Things I
Think About

How a kitchen startup from Punjab rewrote the rules of the Indian beverage market, one ₹10 bottle at a time — and what marketers can learn from a brief that was never written.

What India's Gen Z protests revealed about how the youngest consumers judge brands — and why obvious is the real problem, not loud.

92 million tonnes of textile waste a year, a 30-40% growth in fashion consumption, and consumers who know exactly what they're doing. My undergraduate thesis on why awareness alone changes nothing — and what trust, identity and access actually do.

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, community buying decisions and cultural logic in India.