In a career spanning 30 years in India, China and other emerging markets, partly with WPP and partly as an independent strategic consultant, Kamini has worked for several domestic and global companies. Her primary focus has been on brand strategy, as well as innovation to lead growth, all with underpinnings of research and consumer insights. This has helped to develop a wide-ranging perspective and the ability to see with an aerial view, as well as the up-close granularity of challenges and opportunities. She has experience with innovations from India and China focused on new business models, not just price and affordability. Scarcity of resources like water and energy in these countries has led to innovative products and solutions. After this recession, consumers in developed markets, besieged by austerity measures and environmental concerns, can benefit from a reverse flow of innovation from the east.

Kamini has worked with several companies that were entering India in the 90’s – Kellogg’s, Coca-Cola, Mercedes and MTV among others, that were mainly launching existing brands and models from home countries. Initial failure led to developing completely new business models, rather than just tweaking product features and price points. All of this was for a far less affluent market that is mostly unorganised, highly fragmented and serving a completely different consumer culture. Subsequently, working across other emerging markets studying lifestyles, social issues and culture has provided a very good understanding of the similarities and differences across these emerging markets, answering a key need for global businesses. By writing regular columns and blogging for the Economic Times of India, teaching MBA students, serving on editorial boards of business magazines, and talking at industry conferences, Kamini has been able to crystallise and distil learning to larger audiences.

Kamini co-authored a book on marketing strategies in emerging markets – “The 86% Solution” – published by the Wharton Press and awarded the Best Marketing Book in 2007 by the American Marketing Association. This was the culmination of experiences from consulting, writing and teaching. Her close and deep engagement as a professional has resulted in an extensive network of professionals, media, industrialists and academia globally, but more specifically in India. Non-executive directorship in a public listed company in India provided experience in corporate governance. A Master’s degree in Physics, followed by an MBA from the Indian Institute of Management, Ahmedabad has been the foundation for her career.




We specialise in providing strategic inputs for marketing and business planning in BRICs and other Growth Markets. These are based on market data, inspired by consumer insights and informed by economic, political and socio-cultural ground realities. Based in London and Mumbai, we draw on an extensive network of associates, leaders, thinkers, and opinion makers across the globe to provide solutions and a point of view that rely on soft and hard data. Understanding the DNA of Emerging Markets and their complexities help in offering strategies that will turn challenges into opportunities based on real case studies and projects. Our target group includes; business managers and CEOs, industrialists, politicians, civil servants, academics, social scientists, financial institutions, consumers at the BOP and luxury buyers.



Consumer Goods, Durables, Services, Travel, Health


Emerging Markets, UK, North America