Alisha Batra

Reframing Cultural Gentrification in Beauty and Wellness

Rivaaj is a campaign and brand response to the ongoing misrepresentation and commodification of South Asian beauty and wellness practices in Western contexts. This project repositions these practices not as trends, but as living cultural knowledge rooted in heritage, care, and community. Through a combination of research-led storytelling and contemporary visual identity design, Rivaaj encourages audiences to look beyond aesthetics and reconnect with the people, histories, and values behind the rituals they consume.

The project outcomes include a comprehensive brand book that outlines the campaign’s conceptual positioning and visual guidelines, a subscription-based “beauty box” designed as a tangible entry point into culturally rooted wellness, and three product packaging designs developed in collaboration with traditional South Asian ingredients and rituals. By blending bold visual language with narrative depth, Rivaaj aims to empower South Asian women, spark cultural pride, and invite non-South Asian audiences to engage with heritage practices with respect, context, and care.