A post graduate in Statistics, Leena spent 6 years in Media in Ogilvy & Mather, before starting DataBasics Direct & Media Services in 1992, specializing in Direct Communication solutions for the media industry. This was merged with DIREM Marketing Services in 1997, and she started the Analytics & Consulting Division.Leena became the Managing Director of DIREM Mumbai in 2005 after the death of her husband Vivek Basrur, and oversaw its transition into Direxions in 2007.
Associated with over 35 relationship brands for companies like Jet Airways, Unilever, ICICI Bank across the financial, telecom, hospitality, CPG, healthcare and retail segments, Leenais a keen proponent of spending adequate time in planning and designing dynamic relationship programs that are not only customized for each company but also each individual customer, across all touch points.
She is also Vice Chairman of the InterDirect Network of independent Direct Marketing companies with members from over 33 countries. Leena is a passionate evangelizer of loyalty and relationship marketing and has been invited to speak at conferences in India and abroad. She has been a jury member at Cannes Lions 2009 and at the Abby Awards, in the Direct category. She has also recently co-founded Medicounts, a healthcare analytics company.
She has a wide range of interests, from playing badminton and squash to reading historical fiction to visiting art galleries or just simply watching movies.