Krittika is the Creative Director & Founder of Maajhi, which humanizes loss, grief & finding meaning through multidisciplinary offerings. She is passionate about ensuring that people have agency, dignity, information & the right to die well- on their own terms, & with the grace they deserve. Maajhi turned 10 in 2024, is the first of its kind in India & is growing globally. Krittika is also a death meditation facilitation guide & is building her knowledge in the space of grief and yoga. She recently won a full scholarship for a grief educator program to learn under renowned grief expert, David Kessler. Krittika has 15 years of experience in research, behavior design & creative strategy. She has designed for wellbeing across multiple sectors. The interest & urgency to work in the end-of-life care space came after being profoundly impacted by a personal incident, & she is deeply passionate about bringing dignity & wellbeing into the world of end-of-life care & the larger healthcare ecosystem. She is the former director of Death Over Dinner (India)- the largest social campaign in the world, with over 200,000 dinners. She introduced the concept in India. As a senior strategist & engagement manager, she was a core team member who conceived, built & launched the first global End of Life (EOL) Collective- a digital platform for caregivers, care seekers & service providers. She has partnered with Karunashraya, an award-winning hospice in India, for their annual education program for psycho-oncologists. The course has received endorsement from the International Psycho-Oncology Society. These collaborations are now expanding into research & multidisciplinary approaches that bring medicine, experience & participatory design together. Krittika has worked with Fortune 100 companies in the space of wellbeing & purpose building through the lens of death & dying. Clients include Pfizer & Merck. Krittika has presented her work on global platforms & has authored a chapter on wellbeing in death & dying in the Handbook of Happiness, commissioned by the Happiness Monk of Bhutan. She is currently a member of The Dying. Series Collective, Toronto (a part of DesignTO). Her work has been featured in multiple global & Indian newspapers. (Upcoming features: Forbes & Indian Genes). Krittika was introduced to the world of applied behavioral economics & sciences infused with design thinking & research during her time at FinalMile. Final Mile is the first company in the world to systematically apply behavioral economics and cognitive science to explain and influence human behaviour. Her portfolio expanded into healthcare, financial services, the social sector & organizational behavior across India, the US, Canada, the UK, France & Tanzania. Her expertise continues on this path today, driving progress for Fortune 250 companies, primarily in the space of Health & Life Sciences (HLS), with scaled solutions using AI, analytics & engineering. While her primary role was as a behavior design leader & mentor in the Experience team, she was a core team member in HLS at Fractal Analytics, responsible for developing the practice from its early days to one of the most thriving verticals in the company. www.krittikasharma.co www.maajhi.com