The Third Column

It feels like we’ve optimised actual conversation right out of our lives. Nobody calls. Nobody stops for an unplanned chat. Everything is buffered through a screen—typed, filtered, scheduled, or sent as an audio note. We say we’re "too busy," but the truth is we’ve just traded real-time connection for convenience. Don't get me wrong, the digital world has its boons and its own rhythm. It keeps us connected across distances, speeds things up, and lets us manage absolute chaos. It has its purpose, and it’s here to stay. But where is the world actually going if every interaction becomes transactional? Efficiency is great for getting things done, but it’s terrible for genuine connection. When we hide behind screens to stay comfortable, we lose the unedited, spontaneous moments that actually make us feel human. The digital shift isn't inherently bad. It has its place. But at some point, we have to ask ourselves if we’re using technology to stay connected, or just using it ...

  Launched in 2017 by global superstar Rihanna, Fenty Beauty disrupted the cosmetics industry with a bold mission: to provide high-quality makeup for all skin tones. The brand's rapid financial growth and cultural impact have cemented its place as a beauty powerhouse. This blog explores how Fenty Beauty’s unique business model, its identification of a critical gap in the market, innovative marketing strategies, and product formulations reshaped the industry.  Inclusivity as a Core Value From the start, Fenty Beauty was more than a celebrity-endorsed makeup line. It was built on the principle that beauty should be inclusive of everyone, regardless of skin tone or ethnicity. This vision was the cornerstone of Fenty’s business model and has fueled its rise to global success.  Fenty Beauty partnered with Kendo, an incubator of beauty brands owned by luxury conglomerate LVMH. This collaboration gave Fenty the resources, supply chain, and retail partnerships it needed to scale...

In the realm of luxury fashion,  Stella McCartney  stands as a trailblazer who has reshaped the industry's view of sustainability and ethics. Since launching her brand in 2001, McCartney has remained unwavering in her commitment to cruelty-free fashion, revolutionizing what it means to be luxurious in the 21st century. Her dedication to sustainable luxury is evident in everything from material choices to production practices. This article delves into how  Stella McCartney  is leading the charge for sustainability in luxury fashion. Foundation Built on Ethics Stella McCartney's  strong ethical foundation is rooted in her upbringing as the daughter of  Linda McCartney , an animal rights activist and environmental advocate. This background shaped her firm resolve to build a brand that refuses to use leather, fur, or other animal-derived materials. In an industry historically dominated by these materials, McCartney's decision was groundbreaking. McCartney’s phi...

  It all started out as a joke, sitting in a café, dreaming out loud about the ultimate trip—something out of a Bollywood movie. Our inspiration? None other than Zindagi Na Milegi Dobara . We were chatting casually over text, and both of us had always wanted to embark on this adventure. As last-minute planners, we often left things until the eleventh hour, but before we knew it, my best friend and I were booking tickets to Spain, ready to live out our own version of a grand adventure. Just like the film, we envisioned open roads, new experiences, and unforgettable memories. And guess what? The trip was everything we had hoped for and more—an exhilarating mix of luxury, culture, and once-in-a-lifetime experiences. From the buzzing streets of Madrid to the surreal architecture of Barcelona, this was our very own dream come true! Our first stop: Madrid, the heart of Spain. The city's mix of historical grandeur and modern flair made it an ideal starting point. We kicked off our trip w...

Ever wondered why sitting in a Mercedes-Benz feels like more than just a drive? It’s not just the smooth leather or the iconic logo on the hood—it’s the result of neuromarketing working its magic. Curious about how neuroscience is powering one of the world’s most luxurious brands? Let’s dive into the psychology of luxury with Mercedes-Benz! The Role of Neuromarketing  Neuromarketing is the application of neuroscience to marketing. It delves into how people’s brains respond to branding, advertisements, and products, revealing the emotional triggers that can make or break a sale. Neuromarketing isn’t about rational decision-making; it’s about tapping into the subconscious feelings and associations people have with a brand. For a luxury brand like Mercedes-Benz, this is key. When potential buyers are deciding between a high-end car, they're not just weighing practical factors like horsepower or fuel efficiency—they're influenced by how the car makes them feel. This is where neurom...

POV:  some photos of the stunning makeup and lehengas from my sister’s wedding  Image 1: Wearing Gazal Gupta   Image 2: Wearing Rimple and Harpreet  Image 3: Wearing Seema Gujral  Watching my sister prepare for her wedding was an adventure that unfolded over several months, filled with skin rituals, outfit hunts, and endless shopping marathons. It was far from just looking glamorous on the big day—it involved full lifestyle changes and an eye for the finest details. Let me take you through the whirlwind of beauty routines, stress management, and finding the perfect outfits and jewellery. The Skincare Routine: Prepping for That Bridal Glow Getting the perfect bridal glow didn’t happen overnight. My sister started her skincare regimen six months before the wedding. Step one? Cutting out sugar . No cakes, chocolates, or sneaky desserts—just a clean diet filled with fresh fruits and veggies. Hydration was key; she drank at least 3 litres of water daily. To boos...