You can’t connect the dots looking forward; you can only connect them looking backwards.
Steve Jobs
The Chapters
Prologue
What’s in a Name?
When Brother & Sister became Thought & Keeper.
A ten-part theatrical on the making of the brand.
Rhyme & Riddle
For the smile worth a light For the magic worth a sight For the soul worth a seeker For the spirit worth a keeper
Prologue
Quirk & Quip
We are a brother-sister duo with 10 years between us. This is a chronicle of our shared influences, indulgences, ideals, imagination and India. The inner threads – Warp & Weft.
Arc I | Rock
Memory & Matter
Act I | Roger & Rafa
Fire & Ice
When Grace & Grit became Thought & Keeper.
The memory that gave the brand its duality.
Rhyme & Riddle
For the grass worth a glory For the clay worth a story For the rival worth a seeker For the friend worth a keeper
Act I | Roger & Rafa
Quirk & Quip
Between us, we know who is Roger and who is Rafa – the debate is only about who is fire and who is ice.
Act II | Marché
Stay Hungry! Stay Foolish!
When Indulgence & Intimacy became Thought & Keeper.
The memory that gave the brand its emotion.
Rhyme & Riddle
For the scoop worth a swirl For the sip worth a twirl For the smell worth a seeker For the sound worth a keeper
Act II | Marché
Quirk & Quip
We still argue about everything – except the Swiss Rösti with spring onions and sour cream at Marché, Singapore.
Act III | Mehrangarh
Hold the Fort!
When History & Heritage became Thought & Keeper.
The memory that gave the brand its roots.
Rhyme & Riddle
For the structure worth a stone For the majesty worth a throne For the culture worth a seeker For the legacy worth a keeper
Act III | Mehrangarh
Quirk & Quip
Our childhood was spent on the terraces of Mehrangarh – between the big bold cannons and the beautiful blue city of Jodhpur below.
Arc II | Paper
Touch & Texture
Act IV | TLC
Explore! Dream! Discover!
When Curiosity & Curation became Thought & Keeper.
The memory that gave the brand its intent.
Rhyme & Riddle
For the Bourdain worth a site For the Nigella worth a bite For the journey worth a seeker For the discovery worth a keeper
Act IV | TLC
Quirk & Quip
We’ve always watched TV the same strange way – finger pressed to the temple, and permanent marks to show for it.
Act V | Malgudi
The Common Man!
When Wit & Wonder became Thought & Keeper.
The memory that gave the brand its language.
Rhyme & Riddle
For the satire worth a smile For the irony worth a style For the town worth a seeker For the sketch worth a keeper
Act V | Malgudi
Quirk & Quip
We grew up watching Malgudi Days on Doordarshan – long before remotes, when changing channels was still a family effort.
Act VI | Triyatri
It Takes Three to Tango!
When Motion & Meaning became Thought & Keeper.
The memory that gave the brand its storytelling DNA.
Rhyme & Riddle
For the triad worth a trend For the detour worth a bend For the end worth a seeker For the route worth a keeper
Act VI | Triyatri
Quirk & Quip
The movie that told a story like no other at the time. We’re still planning that trip to Kanyakumari – maybe this brand is our cycle.
Arc III | Scissors
Design & Dream
Act VII | Toshakhana
A Stitch in Time!
When Fabric & Form became Thought & Keeper.
The memory that gave the brand its canvas.
Rhyme & Riddle
For the store worth a stop For the name worth a drop For the thread worth a seeker For the weave worth a keeper
Act VII | Toshakhana
Quirk & Quip
Toshakhana, a hidden gem of a boutique in the Jodhpur of early 2000s was where it all began – our love for Indian textiles, craft, and everything in between.
Act VIII | Lucky Ali
Head Over Heels!
When Imagination & Intuition became Thought & Keeper.
The memory that gave the brand its silhouette.
Rhyme & Riddle
For the words worth a pen For the music worth a zen For the voice worth a seeker For the genre worth a keeper
Act VIII | Lucky Ali
Quirk & Quip
Lucky Ali in a vintage convertible, a Cuban fedora and a world of his own – that’s where we first fell for the head as a muse, long before we understood it as a form.
Act IX | Papadum
Snap, Crackle & Pop
When Craft & Character became Thought & Keeper.
The memory that gave the brand its signature.
Rhyme & Riddle
For the crisp worth a guilt For the crunch worth a tilt For the salt worth a seeker For the spice worth a keeper
Act IX | Papadum
Quirk & Quip
Each papad of ours was a signature – a handcrafted recipe. That tradition now lives on in our editions at Thought & Keeper.
Act X | Atlas
All the World’s a Stage
When Vision & Venture became Thought & Keeper.
The memory that gave the brand its ambition.
Rhyme & Riddle
For the globe worth a spin For the maps worth a pin For the India worth a seeker For the crown worth a keeper
Act X | Atlas
Quirk & Quip
From atlas quizzes to counting countries we’ve travelled to – we have always kept a score. Now, we’re just playing for something bigger and together.
Epilogue
One for Both. Both for One.
When Thought & Keeper became One.
Time to throw our hats in the ring.
Rhyme & Riddle
For the motto worth a rhyme For the mascot worth a mime For the myth worth a seeker For the legend worth a keeper
Epilogue
Quirk & Quip
Rock Paper Scissors! Who gets to be thought and who gets to be keeper? We are yet to decide. Have you?
HATS OFF!
A hat is a hat till someone pulls a rabbit out of it.
