"We are witnessing a fundamental paradigm shift in the way data is managed and consumed: "...shifting from enterprise-wide single version of truth to multiple truth sets across the enterprise". This shift necessitates fresh, dynamic, disruptive, innovative, purpose-driven change in Data Quality research directions and practices. Are we ready for this shift? – Prof. Dr. CA. Arun Sundararaman FCA, ACS, Ph.D. (Practice Lead, Health Data and Analytics, Accenture Technology (Cloud First), India)