The Journey
My path through strategy and design research hasn't exactly been a straight line, it's more like a series of a very curious abstract journey all leading to uncovering more about us, the humans. Starting in Sociology, I became obsessed with looking at people as part of society (not just individuals) and watching how we navigate our own beliefs. That curiosity led me through Design Innovation and eventually into the world of brand evolution.
For the last three years, I've been turning those insights into innovation strategy, repositioning brands across jewelry, hospitality, and healthcare. I treat every project as a piece of cultural semiotics; an opportunity to simplify the marvelous and marvel at the simple, all while keeping a cheeky eye on the systemic dystopia of pop culture.
Unfolded
01 / The Origin
Born and raised in the organized chaos of Mumbai, which taught me strategy is just a fancy word for navigating traffic.
02 / Academic Hybrid
I speak the language of human behavior and semiotic nuances. Sociology gave me the foundation as a researcher to investigate without a bias. Design Innovation taught me to translate the research into business impact.
03 / Pop Culture Obsession
I spend way too much time decoding why people buy aesthetic vacuum cleaners on TikTok. It's Design Research, I swear!!!
04 / Strategy & Satire
Finding humor in the mundane is my superpower. If I wasn't a strategist, I'd probably be a failed stand-up comedian writing about corporate lingo.
05 / The Metric
My life goal is to simplify the marvelous. If it's too complex, it's probably not strategy yet.
06 / Habits
Books on dystopia, strong dark coffee, and writing Substack newsletters that probably won't be read till 2030.
Philosophy
Guiding Frameworks
Agency
Approaching every research puzzle with deep accountability, turning chaos into systems and stories.
Community
I believe the best works are a fruit of collective impact. I build with people, not just for them; good work only outlasts you when it's shared.
Clarity
Complexity is what's left when the thinking isn't finished; my job is to cut until only the essential structure remains