Nov 2024 - Sept 2025
Creative Head
Amazon India
As Creative Head at Amazon India, I was recruited to lead the launch of a pilot editorial commerce platform a premium print magazine/catalogue adapted from a successful US model and redesigned for the Indian market. Responsible for the overall creative vision, editorial direction, design strategy, and execution, I developed a content-led shopping experience that combined storytelling, fashion, beauty, and lifestyle discovery with commerce. Leveraging my experience in luxury retail and brand building, I also partnered with internal stakeholders to strengthen Amazon India's premium fashion and beauty categories, creating editorial frameworks, visual narratives, and customer-centric creative initiatives that elevated brand perception and engagement across the platform.
July 2021 - Sept 2023
Creative Head
Ajio Luxe
Led the overall creative vision, design strategy, and execution for Ajio Luxe across app and desktop platforms, establishing a premium and cohesive brand experience aligned with the business's luxury positioning. Built and scaled the in-house creative team from the ground up, defining processes, design systems, and creative templates to ensure consistency and efficiency across all customer touchpoints. Spearheaded the creative launch of the Ajio Luxe platform, developing its visual identity, user experience, and brand language. Directed integrated marketing and brand campaigns while partnering closely with product, marketing, and business teams to translate strategic objectives into impactful creative solutions. Managed and guided external creative and social media agencies, providing creative direction, reviewing outputs, and ensuring all communications adhered to brand standards and delivered a consistent, high-quality customer experience across digital, social, and marketing channels.
November 2018 - May 2020
Creative Head Fab India
As Creative Head at Fabindia, I was responsible for shaping and executing the brand's creative vision across marketing, retail, and customer engagement initiatives. Leading a team of 15 creative professionals, I drove the development of integrated campaigns, promotions, visual merchandising, and brand communication strategies that strengthened Fabindia's market presence and customer experience. Alongside the core brand, I provided creative direction for key business verticals including Tug Bug, Fab Café, and multiple experience centres across India, ensuring consistency in brand expression while supporting the unique objectives of each business. Working closely with cross-functional teams, I translated business goals into impactful creative solutions across print, retail, digital, and experiential platforms.
December 2017 - October 2018
Art Director
Elle Magazine India
Some of my responsibilities were to manage a team, Conceptualise and Art direct shoots. Designing and redesigning for print and social media post, while also coordinating with the head office in Paris.
November 2014 - December 2017
Assistant Art Director - Cosmopolitan Magazine India
Heading the art team involves distribution of workload, overseeing the work of other team members, as well as innovating and creating new designs and templates for the magazine. I also did over see a number of shoots and provide Art Direction for a number of covers and fashion features. I was one of the three key team members that is part of the final decisions taken.
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Outside of print, I also did a fair amount of work for cosmopolitan.in. This includes everything from creation of videos, digital art work as well as gifs for stories.
December 2012 - November 2014
Digital Graphic Designer Vogue.in
Solely responsible for Designing all social media promotions and
digital marketing for Vogue.in, GQ, CNT and AD
August 2012 - December 2012
Senior Graphic Designer - Convex Studio
Worked on the launch of Phoenix Market City
April 2011 - July 2012
Graphic Designer - Sahara India (Mumbai)
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Helped the management in setting up the Design Studio Research, Conceptualizing and designing logos, website and packaging
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Assisted Mr. JJ Valaya conceptualize Brand Identity
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Worked with the team on research and developed patterns for future products.
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Visualised products for Home Soft Furnishings. (and many more projects).
September 2010 - February 2011
Jr Graphic Designer -
Xtrathin Design Studio
Worked on Projects like
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UTV Bindass
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Bombay Times ads - Ranbir Kapoor and John Abraham on emotional atyachaar,
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Logos - Delhi Belly and Johny Worker
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Bindass Branding - T shirt, calendar and sipper
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Gift Coupon - Monginis, Big Switch etc
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Van Branding - Gaana Grenade & Nuclear Naashta
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Mailers - No One Killed Jessica and Crook team on Emotional atyachaar, Tron, Campus Attack and No.1 Rating Mad O Wat- logo (wax o wat), product design and packaging
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M.S. Dhoni’s letterhead and envelope (and many more projects)