Projects
1) Spring Fair 2026 · NEC Birmingham
When Spring Fair, the UK's largest retail trade show, launched its new Fashion destination, I saw a chance to bring Ayurveda onto the floor.
Prakriti is the Ayurvedic word for constitution, the unique make-up you are born with. Ayurveda never treats two people the same way, so I asked: why should we dress them the same way? The answer became constitutional clothing, with fabrics, cuts and colours chosen for who you are by nature.
From brand analysis and competitor mapping to positioning and a full implementation plan, the strategy gave fashion brands what no price cut can: a reason to be remembered.
2) OX Place · Oxford
Oxford is one of Britain's least affordable cities, and its council-owned housebuilder is working to change that. The real challenge was helping the people who need these homes believe the offer was meant for them.
My answer was a single image: a sparrow building her nest one twig at a time. No single trip looks like progress, and then one day, there is a home. Every part of the campaign, from personas to media plan, was built around it.
3) Champo Haircare · UK to India
Champo is a British Ayurvedic haircare brand, and taking it to India meant selling shikakai and bhringraj back to the country that gave them to the world. The question was never whether India would buy it, but whether India would forgive it.
My five-stage plan, from market scanning and entry strategy to positioning and ESG, was built to earn that trust and justify a premium price in a market that already knows the ingredients by heart.
4) Patanjali Ayurved · Herbal pet supplements
Patanjali serves a billion people, and nothing at all for their dogs.
I developed a market-entry strategy for a new line of herbal pet supplements, covering everything from regulation and herbal sourcing at scale to buyer personas, premium positioning and an AIDA-led marketing plan.