Our Divisions


This is where it all started. One single brand from Atlanta that goes by the name of case-mate. A random meet-up in 2008 with case-mate international sales manager, Keshav Mehta at the Second Cup in a mall in Dubai. Keshav happened to be transiting in Dubai from Atlanta to his home town Ahmedabad. The rest is history.


Play - or - Toys are a natural expansion of our current business. Many of our electronics brands such as safe kids headphones and app-enabled products, are geared towards a younger demographic. As Toy retailers approached us for tech toys and enjoyed a relationship with shift, they demanded more.


Although we categorized ourselves as lifestyle only somewhere in 2015, our core brands have always titled towards lifestyle.. With beautiful packaging, thoughtful design, creative teams and genius brand owners, we've been collaborating with premium brands and breathing lifestyle since our inception.


Where interesting ventures take shape. The lab at shift is where we meet to do the unusual; projects that allow us to explore new kind of clients and look at stretching our limits!

Our Brands

Words from our partners