Dhruv Rawat

Mattress Segment

• Drove Sleep Study & GTM strategy, shaping the “Nightcare Economy” narrative and elevating Sleepwell from product brand to lifestyle movement.
• Repositioned Sleepwell as the force leading India’s sleep revolution, strengthening brand authority and differentiation.
• Built the Retail Measurement System (RMS), enabling sharper competitive tracking and retail planning.
• Led consumer immersion programs, uncovering exclusive insights—first-time vs. replacement buyers, peripheral (hygiene) vs. core (subjective) comfort, hygiene triggers, and premium vs. local trade-offs—which shaped category communication and innovation.
• Conducted rural market studies (EP sheet replacement, cotton mattress users), opening new growth opportunities in Tier 3/4 towns.

Pillows Segment

• Led concept tests for new pillow lines, establishing Sleepwell’s authoritative positioning in the category.
• Uncovered consumer insights on comfort, posture, and hygiene needs, directly shaping innovation and brand narrative.
• Positioned pillows as a core wellness product, driving upgrade from unbranded to branded solutions.

Furniture Cushioning

• Conducted influencer community research with Saathi’s, running blind tests on innovative sandwich seat cushions to capture raw insights on usability, comfort, and durability.
• Designed a digital interface enabling seamless sofa-making and refurbishment journeys between Saathi’s and customers.
• Piloted AI-driven conversations with Saathi’s to capture business realities, product experience, and feedback—surfacing pain points like declining engagement in the Saathi Points program.

• Partnered with a world’s leading QSR brand to study ANTs (non-triers) & Lapsers (churned users), identifying white-space segments for market entry and operational fixes to improve repeat engagement.
• Consulted a leading two-wheeler manufacturer to evaluate festive print ads using eye-tracking & consumer response, shaping creative strategy between modern and traditional approaches.
• Partnered with India's leading NBFC player through a brand track benchmarking study with against banks & fintechs, uncovering image perceptions and shaping communication & positioning strategies.

• Global Healthcare Leader (Antacids & Oral Care) – Led U&A + demand space & volume sizing to map India’s antacid landscape, identifying OTC growth opportunities and format-level sizing. Drove concept benchmarking in oral care, delivering go/no-go decisions with improvement cues via JAR+, penalty analysis, and trial potential modeling.
• World’s Leading Healthcare Company (Baby Nutrition & Laxatives) – Ran IHUTs & ITM tests to validate sugar-level changes in baby nutrition and reformulations in laxatives, assessing consumer acceptance, alienation risks, and refinement cues.
• Global Beauty Care Leader – Delivered a price optimization study, analyzing elasticity, cross-elasticities, and cannibalization to unlock revenue growth opportunities across a beauty portfolio.
• Leading Healthtech Platform – Partnered on brand health tracking, mapping KPIs, perception shifts, white spaces, campaign impact, and emerging behaviors (e.g., online appointment booking for offline consults).
• Global Confectionery Leader (Chocolates) – Conducted product quality benchmarking (PQB) to diagnose on/off-strategy performance against quality targets and guide corrective action. Additionally, led in-store shopper research to capture planned vs. impulse buying triggers, shaping festive activation and POSM strategy.

• Led brand health tracking, brand love studies, forecasting (PITA funnel), and campaign evaluations for the world’s leading beverages company across sparkling & juice portfolios; tracked consumer sentiment during COVID, and ran snack innovation trials (EBES).
• Directed brand health, U&A + NeedScope, and shopper journey studies for a global OTC & healthcare leader, uncovering opportunities like chewable antacids, while also evaluating high-impact campaigns such as Gadbad Gadbad & Eno Antakshari.
• Managed brand health tracking and MDS modeling for the world’s top confectionery company, diagnosing drivers of category power versus competition to sharpen growth positioning.
• Guided a fast-growing D2C personal care brand by deep-diving lapsers & ANTs in hair/face care, conducting creative testing (e.g., Onion Shampoo film), decoding past campaign performance, and crafting growth strategies with stronger storytelling.
• Enabled a global FMCG giant in nutrition to launch a protein supplement by conducting nutrition mapping of Indian diets, validating the claim that X% of consumers are protein deficient, and positioning the brand around convenience, safety, and daily need fulfilment.

• Partnered with one of the world’s leading FMCG giants across laundry, haircare, personal care and beauty categories to run multi-country Brand Health Tracks, enabling them to decode shifting consumer perceptions, track brand equity, and steer sharper market and portfolio strategies.