Deep dives into complex product challenges and outcomes.
PhonePe Business
Merchant CRM: Giving Offline Retailers a Digital Customer Base
Zero-to-one WhatsApp-based CRM for offline retailers, built in direct partnership with Meta, with AI-assisted workflows in production.
Read Case Study →
PhonePe (Indus Appstore)
The Video Pivot: Killing My Own Feature to Find the Real Use Case
Install conversion lifted from 12.9% to 15.5% — by killing a TikTok-style feed and repositioning video where the install decision actually happens.
PhonePe Pincode
Fixing the Post-Checkout Experience in Quick Commerce
Order breaches down 11%, WISMO queries down 15%, NPS up 8 points — rebuilding everything that happens after the customer pays.
Intelligent Updates: A Context-Aware Answer to India's Data Constraint
A mobile-data-aware update framework powering 25% of all app updates on India's first homegrown app store — with under 1% opt-out.
Vernacular-First Localization at Scale
Discovery in 12 Indic languages — vernacular users became 40% of active users and 50% of total downloads.
Airtel Business
B2B Order Entry and the LEO Migration
75% reduction in manual order logging and 3,000 enterprise customers migrated with 80% faster validation.