Design is feel first
Before it is function or form.
Feel First
100+ Successful Strategic Design Projects
30 years of experience
Global
Education
Retail
Healthcare
Governance
Aviation
Original
About
Sonia Manchanda is a Design Strategist and Founding Partner of Spread Design and Innovation, a Board Member of the World Design Organization, and a pioneer of humanistic, sustainable, systems led design strategy and craft. Across public infrastructure, healthcare, education and social impact. Advising governments, institutions and companies nationally and globally as a consultant and board advisor.
Her work explores how design can transform the world’s most complex human institutions. Through Spread and her Design Sense philosophy, she is defining a new discipline of Human Experience Design, ensuring institutions remain trusted, resilient and profoundly human. In an era shaped by artificial intelligence, climate change and rapid societal transformation. As co creator of the pioneering DREAM:IN Project, she created a system for India and the world to transform aspirations into reality - demonstrating design’s power as a catalyst for social and economic transformation. Over the past two decades, she has applied this human-centred approach to some of the world’s most complex institutions, from airports and universities to healthcare systems and government initiatives, earning global recognition and awards. Sonia is the creator of Design Barn, conscious caretaker at Design Farm, curator at Design Open, and catalyst at MIND. She is the first Indian woman, now serving a second term as an elected Board Member of the World Design Organisation.With a master’s degree in Visual Communication and proficiency in Strategic Design, Visual Communication, and Film Design, Sonia Manchanda is a proud alum of the National Institute of Design, Ahmedabad.
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Ventures
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WORLD DESIGN ORGANIZATION
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SPREAD DESIGN
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Spread Design
MANIPAL / Branding design
Co-founded with Girish Raj Nair — bootstrapped with ₹2 Cr — to build a platform-model design consultancy connecting multidisciplinary talent (designers, filmmakers, technologists, artists) with large corporates seeking design-led transformation. Operates across infrastructure, education, healthcare, governance, retail and social change. Also runs Design Barn, India's first independent design + innovation centre.
KEY SIGNAL — Fully bootstrapped from day one — currently operating at ₹8–10 Cr revenue, with new ventures extending the model into education merchandise and learning.
Founded: Oct 2015 | Bootstrapped
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
Avg. project: $50K–$100K
Organics & Millets, Govt. of Karnataka → adopted by UN
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MIND
MANIPAL / Branding design
Co-founded with Girish Raj Nair — bootstrapped with ₹2 Cr — to build a platform-model design consultancy connecting multidisciplinary talent (designers, filmmakers, technologists, artists) with large corporates seeking design-led transformation. Operates across infrastructure, education, healthcare, governance, retail and social change. Also runs Design Barn, India's first independent design + innovation centre.
KEY SIGNAL — Fully bootstrapped from day one — currently operating at ₹8–10 Cr revenue, with new ventures extending the model into education merchandise and learning.
Founded: Oct 2015 | Bootstrapped
100+ projects across 5+ sectors
Clients: National Highways, Zeven (Mahesh Bhupathi)
Current revenue: ₹8–10 Cr
Avg. project: $50K–$100K
Organics & Millets, Govt. of Karnataka → adopted by UN
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MINE
MANIPAL / Branding design
MINE is Spread's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — First university merchandise brand designed ground-up by a design consultancy — a replicable, scalable product model for India's 1,000+ university campuses.
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ESIGN
MANIPAL / Branding design
MINE is SpreFounded one of India's early integrated design consultancies, establishing her reputation in visual communication, brand identity and experience design.ad's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — The launchpad that seeded India's largest integrated design firm.
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IDIOM DESIGN
MANIPAL / Branding design
Co-founded in 2005 through the merger of E-sign and Tessaract, with Kishore Biyani (Future Group) as the founding backer. IDIOM became India's first and largest homegrown multidisciplinary design firm. Over a decade it held two of India's most consequential long-term design mandates: 20+ years of continuous work for MEMG (Manipal Education & Medical Group) across campuses, hospitals and institutions; and all brand, space and identity design for Future Group's retail empire including Big Bazaar. IDIOM also designed the official identity and visual look for the 2010 Commonwealth Games, New Delhi; advised on design for the BATF (Bangalore Agenda Task Force) / Bangalore Forward — India's landmark city PPP chaired by Nandan Nilekani; and led the Organics & Millets design movement for the Government of Karnataka — work later adopted by the Government of India and underpinning the UN's International Year of Millets 2023
KEY SIGNAL — India's first & largest integrated design firm — Commonwealth Games identity, 20-yr Manipal mandate, Future Group retail empire, national millet movement.
