MUMBAI — Madhuri Sen has departed her position as WE Communications India MD to launch a brand strategy consultancy.

Sen departs WE almost six years after she helped found the agency's Indian presence. WE Communications' Indian presence is now led by South Asia VP Carolyn Camoens, supported by the firm's office leaders.

Sen's new consultancy — Ace Brand Strategists — intends to focus on building "enduring  and purposeful brands" she said. She is joined in the new venture by three other consultants — digital business strategist Alap Ghosh; publishing and content strategist Rajarshi Roy; and, graphic designer Yogita Deshpande.

"It’s a consulting model," said Sen. "We don’t intend to think of retainers — the ideal engagement will be three to six months."

The new firm is also putting in place partnerships with social analytics, qualitative research and video production firms.

Prior to joining WE in 2010, Sen spent more than a decade at Text 100.