Hitha Herzog

Journalist, Author & Retail Analyst

Forbes named her “one of the most influential South Asian women in the United States.”

Hitha Herzog (formerly Prabhakar) is the Chief Research Officer of H Squared Research LLC and a consumer spending columnist for US News and World Report. She authored "Black Market Billions" and advises start-ups in Silicon Valley and with Parsons The New School of Fashion incubator XRC Labs. Herzog also created an app to identify counterfeit merchandise.

Forbes named her “one of the most influential South Asian women in the United States.” She has appeared on NBC Nightly News, The Today Show, MSNBC, and Fox Business. She has written for Time, People, ELLE India, Glamour, Marie Claire and more. Her work has been featured in Vogue India, Oprah magazine, Gotham, OK Magazine, Albuquerque Living, The Daily News, Metro, The Daily Mail, Style.com, Forbes.com, Huffington Post and more!

Herzog graduated from Smith College and holds an M.A. from Columbia University. She enjoys running marathons, biking, yoga, and spending time with her husband Seth Herzog.