Understanding People A to Z

A Good For Nothing Ticket from Google Images

What do you do with freebies?

What’s the last freebie I got?

Why do I always want something free?

Who are these people who give free stuff?

Why do they do it?

🤔 These are some of the questions I’ve been seeking answers to, after I met a family who had Gucci and Louis Vuitton bags thrown around their office but still wanted free Jewellery. It struck me then that free is not linked to affordability, it’s a bigger drug.

The last freebie I got was a small packet that Dunzo gave with my delivery…


I painted this cause it reminds me of the gorgeous Fall of 2016 I spent with my sister, Samantha, in Indiana.

At Shaya (the jewellery brand I work for), we’ve been obsessed with sister-stories for the last few weeks. Rakhi is almost here and we’re crazy about celebrating girl-bonds every chance we get! (Your Valentine’s is our Galentine’s)

Our team went to meet 3 pairs of sisters last Saturday and collected so many moments in pictures, videos and stories. On Monday, everyone came to work with mouth full of stories to share. They were shocked, awed, jealous, pumped up and excited, but each one felt like they’d built new bonds.

That’s the thing about sisters — they can be found anywhere…


I’m never afraid of a bad food order.
I look at the menu, choose the meat I like and just order any version of it. I don’t Google to check what a Chung Fun is or reject the Soba noodles. I just go for it.
Actually, I’ve never had a bad food order. Just orders full of surprises.
Sometimes the gravy is so spicy that little fires ignite under my skin. Jaggery makes my blood race and erupt as fountains all over my body. The zesty lemon defaces my mouth, gets my tongue clicking loudly and shuts my eyes. I…


C for Closure. Screenshot from Twitter.

My dad, after giving us a chore always says, “Keep me posted.” Another friend, keeps following up until that one thing she’s asked me to do, is done. What amazes me is that some tasks might not even be something she needs to follow up on. For eg: why does she care that I’ve thrown out my trash? Or that I went for a haircut this weekend like I’d told her I would.

So, I went on a quest to understand what is this need for closure? And how I can apply it to marketing. And here’s what I found.


I for Impatience. Photo from Unsplash.com

We are the generation that waited 2 days for a song to download, yet our jaw clenches when Netflix buffers for a second.

We keep swinging with impatient energy waiting in queues, slow moving traffic sends us into a tizzy of gaalis and well… food should always come superfast on the table.

How did we get here?

A lot of it has to do with the way products or services have evolved over the years. When Maggi was launched in the 80s the mother’s need for convenience was important. …


L for Lazy

Have you ever tried deleting your Amazon account? You can’t, or rather, since you’re lazy, you’ll give up. Amazon knows that and leverages the brain’s laziness to not let you delete your account. Instead, it sets you on a long journey, fully knowing you’ll eventually give up.

Born out of the same consumer psychology is Alexa or Google Home — the little pod assistant that will do your chores thus, taking a whole lot of your cognitive load upon her, and you’re hooked!

Alexa thrives on people like my brother who is so lazy, his entire room is voice controlled…


I for Impatience. Image from: Unsplash.com

We are the generation that waited 2 days for a song to download, yet our jaw clenches when Netflix buffers for a second.

We keep swinging with impatient energy waiting in queues, slow moving traffic sends us into a tizzy of gaalis and well… food should always come superfast on the table.

How did we get here?

A lot of it has to do with the way products or services have evolved over the years. When Maggi was launched in the 80s the mother’s need for convenience was important. …


My Mamma’s only 2 questions these days to me are, “Khana Khaya?” (Have you eaten?) & “Yeh sab kab khatam hoga?” (When will this end?). I don’t know. Nobody knows.

Since the pandemic started, we’ve often heard, “We’re living in uncertain times.” This 5-word small statement holds a lot of ache, discomfort and the feeling of being trapped. And just then I realise, uncertainty is a pain, hard to ignore.

It makes me think of the few days that follow after I’ve given the most kickass interview of my life.

I gave well-rounded answers. My clothes were on point and…

Anisha Singhi

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