NEWS1 March 2010

Ex-Dexterity KPO boss launches Indian panel firm Krea

Asia Pacific

INDIA— The former CEO of Dexterity KPO Services has launched a new company to provide clients with online and offline panels made up entirely of Indian consumers.

Pravin Shekar (pictured) said his new company, Krea, will create panels specialising in the healthcare, youth and mobile markets, as well as supplying custom research communities.

He said: “Krea’s USP is in leveraging the online/mobile convergence and a mixed-mode approach to connect with offline respondents as well.”

Shekar started out in the industry as a face-to-face interviewer. He holds the title ‘kreator-in-chief’ at the new firm, and is Esomar’s representative for India and a committee member at the Business Intelligence Group.