Tara Prabhakar - Development Director - TNS Retail & Shopper APAC


Jury Member of In-Store Asia Feb 2012, Retail Marketing Expo, Retail Marketing Convention and Retail Design and Marketing Awards Event


Tara Prabhakar in her current capacity as Retail and Shopper Development Director at TNS, is part of the Retail and Shopper expertise and leadership team for the APAC region. She and her team work with retailers, manufacturers, real estate developers, government authorities and retail designers to create shopper-oriented, profitable retail environments.

She began her career in qualitative research and worked in the area of consumer psychology and behavior for 8 years before getting ‘bitten by the retail bug’ and training to be a retail anthropologist. Since then her primary responsibilities include working with shopper information to create insight and training wannabe retail enthusiasts in the art and science of retail anthropology.

Tara has been formally working in the field of retail anthropology for the last 7 years across agencies such as Nielsen, Envirosell and TNS. She was responsible for setting up Envirosell (a shopper consulting company) in India. In the last few years, she has worked with retail clients across India, China, Dubai and Hong Kong, to understand the role of culture in shopper experience at a retail outlet. Much of this work has helped global retailers design culturally fitting retail outlets in different parts of Asia. Apart from working with the so-called modern retail, she has also worked extensively in the area of traditional trade to understand the mindset in which the TT shopper shops, interacts with brands and how to use this understanding to create brand engagement in an otherwise chaotic environment.

Her latest passion in the retail landscape is the study of public spaces such as airports, the metro rail and coffee bars and designing user-driven experience at these places.

On a non-work related front, Tara travels a lot, always has a camera handy and an eye for spotting a pic-op, loves to (learn to) cook and is a loud and happy singer.

For those who are fussy about details, Tara has been Vice President (Qualitative and Retail and Shopper) at TNS India prior to her current role and before that Associate Vice President at Technopak Advisors / Envirosell and even before that Associate Director at The Nielsen Company.

She has a PGDCM from MICA, Ahmedabad.