Design is positioning
done right.

Design is the most underestimated lever in business. Not decoration. Not aesthetics. When design is done right, a consumer does not need to process a brand's positioning, they feel it immediately. The brand reads as confident. As distinct. As worth choosing. That is not aesthetics. That is strategy - executed on point.

Our Vision

The Design People was not built to be a design agency. It was built on a conviction that design is the most underused strategic tool in business.

Sneh and Sachith founded TDP in 2008 with a research-first approach. Their core measure of great design is not how it looks in an award entry, but whether it changes how a brand is chosen.

Nearly two decades later, that conviction has been tested across hundreds of projects, dozens of categories, and some of India's most popular and competitive consumer brands.

The goal has never changed: transform businesses, enrich lives, and create a better world - through the clarity that only Design Intelligence can deliver.

OUR PROCESS

Two engines. One outcome.

Every project at TDP runs on two proprietary systems :
dQ - our Design Intelligence operating system and the
5D Process - the methodology through which that intelligence becomes design.

dQ — Design Intelligence

dQ is TDP's proprietary operating system. It balances logic with empathy, insight with data, and business goals with human needs - mapping the full landscape of a brand's Category before a single design decision is made. At its core, dQ is built around one outcome: Relevance and Differentiation.
Not as abstract ideals - as designed, legible, visible realities that a consumer can feel the moment they encounter a brand.

5D Process

Discover · Define · Develop · Deploy · Determins

The 5D Process is how dQ intelligence becomes a design system that reshapes how a brand is perceived - on shelf, during scroll, and at the moment of choice

01

Discover

RESEARCH
& AUDIT

01

Discover

Research, audit and decode the brand, market, consumer and category context.

02

Define

STRATEGY
& CONCEPTS

02

Define

Understanding business need, brand need. Category study, competition scan, visual audit, benchmarking, trends mapping, consumer understanding.

03

Develop

DETAILING

03

Develop

Research synthesis & analysis. Insight generation and encoding. Design approach and strategy.

04

Deploy

ROLLOUT

04

Deploy

Ideation and design expression. Visual identity. Brand systems. Refinements. Detailing.

05

Determine

VALIDATION

05

Determine

Data-driven. Measuring outcome. Market response. Validate positioning. Guide category evolution signals.

OUR PEOPLE

Curious by training.
Category-obsessed by practice

The Design People is built by people who are as comfortable in a category audit as they are in a design sprint.
Strategists, designers, client partners, and production specialists - each bringing a distinct discipline, all sharing one standard:
every decision must serve the brand's position in its Category

Sneh Sheth

Co-founder

Co-founder

Sneh Sheth

Two decades at the intersection of design intelligence and brand building. Sneh combines strategic rigour with creative storytelling — believing that great brands emerge where strategy and creativity operate as one system.

Sachith Sankrani

Sachith Sankrani

Co-founder

Co-founder

Sachith Sankrani

An engineering dropout who found his true calling in design. Sachith has spent 25+ years shaping some of India’s most recognised consumer categories with analytical precision.

Prabha Kadam

Marketing Head

Marketing Head

Prabha Kadam

A people observer at the intersection of brand building and human behaviour. Prabha leads marketing, strategy alignment, and business growth for TDP with 14+ years of experience.

Priyadarshini GP

Priyadarshini GP

Strategy Head

Strategy Head

Priyadarshini GP

A rare blend of engineering, psychology, philosophy, and brand strategy. Priya has spent a decade decoding people, culture, and behaviour to build brands that matter.

Shweta Pathare

Creative Lead

Creative Lead

Shweta Pathare

A Rachana Sansad graduate with 7.5 years across digital, web, UI/UX, and packaging design. Shweta creates design systems that leave a lasting brand mark.

Saddichya Bhatkar

Saddichya B.

Client Servicing Lead

Client Servicing Lead

Saddichya B.

An experienced brand services professional with sharp leadership instincts and a record of building long-term client relationships. Structurally minded and always in command.

Rupesh Kudalkar

Rupesh Kudalkar

Studio Head

Studio Head

Rupesh Kudalkar

25 years of expertise in pre-press, branding, and packaging production. Rupesh is TDP’s authority on print-ready artworks, colour separations, and print technologies.

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SOCIAL IMPACT

Designing Beyond Brands

The Design People was built on the belief that Design Intelligence is not limited to brands, products or categories. It applies to communities too.

The Initiative

TDP's social impact work is rooted in Himachal Pradesh - specifically in the communities of Mandi District, where the founders have built a grassroots NGO dedicated to three pillars of sustainable local development: medical access, education, and tourism

Design transforms brands. It can do the same to communities too.

The Connection

This work is not separate from who TDP is as an organization. The same research obsession that drives our success also drives our social work - understanding what communities need, what systems already exist, and where the real gaps lie

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