My north star is play.

Not the frivolous kind, but the exploratory kind that reveals possibilities adults usually ignore. That’s where the good strategy lives.

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I grew up in Mumbai, a city that teaches you to read systems in motion. It’s probably why I became obsessed with understanding why people do what they do and how brands can use that truth to grow.

 

I’ve moved through advertising, strategy, behavioural science and design thinking. Not out of confusion, but because context feels like a playground. I decode patterns, turn them into leverage and build things that didn’t exist before.