Making connections that last longer than campaigns

Hi! I'm Ruby. I build systems and strategies that connect people, ideas, and purpose in ways that last.

Ronin Toys

Current Work (August 2025–Present)

I run Ronin Toys, where I design and manufacture cat toys. What can I say? I took years of designing narratives and experiences and applied it to making toys that cats destroy with enthusiasm.

Core Work

Over a decade of strategic communications, brand development, and content strategy across global brands

Lenovo India

June 2023 – April 2025

Internal Communication Specialist

Led strategic internal communications and events for employees across India.

Reduced non-priority emails by 30% over 4 months
Pioneered 10-minute podcast series for employees on tech and news

Maersk

October 2020 – June 2022

Senior Copywriter

Created B2B thought-leadership, style guides, and marketing copy.

Developed brand style guidelines for Maersk and Sealand and mentored copy team on long-form content.
Regions covered: APAC, Africa, West & Central Asia

Byju's

June 2018 – September 2019

Game Narrative Designer

Recontextualised educational content as stories and games

Designed educational games for children aged 3-5 (Byju's Early Learn with Disney) that were in line with K-12 modules.

ReachAll

October 2013 – June 2016

Senior Social Media Marketing Content Developer

Created brand voice, social media strategy for F&B and hospitality clients including Licious, Matsuri, Yauatcha India, Punjab Grill.

Handled clients' live events, PR, and digital marketing.

BlogVault

July 2016 – September 2017

Content Writer

Led crisis communications when product was hacked, retaining customer and stakeholder trust.

Created comprehensive content guidelines that reduced turnaround time for long-form content.

Syncfusion

January 2011 – November 2011

Technical Writer

Created documentation for ASP.NET, MVC, Silverlight, and WPF products.

Developed training materials and managed content workflows via SharePoint.

By The Numbers

30%

Email Optimization

Reduction in non-priority internal communications at Lenovo through strategic messaging

35+

Concurrent Clients

Simultaneous strategic accounts managed at ReachAll across diverse industry verticals

800%

Brand Recall and Reputation

Helped Licious cement itself in one year, as a leading source for premium meat.

14+

Years of Excellence

Proven track record delivering sustainable, ethical communications solutions

Let's Talk

Whether you need strategic communications work or you're interested in what I'm building with Ronin Toys, I'm always up for a conversation.

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Ronin Toys

Current Work (September 2025–Present)

I run Ronin Toys, where I design and manufacture cat toys. They're durable, they're fun, and cats lose their minds over them in the best possible way. Right now the toys are just 3D-printed, PLA+ plastic.

At Byju's, the whole brief was "make education feel like play." Turns out, designing play experiences for cats uses a lot of the same thinking: what holds attention, what instigates feline play, what makes you the human, want to engage again.

Why This Works Right Now

India's toy market has opened up in interesting ways. There's space for small-batch, thoughtfully designed products. Pet parents are investing in quality. And manufacturing, whether it's 3D printing, woodworking, or textile production—is more accessible than it's been before.

I'm building something that's economically sustainable and built to last.

The Vision (And Why I'm Talking About It)

The Reelin is moving to wood. Properly finished, properly made, the kind of object that lasts and doesn't end up in a landfill. Getting there means building a network of artisans: woodworkers and carpenters who know their craft and want to make things that matter.

I'm working on building that network now. The model I'm aiming for puts at least 30% of profits directly to the artisans, as fair payment for skilled work.

So, that's the direction as I know it. I'm figuring it out as I go, which honestly makes it more interesting.

How I'm Building This

Right now, everything is self-funded and friend-powered. I've been learning 3D printing with support from Kailash at Ampere Works, and other friends have helped with web design, marketing, and more. The overhead is low and I'm doing as much as I can myself.

What Would Help

Funding — Trusts, NGOs, grant programs, or people interested in supporting ethical manufacturing and maker networks. I'd like help building artisan networks and transitioning to sustainable materials.
Connections — Artisans working with wood or upcycled fabric. I'd love to get practical knowledge from people who've built artisan networks before and can share what actually works, and anyone who knows the ins and outs of manufacturing sustainably.
Orders — If you have cats (or know people who do), the toys are here. Word of mouth goes a long way.

If you want to talk about what I'm building, feel free to reach out at ruphilka@ronintoys.com. I'm always up for a good conversation.