Indiantelevision.com Team

(4 February 2009 8:00 pm)

MUMBAI: Media research company Nielsen has announced the opening of its second Bases office in Delhi – home to the largest group of FMCG and durables companies.

Bases started its direct operations in India with the setting up of its Mumbai office in 2004. It is a Nielsen service that forecasts and providing consultancy towards optimising new product launches.

It uses proprietary research tools and combines primary research with forecasting techniques to provide insight into the true market potential of new initiatives prior to launch.

Bases India country head Prasun Basu says, “The fast growth of India in recent times had made this a key business imperative for the global, regional and local leadership. The opening of the Delhi office reflects the growing demand from our clients and our commitment to them. Having Nielsen’s Bases consultants in close proximity to our clients always helps to maximise the value and advice we bring to their business."

Nielsen says that the expansion of Bases in Delhi is an initiative to further strengthen its local presence and enhance relationships with Nielsen’s clients based in and around the area.

Research shows that new products that perform well in Bases studies have up to 15 times greater likelihood of sustainability in the market place. With 30 years experience, having studied over 95,000 initiatives globally, nearly 2000 of them in India, Bases has served as a strategic partner to its clients who include large multinationals and local companies in fast moving consumer goods categories,pharmaceuticals and quick-serve restaurants.