To build profitable relationships with digital-savvy consumers, brands must use digital tools to personalize interactions with customers before, during--and long after--the purchase journey.

Nimisha Jain leads Boston Consulting Group’s Marketing, Sales & Pricing practice for Asia Pacific. She was previously the Global Leader of BCG’s Center for Customer Insight.

Nimisha has over 20 years of experience in consulting and works extensively with clients in the consumer, media, and growth technology industries across a range of business issues. She is an expert in consumer insight and innovation, digital marketing, ecommerce, and go-to-market strategy in emerging markets.

She is a member of several key industry associations, has published over 25 reports on understanding the Indian and Asian consumer, and is a successful TED speaker on the subject.

Before joining BCG, she worked for Nestlé India in sales and marketing and later for The Monitor Group.

AREAS OF EXPERTISE

EDUCATION

  • MBA, XLRI Jamshedpur
  • BA, honors, Lady Shri Ram College, University of Delhi

HONORS AND AWARDS

  • BusinessWorld Women Leaders 2018
  • The Economic Times, Women Ahead 2017

Publications and Videos

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Measure To Grow: Drive double-digit growth by measuring marketing right

Digital is the fastest-growing marketing channel in India, however, marketing measurement capabilities and approach have not kept pace. This report brings forth an industry consensus on unlocking exponential growth through optimal marketing measurement and provides a five step guide for organizations to accelerate their measurement journey to unlock growth.
How the Pandemic Did—and Didn’t—Change Indian Consumers

How the Pandemic Did—and Didn’t—Change Indian Consumers

Surging demand for online fitness classes and do-it-yourself hair styling proved fleeting. But other behavioral shifts—such as increased use of digital and of healthier products—are enduring.
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India COVID-19 Consumer Sentiment Snapshot Series

BCG's Center for Customer Insight in India (CCI) shares insights related to the COVID-19 Consumer Sentiment and Behavior in India. As the COVID situation in India continues to evolve, this periodic snapshot aims to understand the impact along four key dimensions highlighted in our series.

The Joy of Shopping—and How to Recapture It Online

Using examples from India, Thailand and China, BCG Managing Partner & Director Nimisha Jain introduces us to "conversational commerce," a retail model that combines the convenience of a digital experience with the personalized touch of human interaction.

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Turn the Tide | Unlock the new consumer path to purchase

The COVID-19 pandemic has led to unprecedented shifts in consumer attitudes and behaviors in India, which are altering the path-to-purchase across categories.
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Responsible Marketing With First-Party Data In Asia Pacific – A $200 Billion Value Unlock Opportunity

Building first-party data capabilities is a key imperative for brands to move up the digital marketing maturity curve. In a privacy-conscious world where consumers seek personalization yet want their data privacy to be maintained, first-party data practice is a two-way value exchange between consumers and brands.
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COVID-19 Consumer Sentiment Snapshot: Special Feature—Asia-Pacific

Australia, Japan, and India entered lockdown at different times and under very different circumstances. Here’s how consumers in these countries—and elsewhere—assess their prospects.
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Edition 1: COVID-19 and the Emerging-Market Consumer—Five Trends to Watch

Consumers in emerging markets are both fearful and guardedly optimistic. This yin-and-yang tension is shaped by the character of these vibrant but complex markets.
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COVID-19 Consumer Sentiment Snapshot #4: Fighting in the Dark

Most Western countries are seeing reduced spending expectations as the pandemic spreads, but consumers in China and India express greater optimism, and Italy may be turning a corner.
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Ten Trends That Are Altering Consumer Behavior in India

Traditional spending habits are giving way to a focus on experiences, customized products, and time-saving services.
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Digital Powers Consumer Durables: A $23 Bn opportunity by 2023

The consumer durables industry is expected to continue the growth momentum to become USD 36 Bn by 2023 and a whopping $23Bn of this will be digitally influenced sale.
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Digital Consumers, Emerging Markets, and the $4 Trillion Future

Between now and 2022, digitally influenced purchases will soar. Here’s what that means for consumer behavior, according to interviews in Asia, Latin America, and Africa.
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