Rajul Creative Co.

Rajul Creative Co. Brand Building | Product Strategy | Creative Direction for design-led, craft and cultural brands

Excited to announce my feature in Selvedge, a leading publication dedicated to textiles, craft and material culture. Sel...
18/08/2026

Excited to announce my feature in Selvedge, a leading publication dedicated to textiles, craft and material culture.

Selvedge, Issue 132 - Legacy

WHAT ARE WE PRESERVING

What does it mean to preserve what we inherit?

The question that took me to Madhya Pradesh, and into conversations about what it means to keep a craft alive.

Images gathered during my research in Bhopal while working on the article follow two craft traditions - zari-zardozi and Gond painting.

These are not simply images of craft, but fragments of the spaces, people and encounters that shaped the article.

Grateful to the Selvedge team for this opportunity. :)

Selvedge Magazine

Building from the Inside Out | 05Where Market Linkages BeginThe strongest market linkages aren’t built at the point of s...
27/07/2026

Building from the Inside Out | 05
Where Market Linkages Begin

The strongest market linkages aren’t built at the point of sale.

They’re built long before products ever reach the market.

Read the full essay via the link in bio.

DesignStrategy

Building from the Inside Out | 04Craft Doesn't Need Sympathy. It Needs Desirability.Craft doesn't need to be preserved t...
20/07/2026

Building from the Inside Out | 04
Craft Doesn't Need Sympathy. It Needs Desirability.

Craft doesn't need to be preserved through sympathy.

It needs to be desired.

This essay looks at why the future of craft depends on creating relevance, aspiration and demand - not nostalgia.

Read the full essay via the link in bio.

Building from the Inside Out | 03Why Do So Many Brands Define Their Values, But Never Their Standards?Most brands can li...
20/07/2026

Building from the Inside Out | 03
Why Do So Many Brands Define Their Values, But Never Their Standards?

Most brands can list their values.

Far fewer define the standards that bring those values to life.

This essay explores the gap between intention and action - and why culture is built through everyday behaviour, not statements.

Read the full essay via the link in bio.

Building from the Inside Out | 02The Discipline of NOEvery brand is defined as much by what it chooses not to do as by w...
20/07/2026

Building from the Inside Out | 02
The Discipline of NO

Every brand is defined as much by what it chooses not to do as by what it does.

Saying NO protects focus, strengthens positioning and creates clarity over time.

The second essay in Building from the Inside Out explores why restraint is one of the most valuable strategic decisions a brand can make.

Read the full essay via the link in bio.

Building from the Inside Out | 01What Customers Never SeeThe strongest brands aren't built through campaigns alone.They'...
20/07/2026

Building from the Inside Out | 01
What Customers Never See

The strongest brands aren't built through campaigns alone.

They're built through the decisions customers never see - clarity, alignment, discipline and countless choices behind the scenes.

This is the first essay in my series, Building from the Inside Out, exploring what it really takes to build enduring brands.

Read the full essay via the link in bio.

at RPG Happiness Day 2026 🌿Celebrating the people who make it happen — from farm to fabric to finished product.Now avai...
28/02/2026

at RPG Happiness Day 2026 🌿
Celebrating the people who make it happen — from farm to fabric to finished product.

Now available at shop.artisanre.in

05/02/2026

We’re at — Stall No. 19 from 5th–8th February.
Come visit us! 🧵🪡🧶

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Mumbai
400053

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