Global media measurement leader Nielsen has elevated its India operations from a traditional Global Capability Centre (GCC) to a fully-fledged Global Innovation Centre (GIC), marking a significant strategic shift that highlights India’s rising influence in global technology and product innovation.
This transition reflects the company’s broader evolution from a data analytics-focused organization to a technology-driven media company. Where India once served mainly as a support base for products developed in the US or Europe, it now plays a leading role in shaping innovation, product development, and research efforts across the organization.
Nielsen’s presence in India began with acquisitions in Bengaluru and Mumbai, primarily focused on analytics and support. In 2024, the company deepened its investment by adding 3,000 new roles in technology, product, and data science, growing its workforce in India to nearly 5,000. Notably, around 50% of this talent is now engaged in core innovation functions.
India’s transformation into a strategic innovation hub for the company is driven by the country’s deep talent pool and diverse user base. Its multilingual environment, wide variation in mobile devices, and bandwidth differences provide an ideal testing ground for new technologies. Products that are built and tested in such a dynamic market tend to scale well globally.
This move mirrors a larger global trend of multinational companies expanding their innovation capabilities in India, recognizing its unique ability to drive next-generation technology development.
With this transition, Nielsen signals a long-term commitment to harnessing India’s strengths not just as a support centre, but as a driver of global innovation and future-ready product leadership.
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