Uniquely India

Uniquely India was designed as part of Kalaari Capital’s Annual Summit - Hindustan Hamara. The book is a telling of what Indians value and how they consume in this digital era, and of embracing the diverse and uniquely Indian opportunity that is its population of a billion people.

The theme and metaphor I chose to use for the book was that of Mudras. Mudras are hand gestures or symbols that are used to convey material and abstract concepts in Buddhism, yoga and traditional Indian dance forms (like Bharatnatyam, Kathakali and Odissi).

The Mudras are an example of how Indian culture assigns value to objects and ideas only with respect to context; nothing significant can exist in singularity. We see the same with contemporary innovations. Western concepts that transit to India find completely new use cases, and even those that are born in the country serve different parts of the population in unanticipated ways. The value they deliver is influenced by how the story is told and, most importantly, who is watching.

TEAM & CREDITS

Content: Kalaari Capital
Art Direction and Design: Sneha Sankar

discipline

Publication Design

CLIENT

Kalaari Capital

YEAR

2019

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