Nielsen’s Indian Workforce Powers 75% of Global Innovation

India now accounts for roughly 75% of Nielsen’s worldwide innovation output, according to a newly published report. The U.S. media measurement company employs more than 5,000 people in the country, nearly half of its total global staff, with Bengaluru serving as the largest centre of operations.

Artificial intelligence has become central to Nielsen’s strategy for automating advertising data collection and analysis. Chief Technology Officer Anil Goyal explained that AI algorithms automatically track brand visibility during sporting events and calculate viewership across TV, radio, print and outdoor media.

Goyal stressed that Nielsen has re‑engineered its Indian operations to act as a “global innovation centre” rather than a traditional Global Capability Center (GCC). Local teams now lead product development, make strategic decisions, and collaborate directly with global customers.

While other markets still generate higher revenue, India’s rapid growth rate places it among the ten most promising markets for Nielsen. The upcoming inclusion of DoubleVerify, a firm that focuses on ad verification and brand safety, is expected to further boost the company’s Indian ambitions. Goyal also praised the nation’s large pool of technology talent, which is creating new avenues for innovation.