Intrigued by emerging business opportunities in India, Prema established Genesis Public Relations in November 1992. Prema's vision not only defines the path for the firm, but also mirrors the journey of the PR industry in India.

Prema launched the firm with just one client and one colleague, which today has grown into one of India's most trusted communications firms in the country. In 2005, Genesis merged with Burson-Marsteller, the gold standard in public relations, to become Genesis Burson-Marsteller. In 2008, the firm was ranked the 'India Consultancy of the Year' by The Holmes Report, acknowledging Prema's success in nurturing reputation in a business environment that is rife with inherent contradictions.

Prior to setting up Genesis PR, Prema was the Editor-Publisher of Genesis - The City Guide, a travel magazine, and co-founder of Genesis Printers.

An alumna of the Frank Jefkins Institute, UK, Prema has played a leadership role in the industry as the Founding President of the Public Relations Consultants Association of India, Council Member for India of the International Public Relations Association and member of the global Board of Management of the International Communication Consultancies Organisation. In recognition of her contribution to global public relations, Prema was invited as the only Indian on the global jury for the first ever PR Lions at the Cannes Lions International Advertising Festival 2009. She was earlier inducted into the 'ICCO Hall of Fame', the first Asian to receive this rare honour, joining a select group of global personalities including Daniel Edelman, Founder and Chairman of Edelman, John D. Graham, Chairman and CEO, Fleishman-Hillard and Harold Burson, Founding Chairman, Burson-Marsteller.

As a successful entrepreneur, she mentors future leaders as a Charter Member of The Indus Entrepreneurs, the world's largest not-for-profit organisation promoting entrepreneurship.

Inspired by Mother Teresa, Prema established the Genesis Foundation, a trust created to provide access to world-class medical care for abandoned and underprivileged children facing life-threatening ailments. The work at the Foundation is Prema's life mission.

Prema is married to a lawyer, and the two have a son and a daughter.