UDITA DAS

C-4/1A 1st Floor, DLF City Phase I Gurgaon, Haryana, India 122002
Ph: 98103-78822, 91-124-405 1288, email: uditadas@gmail.com & uditadas@vsnl.com

SUMMARY
Expert on qualitative research with a focus on development issues like communications, gender,
reproductive health and education. Extensive experience in project management, qualitative research,
conducting evaluations, designing communication strategies and analyzing behavioral change. Worked
with international development agencies, non-governmental organizations, government agencies,
corporate groups, advertising agencies and consumer research organizations.

Market Research Consultant 1995- Present

Quantum, (Ethnographic Research) New Delhi
Understanding the attitude to complimentary feeding among young mothers with children between six
months to one year in rural Maharashtra. (For Unicef, Unilever & Synergos Institute) 2009
Purple Audacity New Delhi
Semiotic analysis of pack and advertisement (For FSFB: GPI) 2009
Semiotics Consultant for a London based Client
Conducted semiotic analysis to understand verbal & visual language around emergent service trends in
India (For Hyatt Group of Hotels) 2007
Qualitative Research Consultant MBL India New Delhi
Qualitative Research: Ad Tests, Product Positioning Tests, New Product Launches
Products: Water Softener, Motor Cycles, Herbal Products. 2000

Group Director, Consumer Culture Analysis Group, TNS Mode 1998-99

Managed staff, budget development, project design, research and data analysis. Projects undertaken
included:
• Pre-tested Advertising Campaign for the State Government of Uttar Pradesh on methods of
contraception.
• Pre-tested Advertising Campaigns, Conducted Product Positioning Tests, New Product Launches
and Product Evaluation for consumer products like Skin Care Products, Oil Lubricants, Washing
machines, tea and other consumer goods across India.
• Conducted an Image Perception Test and pre-tested New Product Launches for World Wildlife
Fund, India in Maharashtra.

Consultant, Apparel Industries Management Services New Delhi (Apparel Design Company)
• Qualitative Research for Blackberry’s Trousers.1998
• Qualitative Research for FU’s and Intershoppe.1999

Director, Mudra Center for Fundamental Communications Research 1995-98

(Communications research unit of the advertising agency, Mudra Communications)
Managed staff, budget development, project design, research, data analysis as well as the writing and
creative execution of the following reports for the Center:
• Redefining Childhood in a Changing Society: A Socio-psychological Study of the Indian Child
• What does America Symbolize to the Urban, Educated Indian Youth: A Study
• Fun Intended: A Cultural Discourse on Humor
• Women as decision-makers for Food for the Family: A Qualitative Study
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Development Research Consultant 1999- Present

Managed projects and designed and conducted evaluation, monitoring and impact studies and pre-testing
of campaigns in the area of education, media and communications, gender and reproductive and social
health issues. Designed qualitative research studies including communication strategies, public awareness
interventions and advocacy initiatives.

Communications & Media

Save the Children (New Delhi)
• Evaluated media campaign for the year 2009. 2010
• Evaluated media campaign on Child Survival. 2010
• Designed and conducted research to pre-test a radio programme on children as victims of violence in
Jammu. 2008
Pathfinders International (New Delhi)
Developed communications and advocacy material, including three issue papers, one brochure and a
notebook on programmes involving reproductive and sexual health among the adolescents in Bihar. 2010
BBC World Service Trust (New Delhi)
• Designed and pre-tested television debates in Kashmir on civic amenities and youth related issues.
2010
• Conducted qualitative analysis of media habits and prevailing governance issues in India and Pakistan
Administered Kashmir. (For C Voter Pvt. Ltd.) 2009
• Designed and conducted qualitative research on common branding of STI clinics under NACO. 2009
• Conducted content analysis of audience letters on HIV- AIDS related programme 2007
• Designed and conducted qualitative impact assessment of community radio programme on
HIV/AIDS & women’s empowerment. (For Development & Research Services, New Delhi) 2007
• Designed and conducted evaluation of audio-visual toolkit on HIV-AIDS. 2007
Center for Advocacy and Research (New Delhi)
Designed and visualized Campaign title and Logo to create awareness on sex selective abortion in
Rajasthan. 2009
Development Communication Division: Doordarshan (Broadcasting Corporation of
India) New Delhi
Qualitative Evaluation of Kalyani Programme that deals with general health issues
with a special focus on reproductive and child health. 2009
Karm Marg (New Delhi)
Designed and conducted a workshop on media education and film appreciation with children 2008
World Lung Foundation (New York)
Designed and pre-tested an anti-smoking communication campaign in Delhi
(For Kadence Research India, New Delhi) 2008
Breakthrough Trust (New Delhi)
• Designed and conducted impact analysis of Multi-Media Campaign on HIV/AIDS. 2006
• Designed qualitative analysis of feedback forms for Media Education Workshops. 2006
UNICEF
Studied the media habits of children living in disadvantaged circumstances under ‘Profiling the New
Audience Project’. (For Center for Advocacy and Research, New Delhi) 2002
Action Aid, India
Conducted qualitative research and analysis of media representations of disability.
(For Center for Advocacy and Research, New Delhi) 2002
UNICEF & UNESCO
Conducted an impact study on media violence on children in four states in India.
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(For Center for Advocacy and Research, New Delhi) 2001

