Anand spent the first 20 years of his work life in the advertising space. And then, when he spotted the big wave of new challenges & opportunities coming in the data space, made a daring switch to join a startup and learn the nuances of data led marketing and customer data analytics. In the 10 years that followed, he went on to become a customer engagement expert, setup game changing omni-channel engagement centers for brands like Mahindra, Nestle, ITC & Eureka Forbes – each of them challenging the status quo in the industry then. A decade later, he made another switch, this time to ride the ecom wave. After searching in vain for a tech solution to help brands create gold standard content for their catalogs online with his co-founder Nikita, Anand founded NittyGritti, and went on to build what a client eventually called the world’s best catalog audit platform. NittyGritti personifies everything Anand believes in – solving business problems, never saying no, bringing together brand communication, data & technology and making data actionable. Anand is a vegan and a passionate animal lover and between his hectic work life as founder of a startup, runs an NGO that helps animals in distress.