Transforming
history into strategy


Transforming
history into strategy


Start your Legacy Audit here
Start your Legacy Audit here
Transforming
history into strategy


Start your Legacy Audit here
What is
legacy labs?
What is
legacy labs?
What is
legacy labs?



Legacy Labs is a visionary platform created to unlock the power of heritage for brands that want to stand apart, build trust, and lead with meaning.
A groundbreaking initiative that brings together:
– Academic insight from India’s premier business schools
– Brand strategy by Celsius 100, one of India’s top marketing consultancies
– Artistic storytelling across platforms from Archival Matter, India’s only media lab working with underrepresented histories
Legacy Labs is a visionary platform created to unlock the power of heritage for brands that want to stand apart, build trust, and lead with meaning.
A groundbreaking initiative that brings together:
– Academic insight from India’s premier business schools
– Brand strategy by Celsius 100, one of India’s top marketing consultancies
– Artistic storytelling across platforms from Archival Matter, India’s only media lab working with underrepresented histories
Legacy Labs is a visionary platform created to unlock the power of heritage for brands that want to stand apart, build trust, and lead with meaning.
A groundbreaking initiative that brings together:
– Academic insight from India’s premier business schools
– Brand strategy by Celsius 100, one of India’s top marketing consultancies
– Artistic storytelling across platforms from Archival Matter, India’s only media lab working with underrepresented histories


Why us?
Why us?
A coming together of unmatched experience. This is not just another branding service. It’s a powerful collaboration between three forces:
A coming together of unmatched experience. This is not just another branding service. It’s a powerful collaboration between three forces:


Premier Academic
Research


Drawing from India’s top business schools, anthropologists, and cultural theorists—ensuring strategic thinking is grounded
in real research.
Drawing from India’s top business schools, anthropologists,
and cultural theorists—ensuring strategic thinking is
grounded in real research.
Visionary
Brand Strategy

Led by Subhabrata Ghosh (SG), founder of Celsius 100, one of India’s most respected marketing minds. SG brings decades of brand-building experience, combining cultural insight with sharp strategy.
Visionary
Brand Strategy

Led by Subhabrata Ghosh (SG), founder of Celsius 100, one of India’s most respected marketing minds. SG brings decades of brand-building experience, combining cultural insight with sharp strategy.
Cultural Storytelling &
Archival Intelligence
Cultural Storytelling & Archival Intelligence


Delivered by Archival Matter, India’s first media lab and creative studio dedicated to unearthing forgotten histories and shaping them into contemporary narratives through design, content, and storytelling.
Delivered by Archival Matter, India’s first media lab and creative studio dedicated to unearthing forgotten histories and shaping
them into contemporary narratives through design, content,
and storytelling.
Together, we help you craft a cohesive, emotionally compelling, and future - ready brand rooted in either your legacy - or the larger legacy of the land.
Together, we help you craft a cohesive, emotionally compelling, and future - ready brand rooted in either your legacy - or the larger legacy of the land.

Why us?
A coming together of unmatched experience. This is not just another branding service. It’s a powerful collaboration between
three forces:

Premier
Academic Research

Drawing from India’s top business schools, anthropologists, and cultural theorists—ensuring strategic thinking is grounded in real research.
Visionary
Brand
Strategy

Led by Subhabrata Ghosh (SG), founder of Celsius 100, one of India’s most respected marketing minds. SG brings decades of brand-building experience, combining cultural insight with sharp strategy.
Cultural Storytelling & Archival Intelligence

Delivered by Archival Matter, India’s first media lab and creative studio dedicated to unearthing forgotten histories and shaping them into contemporary narratives through design, content, and storytelling.
Together, we help you craft a cohesive, emotionally compelling, and future - ready brand rooted in either your legacy - or the larger legacy of the land.
What we offer?
Two strategic pathways
What we offer?
Two strategic pathways



For companies with a legacy (15–200 years), we transform your journey into a strategic storytelling asset:
Unearth archival materials: documents, packaging, founder stories, employee voices.
Translate them into cohesive brand strategy and marketing narratives.
Build visual and verbal identities that reflect your values, trust, and continuity.
Example: A 60-year-old textile brand draws on its role
in shaping local economies, blending family pride with
regional heritage, making the brand relevant to new
conscious consumers.
For companies with a legacy (15–200 years), we transform your journey into a strategic storytelling asset:
Unearth archival materials: documents, packaging, founder stories, employee voices.
Translate them into cohesive brand strategy and marketing narratives.
Build visual and verbal identities that reflect your values, trust, and continuity.
Example: A 60-year-old textile brand draws on its role in shaping local economies, blending family pride with regional heritage, making the brand relevant to new conscious consumers.
For companies with a legacy (15–200 years), we transform your journey into a strategic storytelling asset:
Unearth archival materials: documents, packaging, founder stories, employee voices.
Translate them into cohesive brand strategy and marketing narratives.
Build visual and verbal identities that reflect your values, trust, and continuity.
Example: A 60-year-old textile brand draws on its role
in shaping local economies, blending family pride with
regional heritage, making the brand relevant to new
conscious consumers.


