AURA was founded by Sid in 2021. It is a digital design studio & media lab, driven to create, connect, and disrupt. Aura Design Studio crafts specialized design solutions for organizations seeking to navigate the digital frontier.
Aura Lab, essentially the core of AURA, works at the intersection of art, science, and technology to reimagine digital avenues for expression. By the end of 2022, Sid, along with the AURA team, has successfully captured emotional data in human conversations, using technology and algorithms to transform real-life conversations into sound-sight motions that reflect the emotional transitions of speakers.