I am a UK-based entrepreneur on a mission to improve the quality of life on Earth through my venture Foodinjoy. My foray into the creative field began when I started training as a vocalist and painter. Fast forward, the major creative burst occurred while designing and modeling crystalline structures during my PhD in electronics at the University of Manchester. After that, I was intrigued by the world of storytelling and visual design during my MBA course at Alliance Manchester Business School.

I take inspiration from the different forms of artistic expression in nature and love to blend them into a new creative form, a visual treat for the audience.

Coming from a creative family background, I grew up with different creative forms, be it dance, singing, painting, or sculpture. I understood the importance of a creative mind and if used properly, it can be a superpower to bring your imagination to life. Over time, I always got involved in one art form or another to sharpen up my creative side.

I am on a mission to improve the quality of life on Earth. In my current venture, Foodinjoy, my vision is to build the next Google for food & groceries, which reduces waste, reduces carbon footprint, and enables sustainable food retail.

I strongly believe in empowering people to innovate, choose, and have a long-lasting impact. Even at this early stage, Foodinjoy app users walked over 30 million steps and scanned over 5.5 million product offers/deals in less than 24 months since launch. We are humbled as our hard work is getting noticed and has won many international accolades and endorsements.

Working on your business idea is always exciting and currently, I lead the entire product and marketing division from UX/UI, and product design to creatives/campaigns.

Outside office hours, you will find me at two UK-based charities experimenting with innovative ways to market to target consumers.

Creativity is the power to bring abstract ideas to life and improve the quality of life on this planet. The more we practice, the better we become at creating and communicating with others.

For me, a creative idea and/or design breaks the norm and ventures into something beyond. In most cases, people get stuck in mediocrity by sticking to industry/sector/form norms. I look forward to ideas/designs that create new perspectives as they can become real game changers.

I follow a four-step process:

1. Understand the context and/or design briefly.
2. Discover if the idea/product/campaign is a painkiller or vitamin for the target consumers.
3. Create prototype/initial design samples and run A/B experiments to find acceptance.
4. Refine the creative/design based on A/B test results.

A picture is worth a thousand words. However, that being said, I prefer a fine balance between visual and text. Visual storytelling is a way to capture the consumer's mind when you can easily get distracted these days. Simple, yet vibrant and useful creativity always works better.

Absolutely! The diverse elements of Indian culture, history, and vibrant art forms shaped my creativity process where diversity and inclusivity remain at the core.

It is an honor to be named the winner of the MUSE Award for our mobile app, launched earlier in 2023. This is the second time we have hit Gold as we were awarded the same category for our first version of the app in 2022. It was a real team effort and the award will boost morale.

As an independent, award-winning consumer technology and market research company, Foodinjoy is on a mission to improve the quality of life on Earth by solving one problem at a time. We are trying to enable sustainable retail in the food and beverage sector by reimagining the food journey for today's digital consumers. We created this app with that in mind.

Our consumer app is a one-stop shop that helps consumers save money on groceries, cook better meals, and live more sustainably. With more than 60,000 grocery products, 3,500+ recipes, and a daily step tracker, Foodinjoy is the perfect app for anyone looking to improve their lifestyle and get rewarded. With an in-house team of experienced researchers and analysts, Foodinjoy presents unique data-driven AI/Market Research insights to communicate changing shopper demands on different aspects and challenges in the UK food and grocery sector.

I think we created a game-changing app with advanced consumer-focused features, so we decided to enter the MUSE Creative Awards 2024.

Reimagining consumer journeys in a mature sector like food and grocery is highly challenging, given that the sector has already seen many advancements since the beginning of time.

As our mission is to adapt the journey for today's digital consumers, we ended up with a lifestyle app – consisting of three different user journeys all complimenting each other.

Keeping pace with changing habits due to the pandemic and cost of living crisis, we had to iterate and refine our designs several times and even business models accordingly.

The brand recognition from such International awards helps to reach a wider audience and enhances the trust level in the consumer’s mind.

While I could go for hours and hours, I would stick to the obvious ones:

1. You are always challenged.
2. No scope for getting bored.
3. It is satisfying to find people who benefit from your work.