Nov 2024 – May 2025 · 6 mos

• How to create a brand that speaks equally to users in metros and tier-1 cities, without losing relevance in tier-2 and tier-3 towns? Our goal was to craft a design system and narrative that felt intuitive, familiar, and aspirational—all at once.
• I partnered with the product and marketing teams to lead the redesign of the app interface and refresh the brand system to build a consistent visual language and personality that could resonate across India’s complex and diverse demographic landscape.

Jan 2024 – Jun 2024 · 5 mos · Remote

• Translated the business strategy into a comprehensive visual system for Swiggy Master Brand and all it's sub-brands. This included defining the brand personality, colors, logos, illustration styles, typography, art direction, and the building blocks for the product design system. The result was a dynamic and adaptable visual system we affectionately called the Swiggy Bento system—a simple and practical design solution made with utmost care and craft.

Nov 2023 – Dec 2025 · 2 yrs 1 mo · Goa, India

• As Co-Founder & Chief Creative Officer at RUHVEDA, I lead the creative, product development, and packaging vision for a modern Indian perfume house rooted in centuries of olfactory craft.
• My work sits at the intersection of design, scent development, and storytelling—from building the brand identity and packaging system to shaping the architectural language, visual world, and product experience of RUHVEDA.
• Every detail, from the geometry of our bottle shoulders to the motifs etched on it are designed to honor India’s fragrant heritage with contemporary precision.
• RUHVEDA’s work has been recognised globally
• 1.) BeautyMatter Awards 2025 Finalist for Best Brand Identity and Winner in the Best Product Packaging category.
• 2.) Selected as part of the Sephora Accelerate 2025 Cohort, representing the next wave of global beauty builders
• My goal is simple:
• To help India reclaim its space in global perfumery—through design that carries memory, craft, and cultural depth into the future.

Jan 2022 – May 2023 · 1 yr 4 mos · Bengaluru, Karnataka, India

• Built a team and orchestrated the seamless integration of brand personality and identity across marketing initiatives and product flows, crafting a unified narrative that resonated with our audience at every touchpoint.
• We collaborated closely with marketing and product teams to ensure brand consistency and innovation in our approach. The Design team was instrumental in launching new products and features, enhancing our brand's visibility and engagement. Additionally, I played a key role in fostering a culture of advocacy within the team, empowering members to become evangelists for our brand and its values. Our collective efforts significantly contributed to elevating the brand's market presence through various social channels and product's customer experience.

Jan 2022 – Sep 2022 · 8 mos · Hybrid

• Project Pratima an initiative spearheaded by the Payments Council of India (PCI) was aimed at standardizing payment icons across various digital platforms in India. We created a central icon library and system to address accessibility issues and enhance the adoption of digital payments by creating a uniform yet scalable set of icons for basic payment actions and processes.
• As the Design Lead on this project, I was at the forefront of conceptualizing Project Pratima, I led a team of exceptional designers, fostering an environment of creativity and innovation. My role involved defining scope, resources, providing guidance and support to ensure the delivery of high-quality design solutions, research practices, engaging with stakeholders and presenting it to the relevant people for PCI and RBI at various milestones of the project.

Nov 2019 – Feb 2022 · 2 yrs 3 mos

• Drove GoFood and GoMart to achieve a milestone of over a million orders per day. Through innovative design strategies and a deep understanding of our users' needs, we not only solidified GoFood as Indonesia's leading food delivery app but also as the premier platform for restaurant owners and merchants to grow their businesses. Our efforts ensured that GoFood set the benchmark for excellence in the food delivery sector.

Nov 2018 – Nov 2019 · 1 yr

• Driven and orchestrated the rebrand for Indonesia's first unicorn — GOJEK with a team of in-house creative designers; to create a scalable, sustainable and cohesive brand system that brings in consistency for a brand with 18+ products across more than 4 countries in SEA.

