A 27-year-old IT solutions firm serving Fortune 500 clients across network cabling, AV solutions and data centre infrastructure. All the raw material for a strong employer brand was already there in the client list and the tenure. The opportunity was to give it a public voice.
Digital marketing · Brand strategy · Campaign ideation
I build audiences and campaigns that move real numbers.
Eight years building an audience around sustainable fashion from scratch. Four at KPMG learning to read a business the way analysts do. A D2C label I co-founded, and a family business I helped find its public voice. Currently pursuing my MBA at the Indian School of Business, and looking for my next role in digital marketing, brand strategy or campaign ideation: the kind of work that runs across platforms and gets measured at the end.
I've sat on both sides of the brief.
I've written the brief as the brand, and answered it as the creator deciding whether that brand was worth my audience's trust. That double view is where the rest comes from: eight years testing ideas out loud on my own platform, then putting them to work for a ₹400+ Cr family business, a D2C brand I co-founded, and close to 50 brand collaborations.
Four years at KPMG in between taught me to read a business the way analysts do: investor perception, disclosure gaps, what genuinely moves the needle for a company's stakeholders. It's an unusual route into marketing. I think that's the point.
The constant across all of it is sustainability. It is what I built an audience around, what Azure Finds existed to prove, and what I now lead on as Sustainability Coordinator at ISB. I have found it lands hardest when it feels personal, culturally rooted and easy to act on.
Attention can be bought. Trust has to be earned.
Every brand can buy its way in front of an audience. The ones people stay with have done the slower work of being worth believing. Eight years of publishing under my own name taught me what that costs, and the case studies below are what it looks like applied to somebody else's business.
Brand strategy and positioning
Finding the one true thing a brand can say that its competitors cannot, then holding everything else to it.
ProofAzure Finds: personalisation as the reason people stayedCampaign ideation across platforms
Concepts built to travel: the same idea working differently on LinkedIn, Instagram and in a room, rather than one asset resized four ways.
ProofTaneira and Goonj: 1 of 10 creators nationallySocial and content strategy
Cadence, formats and a reason for each post to exist. Eight years of testing this on my own account before anyone paid me to do it.
ProofWireworks: strategy and cadence built from zeroCreator and influencer partnerships
Briefing and running collaborations from the side that receives briefs. I know what makes a creator say yes and what makes the content land.
ProofClose to 50 collaborations, over 7 lakh in affiliate revenueConsumer research and competitive insight
Benchmarking, audience research and the analyst habit from four years at KPMG: understand the business before writing a word for it.
ProofB2B benchmarking, and four years of it at KPMGEmployer branding and community
Turning a company's existing goodwill into visibility, and turning an audience into somewhere people actually stay.
ProofISB: council work built to outlast the cohortOrganic LinkedIn growth in under 12 months
4×
How a 400+ crore family business became a genuine hiring channel on a zero-rupee media budget
Context
Approach
Competitive benchmarking against comparable B2B/industrial brands, algorithm-informed content strategy, and city-level role-specific hiring carousels tailored to actual open roles.
Execution
Consistent 7–8 post/week cadence, internal stakeholder activation to seed early engagement, and a parallel 2,000+ member WhatsApp employer-branding community built from referral loops.
Results
Followers grew several-fold organically; engagement lifted to 20%+, with hiring carousels hitting 35–40%; by the time I handed over, LinkedIn was driving roughly a fifth of total hires.
Gross merchandise value across 2,000+ transactions
₹10L+
Building a pre-loved fashion brand out of an Instagram DM list, and making personalisation the reason people stayed
Context
A growing Indian appetite for fashion with a second life, an Instagram account, and a thesis worth testing: that resale could feel considered rather than transactional.
Approach
Instagram-first acquisition through DMs, story polls and flash sales, with personalisation (handwritten notes, tailored recommendations) as the reason customers came back.
Execution
Owned sourcing, curation, pricing, and fulfilment end to end; built a 150+ supplier network through outreach and inbound interest; A/B tested content formats for conversion.
Results
4,000+ followers, 500+ active customers, 2,000+ transactions, and a 30%+ uptick in repeat orders directly tied to the personalization strategy.
