Aditya Birla on connecting India’s online and offline consumers

Gathering online and offline insights in a balanced way is crucial to brand growth, according to Fortune 500 India company Aditya Burla Group.

Sudip Mitra, senior vice president for consumer insights and brand development at Aditya Birla Group, said there has been a huge change in the way insights get collected in the digital age and there is now a need to combine offline and online consumer journeys for effective marketing.

He was speaking at the 2nd annual Consumer Insights & Analytics 2019 conference held by Goldman Communications in Mumbai recently. Mitra is currently leading the insights practice for Aditya Birla Group across its businesses. Mitra has previously worked with Marico and Philip Morris.

The Aditya Birla Group is a US$44.3bn corporation,...

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