WLD builds brands that motivate people and drive brands forward, now and in the future.

Collaborating with driven brands from various industries and serving consumer groups of all sizes, our diverse cross-industry expertise offers unique branding perspectives that set us apart from typical industry standards.

Our partnerships focused on purpose are tailored to the various stages of a brand and its identity.

Value Creation: Our team helps businesses generate profitable business models by defining clear value propositions, mapping customer empathy, and ensuring both product-solution fit and product-market fit.

Brand Positioning: Establish a unique image and reputation for a brand in the mind of its target audience, relative to its competitors.

Brand Construct: The Brand Construct is a combination of a creative platform, brand architecture, brand profiling, and brand story, which work together to create a unique and consistent image for a brand.

Brand Expression: Brand expression refers to the way a brand is communicated and represented through its visual identity and design systems, communication platform, behaviour framework, and creative brief. 

Core Team

S. Thiru

Principal-Strategic Branding

Endeavours to turn complexity into clarity for organisations who want to make the world a better place. The craft of standing out and standing for something takes honesty, analysis and creativity. And it's vital to a brand's success that it engages with its audience rationally and emotionally. Thiru practises seeking out the opportunities and ideas that matter. Learn about generational or cultural differences across audiences.

Rachita Rakyan

Principal-Graphic Design

Rachita Rakyan, the founder of YME, a graphic design studio, is a seasoned professional with 20+ years of experience in identity design and design systems for branding. She is known for her work in creating visually consistent and memorable designs, including book covers for famous individuals. As an exclusive collaborator for White Light Design, Rachita & her team are dedicated to creating impactful designs and delivering exceptional results, making YME a trusted partner for businesses looking to enhance their brand.

Pallavi Gaur

Principal-Capacity Building & Performance

Pallavi Gaur is an experienced professional with over eight years of experience working with grassroots craft communities in India. Her passion for preserving traditional artisanal techniques and promoting the work of local artisans have made her an expert in artisan learning and marketing craft products. Through her work, Pallavi has created opportunities for artisans to learn new skills and techniques, allowing them to further their careers and maintain their cultural heritage. 


Consultants who collaborate exclusively with White Light Design are experts in their respective fields and bring a wealth of knowledge and experience to the table. 

Sneha Ullal

Expert-Content & Marketing

Sneha Ullal Goel is a marketing communications specialist with 15 years of experience working with design, craft, home decor, real estate, lifestyle, luxury, fintech, and social impact brands. She has refined and executed campaigns for brands like Godrej Properties and Jaipur Rugs and was the strategic advisor for Design Dekko, a Godrej initiative. In her journalism career as the Executive Editor of Elle Decor India, she focused on promoting India's design talent and facilitated innovative alliances with local and international brands. She has also written and edited extensively for publications like exchange4media, Brown Paper Bag, Femina, The Hindu, Hindustan Times, Tweak India, and Better Photography. 

Sarika Khurana

Expert-Clothing & Textiles

Sarika is a highly qualified professional with a post-graduate degree in Textiles and Clothing from Lady Irwin College and a PGCHE from Nottingham Trent University in the UK. In 2020, she also completed a virtual teaching specialisation from the University of California, Irvine. She has a proven track record, having won the best research paper award in PGCHE. With 24 years of experience, Sarika has taught at some of India's top institutes, including SNDT Mumbai, NIFT Mumbai, NIFT Delhi, Pearl Academy, and NIIFT Mohali. She has also undertaken industrial projects for Moral Overseas and ITC Wills and published a book on "Basics of Pattern Making." Sarika boasts exceptional pattern-making and construction skills in women's, men's and kids' wear.

Aditi Bhande


Aditi Bhande is a filmmaker based out of Delhi NCR. Aditi is interested in all that's hidden in plain sight  and the surprises it holds for us when we begin to ask questions. With these questions & the process of filmmaking, she finds the courage & comfort of getting to know the world and its varied ways. In filmmaking, she finds a convergence of her various interests. Aditi's thesis film 'Did You Do It?' was made as a part of the Creative Documentary Course at SACAC, New Delhi. Aditi has done her Masters in Development from Azim Premji University, Bangalore. She is currently freelancing as a filmmaker.

Swati Aggarwal

Expert - Fashion Design

Swati Aggarwal is a versatile professional with an educational background in fashion design, drawing, and painting. She completed her Post Graduation in Fashion Design from Pearl Academy in 2010 and is pursuing her Masters in Drawing and Painting from IGNOU. With 13 years of work experience, Swati has developed design, sampling, marketing, and teaching expertise. Swati started her career in the fashion industry, working in various companies' design and marketing teams for six years. 

Swati is an Assistant Professor at Pearl Academy, teaching illustration, printmaking, CAD, and portfolio development. She is also actively involved in marketing activities and handles different projects as a SPOC for the organisation. 


Our advisors are subject matter experts with experience spanning more than two decades. They are the guiding force, raising relevant queries and helping us refine our work.


Expert- Campaign designer and Community Engagement

Benson Issac enjoys scheming, plotting and figuring out how we can creatively and joyfully change the world, fight climate change and live peacefully.  Dialogue and creating reflective spaces together with youth from agrarian and artisan communities and young people in educational institutions have been central to his teaching and activist efforts at St Joseph's College, Azim Premji University, Samvada and Greenpeace, where he has worked over the last 25 years.

Jagada Rajappa

Expert- Natural Dyeing

Jagada conducts training and workshops on Natural Dyeing and Wood Lacquering for weavers, dyers, printers at the grass-root level on all types of yarns and natural fibres. She draws immense strength from her extensive experience of more than 35 years in natural dyeing and allied fields.