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
BATF / Bangalore Forward — city PPP design
Organics & Millets, Govt. of Karnataka → adopted by UN
Clients: Cisco, Wipro, Levi's, Adlabs + more
VMRD Retail Design Awards 2007 & 2009
Star Retailer Design of the Year 2007 & 2009
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World DESIGN ORGANIZATION (WDO)
MANIPAL / Branding design
Co-founded with Girish Raj Nair — bootstrapped with ₹2 Cr — to build a platform-model design consultancy connecting multidisciplinary talent (designers, filmmakers, technologists, artists) with large corporates seeking design-led transformation. Operates across infrastructure, education, healthcare, governance, retail and social change. Also runs Design Barn, India's first independent design + innovation centre.
KEY SIGNAL — Fully bootstrapped from day one — currently operating at ₹8–10 Cr revenue, with new ventures extending the model into education merchandise and learning.
Founded: Oct 2015 | Bootstrapped
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
Avg. project: $50K–$100K
Organics & Millets, Govt. of Karnataka → adopted by UN
Connect CMS Image fields (Image 1–10)
SPREAD DESIGN
MANIPAL / Branding design
Co-founded with Girish Raj Nair — bootstrapped with ₹2 Cr — to build a platform-model design consultancy connecting multidisciplinary talent (designers, filmmakers, technologists, artists) with large corporates seeking design-led transformation. Operates across infrastructure, education, healthcare, governance, retail and social change. Also runs Design Barn, India's first independent design + innovation centre.
KEY SIGNAL — Fully bootstrapped from day one — currently operating at ₹8–10 Cr revenue, with new ventures extending the model into education merchandise and learning.
Founded: Oct 2015 | Bootstrapped
100+ projects across 5+ sectors
Clients: National Highways, Zeven (Mahesh Bhupathi)
Current revenue: ₹8–10 Cr
Avg. project: $50K–$100K
Organics & Millets, Govt. of Karnataka → adopted by UN
Connect CMS Image fields (Image 1–10)
MINE
MANIPAL / Branding design
MINE is Spread's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — First university merchandise brand designed ground-up by a design consultancy — a replicable, scalable product model for India's 1,000+ university campuses.
Connect CMS Image fields (Image 1–10)
ESIGN
MANIPAL / Branding design
MINE is SpreFounded one of India's early integrated design consultancies, establishing her reputation in visual communication, brand identity and experience design.ad's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — The launchpad that seeded India's largest integrated design firm.
Connect CMS Image fields (Image 1–10)
IDIOM DESIGN
MANIPAL / Branding design
Co-founded in 2005 through the merger of E-sign and Tessaract, with Kishore Biyani (Future Group) as the founding backer. IDIOM became India's first and largest homegrown multidisciplinary design firm. Over a decade it held two of India's most consequential long-term design mandates: 20+ years of continuous work for MEMG (Manipal Education & Medical Group) across campuses, hospitals and institutions; and all brand, space and identity design for Future Group's retail empire including Big Bazaar. IDIOM also designed the official identity and visual look for the 2010 Commonwealth Games, New Delhi; advised on design for the BATF (Bangalore Agenda Task Force) / Bangalore Forward — India's landmark city PPP chaired by Nandan Nilekani; and led the Organics & Millets design movement for the Government of Karnataka — work later adopted by the Government of India and underpinning the UN's International Year of Millets 2023
KEY SIGNAL — India's first & largest integrated design firm — Commonwealth Games identity, 20-yr Manipal mandate, Future Group retail empire, national millet movement.
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
BATF / Bangalore Forward — city PPP design
Organics & Millets, Govt. of Karnataka → adopted by UN
Clients: Cisco, Wipro, Levi's, Adlabs + more
VMRD Retail Design Awards 2007 & 2009
Star Retailer Design of the Year 2007 & 2009
MIND
MINE
MANIPAL / Branding design
MINE is Spread's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — First university merchandise brand designed ground-up by a design consultancy — a replicable, scalable product model for India's 1,000+ university campuses.
