Brands like Lakme and Britannia are household names in India. Almost every Indian can easily recognize these brands. In fact, many NRIs are emotionally attached to these brands and buy these products even today when they visit Indian grocery stores. Though there are thousands of other products available, NRIs are still fond of Lakme cosmetics, Brooke Bond tea and Britannia biscuits. Many of the recent makeover of Lakme, Britannia and Wipro product brands was done by a consulting firm by the name Shining ESI (formerly Shining Strategic Identity), run by Shombit Ranjan Sen Gupta.

Gupta was born in Calcutta and attended college there. In 1973, he moved to Paris and after a period of hard work and struggle, he setup his own design company. During one of his interviews with Rediff, Sen Gupta recollects his early days in Calcutta and says "Where I was born, I had not seen proper electricity for 18 years, then I went to Paris, and there was a radical change in everything. It made me a big bridge between two cultures."

When he moved to Paris, life was not so easy for him. He had to put in long hours every day before he had a significant break. He worked odd jobs and even as a sweeper in a litho farm before he was hired to work in advertising department of a leading French agency. His successful work on Amnesty International was a turning point in his career. Following his dreams, he quit advertising and started his own design company, Shining Strategic Design.

Gupta is very fond of colors and he uses them widely in his brand designs. Today, his company's clients include international corporations like Unilever, Danone, Nestle, Proctor & Gamble, Nivea, Hejkel, Ferruzi, Reckitt & Colman, Remy Martin, and Pernod Ricard. In India, his clients include Britannia, Marico, Wipro, Brooke Bond and Reckitt & Colman India.