Building a modern global brand rooted in tradition

SPS Stories

Student Spotlight

Annan Vardhan

Building a modern global brand rooted in tradition

Fast Facts

Co-founder of Aajuni, a premium Indian sweets and savouries brand
Background in law with a shift toward brand building and consumer businesses
Launched a revenue-generating venture from an NYU capstone project

At NYU SPS, Annan Vardhan came into the Integrated Marketing program with a background in law and a growing interest in building consumer-facing brands. Originally from New Delhi, India, he completed his LLB in the UK, where he developed a structured way of thinking before shifting toward brand building. Before NYU, he co-founded KLAP, a modern Asian restaurant in New Delhi, an experience that sparked his interest in consumer behavior, branding, and experience-driven ventures. His decision to join NYU SPS was driven by the Integrated Marketing program’s emphasis on real-world application. “It pushes you to think like a builder and make decisions in real time,” he says. Building Aajuni Vardhan’s capstone project became Aajuni, a premium Indian sweets and savouries brand designed for the modern gifting market. The idea addressed a clear gap. While traditional mithai holds deep cultural significance, Vardhan saw a gap in how it was experienced today. “Indian sweets are deeply embedded in our culture, yet the experience of buying and gifting them often feels outdated,” he says. Having attended weddings, festivals, and corporate events, he saw how meaningful these exchanges were, but also how the overall experience did not always reflect that significance. Drawing on his background in hospitality, Vardhan understood how perception could shift through thoughtful presentation, strong storytelling, and quality, which shaped his focus on both experience and product integrity. “I kept wondering why we didn’t have an Indian sweets brand that carried the same confidence as luxury chocolates or high-end patisseries,” he says. Aajuni was built to reframe that experience. Conceptualized as a gift-first brand, it positions Indian sweets as contemporary, aspirational, and globally relevant, while still preserving their cultural roots. “I wanted to build something rooted in tradition but designed for today, a brand you could gift anywhere, to anyone, without needing to explain it.” Learning Through the Program The Integrated Marketing program helped bring Aajuni from concept to reality, shaping its direction through courses in consumer behavior, brand strategy, and data-driven marketing, particularly by helping Vardhan understand how audiences perceive value and make decisions. Being in New York further expanded that perspective, exposing him to how legacy categories are constantly being reimagined. Mentorship played a defining role, particularly through Professor John O’Malley, who consistently pushed for clarity in positioning and sharper thinking. His feedback focused not just on what the product was, but what it truly stood for, encouraging Vardhan to simplify and focus on what mattered most. “What exactly do you want to be known for?” Vardhan recalls a question that seemed simple but forced him to cut through the noise and define Aajuni as a focused, intentional brand. From Capstone to Company What began as a capstone project is now in execution. Aajuni first launched as an initial pilot, selling to family and friends to validate the product, packaging, and overall response. Since then, it has grown into a fully operational, revenue-generating business, expanding into direct-to-consumer, corporate gifting, and wedding segments, while continuing to refine its model for scale. A major milestone came with the brand’s pop-up at Le Gourmet at The Chanakya Mall in New Delhi, one of the city’s most premium retail destinations. The space marked a shift from concept to physical presence, placing Aajuni alongside globally recognized brands. What started as a classroom idea is now something customers can experience, engage with, purchase, and gift, bringing the brand to life beyond the capstone. Looking Ahead Vardhan is now focused on strengthening Aajuni’s presence in Delhi, including launching its first flagship store that brings the brand to life beyond the product. Alongside expanding corporate partnerships and retail presence, he continues to prioritize product innovation and long-term growth, with plans to scale into new markets and eventually expand internationally. Reflecting on the journey, he credits the capstone experience for pushing him to translate an idea into a tangible venture, shaping how he approaches building a brand today. Looking back, Vardhan’s advice to students is less about ideation and more about conviction. “Build something you’d be embarrassed not to finish,” he says. For him, Aajuni was never just a project; it was a responsibility to an idea he genuinely believed the world needed

That real-world perspective is invaluable."