DY Works, India’s premier brand strategy and design firm today announced the appointment of Ms. Amrita Chowdhury as Business Head.



An alumni of IIT Kanpur, Amrita obtained an MS from University of California, Berkeley and then an MBA from Carnegie Mellon. She has worked on three continents in Chip Manufacturing, Strategy Consulting and has also led the Harvard Business School education portfolio in India. She holds seven US patents for semiconductor manufacturing.



Prior to joining DY Works, Amrita was the Country Director of publishing firm Harlequin in India. Amrita has also written two fiction books and contributes regularly in mainstream media, magazines and electronic platforms.



Speaking on the occasion, Ms. Alpana Parida, President, DY Works, said, “Amrita joins us at a critical time - when we are searching for new ways to do things - and living our India-centric approach through greater exploration. It is incredibly exciting that she is not from the world of branding or communications - and thus will bring a fresh perspective to what we do and add value immense value to strategic initiatives of the company going forward."



Year 2015-16 has been a year of strategic growth at DY Works. In August 2015, eminent brand consultant, Santosh Desai invested into the company in his personal capacity. The company has witnessed almost 3-fold growth in the past six years. Having established its presence across Corporate, Consumer and SME practices with offices in Mumbai, Delhi and Bengaluru, DY Works is now focusing on rural markets. The company is currently conducting an extensive rural research to understand the emerging consumer – new behaviors and beliefs in over 150 villages firsthand. The study seeks to decode the deeper belief systems of Indian consumers in rural India. Given the scale, the study is among the largest qualitative study of this kind in India.