A lack of proficiency in math along with her love for solving puzzles, drawing, writing and tinkering with everyday materials is what drew her to design. “Also, a healthy disregard for accepting status quo and whatever I was told I couldn’t do,” says the National Institute of Design graduate. At her studio Turmeric Design in New Delhi, a regular work day is “nothing average. I could be drawing a new illustration, brainstorming with the team, working on a strategy, copy or graphic design, constructing a typography installation…that’s the stuff I love”. Her approach to work is a mix of imagination and idiosyncrasy, while remaining relevant and meaningful and her team is “as passionate and tirelessly persistent as I am in seeing an idea or a piece of work”.

Her inspirations come from “life around me, especially when I’m travelling which is often– in my head, if not to actual places”. On a day off, Kriti catches up on sleep, day-dreams and scribbles. “My current obsession is crochet and bookbinding.”

Kriti is addicted to “hedonism and sensory experiences of all kinds”. Her design mantra is to “think it, then feel it, live it, then make it, break it, make it again till it’s perfect. It’s only when the designer has an emotional connect with what they’re making, that the audience will too”.

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