IDIOM DESIGN
MANIPAL / Branding design
Co-founded in 2005 through the merger of E-sign and Tessaract, with Kishore Biyani (Future Group) as the founding backer. IDIOM became India's first and largest homegrown multidisciplinary design firm. Over a decade it held two of India's most consequential long-term design mandates: 20+ years of continuous work for MEMG (Manipal Education & Medical Group) across campuses, hospitals and institutions; and all brand, space and identity design for Future Group's retail empire including Big Bazaar. IDIOM also designed the official identity and visual look for the 2010 Commonwealth Games, New Delhi; advised on design for the BATF (Bangalore Agenda Task Force) / Bangalore Forward — India's landmark city PPP chaired by Nandan Nilekani; and led the Organics & Millets design movement for the Government of Karnataka — work later adopted by the Government of India and underpinning the UN's International Year of Millets 2023
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
Founded 2005 | Backed by Kishore Biyani / Future Group
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
BATF / Bangalore Forward — city PPP design
Organics & Millets, Govt. of Karnataka → adopted by UN
Clients: Cisco, Wipro, Levi's, Adlabs + more
VMRD Retail Design Awards 2007 & 2009
Star Retailer Design of the Year 2007 & 2009
MINE
MANIPAL / Branding design
MINE is Spread's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — First university merchandise brand designed ground-up by a design consultancy — a replicable, scalable product model for India's 1,000+ university campuses.
ESIGN
MIND
MANIPAL / Branding design
MIND is Sonia's dedicated training and learning venture — distilling three decades of design leadership, innovation methodology and transdisciplinary practice into structured learning experiences for professionals, institutions and organisations. Building on her long history of design education programmes, corporate workshops, academic bridge initiatives and her work with the CII Design Council, MIND positions her expertise as a scalable intellectual product.
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
Built on 30+ years of design education work
Bridges academia, industry & governance
Extends Spread's reach into the learning economy
Founder-led IP and curriculum
MIND
MANIPAL / Branding design
MIND is Sonia's dedicated training and learning venture — distilling three decades of design leadership, innovation methodology and transdisciplinary practice into structured learning experiences for professionals, institutions and organisations. Building on her long history of design education programmes, corporate workshops, academic bridge initiatives and her work with the CII Design Council, MIND positions her expertise as a scalable intellectual product.
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
Built on 30+ years of design education work
Bridges academia, industry & governance
Extends Spread's reach into the learning economy
Founder-led IP and curriculum
ESIGN
MANIPAL / Branding design
Founded one of India's early integrated design consultancies, establishing her reputation in visual communication, brand identity and experience design
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
MINE
ESIGN
MANIPAL / Branding design
Founded one of India's early integrated design consultancies, establishing her reputation in visual communication, brand identity and experience design
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
IDIOM DESIGN
MANIPAL / Branding design
Co-founded in 2005 through the merger of E-sign and Tessaract, with Kishore Biyani (Future Group) as the founding backer. IDIOM became India's first and largest homegrown multidisciplinary design firm. Over a decade it held two of India's most consequential long-term design mandates: 20+ years of continuous work for MEMG (Manipal Education & Medical Group) across campuses, hospitals and institutions; and all brand, space and identity design for Future Group's retail empire including Big Bazaar. IDIOM also designed the official identity and visual look for the 2010 Commonwealth Games, New Delhi; advised on design for the BATF (Bangalore Agenda Task Force) / Bangalore Forward — India's landmark city PPP chaired by Nandan Nilekani; and led the Organics & Millets design movement for the Government of Karnataka — work later adopted by the Government of India and underpinning the UN's International Year of Millets 2023
KEY SIGNAL — India's first & largest integrated design firm — Commonwealth Games identity, 20-yr Manipal mandate, Future Group retail empire, national millet movement.
Founded 2005 | Backed by Kishore Biyani / Future Group
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
BATF / Bangalore Forward — city PPP design
Organics & Millets, Govt. of Karnataka → adopted by UN
Clients: Cisco, Wipro, Levi's, Adlabs + more
VMRD Retail Design Awards 2007 & 2009
Star Retailer Design of the Year 2007 & 2009
IDIOM DESIGN
MIND
MIND
MANIPAL / Branding design
MIND is Sonia's dedicated training and learning venture — distilling three decades of design leadership, innovation methodology and transdisciplinary practice into structured learning experiences for professionals, institutions and organisations. Building on her long history of design education programmes, corporate workshops, academic bridge initiatives and her work with the CII Design Council, MIND positions her expertise as a scalable intellectual product.
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
Built on 30+ years of design education work
Bridges academia, industry & governance
Extends Spread's reach into the learning economy
Founder-led IP and curriculum
MINE
MANIPAL / Branding design
MINE is Spread's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — First university merchandise brand designed ground-up by a design consultancy — a replicable, scalable product model for India's 1,000+ university campuses.
