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; built the organisation's design system and processes from scratch.
• Instituted formal user and market research — combined with lifetime-value analysis and the Pirate Metrics (AARRR) framework to identify conversion leaks — driving a strategic repositioning and revised go-to-market approach, from beginner acquisition to serving committed practitioners.
• Prototyped new business concepts through rapid experimentation: kids' yoga, exer-gaming/fitness pivot, diabetes and weight-management therapy, in-app commerce (YogiFi Cart), and originated "Pain-o-meter," a pain-progress measurement tool.
• Co-designed the physical smart mat — materials, electric headboard, surface markings — delivering true phygital hardware-software product design; designed the International Yoga Day gift box for newly elected cabinet ministers, praised as "premium" by EAM S. Jaishankar.
• Partnered with Apple's design and app-evangelist teams (India and 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.

Independent full-stack design | Remote

Design Consultant

• Ran a full-stack independent design practice covering product discovery, market and competitor analysis, UX audits, brand identity and strategic facilitation across fintech, edtech, risk management, media, events and civic-social sectors.
• Delivered zero-to-one products — a complete fintech app for a Gibraltar-based bank (Ribbon.gi), a risk-management dashboard (MitKat "Datasurfer") and quotation-to-billing software (MyVenue) — alongside brand and web work for The Morning Context, Hidden Pockets and Purpose ("Biodiversity by the Bay").
• Extended beyond delivery into advisory: led design-thinking and product-discovery workshops helping leadership teams at Omotec, Holcon and MitKat define target audiences, reposition brands and prioritise product roadmaps.

Ragya (Hindustani classical music streaming app) | Mumbai

Co-founder

• Co-founded a bootstrapped Hindustani classical music streaming venture; owned product, go-to-market, growth, partnerships, legal and operations from zero-to-one through launch and into growth, with no external capital raised.
• Scaled the platform from zero to 600K unique users across 150 countries in two years, entirely organically with no paid marketing spend; built a catalogue from 200+ artistes (50+ contracted directly) with 110+ rights holders paid out; converted the product from free-to-listen to a freemium subscription model.
• Conducted market sizing, market research and competitor analysis to define positioning and segments; structured the business model using the Business Model Canvas; defined pricing strategy, subscription tiers and the full go-to-market approach; developed venture pitches for accelerator programmes.
• Owned the legal and compliance workstream with external counsel — drafted Terms & Conditions and Privacy Policy, structured artiste and music-house contracts, and designed a democratic royalty payout model balancing fair compensation with platform unit economics.
• Built and led a distributed team of 6 across tech, design, customer relations, music acquisition and finance; coordinated development execution and app-store launches; ran customer service end to end, feeding user insight directly into the product backlog.

CounterMedia Trust (Parent body that runs PARI) | Mumbai

Trustee

• Transitioned from operational staff to governance, participating in top-level organisational decision-making and HR policy.
• Owned payroll and invoicing, compiled annual reports, and created donor reports and decks; designed and institutionalised scalable systems for attendance, donor management and payroll/invoice processing.

People's Archive of Rural India (Non-profit journalistic archive of Rural India) | Mumbai

Content Coordinator

• First employee of the non-profit digital archive of rural India; worked across the entire gamut of the organisation — editorial, design, technology, outreach and operations — building scalable processes as the team scaled from one person to a multi-city 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 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.

• 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

• Lean Six Sigma Green Belt Certification

• 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.
• Completed course in basic French.