Gender
Plan India
• In the process of conducting semiotic analysis of drawings done by children from difficult
circumstances.
• Coordinated a research study, Because I am a Girl 2010, focusing on digital and urban spaces in ten
states across India. 2010
Society for Prevention of Rural Poverty (Andhra Pradesh)
In the process of creating a learning note on the Nutrition and Day Care Centers being run for pregnant
and lactating women in rural AP. (In Progress)
Ekatra (New Delhi)
• Conducted the final evaluation of SWRC program in Rajasthan. (For PLAN India) 2006
• Designed and conducted research to study the extent of implementation of the PCPNDT Act in
Punjab and Haryana, given the low child sex ratio in these States. (For International Foundation for
Election Systems, New Delhi) 2006
CARE India (New Delhi)
Documented a desk review examining the status of women’s empowerment promoted by micro-finance
programs. 2006
International Foundation for Election Systems (Washington D.C)
Designed and conducted research focusing on gender and law. The findings aided IFES in
formulating a broad-based research program addressing gender and law issues in
India. The project was funded by USAID. 2004
CARE India (New Delhi)
Gender and Diversity Gap analysis in regard to policy and its implementation for CARE India. (For
Institute for Social Development and Disaster Management) 2002
Friedrich Ebert Stiftung (Germany)
Conducted research on self and the advertised image with a special focus on fairness creams.
(For Center for Advocacy and Research, New Delhi) 2001
Japan Foundation (New Delhi)
Study on the representation of women through television fiction on Indian television.
(For Center for Advocacy and Research, New Delhi) 2001
International Center for Research on Women (New Delhi)
Concept tested TV spots on violence against women. The research led to the creation of six TV spots that
have since been telecast and are being used by NGOs. (For Drishti Media Collectives, Ahmedabad,
Gujarat) 2000

Reproductive & Public Health

Institute for Reproductive Health (Georgetown University, Washington D.C)
• Assessment of the proposed strategies under URHI to increase access and use of certain family
planning methods in UP, India. 2009
• Conducted Standard Days Method (SDM) operations research for studying the effect of fertility
awareness in two blocks of Sitapur (U.P.). The exercise aimed at empowering women through
knowledge of their bodies, menstrual cycle and increased couple communication. 2004
Quantum (Ethnographic Research) New Delhi
Conducted qualitative analysis towards understanding the attitude to complimentary feeding among
young mothers with children between six months to one year in rural Maharashtra. (For Unicef, Unilever
& Synergos Institute) 2009
BBC World Service Trust (New Delhi)
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• Designed and conducted qualitative research on common branding of STI clinics under NACO. 2009
• Conducted content analysis of audience letters on HIV- AIDS related programme 2007

AWO International e.V. (Berlin, Germany)

Designed and conducted evaluation of the project, Enhancement of Public Health Situation in Tamilnadu,
India. 2008.
Centre for Evaluation (University of Saarlandes, Germany) & PLAN (India)
Conducted evaluation of Project Kopal II to eliminate female foeticide & promote
birth registration in Jharkhand and UP. 2008
CARE India (New Delhi)
• Documented a desk review on reproductive & child health and HIV/AIDS to strengthen strategic
approaches as well as collate and review best practices. 2005
• Documented best practices emerging from implementation and final evaluation of the Reproductive
and Sexual Health projects sponsored by among female slum dwellers of Agra & Allahabad.” 2004
Confederation of Indian Industries (New Delhi)
Created a module for HIV/AIDS with the aim to increase awareness about the infection as well as
behavioral change analysis. (For Able Communications, New Delhi) 2003
World Health Organization (New Delhi)
Designed and conducted research to pre-test Anti-tobacco tool kit with school and college students in
New Delhi. (For Able Communications, New Delhi) 2002
Population Council (New Delhi)
Conducted an audience research study in regard to the effectiveness and usage of the Morning After Pill
in Maharashtra, to understand the reproductive needs of the women. (For Center for Advocacy and
Research, New Delhi) 1999

Education
Okomedia Institute for Environmental Media (Frieburg, Germany)
Designed and conducted qualitative research on environmental education through films, in a selected
sample of schools. (For Earthcare Films, New Delhi) 2004.
National Institute of Design (Ahmedabad, Gujarat)
Designed and conducted needs and assessment study on primary education and the use of digital
technology in a selected sample of schools in and around Delhi and Ahmedabad. 2004
Uttarakhand Seva Nidhi Paryavaran Shiksha Sansthan (Almora, Uttaranchal)
Designed and conducted a qualitative research study on the relationship between community
development, the role of women’s groups and pre-school centers. 2003
Nirantar (New Delhi)
Designed and conducted an audience feedback study for their magazine Pitara, which is brought out for
the Neo and Semi-literate with circulation in Northern and Central India. The feedback is being used to
improve the quality of the magazine as well as fund raising. 2002
Government of India (New Delhi)
Designed a communication strategy for the District Primary Education Program.
(For Center for Advocacy and Research, New Delhi) 1999

