Project
DealCart
Led a brand refresh from “another grocery app” to saving people money — visual system, 25+ features, 400+ campaigns, six private-label brands, and a T20 cross-border campaign with CityMall India.
Outcomes
- 2M+ installs
- Rs.170M saved for users
- 15% WoW social growth
- 64% user engagement lift
- 400+ campaigns
- 6+ private-label brands
- T20 cross-border campaign with CityMall India
Brand refresh
I led a full brand refresh that shifted us from feeling like “just another grocery app” to a brand built around saving people money. I redesigned the visual system and rewrote a lot of how we communicate so the promise was obvious at every touchpoint.
Product & features
I worked closely with product to design and ship 25+ features that made shopping simpler — faster checkout, easier browsing, and generally less tiring for users.
Campaigns & partnerships
I directed 400+ campaigns over three years and built partnerships across fintech, ride-hailing, and food, each bringing in 50K+ new users.
Private label & T20
I helped create and launch six private-label brands from scratch — naming, packaging, positioning. During the T20 World Cup we ran our first cross-border campaign with CityMall India, bringing Shoaib Akhtar and Harbhajan Singh together and engaging 330K+ users across both countries.
Impact
All of this work came back to one thing: helping people save more on essentials. User engagement went up 64% — less a metric than a sign the experience finally matched people's real needs.