The Floating Magazine is the best example of building a publication from scratch: six years, 100+ interviews, 20+ countries, and a special print zine that travelled to stores like City Lights in San Francisco and magCulture in London.
I’ve done this for other publications too. Most recently, I led the editorial launch of Marketing Week India, shaping its initial editorial direction and launch content. At Kyoorius, I helped revamp the print publication editorially in 2013, moving it from quarterly to bimonthly, and launched its online editorial platform along with several signature editorial properties.
Of course, I remain open to one-off or recurring editorial commissions as well.
I love research. In 2026, I conceptualised and created an extensive report called ‘Beauty Decoded’. It is Campaign India’s first-ever knowledge report, created on the lines of their famous global Campaign Red reports. A deep, research-led look at the future of beauty marketing in India, the report was built from 30+ direct conversations with founders, CMOs, designers, and other industry leaders. Read more about the project here.
I have also done editorial reports in the past with Kyoorius magazine on subjects like how creative professionals juggle personal projects and bread & butter work and also on in-house designers.
I build content strategy for brands in the art, design, craft, and culture space. For ART India, JSW Group’s art magazine, I built their social media presence from scratch, growing it to an engaged following of 17k within a year. I also worked with JSW on the initial social strategy and content for the JSW Prize for Contemporary Craftsmanship.
Beyond that, I’ve worked with furniture brands including Forma (JSW’s now-defunct brand) and Phantom Hands; an art education initiative called Art1st; and a music education startup: MTB Exams India, among many others.
My journalism background and an overall artistic sensibility lend me both analytical and storytelling skills. So I approach content as something that resonates with and inspires the audience, rather than from a purely ‘marketing’ angle.
I create organisational profiles. I’d done this in small ways for a few brands over the years, but the Asia Pacific Transgender Network (APTN) project in 2023-2024 made it substantial. Read about it here.
I help brands and cultural organisations find the right creative collaborators, and then work with them to shape the collaboration.
For Forma, a (now-defunct) steel furniture company, I worked with various illustrators including Mira Malhotra of Studio Kohl and Kashmira Sarode to create customised work for the brand.
For a boutique realty firm I consulted with, I brought in creative partners for their various projects, including a photography and videography studio and a separate creative studio.