ESIGN
MANIPAL / Branding design
Founded one of India's early integrated design consultancies, establishing her reputation in visual communication, brand identity and experience design
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
IDIOM DESIGN
MANIPAL / Branding design
Co-founded in 2005 through the merger of E-sign and Tessaract, with Kishore Biyani (Future Group) as the founding backer. IDIOM became India's first and largest homegrown multidisciplinary design firm. Over a decade it held two of India's most consequential long-term design mandates: 20+ years of continuous work for MEMG (Manipal Education & Medical Group) across campuses, hospitals and institutions; and all brand, space and identity design for Future Group's retail empire including Big Bazaar. IDIOM also designed the official identity and visual look for the 2010 Commonwealth Games, New Delhi; advised on design for the BATF (Bangalore Agenda Task Force) / Bangalore Forward — India's landmark city PPP chaired by Nandan Nilekani; and led the Organics & Millets design movement for the Government of Karnataka — work later adopted by the Government of India and underpinning the UN's International Year of Millets 2023
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
Founded 2005 | Backed by Kishore Biyani / Future Group
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
BATF / Bangalore Forward — city PPP design
Organics & Millets, Govt. of Karnataka → adopted by UN
Clients: Cisco, Wipro, Levi's, Adlabs + more
VMRD Retail Design Awards 2007 & 2009
Star Retailer Design of the Year 2007 & 2009
MINE
MINE
MANIPAL / Branding design
MINE is Spread's first foray into institution-branded merchandise — a first-of-its-kind initiative conceived for Manipal Academy of Higher Education (MAHE) Bengaluru. Designed as wearables, usables, giftables, memorabilia and collectibles rooted in creativity, sustainability, innovation and design, MINE makes campus identity tangible and wearable. It signals Sonia's move into scalable, product-led revenue streams beyond consulting — a repeatable model applicable to universities and institutions across India.
KEY SIGNAL — First university merchandise brand designed ground-up by a design consultancy — a replicable, scalable product model for India's 1,000+ university campuses.
ESIGN
MANIPAL / Branding design
Founded one of India's early integrated design consultancies, establishing her reputation in visual communication, brand identity and experience design
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
ESIGN
IDIOM DESIGN
MANIPAL / Branding design
Co-founded in 2005 through the merger of E-sign and Tessaract, with Kishore Biyani (Future Group) as the founding backer. IDIOM became India's first and largest homegrown multidisciplinary design firm. Over a decade it held two of India's most consequential long-term design mandates: 20+ years of continuous work for MEMG (Manipal Education & Medical Group) across campuses, hospitals and institutions; and all brand, space and identity design for Future Group's retail empire including Big Bazaar. IDIOM also designed the official identity and visual look for the 2010 Commonwealth Games, New Delhi; advised on design for the BATF (Bangalore Agenda Task Force) / Bangalore Forward — India's landmark city PPP chaired by Nandan Nilekani; and led the Organics & Millets design movement for the Government of Karnataka — work later adopted by the Government of India and underpinning the UN's International Year of Millets 2023
KEY SIGNAL — India's first & largest integrated design firm — Commonwealth Games identity, 20-yr Manipal mandate, Future Group retail empire, national millet movement.
Founded 2005 | Backed by Kishore Biyani / Future Group
MEMG / Manipal Group — 20+ year mandate
Future Group — Big Bazaar & retail portfolio
2010 Commonwealth Games, New Delhi — identity
BATF / Bangalore Forward — city PPP design
Organics & Millets, Govt. of Karnataka → adopted by UN
Clients: Cisco, Wipro, Levi's, Adlabs + more
VMRD Retail Design Awards 2007 & 2009
Star Retailer Design of the Year 2007 & 2009
MIND
MANIPAL / Branding design
MIND is Sonia's dedicated training and learning venture — distilling three decades of design leadership, innovation methodology and transdisciplinary practice into structured learning experiences for professionals, institutions and organisations. Building on her long history of design education programmes, corporate workshops, academic bridge initiatives and her work with the CII Design Council, MIND positions her expertise as a scalable intellectual product.
KEY SIGNAL — Turns 30 years of design leadership into a structured learning brand — the intellectual capital of a career, productised.