Others
CARE, India
• Scenario Analysis for a long term strategic plan to determine potential political, economic and social
future with implications for the Indian sub-continent. 2007
• Documented lessons learnt from CARE, India’s experience in Disaster Management. 2005

Trainings and Workshops Conducted

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• UNDP, New Delhi: Conducted workshop on Developing Strategy for Documentation and
Communication Processes for the Poverty Division. 2010
• Centre for Social Research, New Delhi: Conducted training on Portrayal of Women in the
Indian Media for visiting women delegates from Iran. 2009
• Aga Khan Foundation, Kabul, Afghanistan: Conducted ten-day training on Qualitative
Research Techniques. 2006
• Gender Training Centre, Centre for Social Research, New Delhi: Conducted trainings on
Gender Stereotypes and Media Analysis Techniques. 1998-99
• National Institute of Design, Ahmedabad, Gujarat: Conducted a 7 day workshop on
Semiotics. 1993

Assistant Professor: Jesus and Mary College, University of Delhi 1991-95

Lecturer in Sociology. Taught courses on Sociology of India, Economic & Political Sociology
and Kinship & Religion.

EDUCATION
M Phil in Sociology, Jawaharlal Nehru University, New Delhi, 1990
Masters in Sociology, Delhi School of Economics, Delhi University, 1988.
Bachelors (Honors) in Sociology, Delhi University, 1986

LANGUAGES AND SKILLS

English & Hindi (Fluent) Bengali & Marathi (Working Knowledge)
Diploma in Film Direction, Sri Aurobindo Institute of Mass Communication, New Delhi, 1996
Certificate for course in Film Appreciation, Film & TV Institute of India, Pune, Maharashtra, 1990

MEMBERSHIP AND AFFILIATIONS

• International Association for Media and Communications Research: Member since 1994
• Editorial Board Member: Feminist Media Studies (Journal, Routledge, UK) (2000-05)
• Visiting Faculty, National Institute of Design, Ahmedabad, Gujarat since 1993 (Teach Visual
Symbolism, Film Appreciation and Qualitative Research)
• Visiting Faculty, MCRC, Jamia, New Delhi since 2008 (Teach Semiotics and Structuralism)
• Visiting Faculty, Pearl Academy, New Delhi since 2005 (Teach Semiotics, Film Appreciation and
Research Methodology)
• Advisory Committee Member: Institute of Social Development and Disaster Management (New
Delhi)

PUBLICATIONS
• Entry on “Metaphors” in ENCYCLOPAEDIA OF FEMINIST THEORIES (ed.) Code,
Lorraine. Routledge London/ New York (2000)
• Chapter in “American Popular Culture and the Urban Indian Youth” in IMAGES OF THE U.S.
AROUND THE WORLD (ed.) Kamalipour, Yahya R. State University of New York Press (1998)
• Article for Brand Wagon, Financial Express “Reading the Signs” (7th March 1997)
• Book Review for Journal CONTRIBUTIONS TO INDIAN SOCIOLOGY VOL.26 No.2 Delhi
Sage Pub. (1992)

SELECTED PAPER PRESENTATIONS

• Institute for Reproductive Health, Georgetown University, Washington D.C
Qualitative Evaluation of Standard Days Method at Workshop held in Delhi September 2005
• International Foundation for Election Systems, New Delhi
Findings of survey on Gender&Law in India at National Priority Setting Workshop April 2004
• Gender Studies Center, West Indies University, Port of Spain, Trinidad &Tobago
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Gender Stereotypes in Indian Advertising October 1999

• Indian Institute of Management, Ahmedabad
Qualitative Research August 1997
Media Analysis Techniques March 1998
• Mudra Institute of Communications and Advertising, Ahmedabad
Qualitative Analysis Techniques July 1996
Using Semiotics as a Research Tool September 1997
Of Meanings and Messages: at the Workshop on Semiotics held in Mumbai August 2003
• National Institute of Design, Ahmedabad
Gender Theory and Communications June 1995
Film Theory July 1995
Image Symbolism March 1996
Story Telling Conference: Advertisements & Folklore December 2002
• 10th International Conference International Association for Media &
Communications Research Sydney, Australia
Myths in Advertising: Comparing Indian and American Advertisements August 1996
• 9th International Conference, International Association for Media &
Communications Research Seoul, South Korea
Advertising for Alcohol in the Indian Print Media
Communication Policies for Developing Nations July 1994