Yogifi (Smart AI-Powered yoga mat) | Bengaluru

UX Lead

• Spearheaded "YogiFi Reimagined," an end-to-end product redesign spanning Android, iOS, iPadOS, watchOS, and Samsung TV, and built the organisation's design system and processes from scratch.
• Instituted formal user research and combined it with lifetime-value analysis to drive a strategic pivot from beginner acquisition to serving committed yoga practitioners.
• Prototyped new business concepts: kids' yoga, exer-gaming/fitness pivot, diabetes & weight-management therapy, in-app commerce (YogiFi Cart), and originated "Pain-o-meter", a pain-progress measurement tool.
• Partnered with Apple's design and app-evangelist teams (India & London) and Samsung India; represented YogiFi at a UNESCO event (Delhi), Apple's Women's Day event, and a showcase with Dr. Sumbul Desai, VP, Apple Health.
• Co-designed the physical smart mat itself – materials, electric headboard, surface markings – delivering true phygital design, and designed the International Yoga Day gift box for newly elected cabinet ministers, praised as "premium" by EAM S. Jaishankar.

People's Archive of Rural India (Non-Profit organisation documenting rural India) | Mumbai

Content-Coordinator

• First employee of the non-profit digital archive of rural India founded by Magsaysay awardee P. Sainath; worked across the entire gamut of the organisation: editorial, design, technology, outreach, and day-to-day operations; building these functions as the team scaled from one person to a multi-fold, multi-city, larger newsroom.
• Managed the publishing desk alongside the Editor-in-Chief and Managing Editor: editorial quality control, the CMS powering an online-only publication, and a distributed network of volunteer contributors whose submissions were developed to publication standard.
• Contributed original reporting, photography, and film. Worked on to two critically acclaimed national series, “Foot Soldiers of Freedom” and “Grindmill Songs”.
• Led the main-website redesign and a coffee-table book, prototyped two new archive verticals, recruited and managed interns, and ran the weekly newsletter and social media channels.
• Represented PARI at external forums including the Digital Humanities conference (SNDT) and the CORO × TISS workshop on Collaborative Knowledge Creation.

• Gold Award, Indigo Design Awards 2021, for "Ministry of Mumbai's Magic" (Integrated Graphic Design for Social Change)
• Original writing and photos for PARI syndicated by Firstpost and The Wire.

• MBA (PGPX) – Indian Institute of Management, Ahmedabad | Ahmedabad
• MA English – SNDT Women’s University | Mumbai
• Bachelor of Media Studies – Symbiosis Institute of Media and Communication- UG (now, Symbiosis Centre for Media and Communication) | Pune

• Participated in "Geographies of Consumption: Bombay/Mumbai" — a year-long public art project (Game Over Company | Artists' Project) curated by the Mohile Parikh Center.
• Volunteer, Teach For India: part of the "Charlie and the Chocolate Factory" production.