Built on 30+ years of design education work
Bridges academia, industry & governance
Extends Spread's reach into the learning economy
Founder-led IP and curriculum
IDIOM DESIGN
Connect CMS Image fields (Image 1–10)
World DESIGN ORGANIZATION (WDO)
MANIPAL / Branding design
Sonia Manchanda is an elected Board Member of the World Design Organisation. Serving her second two year term. World Design Organization (WDO)® is a globally recognized non-governmental organization that aims to promote and advance the discipline of industrial design and its power to enhance economic, social, cultural and environmental quality of life. Founded in 1957, WDO champions ‘design for a better world’.
KEY SIGNAL — Fully bootstrapped from day one — currently operating at ₹8–10 Cr revenue, with new ventures extending the model into education merchandise and learning.
Connect CMS Image fields (Image 1–10)
SPREAD DESIGN
MANIPAL / Branding design
Co-founded with Girish Raj Nair — bootstrapped with ₹2 Cr — to build a platform-model design consultancy connecting multidisciplinary talent (designers, filmmakers, technologists, artists) with large corporates seeking design-led transformation. Operates across infrastructure, education, healthcare, governance, retail and social change. Also runs Design Barn, India's first independent design + innovation centre.
KEY SIGNAL — Fully bootstrapped from day one — currently operating at ₹8–10 Cr revenue, with new ventures extending the model into education merchandise and learning.
Founded: Oct 2015 | Bootstrapped
100+ projects across 5+ sectors
Clients: National Highways, Zeven (Mahesh Bhupathi)
Current revenue: ₹8–10 Cr
Avg. project: $50K–$100K
Organics & Millets, Govt. of Karnataka → adopted by UN
Noteworthy Hilights
![](data:image/svg+xml,<svg display="block" id="2755211106" role="presentation" viewBox="0 0 12 12" xmlns="http://www.w3.org/2000/svg"><g fill="transparent" height="12.000906229019165px" id="yZ5W2BVXA" transform="translate(0 -0.001)" width="12px"><path d="M 12 12 L 0 12 L 0 0 L 12 0 Z" fill="transparent" height="12px" id="uFa60bU4R" transform="translate(0 0.001)" width="12px"/><path d="M 0 0.707 L 4.94 5.646 C 5.031 5.742 5.082 5.868 5.082 6 C 5.082 6.132 5.031 6.258 4.94 6.353 L 0.002 11.29 L 0.709 11.997 L 5.646 7.06 C 5.919 6.775 6.071 6.395 6.071 6 C 6.071 5.605 5.919 5.225 5.646 4.939 L 0.707 0 Z" fill="rgb(255, 255, 255)" height="11.997006229px" id="wDhUy9qGh" transform="translate(2.965 0)" width="6.071029999999999px"/></g></svg>)
Investing in design
Built three creative organisations from scratch across three decades each at a larger system-level than the last. Creating a design ecosystem for India.
Original Methods
Over thirty years of practice, created tools, frameworks and a method to go from intent to impact. Tackling complexity and scale.
Global Network
Trusted relationships with practitioners and academicians, global and national universities, WDO, CII and India's top corporates.
design pioneer
Created the platform-model for design delivery in India before 'design-as-a-service' was a phrase. Built Design Barn - India's first independent design innovation centre.
Credible impact
DREAM:IN demonstrates that it is possible to orchestrate large-scale ethnographic + entrepreneurship programs across 3 countries frugally, led entirely by two individuals - this must be a rare execution credential.
Institutional trust
In a trust-driven sector, a WDO Board position, CII Design Council position, Educational Board positions a sign of deep institutional legitimacy.
MARQUEE CLIENT DEPTH
20+ consecutive years with MEMG / Manipal Group (India's largest education and healthcare conglomerate); designed all branding for Future Group's retail empire (Big Bazaar); designed the 2010 Commonwealth Games identity - a track record of holding the most demanding, longest- tenure mandates in Indian design.
Red dot - global design validation
Won the 2025 Red Dot Award (Brands and Communication) for ICB Indian Craft Brewery - the 'Oscars of Design.' Proof that Indian heritage-rooted design, led by Spread, is now setting international benchmarks, not following them.
Landmark infrastructure credentials
Spread designed the full brand and sensory experience of Manohar International Airport, Goa — now ranked India's best airport under 5 Mn passengers (Skytrax 2026). Pioneered custom scent design in Indian aviation. Tier-1 public infrastructure at national scale.
ESG-NATIVE FOUNDER
Sonia is a practising naturalist who grows food in Bangalore and was featured by The Better India's 'Humans Who Grow Food.' Her 'Let's Millet' campaign - shaping a global millet food system with Karnataka Govt - was adopted by the UN. Sustainability is lived, not marketed.
