Category: projects
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Baseline
Concept Sustainable change doesn’t happen in ideal conditions. It happens despite imperfect ones. Baseline is a behavioral wellness brand built on that premise — a system for mental and physical health designed specifically for disrupted, inconsistent, and imperfect conditions rather than ideal ones. This project was developed in response to a structural gap in India’s…
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Built for the Best-Case User: The Design Gap at the Heart of Indian Wellness
India’s wellness industry has a dropout problem it isn’t talking about honestly. 97 out of 100 people who download a wellness app have stopped using it within a month. The dominant explanation is that users lack discipline. This research argues something different: the platforms are designed for the wrong moment in the user’s journey.
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Mrinal Beauty
An India-engineered beauty brand built around undertone precision, climate-calibrated performance, and contemporary adornment — reimagining makeup through Indian skin realities rather than global beauty defaults.
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NIRVA- The middle path in coffee
The middle path between burnout coffee and elitist craft.Accessible craft coffee for everyday Indian life. A brand strategy project exploring a new middle ground in India’s evolving coffee culture. As coffee shifts from instant convenience to experiential craft, the category has become increasingly polarised. NIRVA is imagined as an alternative for urban Indians seeking better…
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Indian Makeup Market: From Expression to Skin-First Beauty
India’s makeup market is in the middle of a quiet but consequential shift. For decades, colour cosmetics in the country followed a familiar logic — coverage, transformation, and aspiration modelled largely on Western beauty standards. That logic is now being renegotiated by a generation of consumers who are more ingredient-aware, more culturally confident, and more…
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Why North India Hasn’t Taken to Coffee — And What It Would Take to Change ThatBrewing Change: India Coffee Market Research
MARKET RESEARCH · Consumer Behaviour, Brands & Culture