Our Director

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Dr. Rajesh Shukla

Managing Director and CEO

As the Managing Director & CEO, and co-founder of People Research on India’s Consumer Economy (PRICE, branded as ICE 360°), I have spent my career deeply engaged in pioneering research that informs and shapes India’s socio-economic landscape. With over 30 years of experience, including 18 years at the National Council of Applied Economic Research (NCAER), my work has significantly contributed to the understanding and development of India's consumer economy, guiding both public policy and business strategies.

During my 18-year tenure at NCAER, I was privileged to be at the heart of one of India’s premier economic research institutions, where I led and contributed to numerous large-scale studies focused on household surveys, income, expenditure, savings, and broader socio-economic trends. My work at NCAER laid the foundation for my deep understanding of India’s complex economic landscape and provided me with the tools and insights to execute research that is both scientifically rigorous and highly relevant to policymakers and businesses.

Building on this rich experience, I co-founded PRICE, an independent, not-for-profit think tank dedicated to generating actionable insights into India’s Household Economy and Citizens’ Environment. At PRICE, we focus on building and disseminating interconnected, consistent, and up-to-date knowledge that empowers evidence-based decision-making across policy formulation, regulatory frameworks, and business strategies. The ICE 360° Surveys, which I have had the privilege to lead, offer unparalleled insights into consumer behavior, expenditure patterns, income sources, and financial inclusion across Indian households. These surveys have become essential tools for understanding the economic pulse of the nation, providing critical data that informs both policymakers and corporate leaders.

My expertise as a researcher, author, and applied statistician has equipped me to execute scientific, data-driven research with a strong commitment to data integrity. I adhere to the highest standards through the use of internationally accepted “Quality Assurance Frameworks for Data Research,” ensuring that the insights generated are not only robust but also transformative for stakeholders across various sectors.

Beyond PRICE, I have contributed to shaping national policies through my involvement in numerous high-powered committees of the Government of India. I have also served as a technical advisor to several prestigious national and international institutions, providing strategic guidance informed by a deep understanding of India’s consumer economy.

Throughout my career, I have authored over 50 policy research reports for both public and private entities. Some of my most impactful publications include How India Earns, Spends and Saves, India Science Report, The Cultural Authority of Science: Comparing across Europe, Asia, Africa and the Americas, Caste in Different Mould, India Youth: Demographics and Readership, The Culture of Science: How the Public Relates Science Across the Globe, The Great Indian Middle Class, and The Next Urban Frontier: Twenty Cities to Watch. My most recent work, The Rise of India’s Middle Class, explores the economic lives of this burgeoning segment, offering essential insights for marketers, corporate strategists, and policymakers.

At PRICE, our mission is to harness the power of data to drive meaningful change. By providing accurate, timely, and comprehensive data, we aim to bridge the gap between policy, business, and the everyday realities of Indian citizens. Our work not only supports the development of inclusive policies but also helps businesses make informed decisions that resonate with the needs and aspirations of India’s diverse consumer base.

My ongoing commitment is to advance the understanding of India’s consumer economy, ensuring that our insights lead to tangible improvements in the lives of people and contribute to the sustainable growth of the nation.

Education
  • Ph.D.
    Agricultural Statistics,
    Indian Agricultural Statistics Research Institute (IASRI), New Delhi, 1993
  • M.Sc.
    Agricultural Statistics,
    Indian Agricultural Statistics Research Institute (IASRI), New Delhi, 1989
Career Path
  • Managing Director and CEO, PRICE July 2014 – Present
  • Visiting Professor, Institute for Human Development August 2013 – Present
  • Country Coordinator, INDIA EU-India Social Science Research Network November 2012 – August 2018
  • Professor, Institute for Human Development August 2013 – June 2014
  • Visiting Professor, Institute for Human Development January 2012 – July 2013
  • Director, NCAER Center for Macro Consumer Research (NCAER-CMCR) April 2010 – November 2011
  • Chief Statistician (Senior Fellow), National Council of Applied Economic Research (NCAER) April 2004 – March 2010
  • Principal Statistician, National Council of Applied Economic Research (NCAER) April 2002 – March 2004
  • Senior Statistician, National Council of Applied Economic Research (NCAER) April 1999 – March 2002
  • Statistician, National Council of Applied Economic Research (NCAER) June 1994 – March 1999
  • Consultant, National Council of Applied Economic Research (NCAER) June 1993 – June 1994