BOOTSTRAPPED DISCIPLINE
Spread scaled to 10 Cr revenue with zero external funding - signalling capital efficiency and founder-led market validation.
Designing the future of Education and Healthcare
Refining the strategy, brand and experience, telling the story of the University and Hospital Networks, through film. For India’s leading Manipal and Education Medical Group.
Noteworthy Hilights
ORIGINAL METHODS
Over thirty years of practice, created tools, frameworks and a method to go from intent to impact. Tackling complexity and scale.
GLOBAL NETWORK
Trusted relationships with practitioners and academicians, global and national universities, WDO, CII and India's top corporates.
DESIGN PIONEER
Created the platform-model for design delivery in India before 'design-as-a- service' was a phrase. Built Design Barn - India's first independent design innovation centre.
CREDIBILE IMPACT
DREAM:IN demonstrates that it is possible to orchestrate large-scale ethnographic + entrepreneurship programs across 3 countries frugally, led entirely by two individuals - this must be a rare execution credential.
INSTITUTIONAL TRUST
In a trust-driven sector, a WDO Board position, CII Design Council position, Educational Board positions a sign of deep institutional legitimacy.
MARQUEE CLIENT DEPTH
20+ consecutive years with MEMG / Manipal Group (India's largest education and healthcare conglomerate); designed all branding for Future Group's retail empire (Big Bazaar); designed the 2010 Commonwealth Games identity - a track record of holding the most demanding, longest- tenure mandates in Indian design.
RED DOT - GLOBAL DESIGN VALIDATION
Won the 2025 Red Dot Award (Brands and Communication) for ICB Indian Craft Brewery - the 'Oscars of Design.' Proof that Indian heritage-rooted design, led by Spread, is now setting international benchmarks, not following them.
LANDMARK INFRASTRUCTURE CREDENTIALS
Spread designed the full brand and sensory experience of Manohar International Airport, Goa — now ranked India's best airport under 5 Mn passengers (Skytrax 2026). Pioneered custom scent design in Indian aviation. Tier-1 public infrastructure at national scale.
ESG-NATIVE FOUNDER
Sonia is a practising naturalist who grows food in Bangalore and was featured by The Better India's 'Humans Who Grow Food.' Her 'Let's Millet' campaign - shaping a global millet food system with Karnataka Govt - was adopted by the UN. Sustainability is lived, not marketed.
BOOTSTRAPPED DISCIPLINEMARK INFRASTRUCTURE CREDENTIALS
Spread scaled to 10 Cr revenue with zero external funding - signalling capital efficiency and founder-led market validation.
Designing the future of Education and Healthcare
Refining the strategy, brand and experience, telling the story of the University and Hospital Networks, through film. For India’s leading Manipal and Education Medical Group.
Investing in design
Built three creative organisations from scratch across three decades each at a larger system-level than the last. Creating a design ecosystem for India.
Noteworthy Hilights
Investing in design
Built three creative organisations from scratch across three decades each at a larger system-level than the last. Creating a design ecosystem for India.
Original Methods
Over thirty years of practice, created tools, frameworks and a method to go from intent to impact. Tackling complexity and scale.
Global Network
Trusted relationships with practitioners and academicians, global and national universities, WDO, CII and India's top corporates.
design pioneer
Created the platform-model for design delivery in India before 'design-as-a-service' was a phrase. Built Design Barn - India's first independent design innovation centre.
Credible impact
DREAM:IN demonstrates that it is possible to orchestrate large-scale ethnographic + entrepreneurship programs across 3 countries frugally, led entirely by two individuals - this must be a rare execution credential.
Institutional trust
In a trust-driven sector, a WDO Board position, CII Design Council position, Educational Board positions a sign of deep institutional legitimacy.
MARQUEE CLIENT DEPTH
20+ consecutive years with MEMG / Manipal Group (India's largest education and healthcare conglomerate); designed all branding for Future Group's retail empire (Big Bazaar); designed the 2010 Commonwealth Games identity - a track record of holding the most demanding, longest- tenure mandates in Indian design.
Red dot - global design validation
Won the 2025 Red Dot Award (Brands and Communication) for ICB Indian Craft Brewery - the 'Oscars of Design.' Proof that Indian heritage-rooted design, led by Spread, is now setting international benchmarks, not following them.
