Mar 2025 – Present · 1 yr 2 mos

Sep 2021 – Apr 2024 · 2 yrs 7 mos

Jun 2020 – Jan 2021 · 7 mos · India

• MyMuse is India's first direct-to-consumer bedroom essentials brand, crafting products for easy intimacy, everyday. The brand aspires to cater to the needs of adults in tier - I cities of India. The idea is to create an accessible, approachable and alternative brand beyond the mainstream and crass imagery around sexual wellness in India.
• As the design research lead, I ran sprints to understand the perceptions around sexual wellness in the Indian landscape to discover user needs, wants and desires, to inform brand design and product development.
• The process informed the launch strategy, brand image, identity and positioning, giving a 'what, why, how, where' of the entire landscape in bigger picture and minute details.
• This phase ended with a soft launch of the brand.

Apr 2020 – Jan 2021 · 9 mos

• Continued collaboration..
• 1. Partnering with an Android giant to test and understand how NBUs currently use android product
• 2. Partnering with a tech giant to run usability testing for a camera app in development for low-end phone users across tier-two cities of India. Seeking to understand user behavior in local communities in growing, developing countries. Behavioral analysis study, iterative usability testing and insight generation for a global tech giant seeking to create a product to understand the needs, wants and desires of the next billion smartphone users.
• Problem statement: “What do the next billion smartphone users need and desire with imaging capabilities on their phone?”
• Conducted several research sprints, meeting a number of potential users to understand their current smartphone usage, specific pain points, needs and desires from the different apps they use. Each sprint included a prototype that was tested with the study participants. After every sprint, insights were generated, consolidated into a report that were used to build the next prototype. User archetypes and behavioral patterns of all participants were also mapped to create layered personas.

Oct 2019 – Mar 2020 · 5 mos

• Turian Labs is a global strategic design and innovation consulting firm.
• Some of the key problem statements I worked on
• 1. What are the next mega trends in the Indian ecosystem?
• 2. Helping a tech giant to facilitate NBUs with multilingual possibility on a photo sharing and storage product
• Along with this, a few internal branding projects (videos and scripts) for training purposes.

Oct 2019 – Jan 2021 · 1 yr 3 mos

• this collaboration began Jun'20
• 'Celebrating Clay: generating new forms of cultural production for craft experiential tourism'
• (The Crafting Futures India programme by the British Council)
• Designing and strategizing content resources and delivery for the knowledge exchange programme for the terracotta crafts community of Gundiyali
• Conceptualizing and designing the report of all activities proposed and executed under the programme
• Content curation for the virtual exhibition of the Crafting Futures project (2020)
• Content curation for 'Celebrating Gundiyali', website consolidating all years of the project from 2014

Jan 2019 – Sep 2019 · 8 mos

• Working on a series of design research and curation projects at DICRC, CEPT -
• 1. Craft Experiential Tourism Toolkit - System & Framework Design, Content & Research, Graphic & Publication design
• The Craft Experiential Tourism (CET) toolkit is a roadmap for individuals and organizations to evolve a craft cluster into a craft experiential tourism hub. My role includes ethnographic study and insight generation, strategic design of the CET Model framework, research and writing for the different aspects of the toolkit based on the model, along with design of the toolkit.
• 2. Curation, Content & Cluster narratives for Ekatra - Spinning the wheel together
• ‘Ekatra’ spinning the wheel exhibited the fellowship outcomes and all the other initiatives by DICRC, CEPT University done with the terracotta craft community of Gundiyali, Kutchch. Having joined DICRC after the fellowship, I was a part of the curation team for the exhibition and also a design fellow, and my fellowship outcomes were a part of the exhibit.
• 3. Publication 2019, Gundiyali
• Key lead and role in co-authoring and compiling the Gundiyali project, specifically documenting the fellowship outcomes of all the eight fellows - finding themes, connections - further visual and written articulation

Dec 2018 – Mar 2019 · 3 mos

• The Craft Colaborative Fellowship Programme is an initiative towards meaningful collaborations between craftspeople and design fellows. The idea was to expose craftspeople to new concepts, ideas and a new perspective to look at the craft practice, and for fellows to be extensively involved in the community, understand the nuances of the craft, the material and the practice. My project was rooted in the narrative of Gundiyali, the idea of living heritage, and ‘living’ as a concept - where we collaboratively developed three games, a playhouse based on the life of the terracotta potters, and two orally played traditional games, converted into terracotta based board games

Mar 2019 – Sep 2019 · 6 mos · Greater Ahmedabad Area

• Happy Faces came into existence in April 2018 as a non-profit organisation, to empower various women groups, create a healthy environment as well as give livelihood opportunities. Mrs Rita has the vision to bring a change for the marginalised women group within Ahmedabad, Karnali and various parts of Gujarat.
• The team at Happy Faces is constantly working with various mediums to generate income sources. One such initiative is making products from Macrame technique as well as Banana & Coir natural fibres. After working on various design training, they are now at a stage of developing their product range and launching a brand. This brand will be a for-profit vertical of Happy Faces, which will help in generating revenues to support the various activities, training, education etc.
• 108 Knots is the brand verticle (lifestyle products) of Happy Faces Foundation, my role is brand building from naming, brand narrative and further content direction and copywriting.

