WHO WE ARE


Shared Value. Shared Values

The Ethica team starts from a place of both shared value and shared values. We see the success of an enterprise or non-profit – and the health and welfare of local communities as mutually dependent.

The smartest, most innovative strategies emerge by acknowledging this connection. That’s why we look for common values and principles that build consensus and generate powerful outcomes

We’ve got a smart, committed team tailored to your needs

From our offices in Canada and India, Ethica offers a seasoned core team of consultants and engages additional experts tailored to the project scope and needs of individual clients.

With 25+ years of experience 
in North America, Europe and Asia, we collaborate with clients and partners on a range of critical issues – from environmental conservation and community development to health promotion and social justice.

Our Team

Peter ter Weeme - Founder

Dividing his time between Vancouver and Delhi, Peter brings more than 20 years of international experience with corporate, government and non-profit clients. He also holds an MBA (with distinction) specializing in Environmental Management from Tias-Nimbas Business School in the Netherlands.

Peter previously served as a Principal of Junxion Strategy, an international CSR consulting firm, and as the Vice-President of Communications and Marketing at Mountain Equipment Co-op, Canada’s largest consumer co-operative (with four million members) and a leader in social and environmental responsibility.

A recipient of Business in Vancouver’s “40 under 40” award, Peter is a member of various progressive business and community engagement initiatives. He is the past Chair of the Delhi Regional Council of the Indo-Canadian Business Chamber and sits on the national board as well. He previously chaired Canadian Business for Social Responsibility and is an advisor to various mission-based enterprises, including Craftisan (an online marketplace of ethical Indian crafts), a frequent public speaker and lecturer, and a regular contributor to several blogs.

David Kuefler - Associate, Strategy and Creative

David is skilled at engaging people to shift their opinions, actions and ideas. From the spark of an idea to its finale, he delivers a potent mix of strategy, tactics and creative insight.

David is a talented left- and right-brain guy, with expertise that spans from strategic development and issues management to award-winning creative and design. He is a sought-after strategist with years of experience in the social, community, environmental and health areas.

David works with a wide range of global clients to develop integrated stakeholder communications, social marketing, advocacy and cause marketing campaigns that deliver sustainable results. With experience in corporate communications, brand building and cause marketing, along with his keen understanding of social issue campaigns and advocacy, David has developed innovative campaigns for private and public sector clients.

Nikita Aggarwal - Senior Project Manager

Nikita is a multi-faceted project manager with a decade of experience in research, writing, marketing, advertising and strategic communications. Nikita brings her creative, management and organizational skills to Ethica, supporting clients with project management, qualitative and quantitative research, and writing and editing.  

In a previous role at a multinational advertising agency, she worked on campaign strategies for some of the world’s biggest brands. Owing to her commitment towards social causes, Nikita later shifted to the non-for-profit sector and worked with WWF and the UN, applying cutting-edge communication tactics to raise awareness and funds.

Larisa Bothma, Creative Consultant

Larisa is a Creative Consultant at Ethica. Having spent several years in South Africa, she has worked with both large corporates and start-up businesses. Her experience covers strategic communication, social marketing, brand building, graphic design, illustration and art. She brings her creative and organizational skills to Ethica, supporting the team with project consulting, research and design.

Larisa obtained a Bachelor of Design in Industrial Design at OCAD University where she received several awards and merits for Sustainable Design projects.

Amit Chakraborty - General Manager, Administration

Amit is a key member of the Ethica team, bringing almost 20 years of experience in the development sector to his work. At Ethica, he provides research, administrative, legal and policy services on a variety of projects.

Amit has worked across different sectors, in various international organizations in the fields of HR, organizational management and finance. He also has extensive experience in procurement management, legal representation, logistics support, audit compliances and security management. Amit previously worked for Junxion Strategy, Plan International (India), the World Social Forum and Marie Stopes International. Consequently, he has a strong knowledge of development and CSR issues as well as a network of colleagues and peers around the world. 

Amit has a Masters in Political Science and has long been active in a variety of social organizations working for rights for children and people with disabilities.

Ranjana Chandra - Creative Director

Ranjana is Creative Director at Ethica, and brings with her more than 20 years of advertising and design expertise. An alumnus of the premier National Institute of Design, Ahmedabad, India, Ranjana has worked with leading ad agencies and previously successfully co-founded a brand design firm. Her experience is wide: technology to telecom, healthcare to retail, infrastructure to FMCG, as well as the industrial to the social sector.

With a passion for design and an in-depth understanding of brand nuances, she has been a Guest Faculty for conducting various workshops on design and advertising. She has also exhibited a digitally created series of mystic ‘Yantra’ art. 

Abhishek Chaturvedi - Engagement Director (CSR & Strategy)

Abhishek co-creates strategic CSR programs with corporate and non-profit partners. In the past, he has successfully worked to bridge social gaps across more than 100 development projects, pan-India campaigns, and engagements with non-profit and corporate clients that include Coca Cola, Adobe, Microsoft, Aircel, Vodafone, GlaxoSmithKline, Diageo, and America India Foundation. These initiatives have cut across various thematic areas and positively affected countless lives. 

Previously, he has served at The Asia Foundation (TAF), Times Foundation (the CSR arm of Times of India Group), Genesis Burson Marsteller (GBM)-South Asia, Aircel Limited, and Charities Aid Foundation (CAF) India, among others. 

He holds an M.Phil in Modern History, and actively follows various development issues. A patron of semi-classical music, Abhishek is a talented painter and aspires to complete portraitures of the 100 greatest men and women in the world. He has currently finished seven of these, including Rabindranath Tagore and Julius Caesar.


Gayatri Kaushal, Senior Project Manager (Evaluation)

Gayatri is a Senior Project Manager at Ethica and brings more than 10 years of experience in client engagement, stakeholder and project management, gap analysis, process/policy designing and business improvement. A certified Lean Six Sigma Black Belt professional and a certified Lead Auditor for ISO 9001:2008, she offers rich experience across functions like customer service, human resources, business continuity and marketing. Previously she served at Absolutdata and Analytics, Videocon Telecommunications, Aircel and Royal Bank of Scotland (RBS). At Absolutdata, she was closely associated with Ssrishti (an NGO for kids) in New Delhi.

Gayatri has an MBA from the Indian Management Institute (IMI) New Delhi (distinction) and is a gold medalist in graduation – BBA from Guru Gobind Singh Indraprastha University. A traveler at heart, she is also trained in contemporary dance style and enjoys participating in amateur theatre.

David Reid - Visual Storyteller

Based in Delhi, India, David Reid is an international filmmaker, producer and correspondent who helps bring the stories of Ethica clients to life via video and photography. He has dedicated his career to reporting and producing films on development issues, working with clients as diverse as the BBC, various United Nations agencies as well as the Council of Europe and the European Commission.

David has a masters in International Relations and has lived and travelled widely to produce work in Central America, the Caribbean, Africa and South Asia. He is committed to the challenges of telling compelling and visually engaging stories by humanising issues and revealing how interventions actually transform the lives of the individuals, families and communities receiving help.