About Us

Economix Consulting Group (ECG) is a Chennai based niche consulting and analytics firm that enables strategic decision making through ‘actionable’ studies covering consumers, customers, employees, supplier/vendors, etc. using their 360° Eye Stakeholder Consultation process. We help our clients create customised roadmaps for their organisations’ vision, aiding swift and efficient decision making. ECG takes pride in being Work from Home organisation which has enabled many qualified and talented home makers return to work. With a 15-member team comprising of Analysts, Researchers and Data Sourcing Team, we have a collective experience of ~80,000 person hours over 7+ years.

Our Services

‘ECHO’NOMIX Study

Echoing the sentiments of your various stakeholders

  • Stakeholder Perception & Feedback Studies (Customers, Consumers, Employees, Vendors/Suppliers, Channel Partners, etc.)
  • Complaints/Feedback Management System
  • Customer Delight Index
  • Dipstick Studies
  • Pre & Post Launch Studies

Landscape Scanning

Identifying and understanding Key Players & Markets and providing inputs from ideation to scale

  • Competitor Analyses
  • New Market Assessments

Brand Pulse Meter

Enabling brands feel the pulse of their customers and adapt appropriately

  • Brand Perception
  • Brand Archetype
  • Brand Equity

Channel Strategy

Choose the optimal channel to reach your customers

  • New Channel Evaluation
  • Omni-Channel Strategy

Impact Measurement Studies & Trend Analysis

Enabling organizations and brands to understand the impact of a phenomenon (E.g. the Covid-19 Pandemic), emerging trends in the industry and course correct to minimize effects on various stakeholders

Socio-Economic Impact Measurement (SEIM)

Using the methodology developed by International Finance Corporation (IFC) and World Business Council for Sustainable Development in a manner that enables continuous tracking and improvement of organisations’ measurement metrics. The model, specifically curated for commercial (‘for profit’) organisations, enables a 3600 measurement of the organisations’ impact with its customers, suppliers, employees, and the larger ecosystem

Training Modules

Customer Outreach Awareness Programs (COAP) Specially curated training sessions structured around the following

  • Understanding the importance of “insights into customer background & behaviour”
  • How is customer information currently sourced?
  • How do we make the process of customer information “sourcing” better?
  • Role of employees – across Planning, Logistics, Survey & Post Survey Support

Management walk-thro workshops

  • Customer Awareness & Feedback

Data Flow Re-Engineering (The 3 Pillar Approach)

End to end Data flow re-engineering for the organization focusing on

  • Data Input, Access & Retrieval controls
  • Data Warehousing
  • Dashboard creation

The ECG Way

Understanding Business Rationale

  • Business Strategy
  • SWOT
  • Go to Market

Understanding the Customer

  • Customer Demographics
  • Customer Feedback
  • Customer Preferences

Understanding the Market

  • Product Mix
  • Distribution Network
  • Competitive Landscape

Insights and
Strategy

  • Customer Insights
  • Market Insights
  • Strategy
    • - Customer Acquisition
    • - Customer Retention
    • - Customer Engagement
  • Training

Meet Our Core Team

Our team of Research and Customer outreach staff operate pan-India and are fluent in over 7 Indian languages, besides English. The language proficiency combined with our entirely Female Customer Outreach Team enables us to establish a connect with both urban and rural customers, given buying decisions in a majority of households are largely influenced by women.

Latha Ramanathan

Founder & CEO

Latha Ramanathan, a Chartered Accountant with over 30 years of postqualification experience started ECG after stepping off in 2014 from Big 4 Consulting where she spent nearly 20 years, most of it as a Partner. During her consulting tenure, Latha has advised companies on Business Strategy, Marketing Strategy and enabling organisations to listen to the voice of their key constituents - customers, suppliers, and employees. Latha has also advised Governments across the region and has advised several State Governments in India, besides the Central Government.
At ECG, Latha has enabled an environment where women are encouraged to return to work by a set-up that has championed work from home. ECG is fashioned around her personal culture and values of honesty, integrity, teaming, mutual learning, and fun at work.

M K Geethanjali

Manager

Geethanjali holds an MSc in International Business & Emerging Markets from The University of Edinburgh. With over 3 years of experience, she has honed her expertise in diverse industries such as automobile, mining, and F&B. She possesses an extensive skillset encompassing Business Development, Client management, Market research, and Business analysis. Geethanjali is a core member of the leadership team at ECG, heading Business Development and Social media teams.

Shubha G

Senior Research Associate

Post a child-care break, Shubha restarted her career in 2018 with ECG. Aided by her background in Psychology and a natural flair for conversation, she grew to be an expert in eliciting the right responses from different kinds of stakeholders to gain insights. Today, she is a key member of the ECG Core Research Team and has been a part of projects in the e-commerce, beauty & personal care, food, and diagnostics space. She also heads the Learning & Development initiatives at ECG.

