Experience

The Turtle Story - Design Studio

• Founder | Director

  • Sep 2017 - Present

  Mumbai Area, India The Turtle Story is a Mumbai based multidisciplinary design studio that helps organizations innovate through design. Our focus is Branding and Packaging Design but we enjoy undertaking all kinds of creative assignments that motivate us to push our limits. We have worked with the legendary Australian cricketer, Shane Watson, to create an unboxing packaging experience for his new line of cricket gear, designed a book of colors for Asian Paints, branded a Law firm, created environmental… Show more The Turtle Story is a Mumbai based multidisciplinary design studio that helps organizations innovate through design. Our focus is Branding and Packaging Design but we enjoy undertaking all kinds of creative assignments that motivate us to push our limits. We have worked with the legendary Australian cricketer, Shane Watson, to create an unboxing packaging experience for his new line of cricket gear, designed a book of colors for Asian Paints, branded a Law firm, created environmental graphics for commercial spaces, designed packaging for luxury retail brand, designed a gold coin and helped startups with branding and go-to-market strategies. If you have a vision to create something exceptional, we’re up for the challenge. Show less



Ikai Asai

• India
• Retail
• 1 - 100 Employee

• Design Consultant

  • Apr 2021 - Oct 2022

  Mumbai, Maharashtra, India The role involved understanding the ethos of the brand Ikai Asai and working closely with the creative director to design and develop products that evoke the right emotions. Setting up a strong design and development process to enhance the efficiency of the team. Hand holding the team through the process of product development and resolve technical challenges. Onboarding new vendors by aligning them with our vision and ensure symbiotic working relationship with them. The role further… Show more The role involved understanding the ethos of the brand Ikai Asai and working closely with the creative director to design and develop products that evoke the right emotions. Setting up a strong design and development process to enhance the efficiency of the team. Hand holding the team through the process of product development and resolve technical challenges. Onboarding new vendors by aligning them with our vision and ensure symbiotic working relationship with them. The role further evolved into focusing on conceptualising and building the furniture and lighting category. Currently instrumental in setting up the furniture category combining the insights from market research and the core artisan lead design values of Ikai Asai. Show less


Powerweave Studio (PWTI Media Services Pvt Ltd)
• India
• Media Production
• 1 - 100 Employee
• Head of Branding

  • Mar 2021 - Sep 2022


Confederation of Indian Industry

• India
• Non-profit Organizations
• 700 & Above Employee

• Committee Member

  • May 2019 - Apr 2022

  Committee Member at CII National Committee on Design 2019-20



Pepperfry

• India
• Internet Marketplace Platforms
• 700 & Above Employee

• Head- Premium Furniture Housebrands

  • Dec 2014 - Aug 2017

  Mumbai Area, India Head- Premium Furniture Housebrands - Created a Brand Architecture for Pepperfry housebrands. - The role demanded a 360 degree involvement from defining each brand, product portfolio, price points, designing, product development, vendor development and merchandising. Head- Design and Merchandising - Enhancing the overall look of the website through Design curation and Product photography. - Conceptualized and launched 2 Premium Furniture brands – Amberville and… Show more Head- Premium Furniture Housebrands - Created a Brand Architecture for Pepperfry housebrands. - The role demanded a 360 degree involvement from defining each brand, product portfolio, price points, designing, product development, vendor development and merchandising. Head- Design and Merchandising - Enhancing the overall look of the website through Design curation and Product photography. - Conceptualized and launched 2 Premium Furniture brands – Amberville and Bohemiana. - Conceived and headed the Modular Kitchens and Wardrobes solution. - Led a project of reshooting entire Furniture portfolio in a 75 days. Show less



Sahara Global Design Studio

• India

• Sr. Manager - Design

  • Dec 2012 - Nov 2014

  Mumbai Area, India Led the Furniture Design vertical for a luxury brand. The vision of the brand was to place the Indian crafts in the European Luxury segment. The designs were classified into two categories- Masterpieces and Premium collections. Masterpieces were limited edition, made to order designs accentuating the intricate craftsmanship of the Indian artisans combined with the state of the art technology and engineering from European partners. Premium collections were a range of products using… Show more Led the Furniture Design vertical for a luxury brand. The vision of the brand was to place the Indian crafts in the European Luxury segment. The designs were classified into two categories- Masterpieces and Premium collections. Masterpieces were limited edition, made to order designs accentuating the intricate craftsmanship of the Indian artisans combined with the state of the art technology and engineering from European partners. Premium collections were a range of products using various Indian crafts as accents in design. Functional elements like knock down arrangement, quality parameters, packaging and global compliances had to be factored in each design. Show less



VIP Industries Limited

• India
• Manufacturing
• 700 & Above Employee

• Manager - Design

  • Jan 2011 - Dec 2012

  Mumbai Area, India Defining the Design and visual language of brands VIP and Skybags, maintaining a distinct identity through the forms, color, materials and hardware. Key Projects involved Design and development of VIP Verve, an entry level Polycarbonate [PC] Hard Shell luggage which won the ‘Product of the year’ Award 2012. Skybags Designs- Ripple and Velocity are performing well even today after 5 years of launch.


Pantaloon Retail India Ltd
• Dy. Manager - Design

  • May 2008 - Dec 2010