ETHICUS

Weaving CULTURE into brand and business storytelling
Our Stories

The Challenges

How do we launch a new organic cotton fabric brand and develop an innovative future business model using the story?

The Approach

We immersed ourselves in the world of design, craft and fabric. We mapped the landscape through category scans, consumer and expert interviews - design students, fashion designers and textile specialists. This helped decode cultural and life insights and fuse the compelling brand narrative into a go-to-market strategy.

The Outcome

  • A successful B2B launch grounded in differentiation
  • Brand Core articulation including positioning
  • Anvéshan, a member of the Ethicus Advisory Board
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Associate – Rebecca Cameron

Rebs is a creative facilitator and innovation specialist with 15 years of experience designing and leading engaging workshops—both in-person and online. From product innovation to capability building, she crafts sessions that spark fresh thinking and real impact. Her role flexes across facilitation, project management, content creation, and building collaborative platforms to push clients into bold, new directions. Rebs has partnered with Anvéshan since 2008, when she and Raji first worked together at What If! Innovation in London. Recent clients include Unilever, Alpro, Tesco, Reckitt, GSK, and IPSOS.
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Preeti Bala

Preeti is a seasoned consumer insight specialist with nearly 20 years of experience across global and local markets. She began her research journey in Melbourne with Colmar Brunton and has since worked with firms like IMRB, Kantar, Nielsen, and Market Probe in India. As founder of her boutique insights firm, Primeiro, and a key associate at Anvéshan, Preeti brings strategic thinking and sharp consumer understanding to every phase of innovation. Her approach blends tried-and-true research methods with agile, modern techniques. Known for her clarity, energy and humour, Preeti is a trusted partner to leading CPG brands. Outside work, she’s a passionate traveller, animal welfare volunteer, devoted dog mom and yoga enthusiast.

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Rajeswari D. Sheth

Raji is a seasoned Innovator and Brand Strategy expert with over 30 years of experience across global markets. She has worked on the client side with brands like P&G, Kellogg’s, Unilever, and Schwarzkopf & Henkel, driving innovation and brand growth across India and Asia. At ?What If! Innovation in London, she tackled innovation challenges for global giants such as BP, Citibank, and Unilever. Today, she channels her passion for the new and the unconventional through Anvéshan, her innovation consulting practice that brings together a global network to spark and shape powerful ideas. She has led 75+ innovation and brand-building projects for clients including Hershey, Colgate, Nestlé, Kraft Heinz, PepsiCo, J&J, Samsung and more—across markets like India, the US, UK, Mexico, China, Indonesia and Thailand.

Primeiro was set up with the intention of creating a qualitative research agency with a different way of working – with clients open to working differently! We use curiosity, keen intuition and sense-making to apply insights to business decisions. Now more than ever we realize the need to be ready to adapt and rapidly respond to the ever-changing environment. Through the array of online technology partners that we engage with daily, we are able to seamlessly transition your in-person research to any virtual or remote solution, should you determine that you wish to shift away from in-person research. Be nimble, be flexible! Based in India, our territory is the South Asian and the South East Asian region. Our consultants have been living and working in the region for several years, observing first hand, the changes that have occurred in these societies – combining specific country knowledge with a regional perspective. We work closely with a network of trusted collaborators – ranging from brand consultants, innovation experts, semiotics specialists, ethnographers, creative consumers etc. – to leave you with much more than mere qualitative research data and findings.