Found the answer. Chatted w/ an Nvidia rep.

1) Firstly within windows try to change the current windows theme to a default theme.
2) Now within windows search for services.msc and open the windows services report here check if the "Windows Installer" is enabled, if disabled, right click and select 'Start' to enable.
3) Also alternative try to temporarily disable the antivirus / firewall on the PC.
4) Please uninstall the currently installed geforce experience from: Windows Control panel > Programs and Features > Uninstall a Program > Geforce Experience - right click to remove the same, now please download the fresh geforce experience from the link below:
https://www.geforce.com/geforce-experience/download
5) Once reinstalled, now once again within windows type services.msc, and check if it shows any services by name Nvidia (generally you may find four services) if available you can enable these four services by by right clicking and selecting 'start'.

Seems like uninstalling and reinstalling GeForce Experience made it work. Yay!