Strategists, researchers, and operators. Not personalities.
BBP is built around a small, senior team that does the work itself. We don't subcontract strategy. We don't run a junior pyramid. The person who pitches you is the person who runs the engagement.
Founders
BBP was built by two people, and is still run by them.
The strategy practice and the research practice — the two halves of every Brand OS™ engagement — are led by the founders themselves. That isn't a marketing claim. It's how the work actually gets done.
Ahamed ShineFounder portrait pending
Ahamed Shine
Founder & Principal Consultant — Strategy and Innovation
Ahamed Shine is the co-founder of BBP India and leads the strategy practice. He has spent close to two decades working with founders, family businesses, and CMOs across FMCG, retail, jewellery, hospitality, and D2C, building the discipline that became Brand OS™ and the PSG model.
He writes the BBP Thinking essays, leads every Brand OS™ diagnostic alongside Dr. Sabira, and sits on the cap table of the brands the BBP Venture Studio backs. He works out of Kochi and travels weekly across India.
Dr. Sabira Nalakath is the co-founder and Chief Operating Officer of BBP India, and leads the research practice. The doctorate is real, and so is its purpose — every Brand OS™ score, every consumer insight, every category benchmark BBP publishes is built on research methodology she designed and signs off on.
She runs the operating engine of the firm — research, analytics, delivery — and co-leads every Brand OS™ diagnostic with Ahamed. The strategy practice is the visible half of BBP. The research practice is the half that makes the strategy defensible. Both halves are equal.
