Nivedita believes that good brands enjoy customer love, but great brands transform consumer behaviour and shape culture.
And that’s why she joined DSGCP– to embed consumer obsession in everything we do and partner the next generation of category-defining, culture-shaping brands.
Nivedita runs our portfolio and fund's brand initiatives at the India Office. She enjoys wearing multiple hats; immersing herself in consumer research to decode customer behaviour, sharpening brand identity and crafting compelling brand narratives, deepening platform partnerships, and building our content IP (check out Brick by Brick: Building Insurgent Brands).
She joins us after stints at leading advertising agencies; Leo Burnett and Wunderman Thompson, where she strategized for giants like Hershey’s, HUL, P&G, Cholayil, Cavinkare, Welspun and Rebel Foods. Across categories, she thrived at uncovering consumer insights by distilling consumer conversations, ethnographic research, culture mining, and industry reports.
Outside work, you will likely find Nivedita absorbed in a book, at the tennis court, or even people-watching at the supermarket.
Swiggy Instamart for all my last minute cravings
Canva for inspiration and any design needs
AirPods to help me stay focused and/or connected
Influence: The Psychology of Persuasion by Robert Cialdini
Tennis, Karaoke, Sampling New Cold Brews