Ms. Bijapurkar is a recognised thought leader on market strategy and India's consumer economy, and is a keen commentator on social and cultural trends in fast-changing India. She has an independent management consulting practice and works with a range of global and domestic companies, across sectors, helping them in the development of their business-market strategy.
She carries her mission of bringing market focus into business strategy into blue chip boardrooms as well. She is presently an independent director on the board of CRISIL (Standard& Poor India), Mahindra & Mahindra Financial Services Limited, ICICI Prudential Life Insurance Company Limited, Janalakshmi Financial Services Limited and Redington Gulf FZE. She is also chairperson of People Research on India's Consumer Economy a not for profit think tank and fact tank, dedicated to providing 'people-level' data and insights for public policy . Past independent directorships include Infosys Limited, Axis Bank, Godrej Consumer Products Limited, Titan Industries, Mahindra Holiday & Resorts India Limited and Bharat Petroleum Corporation Limited.
She is a member of the governing council of the Banking Codes and Standards Board of India, the Insurance Information Board, and is a member of the Eminent Persons Advisory Group of the Competition Commission of India. She has been a regular visiting faculty at the Indian Institute of Management Ahmedabad (IIMA), her alma mater, and also serves on its board of governors.
Ms. Bijapurkar is a dominant voice in the Indian media on business and policy issues. She is also author of the internationally acclaimed, most definitive book on Consumer India "We are like that only: Understanding the Logic of Consumer India (Penguin; international English and Chinese edition titled "Winning in the Indian Market", Wiley)" She is also the author of "Customer in the Boardroom - crafting customer based business strategy" (Sage).
Her new book, just published, is "A never-before world - tracking the evolution of Consumer India" (Penguin).