Feb 2026 – Present · 3 mos

Feb 2024 – Feb 2026 · 2 yrs

• Moved to Pune.
• Team got bigger, things got more structured. I wasn’t designing as much anymore. Started delegating most of it and shifted my focus towards web and product.
• Left a lot of the print side like packaging and expos, and went all in on launches.
• Spent a lot more time on shoots, and eventually started delegating those as well.
• Days would start around 9 in the morning and stretch till 2 at night.
• This was also when we started scaling Meta static ads seriously.
• What started small now contributes around 20 to 25 percent of Frido’s digital revenue.
• Also got to shoot with *Hrithik Roshan* at his home for Frido x HRX.
• Met him. Didn’t take a picture. Still regret that.

Jun 2022 – Feb 2024 · 1 yr 8 mos

• This is where I started building a team.
• A small one, just two designers, but at 22, that felt big.
• I was still doing a lot myself. Planning, designing packaging, handling most things. But now I also had to figure out how to delegate.
• Didn’t trust it at first.
• Would assign work and then redo it myself later at night.
• This was also the phase of constant work from home.
• A lot of nights went till 3 am.
• Google Meet open with Tushar and Pratik, working, discussing, fixing things.
• Sleep at 3 or 4. Start again at 10.
• Did this almost every day.

Sep 2021 – Jun 2022 · 9 mos

• After 7 months of the internship, this became a full-time role.
• This is where things started making more sense. Not just design, but how D2C actually works.
• Was still designing everything that came in, but now it included packaging, PDP images, ads, pretty much the whole funnel.
• UI UX, conversion rates, Meta ads, ROAS, sale campaigns, all of this was new to me.
• Didn’t fully get it at first, but kept picking things up along the way.
• One thing that worked in my favour, I could design in any format that was needed.
• Those 10 months were mostly just me executing everything.

Mar 2021 – Sep 2021 · 6 mos

• It started during the 2020 lockdown.
• I had nothing to do, and I wasn’t interested in my engineering degree anymore. So I started making minimal film posters to pass time.
• In March 2021, Tushar, my college super senior, reached out with a freelance opportunity.
• I asked for a full-time role instead. That’s how it began. I was the only designer, handling listing images, random creatives, pretty much everything that came in. The work never really stopped.
• I wasn’t great. I was just learning fast.