Nine case studies. Each one includes the cost.
Every case is written the same way: the situation, the diagnosis, the decision, and what it cost. In most of them, the brief turned out not to be the problem.
Act III · 2023 onward
The Operator-Consultant
Tap Invest, Cox & Kings, AssetWorks AI (wound down 2025), and President at KoinBX since December 2025.
Tap Invest · 2023–24 · Chief Marketing Officer & Advisor Selling an asset class most investors had never held Fixed income for Indians who knew only equity, at ten times the entry point of crypto. The constraint was comprehension. Cox & Kings · 2024–25 · President Relaunching a 260-year-old brand that had just gone bankrupt New owners bought the trademarks at auction. A name with 260 years of recognition and nothing underneath it. AssetWorks AI · 2024–25 · Co-Founder & CEO Ten crore new investors, and nobody had built them a research tool India's demat accounts nearly quadrupled in four years. The research stack they inherited was built for someone else.
Act II · 2019–22
The Scaler
SVP and Head of Brand, Marketing & Communications at CoinDCX. One person to 60+.
Act I · 2016–19
The Builder
Prarambhan Group and BigMyGig. 100+ clients, 30+ brands, 65,000 artists registered.
Prarambhan · FMCG · Strategy, research & naming When the product cannot be better, the meaning has to be Packaged water with no product advantage and no permission to change either. What is left to build a brand out of? Prarambhan · FMCG · Campaign strategy A good product losing to a boring reason to buy A health supplement in a category where every claim was identical. The fix was changing who the message spoke to. Prarambhan · B2B networks · Positioning The word that was making a thirty-year network look ordinary Online platforms had commoditised referrals for free. The brand had not weakened — the word underneath it had. Prarambhan · BFSI · Brand architecture The founder's name was the asset and the ceiling A thousand families, market leadership, genuine trust — all earned personally, none of it able to scale past the person. Prarambhan · Education · Research, positioning & identity The school was losing to competitors it was better than 25 years and the strongest teaching layer in the district. Its real advantages were invisible — one of them literally.
The wider portfolio.
Brands and campaigns built at Prarambhan, including Nestlé, ICICI Bank, MagicBricks, Giordano (Creative London Awards winner), Bisk Farm, Eureka Forbes, Ernst & Young and others across pharma, fintech, fashion, cement and logistics.