What IMRB Internationa does

Kantar IMRB (formerly IMRB International) is an India-based market research and consumer consulting organization operating as the India arm of Kantar, the global consumer research group owned by WPP. The company serves enterprise clients across multiple sectors including healthcare and pharmaceuticals, FMCG, technology, BFSI, retail, automotive, energy, education, construction, logistics, and government. Its core technology comprises a portfolio of syndicated research products — TGI (Target Group Index, since 2001, covering 400+ product categories and 3,500+ brands across 190+ towns), ITOPS (India IT market tracker since 1996 covering 88 cities), I-CUBE (Indian internet/digital market study since 1998 across 85+ cities and 1,300+ rural villages), Kantar Worldpanel (monthly FMCG tracking of 81,200 Indian homes), Wallet Monitor, National Food Survey (since 1992), STAR (rural toolkit), KidScan, and CTOPS (panel of 300+ CIOs/IT heads) — plus dedicated panels for SMBs (~7,000), tech start-ups (~1,000), and homemakers, alongside qualitative research (PQR), innovation practice (Livelabs), and retail services.

The company generates revenue through two complementary streams: recurring subscriptions to its syndicated databases and syndicated reports (e.g., TGI installed in client software with training, Health Pulse annual ranking, Insurance India covering 6,000+ policyholders), and bespoke custom research projects (qualitative and quantitative) tailored to client-specific business questions across its served verticals. Distribution is direct enterprise sales with account-based targeting of large organizations; the company maintains six Indian offices (Mumbai headquarters, plus Bangalore, Chennai, New Delhi, Gurgaon, and Kolkata) and serves clients across 67 countries through its Kantar affiliation. Marketing relies on thought leadership — periodic syndicated reports, case studies, webinars, press coverage, and organic social (Twitter/X, LinkedIn, Facebook) — with brand recognition validated by Superbrands India awards in 2016 and 2019.

Kantar IMRB's value proposition rests on decades-long longitudinal syndicated datasets, large sample scales, sector-specialized research teams, the global Kantar network, and recognized category-defining sub-brands (ICUBE positioned as Asia's largest digital marketing resource, ITOPS as India's longest IT tracker). CEO Preeti Reddy leads the India operations; named enterprise clients span Pfizer, Novartis, GSK, DHL, Tata Motors, Ashok Leyland, DLF, Saint Gobain, Indian Oil, BHEL, BEE, TERI, and Ernst & Young.

Name

IMRB Internationa

Legal name

Kantar IMRB

Website

https://imrbint.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Kantar IMRB is an India-based market research and consumer consulting firm operating as the India arm of global Kantar (WPP). It serves enterprise clients across healthcare, FMCG, technology, BFSI, and government with syndicated databases (TGI, I-CUBE, ITOPS, Worldpanel) and custom research across 67 countries.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Market research services
• Consumer insights
• Syndicated research reports
• Custom research projects
• Consumer consulting

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Syndicated Research Reports: Pre-packaged research studies sold to multiple clients including TGI, I-CUBE, ITOPS, Wallet Monitor, Health Pulse, and sector-specific reports. Revenue generated through database subscriptions and custom reports.
2. TGI Services: Database subscription for full database or specific product sectors, installed in easy-to-use software with training. Also TGI Consult provides custom made tailored reports with value-added insights.
3. Custom Research Projects: Bespoke research engagements tailored to specific client requirements across sectors like healthcare, BFSI, technology, FMCG, and government.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

IMRB International (now Kantar IMRB) is a market research and consumer consulting firm that provides syndicated research products and custom research services to enterprise clients. It delivers consumer insights through proprietary databases (e.g., TGI, I-CUBE, ITOPS, Wallet Monitor, Kantar Worldpanel), qualitative research (PQR), innovation practice (Livelabs), retail services, and vertical-specific research across healthcare, technology, energy, construction, education, logistics, FMCG, and BFSI sectors.

