Product leader and builder. At Aza Fashions, I lead practical AI work across commerce and operations. Outside work, I turn questions into products people can try.
I like the point where a vague idea turns into a screen, a workflow, a test — and eventually something usable.
What if making a video felt as natural as writing what you want to say? Exploring a photo, a voice, a script and a way to speak to people in their language.
Conceptual visual · Product in development
AI-first customer support for modern teams. A system where answers, playbooks, routing and human judgment are designed together from day one.
Conceptual visual · Product in development
The interesting part is rarely the feature. It's the decision behind it.
A few questions I've been working through while building products, testing models and debugging the less glamorous parts of customer journeys.
For Nirmit, I compare identity, lip sync, motion, language, latency and cost with the same input. A good demo clip alone is not enough to choose the default.
In JoshFast, a team describes a situation; Gemini helps turn it into a playbook, expected reply and owner team. Unclear decisions surface in a focused drawer for a human to settle.
Enrichment needs checks that reflect how people shop. I tested models, trimmed unnecessary work, and designed an AI review followed by human verification where errors matter.
A delivery promise can be rewritten by several services. I traced each change, then used an AI audit to point the team to the specific mismatch and its reason.
For an Arabic shopping experience, a one-time AI translation and a controlled experiment gave the team a practical way to learn before committing to a costly ongoing approach.
Build for the people in the context they're actually in.
Selected work across luxury commerce, service operations and the systems behind a good customer experience.
My AI work at Aza spans customer support, catalog and merchandising. The question is how each system makes a useful decision, catches a bad one and knows when a person should take over.
Search, filters, suggestions, colour relationships and the small decisions that make a large catalogue feel navigable.
Delivery promises, courier orchestration, cancellations and exceptions — viewed as one journey from the customer's side.
Exploring COD controls, partial payment and customer behaviour without treating trust as a single yes-or-no rule.
Claim, pickup, repair and return. I followed field teams, mapped the real workflow and shaped tools around their work.
Weekly audits and conversations with merchandising helped distinguish genuine exceptions from a broader quality signal.
I've mentored PMs through ambiguous roadmaps, prototypes and experiments. The goal is to help them own the next decision.
These came from shipping, watching things break, and changing my mind.
The edge case often reveals what the system really needs to do.
A rough prototype can settle a debate faster than a polished plan.
Build a useful handoff, an evaluation loop and a way to see why a decision was made.
Mumbai, where I call homeThat question has taken me across enterprise software, commerce and the systems that keep a customer promise. Fourteen years in, I’m still following it.
Building ecommerce tools for sellers led me into logistics too, with Zepo Couriers. The operational problem was often bigger than the software screen.
CRM, support, partner workflows and field operations taught me how much of a good customer experience depends on systems people never see.
From the ecommerce platform and discovery journey to post-order experience and profitable growth, the work kept crossing team boundaries.
At Aza, I lead work on support copilots, sales agents, catalog intelligence, visual merchandising, taxonomy and voice of customer — bringing AI into operational decisions with room for human judgment.
What excites me is technology that quietly removes complexity, helps people do better work and makes a business move faster.
I'm open to product leadership conversations, AI product and workflow consulting, and helping PMs think through their resume or interviews.
Share the user problem, the current workflow and what you've tried so far. Find me on LinkedIn ↗