About
I started as a first-time founder doing every job a marketing team does, by myself. I've led growth at ByteDance, Foundit, Mahindra Finance, and IDFC FIRST Bank. I've run zero-to-one sprints, enterprise campaigns, and everything in between. Now I'm building Grovio Labs — the AI that does all of it, autonomously, for everyone else.
CH. 01
2014 — 2016
My first real hands-on marketing role was also my first startup — Tomatodeli. No team. No playbooks. No budget. I was the intern, the brand manager, the media buyer, and the CEO, in the same afternoon. Every mistake was mine. Every lesson came out of a bill I had to pay. It is the only education in marketing that actually sticks.
CH. 02
2016 — 2018
A second founding run, this time in edtech. I learned the things no growth thread on Twitter will teach you: the difference between users who love a product and users who tolerate it, why acquisition without retention is a trap, and why most marketing advice is context-free and dangerous. I also learned when to kill something — the skill nobody celebrates and everybody needs.
CH. 03
2019 — 2020
A remote business growth role out of Budapest taught me how growth teams operate across time zones and cultures. Remote-native systems, async decisions, and writing over talking. It was the first time I saw that the quality of a growth team is mostly determined by the quality of its docs.
CH. 04
2019
Consulted with Cosco India on the launch of store.cosco.in — their direct-to-consumer storefront. Positioning, go-to-market, growth stack foundations. The engagement that proved the operator playbook translates cleanly into advisory work, and that heritage brands can move fast when the structural choices are right.
CH. 05
2020 — 2021
High-velocity growth loops, content-led acquisition, and an engineering-grade obsession with experimentation. I saw what happens when distribution is a first-class function — not an afterthought. That bar has set my standard for every project since.
CH. 06
2021
A short, sharp run at a YC-backed audio startup. The kind of environment where you ship weekly or you are in the wrong company. Audio was a completely different acquisition surface from anything I had done — and forced me to rebuild my creative instincts from scratch.
CH. 07
2021 — 2022
A pure zero-to-one growth sprint. I built a multi-channel acquisition engine from scratch, pushed 300% active-user growth in six months, and proved (again) that growth at cold-start is a portfolio problem, not a channel problem.
CH. 08
2022 — 2023
Two new product launches. 30+ shipped growth initiatives. A 45% lift in customer acquisition from a rebuilt referral engine and partnership motion. The role that taught me how much growth operations matter — the plumbing, the cadence, the dashboards.
CH. 09
2023 — 2025
Leading omni-channel growth for a brand built on decades of trust with Indian consumers in tier 2/3 markets. 200% conversion lift. 40% CAC reduction. 2× annual revenue. This is where I learned that retention is the math under everything, and that the deepest moat in the Indian market is trust — not CAC.
CH. 10
2025
Growth Lead for asset products at one of India's most ambitious private banks. 30% portfolio growth in Q1. 30% non-linear growth in tier 2/3 via OEM ads, WhatsApp automation, and vernacular campaigns. The final chapter of the operator arc — and the clearest possible evidence of what needs to get automated.
CH. 11
Now
Everything above was preparation. I spent ten years running acquisition, retention, monetisation, brand, community, and the growth operations under all of it — across startups, scale-ups, and enterprises. I know exactly what a competent marketing team does every week. I also know what is automatable and what is not. Grovio Labs is the compressed form of all of it: a multi-agent autonomous marketing system with brand memory and recursive learning. Year 0 of a new category. And I intend to lead it.
Career
Grovio Labs
Founder
IDFC FIRST Bank
Growth Lead, Asset Products
Mahindra Finance
Growth Lead
Foundit (Monster India, APAC & Gulf)
Senior Manager, Growth
WeSkill
Senior Manager, Growth
Khabri (YC W19)
Growth Manager
ByteDance
Business Growth Specialist
Kode Konveyor (Remote, Budapest)
Business Growth Specialist
Cosco India
Growth Consultant — D2C launch
Scholarnex
Founder & CEO
Tomatodeli
Founder & CEO
Toolkit
Analytics & Experimentation
CRM & Lifecycle
Attribution & Mobile
Acquisition
Design & Ops
I care about first principles over best practices. Every "best practice" was once an experiment someone won — and it is usually wrong for the next context.
I care about the full revenue lifecycle. Acquisition, retention, monetisation, brand. Siloing these is the most common and most expensive mistake I see founders make.
I care about Indian founders being globally competitive in AI. India has produced world-class engineers and operators. We have not yet produced the globally recognised voice at the intersection of AI and marketing. I intend to help change that.
I care about building, not commentating. If I am going to claim something about marketing, I want to have shipped it.
— see you in the trenches.
Newsletter
The decade of marketing I wish someone had written down. Sent when I have something real to say — not on a schedule.
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