I’m a positioning consultant for B2B SaaS companies trying to scale efficiently. I help founder-CEOs find, name, and own their 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.

When post-PMF B2B SaaS companies try to scale, they find themselves squeezed between large incumbents and small entrants. Buyers compare your product with the former, your price with the latter — even when you have solid and undeniable differentiation. All the differentiation in the world doesn't make buying easier. It makes it tougher! Splurging on marketing, promising off-roadmap features or slashing prices is not the answer, if you wish to grow in a capital-efficient manner. That’s why I find it inadequate to position the product.

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 companies — 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. I majored in insight mining and qualitative research. 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.