Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


The need-it-now mentality has become the norm

Compulsive Convenience

People expect products and services that feel made for them

Personal Worlds

India

Apps and software

General food

Banking and payments

Joining many brands offering their own credit cards, Swiggy has launched a card that offers cash back and other delivery benefits. Their move highlights people's desires for personalised rewards for loyalty and the ways brands can support India's spenders with everyday luxuries amid inflation.