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Nielsen Opens BASES Unit in Delhi
Nielsen has opened a BASES office in Delhi, its second Indian location, from which it will provide new product research and forecasting services to the consumer packaged goods sector.
In 2004, the firm opened a BASES division in Mumbai. The service uses proprietary research tools and combines primary research with forecasting techniques to provide insight into the market potential of new initiatives prior to launch.
The firm says that this expansion will further strengthen its local presence and enhance relationships with clients based in and around the area.
'The fast growth of India in recent times, now the fourth largest global economy, had made this a key
business imperative for the global, regional and local leadership,' said Prasun Basu, Country Head, BASES India. 'The opening of the Delhi office reflects the growing demand from our clients and our commitment to them.'
Basu added that new products that perform well in BASES studies have demonstrated up to 15 times' greater likelihood of sustainability in the market place.
Covington, KY-headquartered BASES, has offices throughout North and South America, as well as operations in Europe, South Africa, and Asia Pacific. Nielsen recently expanded the company into the Middle East, with the establishment of a BASES division in its United Arab Emirates office.
Web sites: www.nielsen.com and www.bases.com .
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