Amit has been one of the best external partners to work with when it comes to driving deep consumer insights for brand teams and upskilling marketing teams to think consumer first. Looking forward to more amazing work with Amit throughout my career.

I engaged with Amit and his company with a brief about understanding cultural codes. I found Amit to be able to join dots from diverse fields / time periods to make compelling insights for the business. I found his ability to peel away layers and make us understand the most deep-seated insights as a rare and very welcome one.

The OLX marketing team has learned a lot from Amit. He did one of the most insightful consumer understanding studies for us - insights which we are using even today. His depth of knowledge, organisation and ability to communicate effectively is impressive beyond measure. Partnering with Amit changed the way several of us think about marketing / brands for the better.

Amit is the epitome of a great planner. He is knowledgeable, personable and creative. He has a good understanding of the consumer, the insighting process and is able to synthesize information to make it meaningful and actionable. He has the unique ability to zoom in and zoom out, bases the situation. He has been instrumental in creating some path breaking work, and it was a pleasure working with him.

One of the best account planning people I have worked with. A key strength is his understanding of brands at a deep and holistic level, and not just of dimensions that are impacted by advertising.

Amit is one of the best Strategic Account Planners that I have worked with. He has great insights and can scratch below the surface easily.

I feel it is a must for every marketing professional. It has certainly forced me to think differently and much more clearly. I look forward to continuing to use what I have learned here.

His meticulous ways of understanding the consumer through research and observation has quite literally enabled us to understand the value of 'getting under the skin of the consumer'.

The DCCaB sessions at MICA were some of the most powerful ones that I attended in my 2 years at the place. Primarily because the impact of the learnings did not end with the classroom. Its almost like a psychology 101 class that helps you see cultural codes and insights that you otherwise would have missed.

The course taken by Mr. Amit Kumar was one of the few courses you attend during your MBA experience whose impact stays long after you have graduated. It gave us a practical framework for insight mining that can be used across the board. To date, it has been my go to mechanism for coming up with insight and ideas.

I continue to use many of the tools and techniques which I learned during the course and it sure makes life at work simpler and more structured, especially when one needs to keep bringing in fresh ideas in line with what's happening in the world / pop culture currently. I feel it was a thoroughly enriching experience to have learned from Amit sir.

Amit is just sensational. He did a brand workshop that I attended that is perhaps one of the best workshops I have attended till date. Through his workshop Amit helped us figure out how to think through consumer psyche, societal tensions and how the brand could be built by playing on this.

Amit is a warehouse of information and experience. I have attended Amit's training module and found them to be extremely enriching and informative. His innovative, no-nonsense, practical training techniques have been very helpful and guided us well during our growing years.

The fact that this recommendation is coming almost a year after attending Amit’s program goes to show how practical it has been now that I work with brands and their communication I find a number of his inputs indispensable.

A highly enriching experience which, in many ways, forms the backbone for my understanding of consumer behaviour and branding.

One of the most memorable, learning and interesting courses for me at MICA. Almost all our seniors had recommended me to opt for this course during our final year. This speaks of deep rooted love and respect for Sir and this subject among the student community at MICA. He taught us the real meaning of insight, understanding of brands, categories and consumers.

His sessions were so inspiring that we fell in love with the tools and processes he used to uncover consumer insights and the way he used them to develop effective communication strategies for brands. Amit helped us understand the role of culture and life in brand building and learn how to create strong emotional connect between brands and consumers. His contribution to my career as a trainer is invaluable.

Amit helped condense the nuances of this skill into one of the most interesting and 'alive' workshops I have attended.

Amit brought a beautiful structure to this process at MICA. It is a conditioning that every MICAn needs and it is something that gives us an edge over any other researcher.

Amit Sir has played a major role in delivering this classic course at MICA. It really helped us in knowing 'how and why a brand should be relevant to its consumer'. It re-emphasized that even the common categories today have room to innovate and make a difference!

Over the years, the DCCaB course by Prof. Amit has evolved as one of the flagship courses of MICA's PGDM-C program.
Many thanks to Prof. Amit for adding immense value and niche to my marketing MBA - nearly a year in the industry later, I can safely say that this is the one course that gives MICAns an edge in brand management.