, especially when it comes to connecting with and understanding Gen Z in India!
Sudip Mitra
President - Corporate Strategy & Business Development at Aditya Birla Group
We worked on a future facing project with Gayatri - Media Ethnography.
It was fascinating how she was able to effectively de-clutter the current media scenario and tease out clear actionable trends for the future. Her mastery of her craft was evident.