Deep research
Deeper impact
We pride ourselves on original breakthroughs and research about the evolving Indian audience.
Large-format reports that decode India’s future across culture, consumption and change.
2025
India 2030
India 2030 is part of the 'India and the future' trilogy launched by Gayatri Sapru at Google in 2019, that explores how changes in India's economy and digital transformation will fundamentally alter cultural norms and therefore our understanding of consumers, brands, and marketing.
Brand partners: Nike, Mcdonalds', L'oreal, Jiostar, Unilever, Amazon, Swiggy, P&G, MMT, Campus, Vivo and more....
2022
Girl Uninterrupted
​Folk's launch and debut report:​
An ambitious quant+qual research project into the lives and aspirations of teenage girls in heartland India. Featured in Forbes and CNBC and strategy partner to brands like Caratlane, Unilever, Meesho, Leo, Creativeland, Google and more.
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Our
Drops
Every few weeks we put together a deep-dive into a cultural trend, a brand riddle or a strategy refresh for India's consumer culture. Delivered to all our newsletter readers fresh!