Jun 2016 – Feb 2023 · 6 yrs 8 mos · New Delhi Area, India · On-site

• At This For That (TFT), I built India’s first fashion swap community from the ground up, long before sustainability was trending. What started as a startup grew into a nationwide movement that redefined how women engaged with fashion and consumption.
• Key Highlights:
• Cultural Impact: Created #SwapDontShop, a rallying cry against fast fashion that became a cultural conversation. Established fashion swapping as more than a business , a lifestyle shift towards conscious consumption.
• Community Building: Built and nurtured a 30,000+ women’s network who actively evangelised the brand.
• Brand Partnerships: Collaborated with Purplle and Vanity Wagon to reimagine product end-of-life through Green Stores, integrating sustainability into beauty retail.
• Recognition:
• Won TiE Start-Up Expo Grand Jury Prize.
• Featured on NDTV, CNN, YourStory, Economic Times, Hindustan Times.

Jun 2011 – Jun 2016 · 5 yrs · On-site

• Worked closely with my clients to formulate and execute product and communication strategies that resulted in a far stronger connect between brands and their consumers, driving up both, sales and revenue. My profile also included working closely with the creative team for new business development.
• My client portfolio included:
• Future Group: Worked closely with Future brands, the consulting arm of India's largest retail group, The Future Group, to help build their in house brands from scratch- right from product iterations, to target audience profiling, to go to market strategies- that helped them make a dent in established segments like, apparel, footwear, FMCG and electronics.
• Liberty corporate and Liberty footwear: Our association with Liberty started with a complete brand makeover to make Liberty shoes relevant to millennials, an audience they had completely missed on, in the 2000s. With a full product and branding overhaul, we set Liberty on track to achieve its 1000 crore vision.
• Other clients: Mooz entertainment, BPTP real estate

Apr 2008 – May 2011 · 3 yrs 1 mo · On-site

• Managed a host of clients across categories and helped them with product launches, full stack communication services, market research and event management:
• Retail- managed a number of in-house brands for the Future Group, from apparel to footwear to FMCG and electronics.
• A notable project during this time was establishing the first ever community focused, brand property (an indie musician hunt) for Converse shoes to mark their entry in India. Single handedly managed the entire property from call to entries, to setting up social media presence, garnering an overwhelming response and delivering a seamless event experience. The unprecedented success of the first chapter led to the hunt becoming an annual brand property delivering staggering brand recall and sales for the brand.
• Telecommunications- T-24, a joint venture between Future Group and TATA
• Media: The Times of India, Amar Ujala
• Confectionery and Cigarettes: Managed a part of the confectionery and cigarettes portfolio of Godfrey Phillips India. Helped launch GPI's first confectionery brand- Fundamint.

Sep 2007 – Mar 2008 · 6 mos · On-site

• Worked on a series of qualitative research projects across categories for clients such as Godfrey Phillips India, Cairn India and Amar Ujala, that helped clients understand issues with their existing product offerings, communication strategies and offered insights into new product features, audiences and new markets to tap in to.