MEET THE

BRAND BUILDERS

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We chose depth over doing everything.

TFX isn’t a 360-degree agency. We focus on the parts that shape how a brand is understood, recognised and chosen: strategy, identity and packaging.

The Crew Behind The X

We’re not just designers — Branding is all about gut feeling, what people think, feel, vibe and behave with your brand but It starts with a Tagdi brand strategy.

“Two brands. One clear system. Xcelerate Brand Kit by TFX made both launches look premium and consistent.”

Krishna PrasadFounder, Olden essence, LifeRise
Chaitanya And his Team
Founder & Brand Strategist

Chaitanya Malhotra

Chaitanya leads brand strategy and direction at The Factor X, working with founders on positioning, identity and packaging decisions before execution begins. His work focuses on turning unclear business ideas into brands people can understand, recognise and choose.

With over 10+ years of experience, Chaitanyaa leads the branding and packaging vertical at The Factor X. From creating memorable identities to decoding consumer psychology,

he believes that design should do more than look good — it should work. His energy, clarity, and obsession with business-backed design are what make every brand he touches stand out.

Vatsa Khandelwal Profile Photo
Interior Designer, Co-Founder

Vatsa Khandelwal

Co-Founder & Interior Design Lead with 6+ years of experience. She crafts spaces that speak the brand's story, blending aesthetics with smart functionality.

Vatsa brings a designer’s eye and a strategist’s mind to every space she creates. With 6+ years of experience in commercial, residential, and corporate interiors,

she’s known for transforming spaces that not only reflect the brand but also enhance how people live and interact. Her work is rooted in comfort, culture, and a sharp understanding of spatial storytelling.

Brand Designer

Rajni Saini

She’s the reason the projects move, the clients stay sane, and the team remembers what day it is. Our Project Manager handles pressure, panic, and people like a full-time professional fire extinguisher. She can argue, solve, fix, and still be laughing with the same people five minutes later.

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Brand Designer, Creative Head

Kukita Biswas

She’s our Brand Designer and Creative Head, which basically means she can spot a bad font from a mile away, turn chaos into cool, and give brands a personality stronger than most people. She leads the creative side with sharp instincts, big ideas, and the kind of attention to detail that’s honestly a little scary. Also, she’s a full-time animal lover, part-time animal encyclopedia, so don’t be surprised if your branding meeting somehow includes a wild fact about otters, owls, or dogs.

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Brand Designer, Creative Head

Manish Rathore

He’s always learning, always twisting words, and always finding new ways to make brands sound smarter and look sharper. As our Brand Designer and Creative Head, he brings clever thinking, curious energy, and just the right amount of chaos to the team. He may mock, tease, and irritate everyone for fun, but somehow he’s also the one who ties the whole gang back together.

Mishthi Agrawal
Brand Designer Intern

Mishthi Agarwal

Curious mind with a fighter’s spirit, she takes on every brief ready to learn, explore, and make it better. She’s the kind of Writer who grows with every project and never backs down from a creative challenge. (Abhi to Start kara hai)

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Brand Designer, Creative Head

Jatin Sethi

Quiet on the outside, full mad scientist on the inside. He keeps learning, testing, and trying weirdly brilliant things while the rest of us are still figuring out what’s going on. He doesn’t talk much, but when he does, it usually means he’s already solved the problem.

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Brand Designer

Sneha Sankardas

She learns fast, fights hard, and talks nonstop like it’s part of the job description. Our Brand Designer brings sharp curiosity, fearless energy, and full Bengali power to every project and every conversation.

Category

What We Learned

What It Changes

Example

Food + Beverage

Attention happens fast.
Stronger hierarchy + instant clarity.
Burp

Health + Nutrition

Complexity can kill trust.
Make science easier to understand.
Uveraa

Jewellery + Luxury

Premium isn’t always louder.
Restraint can create stronger perception.
Rinele

Healthcare

Trust comes before personality.
Build credibility before expression.
LifeRise

B2B + Technology

Clarity matters before excitement.
Simplify the offer + build confidence.
Proquity

How We Think.

  • Clarity before creative.
    Confused strategy creates confused design.

  • One brand. One language.
    Every touchpoint should feel connected.
  • Built for the real world.
    Designed for shelves, screens and actual decisions.

  • Different categories behave differently.
    One formula doesn’t work for every market.

  • Every decision needs a reason.
    Nothing should exist just because it looks good.

  • Depth over everything.
    We focus on strategy, identity and packaging.

Here’s the Math Behind the Madness

650

+
Brand & Design Projects Strategy, identity and packaging work across different businesses and categories.

04

Core Capabilities: Brand Strategy. Brand Identity. Packaging. Luxury Packaging.

2

B2B + D2C: Built Across Business Models From business-led brands to consumer products sold directly to customers.

The Factor X is a founder-led brand strategy, brand identity and packaging studio based in Indore, India. We help businesses build clearer brand foundations, stronger visual identities and packaging designed for the real world.

We specialise in Brand Strategy, Brand Identity Design, Packaging Design and Luxury Packaging Design. Our focus is on building the parts of a brand that shape how it is understood, recognised and chosen.

The Factor X is based in Indore, Madhya Pradesh, India. We work with businesses across India and can also collaborate with brands remotely.

The Factor X was founded by Chaitanya Malhotra, a Brand Strategist who leads the strategic direction behind the studio’s branding and packaging engagements.

We work with B2B businesses, D2C brands, startups and established companies across categories including food and beverage, nutrition, wellness, healthcare, jewellery, technology and consumer products.

No. We deliberately stay focused on strategy, identity and packaging rather than trying to provide every marketing service under one roof. We prefer depth in the areas where a brand’s foundation and perception are built.

Yes. You can work with us for Brand Strategy, Brand Identity Design, Packaging Design or Luxury Packaging Design individually. If your project needs more than one, we can build the engagement around what the brand actually needs.

Yes. You can work with us for Brand Strategy, Brand Identity Design, Packaging Design or Luxury Packaging Design individually. If your project needs more than one, we can build the engagement around what the brand actually needs.