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Featured Stories

Man and woman jumping and holding yellow bags

Mokobara and the Joy of Travel

Mokobara is shaking up the luggage industry by using design as a differentiator and hopes to extend this to all travel products
AI Pin on white hoodie

Is Humane’s Ai Pin the New iPhone?

A long-time fan of Humane, Kabir Palrecha sums up his feelings on the company’s recently launched AI Pin and tells you why he’s still optimistic

Case Studies

Original, authentic case studies on growth and design from established and challenger Indian brands.

Who Designed the X Logo?

As the debate rages about the most shocking rebrand of the year, we uncover where the X logo really came from
4 Perfora toothbrushes in front of round mirror

Can Perfora Disrupt Oral Care in India?

Perfora is using design and unconventional marketing techniques to gain traction in the Indian oral care industry
Image of box of cards from Cards Against work launched by Plum

Why Plum Insurance Launched a Card Game

The game is a fun way to engage Plum‘s audiences, while staying true to its mission of positively impacting the world of work.
Range of yoga bar products on a pink bacground

Yoga Bar: A Contrarian Growth Story

While many of the founders’ decisions go against the typical consumer brand playbook, their bets have paid off.
Young Woman Selling Clothes at a Shopping Mall

How Dukaan Aims to be India’s Shopify

After seeing significant traction among MSMEs, the app is now attempting to lure away SMBs and fast-growing D2C brands from Shopify by offering better buyer & seller side performance.
Screengrab with images from Cred's Neopop design system in blue and black

How CRED Delivers a Unified Product Experience

Despite diverse offerings that range from UPI payments to romantic holidays, CRED manages to deliver a streamlined experience that doesn’t feel fragmented or cluttered. We find out how they do it.

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Insights

Strategy, frameworks, updates, stories, interviews

Products from Honasa brand portfolio

Why Honasa’s House of Brands Strategy is a Smart Move

The emphasis on multiple brands by Mamaearth's parent company, tries to address the current market sentiment about new consumer brands
Text says I don't know if I am unhappy because I am not free

Creative Happiness and the Reset Button

Kay Khoo likes to ask creatives if they are happy. After years of asking – and receiving answers – to this question, he draws some interesting conclusions.
3 measuring tapes purple, pink, green

Marketing Metrics for Founders. (Part 1: < 20 crores)

As you scale your brand, it’s a good time to take stock and get comfortable with numbers. We team up with Arindam Paul, CBO Atomberg, to bring you a valuable resource.

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Community

Learn from the best creators in the world, get advice and inspiration.

Closed and open journal with pen and list of daily tasks

Bullet Journal by Leuchtturm1917

Lulu Raghavan, Vice-President APAC, Landor & Fitch, recommends you start your journalling journey with the Bullet Journal that has been described as “a mindfulness practice disguised as a productivity system.”
Wood and plastic shelves with perforations

Wall System by Honest Structures

If you're looking for a well-designed, flexible storage unit to help you get organised, this week's Tastemaker, Mohor Dahiya, Co-founder, Codesign, has a great recommendation for you.
Coolectible toy next to wooden carton

Street God Collectible Toy by Sage

Collectible toys are so much fun and Mira Malhotra recommends one that is a steal

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