Murmur Brand Wrks makes its debut by introducing an experience-led model for shaping hospitality brands
A new player has entered the hospitality and lifestyle branding space, as Murmur Brand Wrks Pvt. Ltd. launches under the leadership of industry veteran Shifaali S Sinha. The studio positions itself as a practice shaped from within the sector, bringing together brand strategy, design and commercial understanding to help businesses build identities with clarity and long-term resonance.
A Studio Built on Insider Knowledge
The newly launched studio is founded on Shifaali’s extensive experience across national and international brand mandates. Her background in hospitality spans luxury, leisure and wildlife portfolios at IHCL, where she was part of the founding team behind ama Stays and Trails. She also led brand strategy for Marriott International across 17 hotels operating under a range of brands.
Her work in these roles included portfolio creation, venture positioning and 0-to-1 brand building, combining cultural insight with commercial perspective. Murmur Brand Wrks aims to channel this experience into creating brands that are both meaningful and strategically grounded.
Speaking about the philosophy behind the practice, she notes:
“Our strength lies in lived experience. We are industry practitioners turned brand-makers, blending insider insight with entrepreneurial acumen and creative audacity. We have built, scaled and reimagined hospitality from within, and now channel that understanding into brands that move both markets and minds.”
A Collaboration That Extends Its Creative Lens
The studio’s debut is marked by an industry-first collaboration with NYUCT Design Labs, a Venture Design and Innovation Collective known for shaping future-focused businesses. The partnership draws inspiration from murmuration, the phenomenon that informs the studio’s name, reflecting the belief that aligned thought and shared intent can produce creativity with commercial purpose.
With this foundation, Murmur Brand Wrks intends to operate at the intersection of identity, intent and impact. Its stated ambition is to build brands that are distinct, desirable and designed to endure in an increasingly competitive landscape.
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