I’m a positioning expert for B2B SaaS challengers. I help you find, name, and own your niche — and articulate it where it matters most, whether that’s on your website, in sales calls, or on stage. I’ve always loved finding patterns in unrelated things and exploring how the human brain absorbs, interprets, and acts on information — a perspective that shapes how I approach B2B SaaS positioning.
Most B2B SaaS challengers get squeezed between market leaders and market followers. Buyers compare your product with the former and your price with the latter — and often don’t buy, even when your product beats both. That’s why I believe it’s pointless for challengers to position their product alone.
My alternative? Position your customer. In B2B SaaS, purchase decisions rarely hinge on what buyers think about your product — they hinge on what buyers think about themselves. When you say your product is better, faster, or cheaper, you only invite questions like “How much better?” and get dragged into feature-fights and price wars — exactly what you were trying to escape.
Instead, by positioning your customer, I help you make the competition irrelevant. My proprietary One-Pointed Positioning™ framework uses your customer’s self-image as the starting point and ties it back to your product’s strongest, most defensible differentiators — so your buyers choose you, at your price. I hold myself accountable for real outcomes: better engagement, clearer messaging, and conversion metrics that make you confident your marketing works.
Over the past 12+ years, I’ve helped more than a dozen B2B tech challengers — including Jumper, SimpliContract, NextBillion, Freshworks, and RippleHire — claim and communicate their niche. I began at Zycus, India’s first software product company to reach Gartner’s Leaders’ Quadrant, marketing B2B SaaS to North America across lead generation, product marketing, sales enablement, content, analyst relations, and events. Later, I headed marketing for Ultria CLM (now Zycus iContract) before focusing fully on consulting, so I could go deeper into positioning and messaging for a wider range of B2B SaaS companies.
I hold a bachelor’s in Mass Communications from Loyola Academy and a master’s in Marketing and Communications Management from MICA, India. In an industry dominated by engineers, my background in communications gives me — and my clients — an edge.
I live in Mumbai with my family and work out of my home office.
Probably the only B2B tech positioning expert in this world who studied neither business nor technology — but communications and arts instead.
Completed a 900-hour yoga teacher training at The Yoga Institute, Mumbai — the world’s oldest yoga school and recognized by the Govt. of India.
Worked as a creative producer for the viral short films A Frustrated Software Engineer and A Premarital Question, and even penned lyrics for a couple of songs.
Maybe it’s the yoga, or the genes, or both — but I can easily pass for an eighteen-year-old (as long as you don't check the DOB on my driving license).
Submit your contact details to get in touch with me. And to discuss your positioning and messaging needs.
