Nielsen India buys Indicus Analytics

Nielsen India on Thursday announced it had acquired Indicus Analytics, its first acquisition. The deal, which took eight-nine months to fructify, includes data, advanced analytic IP & tools, and ongoing client work.

While Nielsen conducts large-scale primary research, Indicus is a Delhi-based economics research firm catering to academic institutions, international organisations and policymakers. It uses secondary information such as data from election rolls for its analytics.

Piyush Mathur, president, Nielsen India, says, "Indicus does pin code-level research, which could tell consumer product companies about the economic potential of consumers locality-wise, say in Connaught Place and Vasant Vihar (both are in the national capital). Such clients will want to know where to get the next wave of demand from. So, we can merge the pin-code data with our retail outlet mapping to tell them exactly at which stores in their targeted pin codes they carry out brand activations. For those focusing on smaller towns, there is data on district-wise GDP (gross domestic product) of 640 districts."

While Nielsen's 60 clients across telecommunications, finance and consumer goods will increase Indicus's reach, Nielsen can now cater to Harvard Business School, London School of Economics, etc, which are part of Indicus's client roster of about 80.