Mumbai-based Garth Viegas is the Director of Insights at TATA Global Beverages. In this role, Garth is responsible for developing insights to bring the company’s strategic vision to life. This involves providing insights to drive strategy, communication, innovation and measurement. Garth has over 20 years of marketing research experience having worked in US, Canada, Singapore, UK and India - with blue chip companies such as Kraft, MasterCard, SABMiller and Tata Global Beverages. His expertise include spanning areas such as strategy, product development, advertising, modeling and analytics. In addition, to understanding consumer behavior across the world, Garth enjoys participating in marathons – also, across the world. He holds a Bachelor’s degree in Economics from St. Xavier’s College, University of Bombay and a Master’s degree in Advertising Research from Marquette University, Wisconsin.