Most companies don't have a brand problem. They have a clarity problem. Twenty-five years on, I'm still working on the same sentence.
Notes from twenty-five years of building brands — and the patterns that keep repeating themselves.
Building BigBrandTheory, The Pahadi Story and Sukoon Villa. Writing weekly.
Why cutting jobs for AI might be the smartest — and most dangerous — decision in business today.
Every CFO is being told the same story: replace headcount with software, watch the margin expand. The math is real. But the second-order effect is that the customer you fired is also the customer you wanted to sell to. A category cannot grow if its buyers are being optimised out of existence. Here's the loop nobody is pricing in.
Read the essay →Your customer isn't confused. You are. A field manual for naming what your business actually does.
The most resilient supply chain I've ever seen runs on flowers, weather and trust. Notes from a year in Almora.
Why most Series-A decks describe a feature and call it a company — and what to put on slide three instead.
The name carries the company. If you can't say it in one breath, you can't sell it in one quarter.
A brand clarity consultancy trusted across capital markets, manufacturing, technology, real estate and government.
Mumbai · Founded 2001
A Himalayan honey brand on a mission to protect the bees, the beekeepers and the mountains that hold them.
Almora · Launched 2024
A glass house in Almora — a quiet room with a view of the Himalayas, built for the kind of thinking that needs silence.
Almora · Opening 2026
Keynotes and panel sessions on brand, category and the strange shape of building in India today. Off the script, on the record.
One-to-one sessions with founders and operators. Sharp, structured, and built to send you back to work with one decision you can ship on Monday.
Long-form engagements for companies in the middle of a real brand decision — repositioning, naming, M&A integration, category creation.
A fourth tier — investing in early-stage founders — is in the works. Quietly, for now.