Dilip Cherian, founding partner of Perfect Relations, walked into the public relations industry with a wealth of knowledge and experience of diverse corners of the business world. After a Master’s in Economics, Cherian’s professional life began with a stint as economic consultant in the government offices of the Ministry of Industry from where he moved on to the corporate world to work as a project analyst. His next step was across the divide into the fourth estate – that of business journalism, as Editor to the very first business magazine in India – Business India. A decade later he co-founded and worked as the Business Editor of the Observer of Business and Politics. Today, Dilip Cherian, regarded as India’s image guru, is also a media commentator. His column, “Cherian’s Choice”, has a devoted readership in newspapers across the country. He is also a member of the Board of Governors in Advertising Standard Council of India and on the Governing Council of the National Institute of Design. Cherian is also member of the Central Board of Film Certification.