We are a team of seasoned consultants and industry experts dedicated to fostering innovation and driving business growth.
Nivedita Singh
Nivedita has 25+ years in Consumer Insight mining, Brand Planning and Marketing Strategy development.
She consistently serves as the voice of reason in the oft experienced pandemonium of the Indian market and delivers innovative new solutions to meet client objectives effectively. She has proven experience in understanding Indian markets, customer segmentation, product positioning and marketing tactics well. She has worked with global clients and handled international brands for decades now.
She is the driving force behind Greycells Research, a sister concern founded by her in India. She has been spearheading it for the last 15 years. In that journey, she has helped many start-ups grow and has been part of their life cycle. She is highly experienced with start-up settings and culture.
Nivedita has a Masters degree in Business Economics and a Bachelor’s degree in Engineering.
Shantanu Upadhyay
Shantanu has 20+ years in management consulting and business build in India and US advising CXOs/ Boards of Fortune 500 companies and industry bodies in tech, media, telecom on corporate strategy, growth, go-to-market, brand building, skilling and innovation. He has also built a successful, award-wining startup in the consumer product space with an anchor on social impact and sustainability.
Shantanu Upadhyay was a Principal at the New Delhi office of The Boston Consulting Group where he was the core member of the TMT leadership team. He frequently gets quoted/ publishes PoV in business media on areas on domain expertise. He also authored a NASSCOM report: Artificial Intelligence, beyond the myth and the hype.
Prior to BCG, Shantanu worked for Deloitte Consulting LLP where he was based in New York and helped clients in high-tech and telecommunications industries on resolving strategic and operational issues. He also led the innovation blueprinting effort for the Deloitte US Firms and helped establish a firm-wide innovation program.
Shantanu has an MBA from Rotman School of Management, University of Toronto. He also has a graduate degree in Communications from MICA, Ahmedabad and a bachelor’s degree in Sciences from St. Stephen’s College, Delhi
Ishika Chandel
Ishika is a Junior Consultant at Greycells. She graduated from Cornell University in 2022 with a BA in Economics, and is currently pursuing further education at University College London. She has worked extensively with startups and has a range of experiences in GTM strategy, pricing analysis, product management, and UX research. She has previously worked with the TMT teams at EY-Parthenon and Analysys Mason, besides leading several projects for Cornell’s premier student consulting organisation which contracts with impact-oriented startups and small businesses.