About NorthLight
NorthLight helps consumer brands and retailers grow profitably. Our platform, Gazelle, turns your data into clear pricing and promotion recommendations in minutes, and explains every one in plain language.
Our founding story
For more than thirty years, Sharat Mathur has helped consumer goods companies answer a question that sounds simple and rarely is: what should this cost, and when should it be on promotion?
He answered it for Campbell’s and Unilever at Booz Allen Hamilton, then as Executive Vice President and Partner at IRI. When AI made it possible to automate the slowest part of the work — turning messy data into models you can trust — he founded NorthLight in 2022 to bring big-company pricing discipline to the brands that need it most, at the speed they move.
Milestones
NorthLight founded as a consulting firm
Gazelle development begins; first client live at year end
Pilots in coffee and burger categories
Promotion capability added; food and distribution clients
Who we serve
We work with consumer goods companies that want big-company pricing discipline without big-company cost or delay, and with the private equity firms that invest in them.
Our name
Our name joins two ideas. One is about trust: seeing clearly. The other is about ambition: finding the insight most teams never reach. Our work sits where the two meet.
The trust half
Architects and painters prize north-facing light because it is steady and true. It shows a subject without glare or distortion. That is our standard for analytics: show the real shape of your pricing, promotions, and demand, even when the answer is inconvenient.
The ambition half
The northern lights appear only when the right conditions line up. Insight is similar. Messy data, the right models, and the right questions rarely align, but when they do, what they reveal can change how a business grows. We build the conditions for that to happen, again and again.
What we believe
Every result should come with a plain-language explanation of what changed and why.
In practice: Gazelle writes the interpretation and implications for each analysis automatically.
Recommendations should come from models of your own data, not rules of thumb.
In practice: custom elasticity models that include competitor price moves, not just your own.
Answers should be easy to ask for and grounded in real modeling. That’s why we pair generative AI with predictive models.
In practice: ask a business question in plain English and get an answer built on modeled data.
Measured outcomes speak louder than big promises.
In practice: we quote client impact as the ranges we have actually seen: 2–6% volume growth and 5–10% gross margin growth.
Our mission
We'd rather show you how we work than compare ourselves to anyone else.
Book a demo →Models are estimated on your data, with the drivers and assumptions visible to your team.
Models refresh automatically, so pricing questions don't wait weeks for a consulting cycle.
Managed SaaS, your own cloud account, or on-premise inside your firewall.
Hands-on analytics and consulting support from people who know the industry, with partners like Big Chalk for data harmonization.
By the numbers
30+
years of industry experience behind Gazelle
2–6%
client volume growth*
5–10%
client gross margin growth*
*Ranges observed across NorthLight client engagements. Individual results vary.
Leadership & team
Founder & CEO
Chief Technology Officer
Chairman
Data Scientist
Data Scientist
Full-stack Software Engineer
Software Engineer
Strategy & Retail
Phoenix Strategic Advisors
Independent Advisor & Strategist
Tarus Capital
Swander Pace Capital
Creekside Consulting
A 30-minute walkthrough of Gazelle on a category like yours.
