Rama Bijapurkar is a renowned Indian management consultant and thought leader known for her insights into India's evolving consumer market and economy. She obtained her MBA from IIM Ahmedabad and has since worked with many large Indian and global companies to help develop business and market strategies. Bijapurkar has authored several bestselling books that provide deep analysis of cultural and social changes shaping consumer behavior in India. She serves on the boards of several major companies and organizations and is a respected voice on balancing tradition with modernization in India's unique economic environment.

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Date: 19th June, 2015

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RAMA BIJAPURKAR,
MANAGEMENT CONSULTANT
“Indian DNA is about continuity with change; it is about
"THIS as well as THAT"
Rama Bijapurkar is a renowned thought leader on market strategy and
India‟s consumer economy, and an insightful commentator on the
social and cultural changes that are transforming India. Her
bestselling books include We are like that only, Customer in the boardroom and A Never-Before World:
Tracking the Evolution of Consumer India
EARLY LIFE & CAREER PROFILE:
Bijapurkar obtained her Master‟s in Business Administration degree from IIM – Ahmedabad. This
qualification enables her to gain a deep insight and profound knowledge about the fields of market
research and strategic consulting.
Rama Bijapurkar is one of India's most respected thought leaders on market strategy and consumer
related issues in India. She is also a keen commentator on social and cultural changes in the evolving
liberalizing India. She has her own market strategy consulting practice and works with an impressive list of
Indian and global companies, guiding the development of their business-market strategies. She describes
her mission as bringing "market focus to business strategy".
By studying the varying trends of the Indian market economy, Bijapurkar envisions to provide an
understanding of the environment and the surroundings in which the Indian consumers dwell, their
difference in tastes and opinions, their value systems and their gradual evolution. The monetary factor is
not the sole determinant of the Indians‟ expenditure anymore, other players have also entered the arena –
such as the Indian consumers‟ wishes, desires, hopes, thought processes, life styles, habits, social and
political contexts and the digital impact. Though there is a shift towards modernity and adoption of new
practices of lifestyle, expenditure and earnings, the average Indian is still to some extent rooted to his or
her traditional background and tends to value it – this, in an important way, describes consumer
behaviour. She had deeply scrutinised and researched the particular aspects of the Indian economy, which
are mostly overlooked by several organisation hoping to make a quick buck in the ever-expanding Indian
consumer market. She studies the connectivity of the Indian towards the modern era and also to it ancient,
conventional value systems.
AWARDS AND ACCOLADES:
Though management and strategic marketing consulting are primarily and stereotypically considered to be
men‟s spheres of action, the career graph of Rama Bijapurkar proves otherwise. Touted as an eminent
consultant as regards marketing strategies and consumer behaviour, Bijapurkar is also a prolific writer –
since she has authored a couple of books on the subject – ranging from “We Are Like This Only”and “A
Never-Before World: Tracking the Evolution of Consumer India” to „Winning in the Indian
Market”. Her books, despite having interesting, commonly familiar titles, are nothing short of
extraordinary – because of the insights, researches and in-depth analyses that Bijapurkar has either read
or carried out on her own, in the Indian economic scenario.
Apart from her consulting practice, she has served as an independent director on the boards of many blue
chip companies like Axis Bank, Bharat Petroleum, CRISIL, Godrej Consumer Products, Infosys and so on.
She also serves on the Governing Councils of the Banking Codes and Standards Board of India, the
Insurance Information Board and is a member of the Eminent Persons Advisory Group of the Competition
Commission of India. A regular visiting faculty of her alma mater, IIM (A), Bijapurkar is also a member of
its board of governors.
INSPIRATIONAL SOURCE:
Her life and her varied successes motivate us because she has carved a niche for herself in a predominantly
„masculine‟ field – that of business, economics and commerce. Her pragmatic concerns and surveys, as
presented in her various books, offer a unique entry point into the country‟s economy. Importantly, she
does not view India‟s market as it is stereotypically regarded – a schizophrenic, fragmented, divided world.