About
I build consumer products from primary research. Most of my time goes on working out what people actually need, which is usually not what they say they need. Right now that is GetAlong, a platform that matches people in a city into small groups around a shared activity, built around situational loneliness. I ran the founding research, designed the product from it, taught myself the tools to ship the first version, and hired the team working on it. Alongside that I run Context, Actually, an independent research practice working with early-stage brands on the questions that come before growth: who this is for, why they should care, and whether the category is worth entering at all. Recent work includes repositioning a career-tech platform's core product and building a differentiation strategy for a D2C brand entering one of the most crowded categories in India. Before this I worked in the Creative Director's office at Van Heusen, Aditya Birla, on competitive intelligence across 40+ brands, sub-brand repositioning and retail go-to-market. Trained as a designer at NIFT Hyderabad. I write about where non-obvious founder talent shows up in India.
Work experience
Founder's Office at Getalong, May 2026 - Present · 4 mo, Bengaluru, Karnataka, India, GetAlong matches people in a city into small groups around one activity, based on where they are in life and what they are actually into. The activities are mostly workshops and sessions run by independent artists and small studios. Still early. Learning most of it as we go.
Founder at Context,Actually., Jan 2025 - Present · 1 yr 9 mos, Delhi, Delhi, India, Founded and led an independent market research and insight practice focused on consumer behaviour, cultural signals, and market positioning. Conducted qualitative and quantitative research, analysed category trends, and translated insights into clear positioning and go-to-market recommendations for consumer brands. Clients include Ed Tech, D2C skincare, social community platforms.
Creative Director’s Office at Aditya Birla Fashion and Retail Ltd., Jan 2024 - May 2024 · 5 mos, Bengaluru, Karnataka, India, Learned a lot, observed a lot and executed a lot in this stint at the Creative Director’s office, Van Heusen, ABFRL. -Built and maintained a competitive intelligence framework tracking 40+ brands across retail fashion — identifying positioning patterns, pricing shifts, and campaign strategies that informed creative and brand decisions -Contributed to sub-brand repositioning research, translating competitive and consumer insights into strategic recommendations for the Creative Director -Supported go-to-market strategy for retail launches, bridging the gap between brand direction and market execution
Design Intern at Hemant & Nandita, Jun 2023 - Jul 2023 · 2 mos, Noida, Uttar Pradesh, India, Product Development Intern for Fashion Label- Hemant and Nandita and their resort wear line-Rococo Sand. Conducted in-depth research on competitive brands, providing valuable insights from a design perspective. Designed graphics and fabric prints for resort wear labels Hemant & Nandita and Rococo Sand. Styled and edited fashion shoot photographs for the company website and Instagram. Managed the brand’s Instagram page, increasing social media engagement by 40%. Designed and developed embroidery patterns and prints aligned with mood and theme concepts. Collaborated with the assigned team on various projects to meet deliverables. Created and delivered 300+ CADs of prints on garment silhouettes to the product manager.
Youth Ambassador at Viral Fission, Oct 2022 - Jun 2023 · 9 mos, Hyderabad, Telangana, India, Advocated for partnered brands within college networks and social circles. Created and shared engaging content to drive brand awareness on social media. Conducted market research to gather insights on youth preferences and trends. Assisted in organizing and promoting brand events, workshops, and activations. Networked with fellow ambassadors and industry professionals to enhance brand visibility. Tested and reviewed products, providing valuable feedback to brands. Built and engaged a community through discussions and brand-focused initiatives. Encouraged sign-ups, participation, and product trials among the target audience.
