Ashwini is the co-founder of Elephant Design, India’s largest independent integrated design consultancy with offices in India & Singapore. On this episode, we talk about Ashwini’s journey as a designer, how and why she started Elephant Design with her friends. She also shares with us the thought and process behind some key projects created by the studio. We discuss the unique challenges of being a design entrepreneur in India and about sustaining India’s oldest and largest multi-disciplinary design company against all the odds.SECTIONS - TIME INDEXChildhood and Early influences - Design Education at NID - Founding Elephant Design - Projects :1. Paper Boat - 2. Tata Salt - 3. Organic India - 4. Epigamia - Studio culture that scales - Discussion on Design Awards - RELEVANT LINKSElephant Design - www.elephantdesign.comElephant Design Wikipedia Page - en.wikipedia.org/wiki/Elephant_DesignAurangabad, Maharashtra - en.wikipedia.org/wiki/AurangabadNID - www.nid.eduIDC -www.idc.iitb.ac.inDIA Studio - www.dia.tvIIM, Ahmedabad - iima.ac.inNehru Centre - www.nehru-centre.orgDeutsche Mark - en.wikipedia.org/wiki/Deutsche_MarkGerman Unification - en.wikipedia.org/wiki/German_reunificationLakh - en.wikipedia.org/wiki/LakhPune - en.wikipedia.org/wiki/PuneMake in India - en.wikipedia.org/wiki/Make_in_IndiaBrand New Conference - bnconf.comForest Young - twitter.com/ten_tenUber Rebranding by Wolf Ollins - www.wolffolins.com/case-study/uberPANTONE - pantone.comLLP - en.wikipedia.org/wiki/Limited_liability_partnershipSole proprietorship - en.wikipedia.org/wiki/Sole_proprietorshipConfidentiality Agreement - en.wikipedia.org/wiki/Non-disclosure_agreementBookkeeping - en.wikipedia.org/wiki/BookkeepingPaper Boat Drinks - http://www.paperboatdrinks.comPaper Boat Branding - www.elephantdesign.com/packaging-paperboatAam Panna - en.wikipedia.org/wiki/Aam_pannaAamras - en.wikipedia.org/wiki/AamrasJal Jeera - en.wikipedia.org/wiki/Jal-jeeraJagjit Singh, Woh Kagaz ki Kashti - www.youtube.com/watch?v=xEdAiJiwkDEDoy Pouches - en.wikipedia.org/wiki/Stand-up_pouchSensory Branding - en.wikipedia.org/wiki/Sensory_brandingThandai - en.wikipedia.org/wiki/ThandaiKokum - en.wikipedia.org/wiki/Garcinia_indicaTata Salt - http://www.tatasalt.comTata Salt Packaging redesign - www.elephantdesign.com/tata-saltBrand Positioning - en.wikipedia.org/wiki/Positioning_(marketing)Tata Chemicals - en.wikipedia.org/wiki/Tata_ChemicalsBrand equity - en.wikipedia.org/wiki/Brand_equityThali - en.wikipedia.org/wiki/ThaliOrganic India - www.organicindia.comOrganic India packaging design - www.elephantdesign.com/organic-indiaTulsi - tulsi wikipedia in marathiLucknow - en.wikipedia.org/wiki/LucknowTulsi in Hinduism - en.wikipedia.org/wiki/Tulsi_in_HinduismEpigamia Yogurt Brand - www.epigamia.comEpigamia packaging design - www.elephantdesign.com/epigamiaEpigamia (Greek term) - en.wikipedia.org/wiki/EpigamiaGhee - en.wikipedia.org/wiki/GheeGhee Spread - www.epigamia.com/spreads-made-from-ghee