The project for Jim Beam addressed the challenge of enhancing the brand’s aspirational appeal and cultural relevance among Gen Z & Millennial drinkers worldwide taking a bet on the space of belonging. Partnering with Agent A, we conducted a cultural exploration across nine countries by engaging 19 diverse cultural experts uncovering significant barriers to human connection, such as rising loneliness, over-optimisation of daily life, and the pressures of perfection. We distilled the insights into brand tensions and an actionable playbook positioning the brand as a global cultural leader in spontaneity, real connection, and collective joy.

The project for SC Johnson focused on conducting product testing for a new range of liquid electric products in India. Through in-depth interviews, we explored consumer perceptions of a safe home, concerns around mosquitoes, and gathered product feedback on the repellents. Formed recommendations for product modifications, ensuring a localised product launch that was closely aligned with consumer needs and preferences for greater market success in lower SEC's.

The project focused on enhancing Google’s operating system with innovative features to improve usability and elevate the overall user experience. Through a series of qualitative virtual interviews with the India team, we uncovered consumer use cases, pain points, motivations, and barriers, which provided valuable insights into user behavior and needs. These findings directly informed recommendations for interface adjustments and feature enhancements, aimed at optimizing usability, expanding user scenarios, and empowering people with a more intuitive and convenient interface.

The project focused on understanding the evolving content landscape in India for Pinterest. Through expert interviews, social listening and co-creation groups, we explored local content creator behaviours and collaborated to envision the future of content creation on the platform. The insights and key parameters identified for local content equipped Pinterest to craft more effective communication and content strategies, ensuring stronger alignment with the needs of creators and audiences in the region.

The project for Lee Jeans, part of VF, aimed to test a new product range and understand key considerations for the brand’s target audience. By assisting in conducting group discussions with Indian women, we uncovered the role of fashion in their lives and examined their specific relationships with denim jeans. The research explored priorities around fit, material, features, and style, generating valuable insights that clarified consumer preferences and informed key decisions for product development and communication strategies.

Helped an FMCG startup understand grocery shopping and consumption behaviours in low-involvement, commoditised categories through ethnographies and in-home immersions. By exploring factors like visible cues, trust, hygiene, and sourcing at the point of purchase, we identified where consumers notice and shift behaviour with clearer differentiation. This revealed emerging “combination spaces” (bundles of food and non-food items consumed together) offering opportunities for visible differentiation. Recommendations on product, packaging, and brand messaging leveraged trust and clear narratives to influence consumer preferences and create standout value in unorganised markets.

Helped a skincare-first beauty brand enter the colour cosmetics by mapping emerging consumer personas and analysing the emotional drivers that shaped makeup routines. We uncovered that while skincare holds trust and credibility, colour cosmetics are driven by experimentation, identity, and play, yet adoption was held back by concerns around compatibility and harsh formulations. The resulting proposition bridged skincare trust with colour cosmetics experimentation, allowing credible and differentiated entry into the new category which eventually grew to120+ SKUs across 15 categories in two years.

Supported a dental care startup in scaling its footprint. Research showed dental care was often anxiety-inducing due to low trust, opaque pricing, and limited preventive awareness, while emerging consumers sought transparency, expertise, and more service-oriented environments. This led to a rebrand and value proposition shift positioning the brand as a trusted, modern oral health partner. The narrative informed brand identity, clinic experience, and communication strategy, contributing to growth to 300 clinics across multiple cities with a projected ₹300 crore annual revenue.

Guided a mattress-focused sleep brand to diversify beyond sleep by using cultural insights to assess category adjacencies and prioritise expansion opportunities. Research revealed that consumers increasingly see the home as a space for comfort, productivity, and self-expression, unlocking scope for the brand to play in broader home and lifestyle categories. This informed a reframing of the brand purpose from enabling better sleep to helping consumers “make the most of their homes” and lives, shaping a phased innovation pipeline that moved from sleep products toward holistic living and home solutions.

For Dettol’s entry into the Indian market with a new variant, I led primary research with consumers and medical experts to understand perceptions around allergens, sensitivities, and broader health impacts. The research illuminated gaps in awareness, anxieties around household exposure, and the credibility role that doctors and science play in validating safety. These insights shaped both product and communication strategies, enabling the variant to address consumer concerns while positioning itself as a safer and more reassuring choice for everyday use, ultimately supporting a successful market entry.