Landmark infrastructure credentials
Spread designed the full brand and sensory experience of Manohar International Airport, Goa — now ranked India's best airport under 5 Mn passengers (Skytrax 2026). Pioneered custom scent design in Indian aviation. Tier-1 public infrastructure at national scale.
ESG-NATIVE FOUNDER
Sonia is a practising naturalist who grows food in Bangalore and was featured by The Better India's 'Humans Who Grow Food.' Her 'Let's Millet' campaign - shaping a global millet food system with Karnataka Govt - was adopted by the UN. Sustainability is lived, not marketed.
BOOTSTRAPPED DISCIPLINE
Spread scaled to 10 Cr revenue with zero external funding - signalling capital efficiency and founder-led market validation.
Designing the future of Education and Healthcare
Refining the strategy, brand and experience, telling the story of the University and Hospital Networks, through film. For India’s leading Manipal and Education Medical Group.
Board and Advisory Positions
01
Member of Academic Advisory Board, UID, Karnavati University
01
Member of Academic Advisory Board, UID, Karnavati University.
02
Integrity & Transparency
02
Board of Studies, Alliance University
03
Integrity & Transparency
03
Advisory Board, ATLAS ISDI
04
Integrity & Transparency
04
Board of Governors, Forge Incubator
05
Integrity & Transparency
05
Board of Trustees, Nrityagram Dance Village.
06
Integrity & Transparency
06
Member of CII National Design Committee
07
Integrity & Transparency
07
President of the Jury, Andreu World International Design Contest 2025 Jury member, Golden Pin Award, Taiwan 2025
02
Board of Studies, Alliance University
03
Advisory Board, ATLAS ISDI
04
Board of Governors, Forge Incubator
05
Board of Trustees, Nrityagram Dance Village.
06
Member of CII National Design Committee
07
President of the Jury, Andreu World International Design Contest 2025 Jury member, Golden Pin Award, Taiwan 2025
Connect CMS Image fields (Image 1–10)
Connect CMS Image fields (Image 1–10)
Connect CMS Image fields (Image 1–10)
Featured in Books
Change Ahead | Carola Verschoor
by Carola Verschoor
Change Ahead explores how research, design, and business strategy converge to build adaptive, meaningful organizations—featuring Sonia Manchanda's work among global design practitioners shaping this integrated innovation approach.
Change Ahead | Carola Verschoor
by Carola Verschoor
Change Ahead explores how research, design, and business strategy converge to build adaptive, meaningful organizations—featuring Sonia Manchanda's work among global design practitioners shaping this integrated innovation approach.
Change Ahead | Carola Verschoor
by Carola Verschoor
Change Ahead explores how research, design, and business strategy converge to build adaptive, meaningful organizations—featuring Sonia Manchanda's work among global design practitioners shaping this integrated innovation approach.
Creative Intelligence | Bruce Nussbaum
by Bruce Nussbaum
The seminal book by Fast Company's innovation editor on the future of creativity features DREAM:IN — Sonia's open innovation project — as a primary case study in harnessing collective creative intelligence at scale. The book, published by HarperCollins, brought Sonia's methodology to a global audience of business leaders and academics.
International academic and business validation of DREAM:IN as a globally replicable model for creative intelligence.
Creative Intelligence | Bruce Nussbaum
by Bruce Nussbaum
The seminal book by Fast Company's innovation editor on the future of creativity features DREAM:IN — Sonia's open innovation project — as a primary case study in harnessing collective creative intelligence at scale. The book, published by HarperCollins, brought Sonia's methodology to a global audience of business leaders and academics.
International academic and business validation of DREAM:IN as a globally replicable model for creative intelligence.
Creative Intelligence | Bruce Nussbaum
by Bruce Nussbaum
The seminal book by Fast Company's innovation editor on the future of creativity features DREAM:IN — Sonia's open innovation project — as a primary case study in harnessing collective creative intelligence at scale. The book, published by HarperCollins, brought Sonia's methodology to a global audience of business leaders and academics.
International academic and business validation of DREAM:IN as a globally replicable model for creative intelligence.
Do Better with Less | Navi Radjou
by Navi Radjou
The seminal book by Fast Company's innovation editor on the future of creativity features DREAM:IN — Sonia's open innovation project — as a primary case study in harnessing collective creative intelligence at scale. The book, published by HarperCollins, brought Sonia's methodology to a global audience of business leaders and academics.
Do Better with Less | Navi Radjou
by Navi Radjou
The seminal book by Fast Company's innovation editor on the future of creativity features DREAM:IN — Sonia's open innovation project — as a primary case study in harnessing collective creative intelligence at scale. The book, published by HarperCollins, brought Sonia's methodology to a global audience of business leaders and academics.
