A BBA Entrepreneurship grad drawn to marketing & brand strategy — I care more about the right question than a fast answer.
critical thinking ✦ in motion
I'm a recent BBA graduate drawn to the strategy side of marketing — the part where you figure out the real problem before reaching for a solution. No agency experience yet, but a genuine habit of pulling brands apart to see how they work. The two case studies below are how I think.
A brand thinker who leads with strategy and stays for the story.
I build ideas around brands — from problem definition to problem solving.
I show up before I'm asked to, and I think before I post.
A brand strategy deep-dive into how indē wild can reduce founder-dependency, own its home market, and enter the men's grooming category it's currently leaving untouched.
Founded by Diipa Büller-Khosla, built on "Ayurvedistry™" — Ayurveda fused with chemistry-backed skincare. Hero product: Champi Hair Oil. First homegrown Indian beauty brand at Sephora US. Backed by Unilever Ventures with $5M after 400% growth.
indē wild's brand equity sits almost entirely on its founder. Its growth narrative leans heavily US and UK. Its visual world speaks exclusively to women. Three risks running simultaneously — founder-dependency, an underserved home market, and an adjacent category left untouched.
A micro-community programme turning loyal customers into brand storytellers — UGC, an ambassador tier, a monthly "champi night" ritual.
Reduces founder-dependency, lowers CAC, builds a moat competitors can't copy.
India-first campaign for the consumer who grew up with Ayurveda at home — regional creators, vernacular content, grandmother-to-granddaughter storytelling.
Captures deepest believers domestically before global copycats arrive.
A men's grooming sub-line on the same Ayurvedistry™ foundation — different aesthetics, language, entry price points. Fitness and wellness creators as the face.
India's men's grooming is one of the fastest-growing FMCG segments.
| Lens | Current Approach | What I'd Shift Toward |
|---|---|---|
| Brand Voice | Founder-led, one face for everything | Community-led — founder as figurehead, not sole voice |
| Geography | Global retail spotlight (US/UK) | India-first storytelling, global as proof point |
| Audience | Women-only product & messaging | Men's sub-line as a deliberate, separate brand world |
A market expansion analysis — how Blue Tokai can take specialty coffee into Tier 2 and Tier 3 India without losing what makes it premium, by adapting product, price ladder, and the role the café plays.
Built India's specialty coffee category from scratch — direct-from-farm sourcing, roast-on-demand freshness, premium café experience. Raised $60M to date including $35M Series C (2024). Targeting 350 cafés by 2027, aggressively expanding into Tier 2/3 cities.
Tier 2 and Tier 3 India is tea-first, price-sensitive, and doesn't yet have the "third place" café culture metros do. Scaling the exact metro playbook risks a brand that feels like it's visiting, not belonging — the fastest way to lose footfall before loyalty is built.
Spiced, masala-forward specialty blends built as a bridge for chai-first drinkers — familiar flavour cues (cardamom, ginger, jaggery) with specialty-grade beans.
Eases category transition without asking new markets to adopt an unfamiliar palate.
Smaller-format starter packs and a lower-priced sampler tier — designed for price-sensitive Tier 2/3 audiences to build the habit before upselling.
Builds loyalty and trial before the premium model that works in metros.
Position new-city cafés as study and co-working spaces — longer-stay seating, plug points, quiet hours. A space type often absent outside metros.
Drives dwell time and footfall beyond coffee alone.
| Lens | Metro Playbook | What I'd Shift for Tier 2/3 |
|---|---|---|
| Product | Single-origin, third-wave vocabulary | Bridge blends rooted in familiar chai flavours |
| Pricing | Premium subscriptions from day one | Sampler tiers to build trial before upsell |
| Café Role | Premium coffee destination | "Third place" — study & co-working hub |
Self-driven across 3 years, 4 certifications, one simulation, and one startup — before anyone asked.
I'm actively looking for marketing & strategy internships. If you're building something and want a fresh, strategy-first perspective on it — I'd love to hear from you.
Say hello →