Hi, I’m Khushi.
I’m a marketing and management graduate with a growing interest in the different ways people, ideas, brands, and technology come together.
A lot of what I’ve done so far has been around understanding people and how they make decisions. During my academic work, I’ve explored consumer behaviour, attention, information overload, and brand trust through research. Alongside that, I’ve worked on marketing projects, written about ideas that interest me, and taken on creative and digital projects simply because I wanted to learn how to make them myself.
I’m still figuring out exactly where all of these interests will take me, and honestly, I like that. I enjoy learning new things, trying different kinds of work, and finding connections between things that don’t always seem related at first.
This website is a collection of that journey: the research I’ve done, the ideas I’ve explored, the projects I’ve worked on, and a few things I’ve built along the way.
Writing
All writing-
THE RELEVANCE RESET
Yahoo wants Gen Z to fall for an old internet brand again. But can AI really make something forgotten feel relevant?
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THE HALO BLIND SPOT
What makes a powerful brand dangerous isn't always what it makes us believe. Sometimes, it's what it makes us stop questioning. And that changes how we should think about trust, brands and even AI.
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THE LOYALTY ILLUSION
We call it brand loyalty. What if we’ve been naming the effect instead of the cause? Double Jeopardy may reveal something far bigger about how competitive markets actually work.