Pritika Shah has been associated with HDFC Life since November 2013 and is a Senior Vice President for Marketing & CRM. She has demonstrated success by building this differentiated brand on insightful propositions and compelling experiences, growing preference and customer loyalty. Her work has been recognized at prestigious forums like Cannes, Spikes, Effies, DMA Echo and Emvies.

She is a passionate marketer and thought leader, who has built and nurtured several leading brands in her two decades long career, with expertise across various facets of marketing- brand, digital, product and channel marketing, corporate communication, research and CRM.

Prior to joining HDFC Life, she worked for consumer goods and financial brands like Aditya Birla Capital, Bharti AXA, GE, Dabur and Pizza Hut.

She holds a management degree in marketing from Nirma University, Ahmedabad and has done her B.Com Hons from Calcutta University