Mar 2019 – Sep 2019 · 6 mos · Greater Ahmedabad Area

• Innovative Packaging System : Frugal Design
• Raas Leela textiles is a capsule clothing, zero-waste brand in the Indian context that produces classic, trend-less pieces of Kora clothing, without using bleach or dyeing with environment conscious practices. Empowering local craftswomen in the different clusters, all their pieces are handmade, handstitched, with embroidery and applique skills. My role is to build the holistic brand strategy along with a packaging design system that re-emphasizes on the idea of zero waste, conscious clothing and craft empowerment.

Dec 2018 – Feb 2019 · 2 mos · Ahmedabad Area, India

• Creating content and writing stories for the campaign - Women of Gujarat.

Jun 2018 – Dec 2018 · 6 mos

• Full-time role in Content Marketing, Communications, Editorial, and Branding - executed with Design Thinking.
• Responsibilities include optimizing content creation(writing, editing) by setting definite content standards with guidelines; Strategizing and creating copy and content for various brands; Content Marketing, Strategy, and Branding for White Panda; Mentoring content teams, writers, editors around content creation practices; Led a four - day workshop for foundation year students at IIT Gandhinagar in Creative Writing
• Clientele :Zorba wines, MCaffeine, Kreatica Designs, Pycube, Mobisoft, Classic Infomatics, Planet Education, WonDRx, Illuminate Health, Merce, Confab Pro, MLVeda, Brand Story and more.

Sep 2016 – Apr 2020 · 3 yrs 7 mos

• Creative Copywriting, Web content, social media and content marketing for multiple clients, including (but not limited to): Radisson Hotels - Jodhpur and Goregaon, Apollo Hospitals, Illuminate Health, Maximl, Verloops, BrandStory, Zorba wines, MCaffiene, Kreatica Designs, Mobisoft, Migrate to Cloud, Airlift USA, SoftwareSuggest

May 2018 – Oct 2019 · 1 yr 5 mos · Bengaluru Area, India

• Branding copy and presentation decks for several clients in the private and public sector
• Rock Interview, Vardaan, DriveU, Sunday Mattresses

May 2018 – Apr 2019 · 11 mos · Ahmedabad, Gujarat, India

• Creative Consultant for The Fashion Forecaster. Role includes consulting for various brand projects, fashion forecasting, branding, trend analysis and fashion writing.

Jan 2018 – Jun 2018 · 5 mos · Ahmedabad, Gujarat, India

• Branding Project Otenga as a multimodal design and academia oriented café using design thinking in tangible and intangible mediums by experiential design and curation, marketing & publications, branding collaterals, system thinking, content strategy, and organizational design.
• Curated a music gastronomical experience, 'Chamba kitnik dur', April 2019

Sep 2017 – Sep 2020 · 3 yrs

• Post the internship, I've collaborated with HELM on some aspects of a few projects.

Jun 2017 – Aug 2017 · 2 mos

• Understanding the working of a design studio (Social Design Studio); Learning to work in small teams and collaborations with NGOs, human rights organisations and the like; Research writing, Creative Visualization, Design Thinking and User Experience, interface design for various projects
• Projects and Responsibilities
• 1. Death Penalty Project
• Research, Summary development and Content Structuring of the Death Penalty Report from NLU, Delhi for a web-interactive, Pitch and Proposal Development, Creative Visual Conceptualization and Data Visualization for the Multimedia Interactive - for a better user experience
• 2. ICT Training Tools for Society for Labour and development
• Fundraising plan & grant proposal, Media curation and documentation
• 3. Women Police Repository for CHRI
• Mobile Website conceptualization, Backend UI Design
• 4. Lexistus
• 5. Repressive Legislations, Amnesty International
• 6. Institutional Development for HELM

May 2017 – Jun 2017 · 1 mo · Greater Surat Area

• Story development for 8 collections of fabrics and yarns, Conceptualization for presentation of the collection, Mood boards, fashion illustrations and story content for the collection & Graphic Design and development of the swatch books

Jun 2016 – Jul 2016 · 1 mo · Greater Delhi Area

• Collaborative advertising project, Concept for ad commercial for Viewbird Computec, Shooting the advertisement and art direction & Video Production

Mar 2016 – Dec 2017 · 1 yr 9 mos · Bangalore

• Writing features, articles, blogs and copy, web copy for various brands, including Arunika’s Fresco, Arunachal box, Amante, Sunday Mattresses, Rock Interview
• Writing and creating a variety of questionnaires related to advertising, marketing, and branding in the Indian context for social media engagement of the users and viewers of the Media Ant

Dec 2015 – Mar 2017 · 1 yr 3 mos · Greater Ahmedabad Area

• December'15 - March'16
• Hosting and creating a documentary ad film for the organization by interviewing artisans and authorities of the organization, Styling Shoots for promotional purposes on the website and social media, Reviving Social media accounts by Photography and Photo - stories on Instagram, facebook, Strategizing ideas for blog-posts and styling for further promotional activities
• January'17 - March'17
• Build a budget Photography Studio at the Office keeping in mind the not-for-profit ideology of the brand. Art Direction and Photography for Conceptual Product Shoots for promotional purposes on the website and social media, Documenting the impact stories of artisans in Mithapur

Oct 2015 – Mar 2017 · 1 yr 5 mos · Ahmedabad, Gujarat, India

• Styled and modelled for creative shoots (social media and website)- 2 collections

Jun 2015 – Sep 2015 · 3 mos · Ahmedabad & Mumbai

• Web Copy & Content for ITTI, Iamnindian and other clients

Apr 2012 – May 2015 · 3 yrs 1 mo · Mumbai Metropolitan Region

• Various Articles for the Web, brands and magazines.