For younger brands, or companies without deep archives, we mine cultural memory and history to build unique branding frameworks:
Regional food traditions for wellness and
F&B brands.
Beauty rituals and symbolism across Indian history for skincare or fashion labels.
Craft heritage for textile, design, or interior brands.
Social movements or local histories to infuse depth into modern brand narratives.
Example: A skincare brand draws on 18th-century texts on beauty, linking Indian botanicals like vetiver, rose, and saffron to modern self-care, supported by poetic language and historical visuals.
For younger brands, or companies without deep archives, we mine cultural memory and history to build unique branding frameworks:
Regional food traditions for wellness and F&B brands.
Beauty rituals and symbolism across Indian history for skincare or fashion labels.
Craft heritage for textile, design, or interior brands.
Social movements or local histories to infuse depth into modern brand narratives.
Example: A skincare brand draws on 18th-century texts on beauty, linking Indian botanicals like vetiver, rose, and saffron to modern self-care, supported by poetic language and historical visuals.
For younger brands, or companies without deep archives, we mine cultural memory and history to build unique branding frameworks:
Regional food traditions for wellness and
F&B brands.
Beauty rituals and symbolism across Indian history for skincare or fashion labels.
Craft heritage for textile, design, or interior brands.
Social movements or local histories to infuse depth into modern brand narratives.
Example: A skincare brand draws on 18th-century texts on beauty, linking Indian botanicals like vetiver, rose, and saffron to modern self-care, supported by poetic language and historical visuals.



Heritage Branding. Why now?
Heritage Branding.
Why now?
In today’s India, heritage branding is more than a trend—it’s a cultural shift. Consumers, especially Gen Z and Millennials, are seeking authenticity, meaning, and rootedness. They want to buy into stories, not just products.
In today’s India, heritage branding is more than a trend—it’s a cultural shift. Consumers, especially Gen Z and Millennials, are seeking authenticity, meaning, and rootedness. They want to buy into stories, not just products.
It’s a
cultural shift.
It’s a
cultural shift.


India asserts a
stronger cultural
identity globally.
India asserts a
stronger cultural identity globally.


As India asserts a stronger cultural identity globally, brands have a unique opportunity to:
Differentiate through depth and legacy.
Connect emotionally through cultural memory
Build loyalty by aligning with the values of continuity, craft,
and belonging.
As India asserts a stronger cultural identity globally, brands have a unique opportunity to:
Differentiate through depth and legacy.
Connect emotionally through cultural memory
Build loyalty by aligning with the values of continuity, craft,
and belonging.
The hunger for authenticity isn’t limited to older generations. The youth - disillusioned by fast consumerism - are reclaiming their roots: from Ayurveda to artisanal food, regional fashion to forgotten folklore. Heritage speaks to identity, and that’s why it works - especially in a country as layered and storied as India.
The hunger for authenticity isn’t limited to older generations. The youth - disillusioned by fast consumerism - are reclaiming their roots: from Ayurveda to artisanal food, regional fashion to forgotten folklore. Heritage speaks to identity, and that’s why it works - especially in a country as layered and storied as India.
The hunger
for authenticity.
The hunger
for authenticity.

Heritage Branding.
Why now?
In today’s India, heritage branding is more than a trend—it’s a cultural shift. Consumers, especially Gen Z and Millennials, are seeking authenticity, meaning, and rootedness. They want to buy into stories, not just products.
It’s a
cultural shift.

India asserts a
stronger cultural identity globally.

As India asserts a stronger cultural identity globally, brands have a unique opportunity to:
Differentiate through depth and legacy.
Connect emotionally through cultural memory
Build loyalty by aligning with the values of continuity, craft,
and belonging.
The hunger for authenticity isn’t limited to older generations. The youth - disillusioned by fast consumerism - are reclaiming their roots: from Ayurveda to artisanal food, regional fashion to forgotten folklore. Heritage speaks to identity, and that’s why it works - especially in a country as layered and storied as India.
The hunger
for authenticity.

The People
Behind Legacy Labs



SG
SG
Subhabrata Ghosh (SG) is the Founder & CEO of Celsius100 Consulting. His firm helps businesses meet the challenges of growth, differentiation and technology disruption.
He has played a pivotal role in building powerful brands in FMCG, Automobile, Garments, Foods and Beverages, Consumer Durables and Engineering product categories.
Some of his international and national award winning work now serves as case studies in marketing courses in top management institutes. They include the Campaign of the Year Award winner ‘Give me Red’ for Red Eveready. The New York Ad Festival award in 1999 to launch Hyundai Santro with Shah Rukh Khan. The ‘Friday Dressing Campaign’ for Allen Solly to name a few.
SG was also a co-founder and Director of Lithium Urban Technologies which operated the largest fleet of EVs in India. He has also invested in tech startups and serves as advisor for Coulomb.ai and Li-Circle.
He is a tech geek and fitness enthusiast, He has Masters in Human Physiology, Ergonomics & design engineering and Business Management.