Instagram community built from zero, over eight years
13K+
Eight years on the creator side of brand campaigns, and what that teaches you about the brand side
Context
Started posting about thrifted fashion in 2018 and moved fully into sustainable fashion and lifestyle content in 2020, making it one of India's earlier dedicated sustainability platforms.
Approach
Trust-first, platform-native storytelling over polish, and early adoption of new formats (Trial Reels, Edits app, broadcast channels) ahead of mainstream brand adoption. Alongside the paid work, Thrift Radar Weekly runs as a recurring series pointing people to where to buy second-hand clothing.
Execution
300+ posts across 8 years, and close to 50 paid and gifted brand collaborations run end to end: brief, production, performance reporting. Selected as 1 of 10 creators nationally for Taneira's sustainability campaign with Goonj, telling the story of pre-loved sarees given a second life through Goonj's Exchange, Elevate and Empower initiative.
Results
13K+ Instagram, 70K+ Pinterest, and engagement running 3 to 5% above industry benchmark across partnerships. The Taneira film was reposted by both Taneira and Goonj, carrying it well past my own following. One Reel reached 922K views and 19K shares.
214,884Views in the last 90 days
45,680Unique viewers, same window
51.9%Of those views from people who don't follow me yet
₹7L+Affiliate revenue for one brand partner
70K+Pinterest audience
~50Brand collaborations, paid and gifted
₹7L+ affiliate revenue
1 of 10 creators nationally
Paid partnership
Paid partnership
Paid partnership
Brand partner
Brand partner
Brand partner
Brand partner
Brand partner
Donors at a blood drive run with the Net Impact Club
100+
Turning a year-long council role into changes that outlast the cohort
Context
Councils at ISB run for one year, so the sustainability work that sticks is the work that becomes part of how campus operates rather than a one-off event.
Approach
Go after defaults and procurement, the quiet decisions that keep applying long after the people who made them have graduated.
Execution
Researched and proposed a campus-wide switch to biodegradable scrubbers and plant-based detergents, and piloted a reusable cup system with the Student Life Council to replace single-use plastic at cohort events.
Results
A blood donation drive with the Net Impact Club that brought in 100+ donors, and proposals built to be picked up and carried forward by the council that follows.
Underneath all of it: B.Com (Hons) from Lady Shri Ram College for Women, then four years at KPMG's CFO Finance Advisory practice, covering investor relations and business consulting for large-cap clients. That is the analytical layer every campaign above was built on. Instagram metrics verified independently via a claimed Qoruz creator profile.
The proof I care about most is somebody changing what they buy.
@tanisha_saxena07 is the go-to person for any advice on thrifting you need. She'll help you find exactly what you need, and sometimes stuff you need but didn't know you do too. And the best part? She does it with the same enthusiasm that you have while looking for birthday gifts.
Ayush
Received my order from Bare Necessities today, thanks for suggesting. Tried the hand wash, smells great, looks good, and the refill idea is smart I must say.
Harsh
You're helping out just for the sake of helping out, and I think that's beautiful.
Manya
Stumbled upon your page from TTB's story. So grateful for the work you're doing towards raising awareness on sustainable fashion. Also, thank you for getting me into thrifting. It was after I talked to you and started following your stories that I really got into it.
A reader
I absolutely love your dedication towards such things. It definitely takes a lot to do what you're doing with so much effort. I'll forward the same on every group and ask everyone to do so too.
Gargi
I have been to 25 countries before turning 25, and spent more of that time underwater than on land. Scuba and snorkelling are the closest thing I have to a reset button, and they are also where I learned that the interesting things are rarely on the surface.
On campus I play pickleball, table tennis, basketball and a genuinely average game of squash. A professor who taught us frisbee once explained that the sport treats its Spirit of the Game trophy as seriously as the winner's trophy. That has stayed with me longer than most things I have been taught about strategy: how you play counts as much as whether you win.
The through line, if there is one, is that I like building things with other people and I like doing it well enough to be proud of how it happened.
Tell me what you're building. I'll tell you how I'd grow it.
Digital marketing, brand strategy, campaign ideation, social and content. I'm open across B2B technology, FMCG and large corporates, D2C and startups, and agency. If there's a brand you want in front of the right people, and proof that it worked, that's the conversation I want to be in. Everything you need to start it is here.