Meghna Mahbubani

Research Associate

After 3+ years of experience in Accounting & Finance functions with a Diploma in Interior Design to boot, Meghna started her journey with ECG to experience consulting. Her skills include Data Analyses & Visualisation, Primary & Secondary Research and Project Management. She is, today, a core member of the ECG Business Development and Research Teams and has played a part in projects in the healthcare, e-commerce, advertising, food and beauty & personal care industries.

Testimonials

We first engaged with ECG in August 2022. Since then, we have successfully collaborated on three important engagements for Himalaya Wellness Company. Each project was unique, and the ECG team spent time in understanding the project background and developing customized and comprehensive respondent engagement frameworks. They excel at gathering both quantitative and qualitative data and bolster that with insightful secondary research. Their team is proactive and continues to stay engaged during the execution and looks to explore new angles or areas of likely interest and also keep you informed of the project’s progress. They are also understanding of the tight deadlines and supportive in looking to deliver on time. Their reports are well-structured and to the point.
It has been a pleasure to work with ECG, and should the opportunity arise, we shall certainly look forward to engaging with them again.
We wish ECG and their team the very best and look forward to their continued success!

Sudheer S

Business Head – Zeal Pure Herbs

Himalaya Wellness Company

Our association with Latha Ramanathan and Economix Consulting Group has been for nearly 6 years. During this period, across the variety of engagements undertaken by their team, we have observed at close quarters their professionalism, attention to detail, keen understanding of the client environment, and walking the extra yard and mile to obtain key customer insights. Their ability to provide strategic inputs coupled with their willingness to work under significant time pressure is what sets them apart from other advisors. I can confidently say that Economix Consulting Group has bridged the gap between us and others in our business ecosystem, through their invaluable insights. Boonbox as a brand has gained significantly by this association.

Karthik Natrajan

Co-Founder & Director

Boonbox

Across my two stints at Licious and Dentsu Creative I have used ECG extensively to get a deeper understanding of my consumer. Whether it’s to understand the market to solve for business problems or to gain insights for my communication strategy, ECG has been extremely versatile and helpful. I have worked with ECG on everything from new market research, product testing, exploratory research, concept testing, to even quick dipsticks to find out insights for communication.
What has impressed me throughout is their understanding of our business and our unique problems. The icing on the cake is the absolute professionalism displayed by the team in conducting these programs. I haven’t had a poor experience even once and the standard and level of work has been exceptional over the last 3 years I have engaged with them.
Looking forward to working with them more and more!

Nakul Bhat

Senior Director – Brand Strategy

Dentsu Creative

Latha is a fantastic professional with incredible and rare work ethics. Her depth of subject knowledge and ability to work with a young counterpart team ensured the success of our project. I know that she and Economix Consulting Group will go far and wish both the very best.

Arvind Pani

Co-Founder & CEO

Reverie Language Technologies

I have had the privilege of working with Latha and her team at Economix Consulting Group closely over the past four years on multiple ground breaking Bharat ie “real India” projects such as:

  • Developing a go-to-market strategy for the Government as a customer segment and strategy execution support
  • Developing a policy advocacy strategy for a rural e-commerce start-up
  • Continuous market research into rural consumer behaviours and recommendations on marketing strategy, product assortments, sales channel design and customer service.

Specifically,

  • Economix Consulting Group comes with a deep understanding of rural markets and customer behaviour based on multiple person-years of on the ground experience across different states.
  • This is an exceptionally customer focused team. They handle assignments with a Big 4 standard of professionalism which includes good planning, responsiveness, quality communication and confidentiality. The entire team is driven by exceeding client expectations.
  • Their researchers have the ability to conduct deep, focus studies with consumers who would not normally open up on their consumption beliefs and behaviours. As a result, in the rural distribution venture, Economix Consulting Group market studies helped us uncover the why, what and how of consumer behaviour.
  • The Economix Consulting Group team is itself a startup and understands how to work effectively with startup clients by focusing on outcomes and not outputs and being flexible to respond to dynamically changing needs.

Rajiv Prakash

Founder

Next In Advisory Partners

We engaged with ECG to help us understand the socio-economic impact Zoho has had on Tenkasi over the past decade, since we first opened our office there. The ECG team took their time to understand what we needed, developed the framework and methodology, and explained to us why the qualitative aspects were as important as the quantitative ones for truly capturing the impact. They worked quickly and efficiently, and kept us informed every step of the way. They were accessible, prompt with responses, and took care to explain what they were doing and how it would help in the assessment, so that we were all on the same page. They were truly an extended part of our own team. The report they submitted was comprehensive and, frankly, quite a revelation in some aspects. It was great collaborating with them.

Nanya Srivastava

Global Media Relations Manager

Zoho Corporation

Contact Us

Call:

Latha Ramanathan (Founder & CEO)

+91 9840356598