CRAFTING SOLUTIONS FOR
SUSTAINABLE BUSINESS
AND
SOCIAL INNOVATIONS

We believe that with the magic of creativity and the logic of strategy, 

it is possible to win Sustainably

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Our Expertise

 Experience  across : FMCG, Finance, Media, Infrastructure, Banking and Sustainability Consulting.

  • Bring blend of strategy and on ground action advisory
  • Process and tools to craft "Purpose" with activation roadmap
  • Have global tools and concepts from multiple sectors customized for your organisation
  • Can help build and bring to life the business case for Sustainability with Customised approach  


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Our Vision

To make Sustainable Development for companies :

  • Simple to Understand
  • Linked to innovations
  • Rewarding for Business
  • And Embedded in Business
  • Help map the business risk and opportunity  to the evolving sustainable development landscape

Our Approach

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The First Suvidha Hygiene Center

Meeta at Unilever Pioneered the  development and operationalising of the innovative business solution to domestic water problems - a commercially viable new sustainable business model, Project Suvidha. 

Core Team

Innovator and Change Maker

Meeta Singh

Meeta Singh

She has an extensive experience of 22 yrs across Marketing, Advertising and Media across Unilever Brands , Ogilvy and Lowe, MTV and BBC, before finding her true calling “Sustainable Business models through Innovation”.

One of the initial Sustainability professional in India, she has a Post Grad Certificate in Sustainable Business from Cambridge University. Her Sustainability mantra is “Disruptive Innovation by business can address the societal problems at scale”.With this attitude and approach she founded “Suvidha”, a commercially viable social business initiative to address the Water & sanitation issues for base of pyramid slum dwellers in urban India. While at Hindustan Unilever she also set up a Circular economy project using Pyrolysis to address the post consumer plastic waste menace, converting waste packaging to furnace oil which was used in the company’s factory.

She continues to drive innovation at Ikigai, with her nothing is impossible attitude.

As a Sustainability Champion – Meeta was part of the core team which conceptualised and implemented “Unilever Sustainable Living Plan”. As Sr. Global Director (Sustainable Business (Unilever), She was partnering with the leadership teams across15 Unilever global markets and worked as an in-house consultant to Unilever’s Home Care business. 

Prior to her global stint at Unilever, she was instrumental in formulating the sustainable growth strategy for India business, establishing the “The Hindustan Unilever foundation for Water. 

In her free time, she is an aspiring artist  and dabbles with oil painting.  

Find out more

Sustainability Catalyst

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Sandeep Mathur

A Career Banker, he has over 18 years’ experience across project finance, corporate banking, Risk and operations.  He is a Chartered Accountant and an MBA in Finance from XLRI (Jamshedpur). In his last stint as Grp. Executive Vice President at YES Bank, he was heading the Large Corporate Business for Western India. Prior to this stint, Sandeep has worked with Barclays Bank, Standard Chartered Bank and ICICI Bank, in various capacities. 

In his corporate banking experience, Sandeep has managed some of the largest corporate in India across various industries including Oil& Gas, Pharmaceuticals, Retail, Infrastructure, Cement, and Chemicals. 

In his multiple stints, he has had the opportunity to look at funding for agriand social sector – designed a customisedsolution to fund customers (farmers) of agro-chemical companies; merging credit comfort from Bank's corporate client, priority sector lending requirement and funding needs of farmers; assisted Sustainable Banking team at YES Bank to structure credit worthy solutions; developed the framework to enable SCB to commence lending to education trusts and colleges. He had also initiated one of the first block chain transaction in India’s banking sector, for funding the supply chain of a consumer electrical company. He was part of the team that established the large corporate and trade business for Barclays Bank, when they commenced their India operations  

Definitely the left brain of the team, Sandeep helps bring structure and feasibility to multiple ideas and initiatives. An avid history buff, he is currently trying to get back to his original love for trekking, in his free time

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Citizen Insights

Purvi Patel


Purvi Patel

A psychotherapist by profession , Purvi has over 20 years of experience across companies like Discovery Channel, Nokia (India) , Indian Express group, July Systems  and HUL. 

She has multi disciplinary exposure across media sales, consumer insights, capability building and marketing strategy. Her unique experience in marketing and psychology facilitate innovative solutions and in- depth user insights. She has pioneered such work while doing capability building at HUL, and designing mobile marketing strategies  for clients at July Systems 

Purviworks as a clinical psychotherapist. continues to assist the IKigaiteam with her unique ability to bridge insights with actionable ideas and innovations

An avid traveller, she somehow manages to find time for an annual dream vacation 

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Contact Us

Drop us a line!

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Help Our Clients Grow Sustainably & Contribute To A Better Balanced World

We love our customers, and are always prepared to meet

ikigai Strategy Consultants LLP.

Sandeepm@ikigaistrategy.com / meeta@ikigaistrategy.com

Call us on : 9820803389

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Some thoughts......

