Managing Director & Partner
Aparna Bharadwaj joined Boston Consulting Group in 2009. She leads the firm’s Center for Customer Insight across emerging markets, and the Marketing, Sales & Pricing practice in Southeast Asia. She is also a core member of BCG’s Public Sector and Consumer practices.
Aparna has 16 years of experience in Marketing and Sales across various consumer industries. In consumer goods, Aparna has worked with local and multinational companies in Southeast Asia on a wide range of operational, sales, and marketing topics. Specifically, she has expertise in growth strategy, customer analytics, route to market, sales and distribution excellence, operational excellence, and portfolio analysis.
Aparna also has extensive experience working on the topic of economic development, particularly productivity and future skills in Singapore and Malaysia. She has worked with many public sector clients, including ministries and government agencies.
Prior to joining the firm, Aparna held several leadership roles at Coca-Cola, including brand management and trade marketing.
Para as marcas que esperam atrair consumidores conscientes do valor, o preço é crucial. Mas uma pesquisa do BCG mostra que oferecer o menor preço nem sempre é o movimento vencedor.
A BCG survey confirms that most consumers are ready to embrace sustainable products. Here are three ways to help make that happen.
Shoppertainment is a USD1 trillion opportunity in APAC. What potential does this entail for brands, and how can brands continue to inspire Shoppertainment growth in the next wave of commerce?
Aparna Bharadwaj, a BCG managing director and partner, discusses the surprising findings from BCG’s research into what motivates consumer choice around the world.
Aparna Bharadwaj, a managing director and partner and the global leader of BCG’s Center for Customer Insight, discusses how TikTok is supporting brands by tapping into the "shoppertainment" trend—and how businesses can leverage it.
Global clusters of like-minded consumers are surprisingly rare. And even among countries with similar consumer attitudes, needs can differ sharply by product category.
Although anxiety over health and finances is high, attitudes remain surprisingly resilient. And some behavioral changes—including greater use of digital commerce and tools—are sticking.
For brands hoping to lure value-conscious consumers, pricing is crucial. But a BCG survey shows that offering the lowest price isn’t always the winning move.
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.
As the COVID-19 pandemic continues to evolve rapidly, the Japanese International Cooperation Agency and BCG conducted a comprehensive study to understand how the pandemic impacted Southeast Asia along various dimensions.