Inspiring Stories
A Small-Town Beginning
Some stories begin with big plans and grand ambitions. Mine began in the quiet lanes of various small towns of Uttar Pradesh — where expectations were modest, opportunities scarce, and dreams often measured by practicality. My childhood as the eldest among three daughters was spent in continuously listening to pitiful remarks by relatives and strangers about not having a brother who would support my parents in their old age.
And yet, there was a persistent spark in me — a Zidd (determination) that refused to accept the boundaries of circumstance. When I graduated from Banaras Hindu University in Humanities some four decades ago; I didn’t have a career blueprint and neither had the education system of Uttar Pradesh prepared me for any profession. What I did have was curiosity — about people, about decisions, about what shapes the way we live and choose.
Discovering Market Research
My first brush with market research was almost accidental. I had just completed my PGDM in Marketing and
Advertising from a lesser known Institute and a cousin’s suggestion had landed me a role in Market Research.
Suddenly I found myself fascinated by the idea of listening to people, decoding their choices, and turning that
into something businesses could act upon.
This wasn’t just about data; it was about understanding human behaviour — and that drew me in completely.
The Early Years: Learning and Proving
I started in 1986, in a field where women leaders were rare. Many rooms I entered didn’t expect me to have a voice — and that made me more determined to be heard though my voice used to often tremble in such situations and sometimes my eyes used to well up with nervous tears too.
Working with respected names like IMRB (erstwhile KANTAR now), MODE Services, and ADMAR, I learned the craft, the discipline, and the patience market research demands. Every project taught me something new about people — and about myself. My initial years were spent doing Qual, Quant, Retail census, Political Polls across categories and those years have shaped my deep appreciation for not only research but operational technicalities too.
The challenges were real: long hours, constant travel, and the balancing act between personal and professional life. There were sacrifices sometimes personal and sometimes professional ones too, but each step forward built my confidence and sharpened my skills.
None of it would have been possible without the support I had received from my husband, my daughter, my parents and sisters and my in-laws too. The Hollywood movie ‘The Intern” had publicly put forth the concept of the critical role of a supportive husbands for a career oriented woman in 2015. However, that was our lived reality in 1994 when Chanchal had voluntarily offered to become a ‘Stay-at-home-Dad’ for the crucial growing-up years of our daughter.
The Leap: Founding Purple Audacity
By 2008, I was the VP at KANTAR and responsible for the Qual business of North and South zones, leading high-stakes business targets - expanding business - grooming/mentoring colleagues — but I felt a pull to create something on my own. Leaving a secure role wasn’t easy, but my Zidd reminded me that comfort rarely leads to growth. I also managed to persuade Chanchal to return to full time work as a Co-Founder and take charge of all non-research aspects such as compliance, finance, taxation, systems etc. Till date. Purple Audacity has neither taken any investment nor does it have debts and that has happened due to the strong financial foundation that was laid.
Purple Audacity was born from two ideas:
- Purple — for respect, integrity, and purpose.
- Audacity — for the courage to question, adapt, and change.
From the start, our mission was clear: combine human insight with analytical rigour, stay method-neutral, and put authenticity at the heart of every project. We also followed a very unique working model of giving our Researchers as well as Our Operations teams an opportunity to work across both the commercial as well as the social sector. This influenced our way of working, our processes and our ability to use the best practices from both the sectors to strive for better, to strive for enhanced quality across all departments.
Breaking Through
In the early days, we weren’t the obvious choice for big contracts. The market research industry was
comfortable with established players, and we had to prove ourselves again and again.
What helped us break
through was staying true to our values — listening deeply, collaborating openly, and delivering insights that
mattered. Clients came to see that our independence allowed us to challenge assumptions in ways that sparked
real change. A moment of personal high was being conferred the title of an ‘Insights Legend’ by ESOMAR and
Insight250 in the year 2023. I will always carry deep gratitude for Market Research which had placed me among
the 75 Insight Legends chosen across the globe.
On Women in Leadership
Even today, women remain underrepresented in senior roles in market research. This isn’t about skill — it’s
about opportunity, support, and the freedom to lead without constantly justifying one’s place.
Too many women step back because of societal expectations, lack of infrastructure, or sheer burnout. My advice?
Hold on to your Zidd. Say yes to opportunities, even when they scare you. Build your own support network. And
remember — leadership is as much about mindset as it is about position.
The Industry’s Changing Face
When I started, we used paper surveys and manual tabulations. Today, technology has transformed our work —
digital analytics, AI tools, and real-time feedback loops have made insights sharper and faster.
But one thing hasn’t changed: behind every data point is a human being with a story. The most powerful research
still comes from marrying empathy with analysis.
The future will reward those who exercise mindfulness, openness to learn, ability to adapt and stay agile — who
can combine technological innovation with a deep understanding of people. That’s where I believe our industry’s
real value lies.
What the Journey Taught Me
Looking back, a few truths have stayed constant:
- Respect is earned daily. Titles come and go, but how you treat people leaves the real legacy.
- Curiosity keeps you relevant. The day you stop learning, you start falling behind.
- Mindfulness matters. Not just for balance, but for making deliberate, conscious choices.
- Change is constant. Fear it, and you stagnate. Embrace it, and you grow.
A Note to My Younger Self
If I could speak to that small-town girl I once was, I would tell her: “You’ll surprise yourself. The road will be uneven and sometimes lonely, but your Zidd will take you farther than you can imagine. Hold on to it.”
And to the young professionals stepping into this industry now — especially women — I’d say: “The challenges are real, but so are the opportunities. Your work has the power to shape decisions, influence change, and give voice to those unheard. At the heart of it, that’s what market research is: listening deeply, understanding fully, and acting wisely.”
About the Author: Sharmila Das is the Chairwoman and Founder of Purple Audacity, a method-neutral insights and strategy consultancy. With over four decades of experience in the Indian market research industry, she has worked with leading organizations including KANTAR, MODE Services, and ADMAR. A passionate advocate for gender equity and mindful leadership, Sharmila blends human understanding with analytical rigour to deliver meaningful insights. She is known for her unwavering determination — her “Zidd” — and her commitment to driving change through research.