My work is rooted in India’s folk traditions, especially in the quiet, often overlooked worlds of handmade objects. Over the years, I’ve worked across government systems, retail, exports, luxury, non-profits, and events, to understand how craft actually survives, or doesn’t, in each of these spaces.

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Artisans struggle not because they lack skill, but because of gaps. Design intervention doesn’t always reach them, markets often exclude them, pricing undervalues their work, and systems fail to sustain them. My work sits in that in-between space, trying to connect what exists, but doesn’t yet speak to each other.

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I work as a product designer, design manager, and creative lead, mostly with textile-based fashion, lifestyle, and home products. But more than titles, my role is to build bridges between artisans and markets, tradition and contemporary design, and creativity and viability.

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Basketry and natural fiber crafts have become my primary language. They are deeply intelligent, sustainable, and culturally rich, yet often ignored in mainstream conversations around Indian craft. I am interested in changing that, not by preserving them as they are, but by working with them as living, evolving practices.

My approach is never one-size-fits-all. Every region, every material, every community demands its own way of working. I design products, train artisans, develop collaborations, and build market linkages, but all of these are parts of a larger system I am constantly trying to understand and refine.