MAM
Ipsos India ropes in Shalini Sinha
Mumbai : Bullish and eyeing ambitious growth plans, Ipsos a leading global custom market research company has roped in Shalini Sinha to spearhead the two key verticals of Brand Health Tracking (BHT) & Creative Excellence (CRE) in India, with immediate effect.
Sinha will be designated group service line leader, Brand Health Tracking (BHT) & Creative Excellence (CRE) and will report to Ipsos India CEO Amit Adarkar. Her remit at Ipsos India will be primarily to drive the business in the areas of brand and communications for Ipsos’ global partnership clients and the repertoire of leading home-grown companies and contribute to thought leadership. Her key focus area and priority will also be to leverage the business potential in the southern region of India. She moves from Creativeland Asia Pvt Ltd where she was CEO, Consumer Insights Division and Director, Strategy. Though based in Bengaluru, her mandate is for pan India.
Commenting on Sinha’s appointment, Adarkar said, “Brand Health Tracking and Creative Excellence have both undergone a major renaissance at Ipsos, with new thinking of brand success framework and its key 3 pillars of expectations, context and empathy which clients are extensively adopting to shape expectations, operating from the space of empathy and understanding the role brands play in the lives of consumers (context);it has resonated well with consumers in driving their purchase decisions. Sinha, with her domain expertise and experience will further reinforce Ipsos’s position in brand and communication in India.”
“We have a large portfolio of solutions within brand and communication, which include brand activation tracking, brand equity measurement, creative development, creative assessment, creative in-market, digital DIY solutions and to top it all a spanking new Brand Success Framework for clients to implement new thinking to connect with their core target groups and improve market shares and enhance consumer stickiness,” added Sinha.
“I firmly believe that our BHT practice holds immense potential by leveraging Ipsos’ robust research methodologies and cutting-edge technologies which are geared to match the pace of consumer and brand evolution today. Furthermore, Ipsos’ CRE practice stands out for its expertise, tailor-made solutions that are designed to address the specific needs of each client, advanced methodologies and actionable recommendations, making it a trusted partner for businesses,” added Sinha.
With work experience spanning over two decades, Sinha has worked with leading market research companies, handling both qualitative and quantitative research work for clients across Consumer-Packaged Goods sector, with strategic client work and counsel in brands and communications, extensively, primarily for FMCG, consumer durables, automotive, alcobev, tobacco and lifestyle products.
Sinha is an alumnus of Jaipuria Institute of Management.
Brands
Amazon doubles down on Anthropic with $25bn AI investment plan
Deal locks in massive compute capacity and pushes Claude deeper into AWS stack
MUMBAI: Amazon and Anthropic have significantly expanded their strategic partnership, committing to a long-term collaboration that combines billions in fresh investment with one of the largest AI infrastructure deals to date.
At the heart of the agreement is Anthropic’s plan to spend more than $100 billion over the next decade on AWS technologies. This includes access to up to 5 gigawatts of compute capacity powered by successive generations of Trainium chips, alongside tens of millions of Graviton cores. The scale signals a clear intent to future-proof the infrastructure behind its fast-growing Claude models.
In parallel, Amazon will invest $5 billion in Anthropic immediately, with the option to add up to $20 billion more tied to performance milestones. This builds on the $8 billion the tech giant has already committed to the AI firm.
The collaboration also tightens product integration. Anthropic’s full Claude Platform will now be accessible directly within AWS, allowing developers to use its native tools without leaving their existing cloud environment. The models are already widely used through Amazon Bedrock, where more than 100,000 customers are running Claude for tasks ranging from customer support to scientific research.
Amazon CEO Andy Jassy said, “Our custom AI silicon offers high performance at significantly lower cost for customers, which is why it’s in such hot demand.” He added that Anthropic’s long-term commitment to Trainium reflects the progress both companies have made in building scalable AI infrastructure.
Anthropic CEO and co-founder Dario Amodei said, “Our users tell us Claude is increasingly essential to how they work, and we need to build the infrastructure to keep pace with rapidly growing demand.” He noted that the partnership would help advance research while serving a rapidly expanding user base.
The two companies have already been working closely since 2023. Their joint efforts include Project Rainier, a massive AI cluster featuring hundreds of thousands of Trainium chips, now used to train and deploy newer versions of Claude. The new agreement extends this momentum, with fresh capacity expected to come online through 2026, including next-generation Trainium3 and Trainium4 chips.
Anthropic’s growth has been equally striking. The company says its annualised revenue run rate has crossed $30 billion, up sharply from about $9 billion at the end of 2025, driven by surging enterprise and consumer demand. That rapid uptake has also strained infrastructure, making this expanded deal as much about stability as it is about scale.
The partnership will also expand globally, with increased inference capacity planned across Asia and Europe, ensuring Claude’s reach keeps pace with its popularity.
From powering ride-hailing support systems to accelerating drug research workflows, Claude’s use cases continue to broaden. With this deal, Amazon and Anthropic are not just adding more compute, they are doubling down on a shared bet that AI’s next leap will be built on deeper, tighter integrations between models and infrastructure.
If the past few years were about proving the promise of generative AI, this alliance suggests the next phase will be about building it at industrial scale.