Product overview

Kantar IMRB is a leading market research and consumer consulting organization operating as part of the Kantar group, servicing clients across 67 countries. The company offers a comprehensive portfolio of syndicated research products and specialized sector services. Core syndicated products include TGI (Target Group Index), a global single-source consumer database covering 400+ product categories; Wallet Monitor for household spending analysis; I-CUBE for digital/internet market insights; ITOPS for IT market tracking; and CTOPS for CIO/IT decision-maker panels. Additional products cover food consumption (National Food Survey), rural markets (STAR), kids (KidScan), homemakers (HomeMakers' Bioscope), health insurance (Health Pulse), and FMCG tracking (Kantar Worldpanel with 81,200+ tracked homes). The company also provides specialized services including Livelabs (innovation practice), PQR (qualitative research), retail services (RetailScaping, CEx, Scores), and sector-specific research for healthcare, energy, construction, education, logistics, and technology sectors. Research methodologies span face-to-face interviews, telephonic surveys, CAPI/CATI, focus groups, mystery shopping, and digital analytics.

Differentiator

Problem solved

Functional benefit

Brands

• ICUBE: Asia's largest authoritative resource for Digital marketing and Planning decisions
• Wallet Monitor
• TGI India
• ITOPS
• I-CUBE
• CTOPS Panel
• Choice Xpress
• Livelabs
• PQR

Products and services

• Target Group Index (TGI)
• Wallet Monitor
• I-CUBE
• ITOPS
• CTOPS Panel
• Tech Start-up Panel and SMB Panel
• National Food Survey (NFS)
• STAR
• KidScan
• HomeMakers' Bioscope
• The Personal Care Diary
• Prospect
• TGI Clickstream
• TGI Contact & Re-contact
• Health Pulse
• Insurance India
• Kantar Worldpanel
• Smartphone Report
• Feature Phone Report
• Livelabs
• PQR (Professional Qualitative Research)
• Retail Services Suite
• Healthcare Market Research
• Energy and Environment Research
• Construction and Building Materials Research
• Education and Training Research
• Logistics and Transportation Research

Quantifiable outcome

• TGI provides in-depth information on consumer demographics, category and brand consumption across 400 product categories and 3000 brands
• +2 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• KantarcoreStrategic or Co-development PartnerKantar IMRB is part of Kantar, a global leader in consumer research. This affiliation provides international capabilities, global network across 67 countries, and access to global research methodologies and benchmarks.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mintel: Global market research firm focused on consumer products, beauty, food, and lifestyle categories. Competes with Kantar IMRB's consumer insights, FMCG, and personal care syndicated products like the Personal Care Diary and HomeMakers' Bioscope.
• Euromonitor International: Global market research provider specializing in consumer market sizing, industry reports, and country-level economic analysis. Competes with Kantar IMRB in syndicated market intelligence and custom research, particularly in FMCG and consumer industries.
• Ipsos: Global market research and consulting firm with significant India presence. Directly competes with Kantar IMRB in custom research, syndicated studies, and public opinion polling across healthcare, FMCG, BFSI, and consumer sectors.
• NielsenIQ: Global leader in consumer measurement and syndicated retail/consumer panel data (including India operations). Closest direct competitor to Kantar IMRB given overlapping syndicated product portfolios (consumer panels, retail measurement, FMCG tracking) and global enterprise client base.
• GfK (now part of NIQ): Major global market research firm with strong consumer durables, retail, and technology research practices in India. Direct competitor in syndicated consumer tracking and custom research, particularly in the IT and technology sectors where IMRB's ITOPS operates.
• IDC India: Global market intelligence firm with strong India technology research practice. Directly competes with Kantar IMRB's ITOPS and CTOPS products in IT market sizing, CIO panels, and enterprise technology research.

Emerging players

• Forrester Research: Global research and advisory firm focused on technology, digital, and customer experience. Partial overlap with Kantar IMRB's digital, technology, and consumer research, with stronger emphasis on enterprise IT decision-maker research.
• Frost & Sullivan: Global research and consulting firm with strong presence in India across B2B, industrial, energy, and healthcare sectors. Comparable to Kantar IMRB's sector research practices in energy, healthcare, logistics, and industrial verticals.

Others

• Bain & Company (India Insights Practice): Global management consulting firm that consumes primary research for client engagements and conducts proprietary India-focused studies. Adjacent to Kantar IMRB as a buyer of consumer research and producer of India sector insights, particularly in BFSI and consumer goods.

Broad incumbents

• Kantar (Global/Millward Brown): Direct parent company of Kantar IMRB. Operates global brand and consumer research practices (Millward Brown, Worldpanel, etc.) that overlap with Kantar IMRB's offerings at the global level — comparable in business model and core research capabilities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/imrbspeaks
• Facebookfacebook.com/imrbspeaks
• LinkedInlinkedin.com/company/imrb-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IMRB Internationa