Work journey at a glance
Undereyes
Content Head
I lead Undereyes, a content marketing studio built for the strange, exciting overlap of human insight and artificial intelligence. We create in-depth narratives and sharp strategies for brands, social-impact organisations, and the internet's many moving targets.
Purpose
Consulting content lead
Built the entire content world for a project, alliserona.com — got published in The Guardian, turned an annual report into a bilingual print newspaper that raised massive funding, and grew a Medium publication 62× in three months. The work travelled from investor rooms to stakeholder organisations to international publications.
Kyoorius Digital — Designyatra
Content Head & Editor
Built designyatra.com as the Indian design industry's watering hole: newsletters, mentorship, and turning industry leaders into thought leaders who could actually write. Also ran its Instagram.
The Indian Quarterly
Assistant Editor
Shaped 26 issues of long-form journalism, commissioned 200+ essays, and edited writers like Ruskin Bond, Shashi Tharoor, Anuradha Roy, and Shrayana Bhattacharya without losing my nerve. Sat at the intersection of culture, politics, literature, and public life. Read back issues on Magzter.
Verve Magazine
Consulting Editor & Writer
Five years in the room where India's first home-grown luxury lifestyle magazine decided what to say next — brainstormed, wrote, edited, and shaped stories across fashion, culture, people, and contemporary life.
Kyoorius Design Magazine
Writer & Associate Editor
Researched, wrote, and edited 200+ print and digital articles. Oversaw issue production and industry reports. Read back issues on Magzter.
I started my career in editorial, which in the 2010s meant planning, strategising, and executing content across print, digital, and social platforms — Facebook counted as a whole strategy then. It also meant wrestling with ideas, commissioning writers and artists, shaping stories, and developing a strong instinct for both language and visuals. I get paid for both these instincts now.
Because I chose independent magazines, the work came with great creative satisfaction and very little cushioning. I learned to think entrepreneurially, work with shoestring budgets, build marketing plans, pull off big events, pitch hard, and measure what actually worked. In short, I learned how to not just create the product, but also sell it, circulate it, and understand its impact.
I began in lifestyle, art, culture, and design, and gradually moved into brand, corporate, and strategic content. Somewhere along the way, impact-sector fellowships and projects found me, and they became some of the most challenging, meaningful, and satisfying work I've done.
That core has stayed the same, even as the toolkit has expanded: platform analysis, audience insight, user behaviour, internet logic, reimagining content across formats, and still trying to make something meaningful enough to outlive the feed. Post-2022, AI entered the mix, making things faster, stranger, messier, more chaotic, and more fun. I'm here for all of it.
Several of these overlapped — I was rarely doing just one thing at a time.
Independent Writer 2017 — Present, running throughout
Bylines in The Guardian, The Caravan, Down to Earth, The Indian Express Eye, Scroll, The Wire, Verve, The Indian Quarterly, and more — writing on climate, culture, and the people history tends to skip. Also spent a week in the Trans-Himalayas on an Indo-Swiss climate fellowship, because sometimes the story requires altitude sickness.
Corporate & Brand Content Projects 2016 — Present, running throughout
I help businesses understand what content can actually do for them, then build the strategy, voice, and editorial systems to make it happen. The work spans reports, white papers, leadership writing, case studies, and brand narratives with both polish and purpose.