Sideways is an interdisciplinary creative collective. We make it easier for people to adopt products, services, and ideas, at scale.
We work in the space between what companies build and what people are ready to believe, use, or embrace. Even the best ideas stall when people don’t see why they matter. No single discipline sees the full picture of where things break down. So we bring different lenses together to find the real barriers and design systems that make adoption feel natural.
- Entering a New Market
- Scaling Beyond Early Adopters
- Introducing a New Category
- Shifting Entrenched Habits
- Repositioning with Market Shifts
- Unifying Story, Experience & Product
- Reviving Stalled Growth or Trust
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How we do it
Simple in theory, demanding in practice.
on the situation
in real world
worth solving
system of
solutions
Our clients
Solutions
We follow the problem wherever it leads: strategy, design, communication, or technology. Whatever it takes to help people connect with what you’ve built. Sometimes it’s a smoother flow. Sometimes a clearer story. Sometimes, it’s the whole product seen sideways.
BRAND POSITIONING AND ARCHITECTURE
ADVERTISING CAMPAIGNS
BRAND IDENTITY AND NAMING
PACKAGING DESIGN
PRODUCT UX/UI AND ONBOARDING
RETAIL AND ENVIRONMENTAL DESIGN
TRADE AND CHANNEL TOOLKITS
POS/MARKETPLACE INTERVENTIONS
SERVICE BLUEPRINTS AND PLAYBOOKS
RESEARCH AND INSIGHT REPORTS
Our Team
We’re a mix of strategists, designers, technologists, researchers, and storytellers; people who see problems from different angles but share one goal: to make great ideas work in the real world.
Abhijit’s kaleidoscopic creativity stems from a rich, diverse upbringing across India. He masterfully connects unlikely dots, concocting memorable stories that build brands and solve complex problems.
Abhijit Avasthi
Sonali is the architect of our creative engine, expertly managing finance, people, and timelines while nurturing agency rhythm. She builds robust foundations through mentorship, supportive processes, and a culture of trust, quietly pushing for excellence.
Sonali Sehgal
Ad Strategist who sets UX flows Siddharth structures communication, experiences, and behavior, making complex ideas intuitive, useful, and effective.
Siddharth Mohanty
Ops Strategist who designs game mechanics Zahid applies systems thinking, debottlenecking, and game design to help businesses rethink how they operate, compete and scale.
Zahid Hussain
Nilay whittles ideas to their core, turning everyday observations into simple, lovable, insight-driven brand solutions.
Nilay Moonje
Designer who loves to tell stories Sameer blends design and advertising using psychology driven stories using observation to craft nuanced surprising solutions.
Sameer Sojwal
Technologist who builds like a founder. Nalin translates complex technology into seamless, scalable solutions across AI, IoT, capital markets, and security.
Nalin Avasthi
Creative Strategist who designs “aha” moments Krishan solves ambiguous challenges using storytelling, product design, and behavior-led strategy to deliver “aha” moments.
Krishan Jagota
A Business Head who approaches problems like a CMO Business leader combining global insights and digital expertise to drive impactful marketing solutions while navigating business challenges.
Nandita Das
Sideways is what happens when curiosity, rigour, and creativity work as one. Not a consultancy. Not an agency. Something in between.
A place you come to when you’ve built something worth adopting, and want it to find its place in the world.
