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 joined The Boston Consulting Group in 2007. She is a core member of the firm’s Consumer and Technology, Media & Telecommunications practices and leads BCG’s Center for Customer Insight in India.

Nimisha is an expert in consumer insight as well as digital and go-to-market strategy in emerging markets. She has deep interest and expertise in digital influence on urban consumer spending in India and in how Internet use affects purchasing.

Nimisha was one of the subjects of an article about important women in consultancies, published in the Economic Times section of the India Times in 2013. Before joining BCG, she worked for Nestlé India in sales and marketing and later for The Monitor Group.

AREAS OF EXPERTISE

  • Market research and customer insight
  • Go-to-market strategy in emerging markets
  • Global advantage
  • Urban consumers
  • Digital economy in India

EDUCATION

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

Publications and Videos

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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Digital Consumer Spending in India: A $100 Bn Opportunity

Digital India has catapulted in the last few years, with internet users growing nearly 2x in 4 years to reach 430 Mn users today. However, digital transactions still lag far behind.
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Five Surprises About How Indians Shop Online (and Offline)

Retailers must understand changing consumer behavior in India or risk losing out to startups.
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Encashing on Digital: Financial Services in 2020

The role of digital in financial services is rapidly expanding. However, the financial services industry has not fully recognized the rising importance of digital among Indian consumer. Financial institutions need to leverage digital to completely transform the customer experience. They will need to transform themselves in three stages.
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