IMPACTFUL STORYTELLING. REAL BUSINESS RESULTS.

THE CHALLENGE

Keep one brand recognisable across categories and channels — while giving shoppers a clear reason to choose a premium product.

WHAT I OWNED

At Two Brothers, translated business priorities into creative direction across a ₹200Cr+ portfolio, using consumer conversations, category/competitor trends, sales data and channel insights to shape positioning, claims and communication.

At Yoga Bar, owned the ₹70Cr+ Muesli, Oats & Trail Mix portfolio across D2C, Amazon, quick commerce and retail.

THE CHALLENGE

Turn consumer conversations and category signals into products — and positioning — people actually want.

WHAT I OWNED

Spoke directly with 250+ Yoga Bar consumers and worked with NPD, Supply Chain and Sales on 3 launches, including Chocolate Protein Oats.

At Two Brothers, contributed consumer, category and competitor insight to positioning, claims, PDPs and launch communication across 20+ products.

THE CHALLENGE

Win the shopper journey: GET NOTICED → STAND OUT → EXPLAIN WHY → CONVERT.

WHAT I OWNED

Led shopper marketing across 4,000+ Yoga Bar GT & MT stores with sales teams, promoters, merchandisers and KAMs.

Worked across POSM, brand blocking, shelf communication, sampling, FSUs, secondary visibility, checkout placement and cross-category merchandising.

At Two Brothers, applied the same shopper lens across physical retail, Amazon, Blinkit, Instamart and other digital shelves.

THE CHALLENGE

Reach new audiences through partnerships that add relevance — not just reach.

WHAT I OWNED

Built Yoga Bar partnerships across Disney/Marvel licensing, Paytm, HealthifyMe, Cult Fit, Gold’s Gym, Anytime Fitness, Diva Yoga, fitness communities and creators.

Worked directly with partners and influencers, often using barter or efficient commercials in a low-budget, pre-ITC environment.

THE CHALLENGE

Make the brand tangible enough to taste, try and remember.

WHAT I OWNED

At Yoga Bar, activated marathons, fitness communities and cultural events, including Tata Marathon, Under 25 Youth Fest and IHFF — often through barter-led sampling.

At Two Brothers, worked on the Summer Fancy Food Show in New York, BMM Seattle and India events, covering booth design, sampling, production and execution.

THE CHALLENGE

Give people a reason to follow a food brand — not another reason to scroll past an ad.

WHAT I OWNED

At Yoga Bar, built content around nutrition, healthy living, yoga and recipes rather than constant product selling.

The team scripted, shot and edited much of it in-house, often on an iPhone, and worked directly with barter / low-cost creators.

For Maldives and Nepal, adapted content and influencer strategy to local audiences and behaviours.

THE CHALLENGE

Move beyond product PR and build authority around food, farming and the people behind the brand.

WHAT I OWNED

Built Two Brothers’ PR and founder-branding playbook around regenerative agriculture, food systems, provenance, traditional processes, nutrition and entrepreneurship.

Shaped narratives with the PR agency, which handled journalist relationships. Selected podcasts and KOLs for audience fit and authority, not follower count.

Built a richer, more consistent third-party information footprint supporting search and AI discoverability.