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Notes from the Margins

Long-form. Opinionated. Occasionally indulgent.

Meet Theyn, The Brand Bringing South Indian Jewellery Out Of The Locker

Theyn was founded by four sisters from Trivandrum who wanted to close the gap between the jewellery that sits in the family locker and what women actually wear day to day. Built around South Indian motifs, hypoallergenic materials, and Responsible Jewellery Council certified production, the brand has already found customers as far as Japan and New Zealand in under a year.

Kumari Trishya · June 14, 2026READ ARTICLE →

Recent

Marketing & Culture5 min read

The Most Valuable Content Never Goes Viral

We spend countless hours measuring traffic, rankings, and engagement, yet one of the most important content metrics rarely appears on a dashboard: did the content help someone make a decision? From Wirecutter to NerdWallet, the most valuable content often isn't the most visible—it's the content that reduces uncertainty, builds confidence, and helps people move forward.

Aakanksha Singh DeviJune 15, 2026

Brand Stories12 min read

Bangalore's Women-only Cab Service, Built By A Woman With A Hundred Rupees And No Plan B

In 2014, Vandana Aggarwal saw a problem nobody was solving and decided to solve it herself. With no funding, no blueprint, and a one-year-old at home, she built TaxShe from scratch — a Bangalore-based women-only cab service, designed around the lives of the women who drive it. Eleven years on, she is still bootstrapped, still running, and still the only one doing this.

Kumari TrishyaMay 27, 2026

Brand Stories14 min read

Not a Pad Brand

How Nua quietly rewrote the rules of women's wellness in India, and why the conversation it started may matter more than the products it sells.

Shaili ContractorMay 13, 2026

Brand Stories6 min read

The CEO Has Separation Anxiety

The CEO of this pet-sitting company is a rescue dog with separation anxiety. Kelly and Crew was built after founder Rubina Singh struggled to find care that truly understood anxious pets - starting with her own dog, Kelly, who had already lived in four homes before she adopted him. What began as a personal problem turned into a deeply thoughtful pet-care company: full-time salaried sitters, obsessive attention to canine behaviour and scent, detailed pet briefings, and a service that has never run ads yet retains every single customer who books. The result is a pet-sitting business designed entirely around how dogs actually experience care, trust, and unfamiliar people.

Aakanksha Singh DeviApril 16, 2026

Brand Stories12 min read

Fun Is Not a Consolation Prize

How Nidhi Agarwal found her way to India's largest DIY kits brand for adults by doing the one thing most founders forget to do: following what genuinely delights her.

Shaili ContractorMarch 26, 2026