Krittika is the Creative Director and Founder of Maajhi, which humanizes loss, grief and finding meaning through multidisciplinary offerings. She is passionate about ensuring that people have agency, dignity, information, and the right to die well, on their terms, and with the dignity they deserve. Maajhi turned 10 in 2024 and is the first of its kind in India, with a global presence. Her work has been recognized by Forbes. She is a death meditation facilitator and grief educator trained by David Kessler.

Krittika has 15 years of experience in research, behaviour design and creative strategy. She has designed for wellbeing across multiple sectors. The interest and urgency to work in the end-of-life care space arose after being profoundly impacted by a personal incident, and she is deeply passionate about bringing dignity and well-being to the world of end-of-life care and the broader healthcare ecosystem.