Alakananda Nag
Alakananda Nag is a cultural entrepreneur, author, and educationist dedicated to uncovering forgotten histories and reimagining heritage for the present. A former Cannes Lions Gold–winning filmmaker, she trained in Documentary Photography and Photojournalism at the International Center of Photography, New York, and has since built a career at the intersection of image-making, archives, and cultural practice.
Her first book, Armenians of Calcutta (2021), launched across India and the United States, and has been acquired by the Metropolitan Museum of Art (New York), San Francisco Museum of Modern Art (SFMOMA), and the Calouste Gulbenkian Foundation, Lisbon.
Nag is the founder of Archival Matter, an organization that develops new ways of engaging with underrepresented histories, and Absent Archives, a platform addressing archival silences through writing, zines, exhibitions, and community projects. Her practice often crosses boundaries—whether through the Fulbright-funded Following the Box, based on found WWII photographs of Calcutta, or through experimental interventions that bring archives directly to the public.
Alongside her cultural work, she draws on two decades of experience in branding, advertising, and filmmaking, and continues to consult with corporates as a creative director, using her storytelling expertise to shape brand narratives. She also teaches as visiting faculty at the National Institute of Design and at CSMVS (formerly Prince of Wales Museum), Mumbai.
For Nag, cultural entrepreneurship means not just telling stories of the past, but building infrastructures of memory that allow communities to see themselves differently.
Our Expert Team
Our Expert Team
A powerhouse network of historians, strategists, and cultural thinkers - blending deep academic insight with bold creative vision.
We collaborate with India’s top business schools, research institutes, and cultural minds to bring you stories that don’t just inform - they transform your brand.
The People
Behind Legacy Labs


SG
Subhabrata Ghosh (SG) is the Founder & CEO of Celsius100 Consulting. His firm helps businesses meet the challenges of growth, differentiation and technology disruption.
He has played a pivotal role in building powerful brands in FMCG, Automobile, Garments, Foods and Beverages, Consumer Durables and Engineering product categories.
Some of his international and national award winning work now serves as case studies in marketing courses in top management institutes. They include the Campaign of the Year Award winner ‘Give me Red’ for Red Eveready. The New York Ad Festival award in 1999 to launch Hyundai Santro with Shah Rukh Khan. The ‘Friday Dressing Campaign’ for Allen Solly to name a few.
SG was also a co-founder and Director of Lithium Urban Technologies which operated the largest fleet of EVs in India. He has also invested in tech startups and serves as advisor for Coulomb.ai and Li-Circle.
He is a tech geek and fitness enthusiast, He has Masters in Human Physiology, Ergonomics & design engineering and Business Management.


Alakananda Nag
Alakananda Nag is a cultural entrepreneur, author, and educationist dedicated to uncovering forgotten histories and reimagining heritage for the present. A former Cannes Lions Gold–winning filmmaker, she trained in Documentary Photography and Photojournalism at the International Center of Photography, New York, and has since built a career at the intersection of image-making, archives, and cultural practice.
Her first book, Armenians of Calcutta (2021), launched across India and the United States, and has been acquired by the Metropolitan Museum of Art (New York), San Francisco Museum of Modern Art (SFMOMA), and the Calouste Gulbenkian Foundation, Lisbon.
Nag is the founder of Archival Matter, an organization that develops new ways of engaging with underrepresented histories, and Absent Archives, a platform addressing archival silences through writing, zines, exhibitions, and community projects. Her practice often crosses boundaries—whether through the Fulbright-funded Following the Box, based on found WWII photographs of Calcutta, or through experimental interventions that bring archives directly to the public.
Alongside her cultural work, she draws on two decades of experience in branding, advertising, and filmmaking, and continues to consult with corporates as a creative director, using her storytelling expertise to shape brand narratives. She also teaches as visiting faculty at the National Institute of Design and at CSMVS (formerly Prince of Wales Museum), Mumbai.
For Nag, cultural entrepreneurship means not just telling stories of the past, but building infrastructures of memory that allow communities to see themselves differently.
Our Expert Team
A powerhouse network of historians, strategists, and cultural thinkers - blending deep academic insight with bold creative vision.
We collaborate with India’s top business schools, research institutes, and cultural minds to bring you stories that don’t just inform - they transform your brand.
Case Studies
Case Studies






REGIONAL TABLE: The IP That Turned Taste into Trust
REGIONAL TABLE: The IP That Turned Taste into Trust
REGIONAL TABLE: The IP That Turned Taste into Trust
At Legacy Labs, we turned an art festival into a working proof of cultural IP. Goan Table—our exhibition, film, publication, and live tastings around six foundational Goan dishes—invited people to learn, taste, and cook. Every story ended in a QR handoff to IFB Spice Secrets. In three days, 1,500+ visitors and ~1,300 samplers proved the format’s pull. Booklets, quizzes, and tracked site visits showed conversion, not just buzz. Result: IFB earned cultural authority while modern appliances carried heritage effortlessly homeward.
We're here to transform
history into strategy.
We're here to transform
history into strategy.
Let us show you how the past can become your biggest asset in the context of the present—and the foundation for your brand's future.
Let us show you how the past can become your biggest asset in the context of the present—and the foundation for your brand's future.
Whether it's your own story or the stories that surround us.
Whether it's your own story or the stories that surround us.
