Darsh Modi · Mumbai
Right
place.
Marketing strategist, brand builder, co-founder. This is where the work lives.
Currently learning strategy through Uno No Mercy.
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Work
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About
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Marketer.
Founder.
Aura Farmer.
Marketing professional with a fond interest in research and strategy. 18 years in Mumbai, 4 in Ahmedabad. Psychology minor. Theatre background. Currently building brands by day and Shazlo by night.
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Research
Fast Fashion, Cognitive Dissonance, and the Trust Gap
My undergraduate thesis on why consumers who know fast fashion is harmful still buy it — and why awareness alone changes nothing. Built on primary research tracking 200+ respondents across trust, identity, and access variables.
Consumer BehaviourSustainabilityResearch
Blog
See all →Lahori Zeera and the Brief Nobody Wrote Down
How a ₹10 bottle from Punjab rewrote the Indian beverage market — and what marketers can learn from a brief that was never written.
Brand StrategyIndia
Gen Z Doesn't Hate Ads. They Hate Obvious Ones.
What India's Gen Z protests revealed about how the youngest consumers judge brands — and why obvious is the real problem, not loud.
Gen ZBrand Strategy
Mumbai Runs. Ahmedabad Pauses. Both Win.
Two cities with opposite personalities — local trains vs pols, vada pav vs fafda — and the same consumer underneath. What living in both taught me about brand strategy in India.
Consumer BehaviourBrand Strategy
More Coming
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