PURPOSE LED STRATEGY THE NEW WAY

The latest WEF report states that India is the fastest growing, large economy (GDP growth–7.5%), and by 2030 is forecasted to become a USD 6 trillion economy. This consumption driven economy is creating a new landscape, governed by consumers and stakeholders like the NGOs and Media. The Private sector and Brands are not just enablers of economic growth, but are also being pushed  to play a larger role in the societal fabric to ensure that the Bharat v/s India divide doesn’t widen… that the soft underbelly does not derail the Indian train. 

In this new era, the Companies are being challenged to think beyond short term profits, to embed long term prosperity and sustainability in their purpose and strategy. There is a difference between an organization's mission and Purpose. Mission is something that describes the company’s business, and its future projects to provide roadmap for the teams. While, Purpose is a guiding star that  does not change but inspires change. Walt Disney’s purpose “to make everyone happy” is an enduring and inspiring – it creates a single unifying principle that connects all the business verticles  of the company. It explains Disney’s service expectations with absolute clarity and simple language that everyone in the organization, at every level, can understand and articulate.

Most brands and companies have already started to redefine their ethos by asking why they are in the business they are in. What drives them ? If the business succeeds, what would the world look like? What is their Belief and what do they want to stand for or be known for? 

This is  redefining their traditional charity based  CSR strategy, to a more Purpose led business strategy. 

Unilever’s Dove brand is a great example on how Purpose articulates its distinct brand perspective, that influences what the brand does and doesn’t do. 

Dove wants to  make beauty a source of confidence, not anxiety. The stereotyping of beauty is a reason for anxiety and low self esteem in young girls and inhibits them from achieving their potential. Dove’s Purpose is  To invite all women to realise their personal potential for beauty by engaging them with products that deliver superior care”. Thereby Dove believes beauty is for everyone, because looking and feeling your best makes you feel happy.

In order to carry forward this purpose,  Dove is helping girls worldwide for more than a decade, to improve their  self esteem, by partnering with leading experts in the fields of psychology, health, and body image to create a program of evidence-based resources, including parenting advice, to help young people form healthy friendships, overcome body image issues, and be their best selves.

This has moved Dove from being a commodity (beauty bar)  to a ‘Brand’ working  to ensure the next generation grow up enjoying a positive relationship with the way they look. 

Another good example is of Nike. Nike’s Purpose is “To bring inspiration and innovation to every athlete in the world. - If you have a body, you are an athlete.” Nike has a host of activity programs to turn its purpose into real action like the Nike Active Schools Program, Youth Sports Program, Nike Community Impact Fund, Nike School Innovation Fund, Nike Designed to Move. Nike The Girl Effect. 

Nike's growing consumer demographic are millennials, who are adults aged 22 to 37. They're more racially and culturally diverse, more socially conscious and more likely to support social justice issues than older generations.

Nike last year created a new paradigm for its Brand Beliefs and its consumer’s aspirations. When it unveiled their new 'Just Do It' ad narrated by Colin Kaepernick. The two-minute commercial highlights superstar athletes LeBron James, Serena Williams and others, and touches on the controversy of NFL players protesting against racial inequality, police brutality by kneeling during the national anthem. 

The endorsement deal between Nike and Kaepernick triggered a flood of debate, with some calling for a boycott of the company's products. Nike was aware on the risk and debate, and it set a great example  of actioning Its Purpose, to take a stand for their beliefs. The company was applauded for being courageous and being honest to their belief and bring attention to the social issue.

Example closer to home is the Tata Tea Jaago Re Campaign that started in 2007 building on the good will and trust the TATA brand has built over decades. This is a great example on how  societal good can be achieved along with business objectives. 

Tata Tea’s Purpose is to bring an awakening in Society while being true to what the brand and product serve. The role of a cup of tea from a “wake-up” drink to a medium of “social awakening” is beautifully brought to life by creating awareness and action through multiple touch points triggering change.  Over the years, Jaago Re has become a social platform addressing critical civic issues prevailing in the society, like understanding who you vote for, corruption and bribery,  voter turnout, or women issues. The campaign website is an enabler for the citizens to join an movement  by taking pledges and building awareness through sharing stories.  The Tata tea social campaign is an evidence of holistic understanding of the  civic issues, managing cultural sensitivity and building on work being done by their NGO Partners like Janaagraha, CHRI, Breakthrough and Haiyya.

While Brand Purpose is an accelerating trend and a buzz word across – it often gets misunderstood by many as mere  theme for creating emotional advertising using social issues to garner brand saliency. 

Some Key questions the brands/ companies need to ask are -  

  1. Is it authentic for your brand to be acting on this issue? And What is the action we are going to take to address the issue?
  2. Is it relevant to the people the brand serves, its product/ offering, and to society?
  3. Does the brand have a right to its purpose? 
  4. Differentiate between greenwashing as It’s not enough to just talk about your purpose, consumers expect you to take action too – say and do.

Contact us to help craft your Brand Purpose

meeta@ikigaistrategy.com