ADITYA BIRLA GROUP

Distilling 360° INSIGHTS to create a competitive Brand Strategy for a building materials brand
Our Stories

The Challenges

How do we completely makeover the Eternia brand and articulate this to all stakeholders to overcome tough competition from UPVC brands and traditional local fabricators of windows ?

The Approach

We connected existing brand and competitive data with primary qualitative research across key touchpoints — consumers, influencers, traders and fabricators. We used deep listening and ethnographic home audits across diverse markets in India to uncover brand opportunities. We brainstormed to co-create strategic insight springboards and starter ideas for communication and activation.

The Outcome

  • Crafted powerful customer and consumer insight platforms
  • Defined a clear, differentiated Brand Core
  • Built a 360° Brand Strategy, action roadmap and demonstrated feasibility with 4 idea platforms and 7 potential starter ideas
Envelope Linkedin

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.