Soulkatha
Wellness & healthcare
Brand strategy, Website content
Mumbai
2025
We worked with an experienced yoga therapist to revamp the brand of her service offering - Soulkatha. This was a particularly interesting one: a founder-led brand built on years of training, lived experience, and big ambitions. We helped set the brand foundation so those ambitions could follow suit. Varshita Khaitan was leading the brand revamp and brought us in to help clarify the offering, define the positioning, shape the brand voice, and write the website content.
A practice for parents, grounded in yoga
Soulkatha is a practice offering yoga-based therapy, with a unique, introspective, and multi-disciplinary approach to healing - especially for parents navigating complex emotional terrain. But from the outside, that depth wasn’t obvious. The website was bare-bones, the messaging scattered, and the full breadth of services unclear. There was uncertainty around what “yoga-based therapy” even meant, who it was for, and why it mattered.
We partnered with Varshita Khaitan to bring clarity and cohesion to the brand story, and supported her as she led the visual identity and website design.
Before we dive in
I have to say - It is such a joy it is to work one-on-one with founders who bring such different backgrounds, areas of expertise, and ways of thinking to the table.
In our early discovery calls, I was surprised and delighted when the founder - Karishma Erraballi suggested she kick the meeting off by leading us in 2 minutes of guided breathing. This isn't something I would ever have fathomed doing or asking for, and we were so enriched by the experience. We did this for at least three separate meetings and it was kind of amazing - it brought a sense of calm to the group and set the tone for what we were discussing.
So, what did we actually do?
Structured the offerings:
Karishma brought a diverse and layered blend of practices and experiences - including multiple forms of yoga, psychology, neuroscience, Ayurveda, reiki, EFT, and a lot more. Her approach was applied in a variety of formats - one-on-one sessions, group offerings, and a growing catalogue of products.
But potential clients weren’t sure what they were signing up for: Was it yoga? Therapy? For parents? For individuals? For corporate teams? All of the above? Through our working sessions, we helped structure her breadth of services into clearer buckets, and in doing so, helped Karishma herself gain clarity on them. A new category of programs even emerged through these discussions, which were then added to the list of offerings.
We eventually grouped the offerings into three core streams: personalised sessions, workshops, and extended programs - plus a separate store for video courses and books. (Told you she does a lot.)
Articulated the positioning and brand story
We helped define what Soulkatha does, who it’s for, and how it stands apart. The big value proposition we anchored the site in.
Find your parenting balance
We reframed the parenting journey not as something you’re expected to be great at right away, but as something you grow into and learn, like any other skill. Karishma’s strong belief in the importance of mindful, intentional parenting and her commitment to helping others raise conscious children shaped the entire narrative. We extended this message to anyone interacting with children on a regular basis - teachers, hospitals, NGOs.
Shaped the brand voice
This one came straight from the founder’s mouth. Quite literally. One conversation with her, and it’s clear that she IS the brand. We simply reflected her voice onto the brand’s communications. Soulkatha is warm, grounded, empathetic and interested in what lies beneath the surface - staying clear or being overly clinical or veering into wellness tropes.
Structured the website There was a LOT to say - credentials, modalities, offerings, backstory - but we needed to make it approachable and unintimidating. We created custom frameworks to organise the information, especially around Karishma’s journey and experience and the offerings grouped as per audience. We mapped the full site architecture and wrote the content end-to-end.
Formal education + Extensive practise-based learning + Enriching life experiences 
So many potential workshops, so many audiences 
To acknowledge and address hesitation on the homepage itself Supported design and dev
Varshita led this project end-to-end - identifying the core services, teasing out tonal nuances, designing the visual identity, and building the site. We were glad to be her strat and content partners through it all.
Soulkatha now looks and sounds like what it always was: a thoughtful, intentional, and deeply empathetic offering tailored to parents who seek to raise their children in a mindful manner.
The new brand helps the right people find their way in. The website builds both trust and understanding. And Karishma has a solid foundation that reflects her practice, with room to grow. Browse the website to see it all.
The nicest testimonial ever (we could not deal)
Divya is an absolute pleasure to work with. Because she listens, she’s interested in what you want, and is keen to deliver it. Writing for someone is hard. Getting into their head and figuring out what they want is hard. Delivering on their tone, feel and fully tuning in is hardest of all. She does all this effortlessly.
I would recommend her to anyone looking to make their product shine, in the way they best deem fit because she’s not pushing her agenda. She’s trying to understand yours.
From logo design to website for Soulkatha, she’s followed through on her commitments, designed and delivered on the language of our brand, and made our website feel like home to the vulnerable, strong souls who visit. I am indeed grateful.”
- Karishma Erraballi, Founder - Soulkatha
Credits
Brand identity, brand strategy and website design: Varshita Khaitan
Brand strategy, tonality and content: Rough Paper