Chetan comes to SVA with over 15 years of experience in Marketing, Consumer Research, Consulting, and Analytics. Based in Dubai for last 10 years, in his last stint he headed the Marketing and Product Design functions at the region’s largest mattress manufacturing & retailing company. There, he led the creation of 3 new retail brands, 2 product brands and a product patent for a new concept of mattress. Prior to that, he specialized in quantitative consumer research at AC Nielsen, and spent several years in data analytics and consumer ethnography consultancies.
He discovered his passion for all things Design with a (not so) friendly debate with his best friend about Calibri vs. Verdana. Calibri won, of course! He pursued design education more formally with short design programs at MIT, Dartmouth, and others. He is keen about the interplay of “designs born in a lab” and the marketing that rolls them out into people’s lives, and he is obsessed about mechanics of unmasking the “latent” needs that set apart a good design from great design.