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 has served as an independent director on the boards of several of India's blue chip companies. Past and present boards include Axis Bank, Crisil, Infosys, Bharat Petroleum, Godrej Consumer Products, Mahindra & Mahindra Financial Services Limited, ICICI Prudential Life Insurance Company Limited, Redington Gulf FZE, Titan Industries, Janalakshmi Financial Services, National Payments Corporation of India etc. She is also chairperson and co founder of People Research on India's Consumer Economy a newly set up not- for - profit think tank and fact tank, dedicated to providing ‘household and people-level’ data and insights for business strategy and public policy.
She is a member of the governing council of the Banking Codes and Standards Board of India (set up by the banking regulator), the Insurance Information Board (set up by the insurance regulator), 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 has till recently served 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)"
Her new book, is "A never-before world – tracking the evolution of Consumer India’s a sequel to the first one on the subject.
Last meal on earth: Curd, Rice & Pickle