Jan 2017 – Feb 2019 · 2 yrs 1 mo

• Responsible for laying the foundation for user experience in GO-FOOD for end to end Strategy and Product Roadmap, Re-defined the entire food ordering experience in Indonesia and Vietnam by collaboratively working with Engineers and Stakeholders for feature delivery in an agile product design-development cycle to make food ordering and delivery intuitive and engaging, while closely considering the Customer Experience-Feedback and Product analytics system.
• GO-RESTO - Responsible for the entire merchant app design and user experience of a 0 --> 1 product used by merchants listed on the GO-FOOD platform to be able to get orders, edit/manage menu and restaurant information real time
• Established how a customer selects restaurants from a plethora of restaurants on the product while making a food order. Understanding closely what prompts them and provide features and designs to simplify the decision making and enhance user experience.
• Introduced merchant ratings — from promoting the users to rate their orders, to defining canned responses with the help of research and helping merchants use this data to further enhance their businesses.

Sep 2016 – Jan 2017 · 4 mos

• Responsible for defining the tone of voice, style guide and illustration style, in order to communicate the product thinking to the user via delightful interfaces across iOS and Android platform.

Oct 2015 – Aug 2016 · 10 mos · Pune Division, Maharashtra, India

• Designed the entire UX and UI of the e-comm fashion store for Dezeeno across iOS and Android platform, contributed vastly in framing the style guide, tone of voice, delightful illustrations and icons; leveraging in-depth research of the target users and competitive analysis to focus and create user centric designs that would potentially help the brand build a business through the platform.
• Designed and created Sequoia::Hack 2017 swags and website design.

Apr 2015 – Feb 2018 · 2 yrs 10 mos · Ahmedabad, Gujarat, India · Hybrid

• Calico Kids is a baby home furnishing and clothing brand, marrying minimal, modern designs with traditional Indian artisanal techniques. Our product range is thoughtfully designed to cater to the modern parent who values quality, design, and sustainability. From soothing nursery furnishings that create a serene space for your baby to sleep and play, to a clothing line that combines comfort with contemporary style. Successfully expanded our footprint across Ahmedabad and Gujarat, both in retail and online, culminating in a strategic acquisition by the Bhansalis in 2018.

Oct 2014 – Jan 2015 · 3 mos · Mumbai, Maharashtra, India

• Initiated & Scoped an entirely new kid’s vertical for a purely handmade home decor brand - Blueberry Home, I was responsible to design and execute their first summer kid’s range for baby nursery, soft furnishing and home decor, From choosing fabric, designing graphics, tailoring, printing techniques and packaging.
• Other than creating designs for the kid’s collection, I was also responsible for designing and executing the kid’s brand overall. Ranging from identity, marketing, packaging design; Collaborated with various vendors to see it through.
• Represented Blueberry Kids at various events — Showcased the self designed products and brand at India’s elitist trade shows — DesignONE, Lakme Fashion week and Style Cracker
• Designed and executed the end to end wedding collaterals and branding for a topnotch wedding in Mumbai focused on a central theme

Jun 2014 – Sep 2014 · 3 mos · Mumbai, Maharashtra, India

• Collaborated and executed brand design strategy for a well known Mumbai (India) based patisserie — Ellipsis Bakery, Was involved in the end to end branding, packaging, space design and environmental graphics as part of the project.

Jun 2013 – Jul 2013 · 1 mo · Ahmedabad, Gujarat, India

• 3 semesters into the university studying communication design, I decided to spend my 8 weeks summer break time getting hands on experience with the city’s go to brand consultant firm, during my time here I deep dived into understanding the brand itself and was responsible for creating a brand and service catalogue (digital and print) for potential clients. Further into the internship I landed a packaging design project from one of the listed clients — designed and executed packaging design for a range of Indian Spices to be sold on shelves of various super markets.

May 2013 – Sep 2015 · 2 yrs 4 mos · Ahmedabad Area, India.

• Was heavily involved in creating impact with design with this social startup, we designed news papers to distribute in 10+ villages in Gujarat to create awareness on local news content, hygiene, sanitation and female education.
• There is nothing delightful about annual reports, its crunched with tables, numbers, graphs, pie charts and pile of content, By ensuring clean layouts, typography and sense of editorial design, I was responsible to design these mundane reports for both digital and print media and fill them with aesthetics that made them easy to grasp for the reader.