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Clarity

shagorika heryani

new delhi india

Founder of Athina, a brand & cultural intelligence consultancy. 20+ years decoding consumer behaviour and culture, the 'why' and the 'why now' behind what makes ideas, products & movements feel inevitable. Former leadership roles at airtel, Seagram, Grey & Cheil. Writes for Campaign, WARC, Times of India, CEO Magazine amongst others. Juror at the Effies, Adfest, NY Festival & WARC Strategy. Named a Top 10 Indian Woman Leader in the UAE. Talk to me about building brand relevance, reading cultural signals before they're obvious, and turning consumer insight into growth decisions

$3.33/min

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Startup Consulting Brand Strategy Consumer Insights Business in India Consulting Brand development Brand Management Branding & Identity Consumer Marketing Consumer Behaviour

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Brand Strategy and Consumer Behaviour

Most businesses compete on product, price and performance, and end up looking like everyone else. The brands that pull ahead do something different. They read culture and consumer behaviour early, and turn that understanding into relevance competitors can't easily copy. Culture isn't the soft stuff around the strategy. It's where growth and differentiation actually come from.
And culture doesn't travel. What works in one market reads as tone-deaf in another. In markets as diverse as India and the Middle East, where languages, faiths, classes and sub-cultures sit side by side, relevance is built on local nuance, not borrowed global playbooks. That's the seam I've worked for 20+ years, through leadership roles at Bharti Airtel, Seagram, Grey and Cheil, and now as founder of Athina, my brand and cultural intelligence consultancy.
Talk to me when you want to find the cultural edge in your category, get ahead of a behavioural shift instead of reacting to it, or make a brand land with audiences a global playbook tends to flatten. You'll leave with a sharper read on your specific market and a clear direction, not a deck of frameworks.

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Member since June 2026