About Us
01
Why we do what we do
The problem doesn’t end with hiring.
In many ways, that’s where it truly begins.
In India’s MSME ecosystem, growth is already difficult.
Finding dependable people who can grow with the business makes it even harder.
Every founder today is competing for the same skilled workforce.
Everyone is hiring. Everyone is scaling. Everyone is trying to retain the people who matter most.
But attraction alone is no longer enough.
Perks, salaries, and hiring campaigns may bring people through the door — but they rarely create long-term ownership. And without ownership, businesses struggle to build consistency, culture, and resilience as they grow.
This is the pattern we repeatedly see inside growing companies:
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Hiring the right people without overspending becomes a constant pressure
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Skilled employees are difficult to retain
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Learning and development get pushed aside by everyday operational demands
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Employees work within roles instead of thinking like long-term contributors
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Culture becomes inconsistent as teams expand
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Leadership intentions don’t always translate into lived employee experience
And slowly, the gap widens.
The expectations created during hiring begin to drift away from the reality employees experience every day. What follows is often subtle at first — disengagement, reduced accountability, low emotional investment, and eventually, the quiet exit of your strongest talent.
That’s why we believe employer branding is not a recruitment exercise.
It is a business-building exercise.
Because resilient companies are not built only through capital, operations, or strategy. They are built by people who believe in where they work, trust what leadership says, and feel connected to the journey of the company itself.
Employer branding, at its core, is about creating alignment between what you promise externally and what your people experience internally.
When that alignment exists:
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trust deepens
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ownership increases
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retention improves
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culture strengthens
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and growth becomes more sustainable
That is why we do this work.
Not to manufacture perception — but to help companies build workplaces people genuinely want to grow with.
Built by people who care deeply about how workplaces make people feel.
Our work began with a simple observation — most MSMEs invest heavily in growth, but very little in intentionally building culture, alignment, and employee experience.
Over time, this creates a gap between what companies say they stand for and what employees actually experience every day.
We believe employer branding is not about staging culture through occasional offsites or carefully scripted posts.
It’s about creating workplaces where people genuinely feel trust, clarity, ownership, and connection to the company’s journey.
What brings us together is a shared curiosity about human behaviour, workplace dynamics, and why some companies inspire people intrinsically while others slowly drain them.
That perspective shapes how we approach employer branding — not as a communication exercise, but as a long-term alignment exercise.
Our goal is simple: help businesses move from misalignment to alignment, build stronger employee experiences, and create the kind of reputation that attracts the right people in an increasingly noisy market.
Nikita Vaswani
A graduate of the Tata
Institute of Social Sciences,
she brings over a decade of
experience in brand building.
She serves as the lead
collaborator for the Employer
Brand module and has
helped shape employer
brands at Ather Energy and
Blume Ventures’ portfolio.
Rohan Babu
Helped shape the digital
presence and build brands
for names like Audi,
Putzmeister, and Reliance
Communications across
Indian and a few global
markets. Alumnus of IIM
Lucknow.
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Curious to know more about us?
Contact us today.