Mathur (pictured) joined Nielsen in 1994 as a research executive and has since served in a number of senior roles including head of the customised unit in Egypt, country manager in the Indian sub-continent and research director for media and market studies. Most recently, he was regional managing director for the Middle East.

In his new role Mathur will be based in Mumbai and report to Christophe Cambournac, Nielsen’s president of consumer research for Asia Pacific, India, the Middle East and Africa.

Cambournac said: “India provides a major growth opportunity for our clients and for Nielsen. We wanted someone who had prior experience in a growth market and has worked closely with clients to help them win in the market place. Piyush is a passionate corporate entrepreneur with a proven record of achievements and is talented in applying marketing science to meet strategic objectives and maximise business performance.”

Rakshit will continue to work for Nielsen as a consultant for special projects.