Design Consultant

elephant moving in
elephant moving out

Sanjay Madnani is a Communication Strategist and Designer by profession, an Animation Film Designer, an illustrator, a cartoonist, a satirist, and a storyteller by passion.

From a cartoonist in Hindi newspapers, to a design student, to a commercial sector professional, to an educator, to a Development Communication professional, his journey has had dramatic turns. None, however, felt alien to him.

Being a development sector insider for twenty odd years, Sanjay weighs heavily on the fact that development and governance still has a enormous void to be filled by design, design thinking and design process. Focused on Communication for Development (C4D), Social and Behavioral Change Communication (SBCC), Indigenous media and new media, he has multiple crosscutting projects across the globe to his credit.

Sanjay resides in Nepal, calls India his home, then again, he travels around a lot for work.

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It’s in the system, Honey!


Athagarh, with all its villages, provides a perfect ecosystem ‘begging’ for beekeeping to be practiced on a large and wide scale. The variety in flora and fauna, the flowering all seasons around, the education level of the women, the water bodies, the connectivity and distance from the capital, and the immense knowledge that we have about beekeeping, provides for a perfect stage for beekeeping to flourish.

Because of initial hiccups in the success of the project, I was invited over to investigate the factors that are responsible for the limited success that the project has had. I stepped back and had a look at the various zones the problem might reside in. Is the climate inept for beekeeping? Is the breed of the bee right for this environment? Is the deterrent the equipment used for beekeeping? Or is it the training mechanism? Is it the adaptability of the housewives? Even, is there enough void for honey in the market for the producers to be enthused? Or does the hurdle lie in all of this, some in each of the factors? A systemic issue?

A new product or a service introduced to a user, or a group of users, disrupts the existing system, makes space for the sub-system, and, if effective, eases drudgery or increases income. This means it is not merely a product or a service that is being added, it’s a micro or macro system that is being introduced. The issue, thus, is not of a spool or a screw, it is the machine. And in the coming year, I am about to repair it.


1. It’s in the system, Honey!