Sushmita Balasubramaniam

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Sushmita Balasubramaniam
EVP, Commerce
South Asia, Kantar

A market research and consumer consulting professional with nearly 25 years of experience, Sushmita thrives on unearthing consumer insights for marketing decision making covering the full range of marketing issues – growth strategy development, brand opportunity identification, product, packaging, pricing, brand communication and promotion, brand positioning and re-positioning.
After a stint in books retailing , she spent fourteen years in TNS India where she feel in love with research and insights. She then joined Technopak Advisors, a premier retail consulting firm as a Consumer Insights Expert and was one of the founding members of Envirosell India. She trained under Paco Underhill – Founder, CEO and President of Envirosell Inc, USA and learnt best practices of the shopper business
Since then, she has focused on the area of Retail & Shopper marketing & research and leading the Shopper & Retail practice for Kantar IMRB. She has led a wide range of studies – from Retail Location & Catchment mapping, Profiling for Potential Assessment, Shopper studies inputting into Store Design, Category & Brand Management as well as Optimization Of Service Levels & Staff Training.
In her current role as the South Asia Commerce Domain Lead for Kantar, she has developed unique protocols geared towards developing markets as well as the organized modern trade. She works closely with the client servicing teams to advise on set up and delivery of shopper & retail projects, specifically in terms of ensuring ensure actionability of the findings