Arun Kale, founder-editor of Helter Skelter magazine likes to take the creative route. After all, he is in the middle of mapping the shifting contours of Indian creativity with the launch of his new initiative Astray, a website that celebrates India’s best
creative minds.

“I’ve always enjoyed talking to other creative people: to explore new ideas, to dissect their rituals and processes, to learn about what makes them tick. For a while now, I’ve wanted to start a website featuring in-depth interviews with creative people in India, but between running an online magazine (Helter Skelter) and juggling client projects, it hasn’t been easy to make time for it. But I stole moments from other projects — and I finally launched Astray at the end of April this year,” says the 28-year-old who is based out of Andheri.