Building businesses
Our Conscience
can live with

Businesses can no longer afford to be caught between an ‘extractive growth’ and a ‘do less harm, as we grow’ language of sustainability. It is time to challenge businesses to leave a positive handprint on the world, not just minimize their footprint.

We believe prosperity that comes at the cost of people and the planet, needs systemic change and in our own humble way, we are trying to do things better and do better things to help businesses thrive together, with people and planet.

WHO WE ARE

chasing
windmills
that matter

We are a purposeful growth company
that uses the power of marketing, sustainability,
innovation, creativity, and partnerships,
to help unlock new value models that benefit
multi stakeholders and scale impact at all levels.

WHO WE ARE

chasing
windmills
that matter

We are a purposeful growth company that uses the power of marketing, sustainability, innovation, creativity, and partnerships, to help unlock new value models that benefit multi stakeholders and scale impact at all levels.

WHAT WE DO

We create
and execute blueprints of
purpose driven transformation

We are driven by a regenerative mindset to impact a new way to create value – through ‘the how’ and ‘the what’ a business does, not just ‘the why’.

We focus on actions from purposeful innovations to changing culture and mindsets, driving value through sustainability, creating the partner ecosystem, evaluating how success gets measured, and how the brand and the company communicate and live their purpose through their actions.

After all, purposeful is what purposeful does.

WHAT WE DO

We create
and execute
blueprints of
purpose driven transformation

We are driven by a regenerative mindset to impact a new way to create value – through ‘the how’ and ‘the what’ a business does, not just ‘the why’.

We focus on actions from purposeful innovations to changing culture and mindsets, driving value through sustainability, creating the partner ecosystem, evaluating how success gets measured, and how the brand and the company communicate and live their purpose through their actions.

After all, purposeful is what purposeful does.

HOW WE WORK

outside-in and
inside-out

Our process is open, hyper collaborative with cross-discipline leadership teams, and brutally honest.

We work outside-in, as the Chief Marketing Office and Venture Partners to Una Terra, a catalytic series A+ Venture Capital Fund focused on scaling impact across the connected issue of biodiversity loss and climate change; and in the past, with companies like Dole Sunshine Co. (2019-2023).

We also partner inside-out with Zespri, Unilever-Elida Beauty, Copenhagen Cartel, Johnson & Johnson Vision Care and Sustenir, a Temasek-funded start-up.

Jiunn Shih

Chief Marketing, Innovation & Sustainability Officer ,
Zespri

“The Shed 28 (TS/28) is a one of a kind brand partner. They are disruptive yet humble, strategic yet pragmatic, brutally honest yet empathetic.

Through our collaboration, TS/28 has quickly understood the trajectory of our brand and has helped us outline a path to build Zespri as a brand that deliver prosperity to our growers. A brand that is a force for good for people, communities and the environment, interdependently.

Our partnership has been founded on a shared belief that what is good for business should also be good for the environment and society. It is a privilege working with Rupen and Ranjit.”

Christian Wiegele

Former President for the Fresh Produce Group,
Dole Sunshine Company

“With the unique leadership and a fresh, agile structure of TS/28, we have created a new outside-in and inside-out marketing operating model. 

The leaders of TS/28 became our Chief Marketing Office, (CMO, CCO and more) which successfully integrate and lead our local marketing teams. On top of that TS/28 was instrumental in not only developing our Dole Purpose but more importantly integrating the purpose driven approach into our Promises, which have helped transform the company in the way we work, we are structured, we look at innovations and measurement of success. 

Nikhil Tivary

Former Marketing Head of APAC & Global Lead Beauty Platform,
Johnson & Johnson

“TS/28 is a powerhouse bursting with creativity, strategy and ideas! Rupen, Ranjit and the team grasp the business, the consumer, the category and most importantly the cultural nuances to create ideas that are truly ground-breaking, purposeful and drive the consumer to action, and hence, Brand Equity & Sales together! This team is truly a rare commodity and I have had the pleasure of working together to transform ACUVUE (Johnson & Johnson) from a product centric company to a purpose and consumer centric company, rooted in cultural and human insights, powered by award winning creativity. This has led to us launching a new category, new innovations, along with creating over 15 campaigns together that have truly put Acuvue on a different trajectory from competition, be it on consumer love, market share, or purposeful growth!
The best of partners, with immense passion , ownership and creativity! It’s a pleasure and honor working with them.”

Sinem Kaynak

Former Chief Growth Officer at Elida Beauty,
Unilever

“TS/28 helped develop and integrate our brand, sustainability, and purpose strategies. Their holistic view on brand purpose enabled us to consider the end-to-end impact of our choices; taking into consideration what our world needs, the strengths of our brands, and how we can create value while doing good for people and the planet.

Thanks to this thinking, we updated our innovation funnel with more meaningful innovation and single minded communication briefs. Rupen and Ranjit are great partners to us, always willing to support the team with their knowledge and deep experience. I look forward to my next adventure with The Shed 28 team.”

Pier-Luigi Sigismondi

Former President for
The Foods and Beverages Group,
Dole Sunshine Company

“Our partnership with TS/28 has been instrumental in the purpose-led journey at Dole Sunshine Company.

As core members of our leadership team, Rupen and Ranjit (together with their fun & super qualified team) have helped us craft our Brand Strategy, Purpose and Dole Promises since day one.

They’ve been seamless partners and executives fully embedded into our processes and teams. As Dole Sunshine Company, we would not be where we are without them. Their creative work in conjunction with the ecosystem of agencies, NGOs and entrepreneurs has been outstanding.  

Rupen is a disruptor, one of a kind. Ranjit’s humble style shouts brilliance in the communications space.

Over these past three years, it’s been incredibly exciting to have them as our partners in the transformation journey of our business. We share the passion and purpose to create an iconic Nutrition & Wellness company we aspire to be, and I am privileged to have their support.”  

Pier-Luigi Sigismondi

Former President for
The Foods and Beverages Group,
Dole Sunshine Company

“Our partnership with TS/28 has been instrumental in the purpose-led journey at Dole Sunshine Company.

As core members of our leadership team, Rupen and Ranjit (together with their fun & super qualified team) have helped us craft our Brand Strategy, Purpose and Dole Promises since day one.

They’ve been seamless partners and executives fully embedded into our processes and teams. As Dole Sunshine Company, we would not be where we are without them. Their creative work in conjunction with the ecosystem of agencies, NGOs and entrepreneurs has been outstanding. 

Rupen is a disruptor, one of a kind. Ranjit’s humble style shouts brilliance in the communications space.

Over these past three years, it’s been incredibly exciting to have them as our partners in the transformation journey of our business. We share the passion and purpose to create an iconic Nutrition & Wellness company we aspire to be, and I am privileged to have their support.”  

Jack Moy

Chief Executive Officer,
Sustenir

“TS/28 immediately set themselves apart with their outside-in approach. While companies tout it, few can walk the talk with out-of-the-box thinking the way TS/28 do.

They grasped the trajectory of our growth quickly and shaped key insights that unlocked the big picture for us. Rupen and his team don’t mince words: they are sharp and swift and their clarity of thought firmly anchored Sustenir in its current superfoods positioning.

They are a formidable partner in challenging a brand’s right to exist and succeed, and their partnership accelerated our innovations as an agritech disruptor.”