What's Choorma?

There are moments when an idea arrives quietly.

Not with a grand business plan. Not with investor decks or branding exercises. Just a passing thought while endlessly scrolling through the internet — a mood most of us know too well.

Somewhere between memes, videos, articles and algorithmic chaos, I came across a simple quote:

“You are what you eat.”

It struck me suddenly.

I love choorma. So maybe… I am Choorma.

And just like that, Choorma’s existence was defined.

What began as a pseudonym slowly transformed into something much larger — a creative practice built around storytelling, illustration, design, comics and culture. Over the years, Choorma grew from a personal identity into a collaborative space filled with projects, experiments, friendships and conversations.

Today, Choorma is no longer just one person sitting behind a screen drawing comics late into the night. It is a growing ecosystem of artists, designers, writers, thinkers and collaborators coming together to build meaningful visual stories.

A feast, if you will.

From Engineering Classrooms to Artboards

Long before Choorma became a studio, it existed in sketchbooks, classroom margins and unfinished notebooks during engineering lectures.

Art was never the “safe” option. Like many people growing up in India, creativity often existed alongside expectations of stability, practicality and conventional career paths. But stories kept finding a way through — through doodles, comics, illustrations and an obsession with visual culture.

Over time, it became impossible to ignore.

Choorma became a way to bring together everything that felt exciting about creativity:

• comics

• illustration

• visual storytelling

• branding

• publishing

• internet culture

• independent art

• design systems

• experimentation

Not as separate disciplines, but as parts of the same conversation.

Why “Choorma”?

Choorma is a dish made by breaking things apart and bringing them together again.

Textures mix. Flavours collide. Ingredients that may seem simple on their own transform into something rich, layered and memorable. That idea felt strangely similar to the kind of work we wanted to create.

At Choorma, we constantly re-look at things. We break down ideas, identities, stories and problems into smaller concepts, emotions and visual languages — and then rebuild them into something meaningful, expressive and engaging.

Much like the dish itself, the process is about transformation.

Taking fragments and turning them into something wholesome. Taking complexity and making it feel human. Taking ideas and crafting them into sweet savouries that people connect with and remember.

Indian visual culture has always been layered, expressive and alive. From hand-painted signboards and railway typography to comics, cinema posters and street graphics — the beauty often lies in the chaos. We grew up surrounded by design that was emotional, loud, imperfect and deeply human.

Choorma embraces that spirit.

We believe creativity does not always need to feel sterile or minimal to feel intelligent. Sometimes the most memorable work comes from personality, experimentation and cultural honesty.

Web Comics and the Internet

We love print comics, but we are equally fascinated by what the internet allows stories to become.

The web gave independent creators the opportunity to bypass traditional gatekeepers and directly connect with audiences across the world. For us, webcomics became a playground for experimentation — combining illustration, pacing, interaction and accessibility in ways that printed pages alone could not.

The internet is chaotic, overwhelming and constantly shifting. But it is also one of the most democratic spaces for storytelling ever created.

Choorma grew online because the internet allowed strange, niche and personal stories to find their people.

Design as Storytelling

Even before we worked with brands, we were already telling stories.

Comics taught us rhythm. Illustration taught us emotion. Publishing taught us systems. And design taught us how visuals shape perception.

Eventually, those worlds started merging.

Today, Choorma works with brands, organizations and cultural projects to build identities rooted in storytelling. Because branding is not simply about logos, colors or layouts.

It is about meaning.

Every brand is telling a story — through its visuals, tone, motion, packaging, website, campaigns and experiences. The question is whether that story feels authentic, memorable and emotionally resonant.

At Choorma, we approach design as narrative-building.

We combine illustration, visual systems, research and storytelling to help brands communicate with clarity and personality — whether they are local startups, cultural initiatives or global-facing companies.

Local design for global brands.

The Future of Choorma

Choorma has always been driven by curiosity.

We want to create work that sparks conversations, questions perspectives and builds emotional connections across cultures. Through comics, publishing, branding and visual storytelling, we hope to create experiences that feel thoughtful, expressive and deeply human.

At the same time, we want to help brands move beyond generic visual trends and communicate with greater authenticity. The future of design is not just about aesthetics — it is about identity, culture and connection.

We are constantly exploring new formats, technologies and mediums to tell stories in ways that feel engaging and alive.

Comics. Design. Motion. Publishing. Culture. Experiments. Collaborations.

All of it belongs at the same table.

So welcome to the world of Choorma.

There is plenty more coming to the feast.