We believe that the richest insights lie in the smallest of details
It’s in the conversations over chai, the rituals of everyday life, the unspoken habits that shape decisions. Our philosophy is to go beyond numbers and big data, delving into the stories and emotions that truly drive Indian consumers.
By piecing these together, we help brands find their voice, their role, and their relevance in a complex and ever-evolving India.
Bringing the Consumer into the Boardroom
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To truly understand consumers, we step into their world—observing daily life, routines, and decision-making firsthand. Whether at home, at work, or on the move, we capture unspoken behaviors, cultural cues, and emotional triggers that shape how people think and buy.
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People open up differently when they’re with their own. Peer parties are natural, unfiltered conversations where friends and family discuss products, trends, and habits as they would in real life. This helps us decode social influence, shared aspirations, and real talk about brands.
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Real behavior unfolds over time, not in a single interview. Through WhatsApp check-ins, photos, videos, and voice notes, we track how people make choices, what influences them, and how their habits evolve in real life—giving us a richer, more dynamic view of their world.
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What people say they buy and what they actually buy are often different. In shop walks, we shadow consumers in real retail environments—whether in a kirana store, mall, or local bazaar—observing how they browse, compare, and decide what goes into their basket.
Tools We Use
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CultureQ: Understanding What Feels Instinctively Right (or Wrong) for India
Some ideas feel at home in India, and some feel completely off. CultureQ helps us figure out whether a brand, a product, or an ad fits into the world of Indian consumers—or if it sticks out like a sore thumb. We look at cultural cues, language, emotions, and symbols to assess whether something will land well or miss the mark.
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Manthan: The Churn Behind Every Consumer Choice
In India, decisions aren’t linear—they emerge from a churning of desires, influences, and realities. Manthan is our proprietary framework that maps the deep motivations driving consumer behavior, from cultural traditions to aspirations. By decoding these layers, we help brands find where they truly belong in people’s lives.
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Assessing Brand Equity & Perception – Understanding How a Brand Truly Lives
Brand equity isn’t just awareness—it’s how people see, trust, and connect with a brand. We assess the brand’s place in consumers' minds, competitive standing, and key opportunities. By decoding perception, recall, and emotional resonance, we help brands sharpen positioning and build stronger, more meaningful connections.
Strategic
Consulting
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We help brands find who they are, what they stand for, and how they should show up, ensuring they hold a clear and meaningful space in people’s lives.
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We bring structure to brands with multiple offerings, sub-brands, and extensions, making sure everything fits together in a way that’s simple, smart, and scalable.
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We look at where a brand is today and where it needs to go, mapping out a clear path forward that’s rooted in real consumer behavior.
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We help brands find their voice and speak with clarity, ensuring every message connects, resonates, and feels instinctively right.
Bringing it all Alive with Design
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We build detailed brand manuals—as interactive digital systems or physical guides—to ensure consistency across touchpoints, making brand identity easy to understand and scale.
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We bring the consumer into the boardroom in the most vivid, immersive way possible, using real-life narratives, visuals, and stories that make insights impossible to ignore.
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We design live installations, consumer vox pops, and interactive exercises that don’t just present insights—they let teams see, hear, and experience them firsthand.
Meet the Team
Rutu Mody Kamdar
Founder
With over 2 decades of experience in branding, consumer insight, and strategy, Rutu brings a rare blend of academic depth and real-world expertise. She holds a Ph.D. in Branding & Consumer Behaviour and has worked across categories to decode the emotional and cultural forces shaping consumers today. She also teaches at leading B-schools in India, France, and Germany, and contributes regularly to top publications, offering sharp perspectives on branding, society, and the evolving Indian consumer..
Madhumita Rudra Jha
VP, Client Servicing
With 24 years across brands and agencies and a Master’s in Marketing from the University of Schiller, UK, Madhumita leads client servicing and operations with sharp insight and infectious energy. A natural people’s person, she brings clarity and creativity to every project. When not at work, you’ll find her exploring the worlds of Latin dance and culinary arts.
Arpita Shah
AVP, Operations & HR
With 17 years of experience across branding, finance, and startup ecosystems, Arpita is a powerhouse of operations management. Armed with a Bachelors in Commerce, she drives both strategy and execution at Jigsaw, seamlessly balancing multiple hats. Off the clock, she’s all about dance, music, and creating reels—always moving, always creating.
Vineet Nair
Insights & Strategy Lead
With an MBA in Strategic Marketing from MICA, Vineet believes that real insights power the strongest brand strategies. A sharp observer of consumer behavior, he blends design thinking with a creative approach to storytelling—across formats like film, video, and digital. Trained in classical dance and a poet at heart, he brings a fresh, human perspective to every project at Jigsaw.
Jagruc Mahant
Insights & Strategy Lead
Jagruc brings a keen eye for patterns and a deep curiosity about human behavior to his role in the Insights & Strategy team. With a background spanning business intelligence and on-ground consumer engagement, he excels at connecting the dots between data and real-world decision-making.
Apeksha Lohia
AVP, Insights & Strategy
With an MBA in Communication and Media Studies from Symbiosis and over 11 years in brand strategy and marketing, Apeksha is a seasoned strategist who brings depth and clarity to every brief. Outside of work, she finds her escape in books and travel, always seeking new stories and perspectives.
Pranjali Revdandekar
Insights & Strategy Lead
An MBA in Strategic Marketing from MICA, Pranjali has a sharp eye for brands, culture, and the codes that shape them. A Brand Management major, she blends creative thinking with storytelling—rooted as much in the discipline of classical dance as in consumer insight. Constantly evolving, always curious.
Siddhi Sahni
Insights and Strategy Lead
With an MBA in Strategic Marketing from MICA and a foundation in literature, theatre, and filmmaking, Siddhi brings a keen eye for people, society, and culture. Her journey from the humanities to marketing and strategy has been intentional, led by a belief that the best brand thinking starts with deep human understanding.
Mary Dasri
Operations & Admin Executive
With 7 years of experience, Mary is a skilled operations professional with a sharp eye for resource management and problem-solving. Passionate about beauty and makeup, she keeps a pulse on the latest trends, blending efficiency at work with creativity in her passions.
Shourya Sharma
Insights & Strategy Lead
With an MBA in Strategic Marketing and Communication from MICA, Shourya brings a unique perspective shaped by his diverse experience in digital strategy, visual design, and engineering. A media major and a storyteller at heart, he combines empathy with critical thinking at Jigsaw.