Partnered with Uber to redefine its market presence by exploring new service verticals beyond traditional delivery. Through longitudinal digital diaries, we uncovered consumer needs, occasions, and emotional contexts for groceries, convenience items, and alcohol delivery. This informed strategies that emphasised spontaneity and guilt-free on-demand options, positioning the new verticals as convenient choices to boost user engagement and market growth.

Helped De Beers understand the future of luxury and diamonds among India’s Gen Z and Gen Alpha by conducting a foresight report that analysed emerging cultural signals and market dynamics. The research showed younger consumers redefining luxury around sustainability, independence, and experimentation rather than legacy and inheritance. These insights highlighted the growing relevance of lab-grown diamonds and other shifts likely to shape the category over the next decade, informing future market understanding and longer-term strategic thinking for the brand.

For Hawaiin Tropic, we conducted virtual workshops exploring cultural trends, key brands, and consumer wellness preferences. This revealed whitespace opportunities focused on everyday enhancement, harmony with nature, and reimagined rituals, enabling the creation of natural, effective, and holistic suncare products that resonate deeply with consumers.

Identified opportunities for a range of new healthy snacks with Kellogg's by conducting Jobs To Be Done workshops that uncovered unmet consumer needs and shifts in diet, convenience, and lifestyle. The work illuminated whitespace across occasions, formats, and nutritional profiles, opening up a diverse pipeline of innovative snack concepts that strategically differentiate the brand and fill emerging market gaps.

Partnered with an impact investment fund to rebrand and showcase the economic potential of a pivotal segment of India’s population across healthcare, education, financial services, and livelihoods. Through field research and narrative development, we refined the segment’s identity and positioned its role in driving India’s growth. This informed an investment thesis and led to the launch of a platform amplifying the segment’s contributions bringing this segment to light amongst investors and media.

Helped Google Pixel boost its appeal in India by uncovering through ethnographic research that smartphones are seen as status symbols tied to pride and aspirations. Leveraging these insights, we positioned the device as the choice for self-made, progressive users, emphasising its status, premium features, and unique design which led to a significant increase in sales and brand loyalty.

Worked with Facebook India to boost engagement among women by uncovering key barriers through ethnographic research, particularly around privacy, identity management, and cultural sensitivities. The research highlighted how norms around visibility, family scrutiny, and safety shaped online behaviour and limited expression, especially for younger and newly-connected users.This guided strategies that emphasised safety, strengthened privacy controls, and promoted culturally relevant content formats. This helped guide safety product features and more resonant communication, contributing to higher engagement among women.

Created a launch strategy for a potential dating app in India by immersing in dating culture, hosting dinners with the target demographic, and running focus groups to understand emotional and functional needs. The research surfaced tensions around safety, visibility, and social signaling, which informed a market-specific strategy and naming routes that reflected the app’s value proposition, enabling a relevant market entry.

Explored women’s skincare journeys for Chanel Beauty by using digital diaries to capture attitudes toward premium products, routines, and brand preferences. These insights shaped display and merchandising strategies that aligned with consumer perceptions, strengthening the brand’s position in the premium beauty market.

For Tinder, we addressed the challenge of low female engagement in India by creating safe, anonymous online groups that encouraged open discussions on dating, sexuality, and cultural barriers. The sessions revealed how stigma, safety concerns, and family visibility shaped dating behaviours and limited participation. This led to a positioning strategy built around safety, social acceptance, and authenticity, resulting in a campaign that empowered women and helped destigmatise dating in the Indian context.

To decode Indian youth’s media consumption for Hotstar, we used WhatsApp groups, gamified ethnographies, and friendship triads to study attitudes, viewing behaviours, and competitive dynamics. These findings highlighted key audience segments and provided the strategic direction needed to bolster market position and drive impactful marketing initiatives.

For Pinterest, we differentiated marketing strategies for “India One” affluent and urban users and “India Two” aspiring, semi-urban and rural users by conducting ethnographic cultural safaris. These highlighted key lifestyle, cultural, and technological differences, enabling the creation of tailored strategies that improved marketing effectiveness, strengthened brand resonance, and expanded market share across both segments.

For Gymshark, we delved deep into core consumer segments by using social listening and longitudinal digital ethnographies to explore how image, identity, performance, and community intersect in fitness culture. Created a ‘Cultural Bible’, offering a holistic view of consumer cohorts and subcultural nuances, helping the brand better connect with their consumers and use these bibles as a strong anchor to build strategies across departments.