About
I build things, write about what building actually costs, and try to be honest about both.
The Work
I started Antialias in 2014, a design agency I still run a decade later. It taught me that the boring stuff, reliability and finishing, outlasts talent almost every time.
Then came Hacoco, working in the art market, and Perfume Lounge, a D2C brand we grew to ₹55L a month and then wound down. Not pivoted. Wound down, on purpose, because the unit economics were never going to work. I write about that openly, because pretending otherwise helps no one.
The Writing
The 55 Lac Illusion is the book that came out of all that. A founder-to-founder account of a brand that crossed ₹55 lakh in monthly revenue and roughly 10,000 orders a month, and what the dashboard didn't show underneath it.
This blog is where I work things out in shorter form: business, money, policy, and the parts of running companies that don't make it into the pitch deck. No motivational posters. No frameworks for the sake of frameworks.
The Foundation
Nikhaar Foundation is the part of this I talk about least and care about a lot. Community welfare in health, education, and livelihood, done consistently rather than loudly. It's registered under 12A, 80G and CSR-1.
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