Santosh is an author, columnist and media critic. His first book on contemporary India, ‘Mother Pious Lady: Making Sense of Everyday India’, is a collection of essays that traces the evolution of middle class India over the last two decades. In his professional life, Santosh heads a brand and consumer consultancy company and has previously headed an advertising agency. His principal area of interest lies in examining the evolving nature of consumer culture in India. He has been writing a weekly column in ‘The Times of India’ for over 14 years.