Helping D2C and B2C founders solve growth problems, with structure, not guesswork.
I've spent eight years scaling a consumer startup from early stage to 15 million learners, and I run D2C ventures of my own. I work with founders on go-to-market and scaling, breaking messy business problems into clear decisions and the next few moves that matter.
The problems founders bring to me
Mostly D2C and B2C, mostly at the stage where early traction needs to become a repeatable engine.
Go-to-market
Who exactly to sell to first, how to position against alternatives, and which channel to bet on.
Growth & acquisition
Finding the channels that actually convert, fixing leaky funnels, and running disciplined experiments.
Pricing & unit economics
Pricing, CAC, margins and cost-to-serve, so growth makes money instead of burning it.
Scaling the organisation
Team structure, operating cadence, metrics and squads that let the business grow beyond the founder.
D2C brand building
Sourcing story, product-market fit, repeat purchase and community for consumer brands.
Partnerships
Structuring partner programmes and revenue-share models that open new distribution.
Systematic problem solving
The same consulting-style method I use inside a scaling company, applied to your problem.
Define the real problem
Turn "sales are slow" into a sharp, measurable problem statement with a clear decision owner.
Break it down
Build an issue tree so nothing is missed and nothing overlaps.
Prioritise and test
Focus on the few branches with the highest impact, form hypotheses and check them against data.
Decide and act
Leave with a recommendation, an owner and a short list of experiments, then review what moved.
Case studies
Problems I've worked through, and businesses I've taken apart to learn from.
Ventures & operating experience
I've sat in the founder's seat, so my advice comes from running things, not only reading about them.
Entri
8 years · LeadershipJoined as a Team Lead at an early stage. Worked across revenue, strategy, marketing, operations and product, owned P&L across consumer verticals, and now lead Learning & Impact.
Bhoomi's Spice Garden
Founder · D2CA premium D2C spice brand sourcing directly from farmers in Wayanad.
BookMyWish
Founder · B2C platformAn online platform for booking temple rituals and darshan, built on direct temple partnerships.
Insight Learning Habitat
Co-founderA bookshop-café and thinking space in Ernakulam for students, scholars and teachers.
Working on a GTM or scaling problem?
Tell me a little about your business and where you're stuck. If I can help, we'll set up a session.
How I work with founders
Founders rarely lack ideas. What usually helps is someone who can separate the real problem from the noise, bring a structure to think it through, and push for a decision. That is the role I play.
The method
Each step has a clear output, so every session ends with something you can use.
Define
Agree on the one problem worth solving now, and what success looks like in numbers.
Structure
Break the problem into a mutually exclusive, collectively exhaustive issue tree.
Prioritise
Rank branches by impact and effort. Ignore the rest for now.
Analyse
State hypotheses, then test them against your data, customers and the market.
Decide
Turn findings into a recommendation, an owner and a short experiment plan.
Review
Look at what moved, learn from what didn't, and pick the next problem.
Ways to work together
Start small. Go deeper only when it's useful.
Mentoring session
A focused session on one problem you're stuck on.
- Problem framing
- Structured options
- Clear next steps
Problem-solving sprint
I work alongside your team on a defined problem over a few weeks.
- GTM or growth plan
- Experiments and metrics
- Team and process design
Founder workshops
Case-based sessions for incubators and founder cohorts.
- Case dissections
- Problem-solving frameworks
- GTM teardown clinics
Is this a good fit?
Good fit
- D2C and B2C founders with early traction
- Teams stuck on GTM, growth or scale
- Founders who want to be challenged
- Incubators and mentorship programmes
Probably not
- Looking for fundraising introductions only
- Deep enterprise B2B sales cycles
- Wanting answers without doing the work
Let's talk about your problem
Send a short note about your business, your stage, and the problem on your mind. I'll reply with whether and how I can help.
Problems, taken apart
Problems I've worked on as an operator, and business cases I've dissected to understand what really drove the outcome. Each follows the same shape: the problem, the approach, and what happened.
Thinking in public
Essays, notes and talks on business, learning and building in India.
What I'm reading
Business, history, governance and more. Good mentoring borrows from everywhere.
Operator first, mentor second
I'm Aswin, based in Ernakulam, Kerala. Most of my career has been spent inside one fast-growing consumer startup, doing whatever the business needed next. Alongside it I've started businesses of my own. Mentoring is how I put that experience to work for other founders.