The person outside the work.

I grew up in India and studied social sciences at TISS Hyderabad, then cognitive science at IIT Gandhinagar. One taught me to read context and power. The other taught me how people actually perceive, decide and get things wrong. Research is where those two meet.

I started at Cognizant analysing customer sentiment for U.S. healthcare providers, built a research practice from scratch at I-PAC for people who had never used a smartphone, and went on to e-commerce, enterprise software and telecom at Thence, Microsoft and Verizon, always asking the same thing: what do people actually do, and why?

In 2026 I moved to Amsterdam. I'm learning Dutch, helping run the UX community here, writing about Europe's product culture from the outside, and drawing mandalas when I need to switch my brain off.