Do Better with Less | Navi Radjou
by Navi Radjou
The seminal book by Fast Company's innovation editor on the future of creativity features DREAM:IN — Sonia's open innovation project — as a primary case study in harnessing collective creative intelligence at scale. The book, published by HarperCollins, brought Sonia's methodology to a global audience of business leaders and academics.
It happened in India
by Kishore Biyani
Biyani's landmark autobiography on building India's retail revolution — Big Bazaar, Pantaloons, Future Group — extensively features IDIOM Design and Sonia's role in shaping the brand language, store experience and consumer thinking behind India's first homegrown retail empire. Reviewers noted the book reads as a testament to the Idiom–Future Group partnership.
The definitive account of modern Indian retail names IDIOM as the design intelligence behind it.
It happened in India
by Kishore Biyani
Biyani's landmark autobiography on building India's retail revolution — Big Bazaar, Pantaloons, Future Group — extensively features IDIOM Design and Sonia's role in shaping the brand language, store experience and consumer thinking behind India's first homegrown retail empire. Reviewers noted the book reads as a testament to the Idiom–Future Group partnership.
The definitive account of modern Indian retail names IDIOM as the design intelligence behind it.
It happened in India
by Kishore Biyani
Biyani's landmark autobiography on building India's retail revolution — Big Bazaar, Pantaloons, Future Group — extensively features IDIOM Design and Sonia's role in shaping the brand language, store experience and consumer thinking behind India's first homegrown retail empire. Reviewers noted the book reads as a testament to the Idiom–Future Group partnership.
The definitive account of modern Indian retail names IDIOM as the design intelligence behind it.
award's & Recognition
01
Indo Arab Women Excellence Awards 2024
02
Golden Ratio award From Karnavati University
03
Red Dot in Brand and Communication 2025
04
Gamechanger, Metropolis Magazine 2013
01
Indo Arab Women Excellence Awards 2024
02
Golden Ratio award From Karnavati University
03
Red Dot in Brand and Communication 2025
04
Gamechanger, Metropolis Magazine 2013
Philosophy and Imagination Properties
Anyone can design; everyone can change their world. Pathway and lenses developed from practice for transforming intent impact. With tools for qualitative and quantitative intellectual work at scale.
Frugal & sustainable design for impact at scale in emerging markets.
Human-centred, purpose-and-planet-centred: infrastructure, health, education, governance.
Committed to 50%+ women in design teams as a non-negotiable inclusion standard.
Dream:in Method and framework to bring policy, institutions, businesses on a singular platform to dream, believe, realise.
Presented at
General Assembly, WDO, London
11 Sept 2025
24th Andreu World International Design Contest, WDO, Valencia,
11 Dec 2025
Aakam, Vellore Institute of Technology
05 May 2026
World Industrial Design Day Celebration, Valencia
World Industrial Design Day Celebration, Valencia
29 June 2025
Salesforce Design Days
Salesforce Design Days
22nd July 2023
Roots, Dehradun Institute of Technology
16 April 2026
General Assembly, WDO, London
11 Sept 2025
Aakam, Vellore Institute of Technology
05 May 2026
Salesforce Design Days
Salesforce Design Days
22nd July 2023
24th Andreu World International Design Contest, WDO, Valencia,
11 Dec 2025
World Industrial Design Day Celebration, Valencia
World Industrial Design Day Celebration, Valencia
29 June 2025
Roots, Dehradun Institute of Technology
16 April 2026
Design | Works
Manohar International Airport - Goa
2025
Manipal Academy of Higher Education
2025
Manipal Academy of Higher Education
2025
Manohar International Airport - Goa
2025
GMR HYD Rajiv Gandhi International Airport
2024
GMR HYD Rajiv Gandhi International Airport
2024
Bengaluru Tech Summit
2024
Bengaluru Tech Summit
2024
Lets Design Build and Spread bold ideas
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My teams and I would like to be your partners in reimagining human experience. Frugally. With sustainability as a key driver.
In the strategic design journey. From feeling to craft, physical to digital.
My teams and I would like to be your partners in reimagining human experience. Frugally. With sustainability as a key driver.
In the strategic design journey. From feeling to craft, physical to digital.
My teams and I would like to be your partners in reimagining human experience. Frugally. With sustainability as a key driver.
In the strategic design journey. From feeling to craft, physical to digital.