SG/ Contact

Projects · selected field work

Commercial judgment, built on the ground.

These projects came before the title and after the classroom. The work involved interviewing real customers, mapping retail behavior, earning distribution one gatekeeper at a time, and rebuilding a conversion path with no media budget. Each engagement ended with something that had to work outside the presentation.

The project methodObserve → Structure → Test → Move
73field conversations
→
1,000+structured signals
→
Decisioncommercial movement

Keep the route from evidence to recommendation visible.

73research interviews
1,000+field data points
61distribution partners
2→15paid conversions in one day

Kirloskar Oil Engines · electric pumps segment

Five cities of raw customer signal, carried intact into a leadership decision.

I won the internal bid to lead a qualitative study on KOEL's electric pumps segment, then owned the work from questionnaire design through field execution, hand transcription, synthesis, and final presentation. Seventy-three interviews across five Maharashtra cities became more than 1,000 structured data points on adoption, service trust, and purchase behavior.

5cities covered
73interviews completed
500+field hours
1,000+data points synthesised

The work

  • Built the research instrument around adoption, reliability, service, and purchase criteria.
  • Conducted and hand-transcribed 73 structured conversations across five cities.
  • Clustered the raw material into commercial patterns without flattening contradictory evidence.
  • Presented the recommendations to the Managing Director and participated in the strategic discussion.

Why it mattered

The project changed research from a collection exercise into decision infrastructure. A finding became credible only when leadership could trace it back through the pattern, the transcript, and the field conversation.

73 interviewsField to decision
Read the dedicated project case ↗

Premium cookware · five concepts across five commercial surfaces

The same product had to make sense on the shelf, the marketplace, and the balance sheet.

Across five weeks, I worked through five connected problems for a premium cookware brand: retailer research, Amazon PDP storytelling, dealer launch communication, Flipkart legal-risk analysis, and customer lifetime value. The point was not five isolated submissions. It was understanding how one brand survives across channel economics, product proof, and buyer context.

5commercial concepts
5weeks
217hours invested
1connected channel view

The workstreams

  • Mapped premium retail behavior and translated observation into merchandising implications.
  • Reframed Amazon product pages around proof, comparison, and purchase confidence.
  • Designed dealer communication for launch clarity and channel adoption.
  • Assessed marketplace risk and mapped customer lifetime value beyond the first transaction.

Why it mattered

Commercial thinking has to survive contact with margin, channel incentives, legal constraints, and how a buyer actually compares options. Strategy becomes useful only when it remains coherent across all four.

Five conceptsOne commercial system

Three-week city campaign · Pune

Distribution became a live network of neighborhoods, gatekeepers, and changing pitches.

The festival needed reach without a large paid engine. I mapped high-fit neighborhoods, approached cafés directly, worked through college gatekeepers, tracked objections, and changed the route as patterns emerged. The campaign secured 61 café partners and nine of eleven colleges while contributing to 5,000+ attendance.

113cafés approached
61café partners secured
9/11colleges converted
5,000+festival attendance

The work

  • Built a neighborhood-level route around cultural fit and likely footfall.
  • Pitched partners directly and recorded the objection behind every rejection.
  • Adjusted the value exchange, opening line, and gatekeeper strategy as the campaign progressed.

Why it mattered

Distribution is not reach in the abstract. It is a chain of local permissions. Rejection became useful when every no improved the next pitch, route, or choice of gatekeeper.

3-week distributionPartners to attendance
Read the dedicated project case ↗

Event acquisition · one final day

A stalled funnel was rebuilt in public, with no budget to hide behind.

At 10 AM, the event had two paid registrations. I combined on-ground lead capture, segmented cold calls, structured follow-up, and free automation into one direct path from interest to payment. By close, the number had moved to fifteen.

2→15paid in one day
₹0media spend
100+direct touches
1conversion path rebuilt

The intervention

  • Captured high-intent leads directly rather than waiting for passive reach.
  • Segmented calls by context and objection instead of using one generic script.
  • Removed friction from follow-up and payment using free automation.

Why it mattered

A funnel is not a diagram. It is a sequence of frictions. When the budget is zero, the speed at which those frictions are observed and removed matters more than the elegance of the original plan.

Final-day recovery₹0 media spend
Read the dedicated project case ↗

Earlier repetitions

The smaller projects still count.

Startup sprints, salon service design, 3D-printed product development, and early Stahl briefs remain part of the record. They built the habit of testing ideas against customers before the work became more complex.

What the projects built

A bias toward signal, movement, and work that survives contact with reality.

Continue into the systems I built →