Tripti Mathur appointed AMEA integrated intelligence lead at Mars

GURUGRAM: Mars Wrigley and Kellanova are joining forces. Tripti Mathur has just taken a seat at the table.

The consumer insights veteran has started a new position as AMEA integrated intelligence lead for chocolates, gum and candy at Mars, a role that began in August 2026. “As Mars Wrigley and Kellanova come together, I am excited to be part of the growth and scale AMEA region has to offer,” she said. She also thanked Nikhil Rao and Megan Carcano for the opportunity.

The timing is sharp. Combinations of big snacking and confectionery names raise a hard question: what do shoppers actually want, and where? An integrated intelligence lead exists to answer it. Mathur, who describes herself as a strategic consumer insight and analytics professional with two decades of work experience in consumer insights, business analytics and strategic planning, has built her career on exactly that kind of answer.

Her track record shows a habit of turning research into action. Mathur says her expertise lies in taking analytics, consumer understanding and research into business action and long-term strategy for brand and category growth. At Britannia, where she was head of consumer insights from October 2020 to October 2023, she drove insights and data-led business planning, growth and innovation across the organisation. She was instrumental in strategic decisions on product, pricing, communication and the organisation’s way forward.

The move builds on her time at Mars. She joined as insights head in May 2024, based in Gurugram, Haryana, and her full-time tenure at the company now stands at two years and six months. The new regional brief widens her canvas from one office to a whole geography.

Look further back and the CV reads like a tour of consumer India. At Vodafone Idea she was vice president, consumer insights, brand strategy and integration, from August 2016 to October 2020. There she drove consumer centricity and data-led business planning in a hyper-competitive telecom market, worked closely with top management on post-merger brand strategy and integration, and helped identify synergies and build brand management frameworks. That is useful experience for a role that sits inside another big combination.

At Mondelez International, over five years and five months, she rose through three roles. She started the analytics function in Kraft India as manager, analytics and consumer insights (March 2011 to August 2013), establishing an analytics way of working that used forecasting, return on investment and market assessment as key tools in strategy and business planning. She then led analytics as head of analytics (August 2013 to December 2014), feeding strategic planning and business forecasting. Finally, as senior manager for pricing, strategic consumer insights and analytics in Asia Pacific (January 2015 to July 2016), she led pricing analytics for the region and was responsible for strategic pricing decisions in key markets and brands.

Earlier stops sharpened the research craft:

senior manager, consumer insights and market research at Bharti Airtel (January 2009 to March 2011), covering new product development, value added services and telemedia
senior research manager at Research International (September 2007 to December 2008), handling key clients in FMCG, retail and consumer durables
account director, strategic planning at Hakuhodo Percept (January 2006 to August 2007), responsible for strategic planning, insight generation and market research for clients such as Maruti Suzuki, Sony and Outlook
project director at Synovate (May 2005 to January 2006)
associate research manager at Research International (May 2003 to May 2005)
senior research executive at Nielsen (May 2001 to May 2003)

The pattern is plain. Mathur has worked in agencies, telecom, packaged food and now confectionery, and has seen consumer data from every side of the table. Few insight leaders can claim research, pricing, analytics and brand strategy in one career. Fewer still have done it through a merger.

For Mars, that is a seasoned hand with an internal track record and a regional mandate. For Mathur, it is a bigger stage at a time when scale matters. In consumer goods, the winners will be those who read the shopper best, and this appointment suggests Mars intends to be one of them.