Nielsen designates India as its primary global innovation engine

US-based media analytics firm Nielsen has designated India as its primary global innovation engine. The company employs over 5,000 people in India, representing approximately half of its total worldwide workforce, with Bengaluru serving as its largest hub.

According to Chief Technology Officer Anil Goel, roughly 75 per cent of Nielsen’s global innovation currently originates from India. The firm is utilizing artificial intelligence to automate advertising intelligence, which includes tracking brand visibility in sports and measuring audiences across fragmented media landscapes.

Goel emphasized that the Indian operations are structured as a “global innovation centre” rather than a traditional global capability centre. This distinction means local teams lead product development and decision-making processes while working directly with global clients.

Nielsen expects its Indian presence to grow further following the addition of DoubleVerify, a company focused on advertising verification and brand safety. While other markets may lead in revenue, the rapid growth rate in India places it among the company’s top ten markets for growth potential.