Bombay, India — available for work

Most software problems are business problems.

Websites, internal tools and pipelines for founders and small teams — scoped around how the business actually makes money, then designed and built end to end.

Start a project→Read the decisions

Based: Bombay
Works with: Founders and small teams
Scope: Decisions, design, build
Status: Taking work

Recurring decisions

What a business is actually buying is judgment.

Three that come up before a single screen exists.

A website is rarely the actual problem.

Behind most design briefs is a business losing enquiries, repeating work by hand, or explaining itself to the wrong people.

In practice

Area Realty had three unrelated audiences and two countries landing on one homepage. The build started by sorting them, not styling them.

Area Realty

Half of what gets requested shouldn't be built.

Every feature adds something to explain, maintain and eventually undo. Knowing which ones are load-bearing is the work.

In practice

Yacht Mumbai publishes no prices and runs no booking engine. Charter cost moves with vessel, date and headcount, so the site qualifies and hands over to WhatsApp.

Yacht Mumbai

The interface is the last ten percent.

What feels easy is a sequence someone decided: what gets asked first, what gets deferred, what is never asked at all.

In practice

Insurely leads with the premium calculator, not the plans. People arrive wanting a number, so everything else is arranged behind that one.

Insurely

Not in the brief

Three things that decide the result anyway.

Nobody writes these down. Everybody pays for them.

Credibility is quieter than it looks.

One typeface used properly, restrained colour, copy that doesn't oversell. Consistency reads as certainty.

Ambiguity is the most expensive line on the invoice.

Unclear scope becomes rework. Unclear copy becomes support calls. Unclear pricing becomes silence.

Good work shouldn't need supervision.

The cost isn't the fee. It's the number of decisions that come back to your desk with a question mark attached.

What I can help with

Three ways this usually starts.

A website that earns its place

Now: Nothing to send when someone asks for a link
After: A site that loads on phone data and gets you called

Design + build
Copy structure
Fast on mobile data
You can edit the content

The internal tool you keep postponing

Now: One spreadsheet, one person who understands it
After: A tool the whole team can use without asking

Pipelines & CRMs
Dashboards
Admin panels
WhatsApp & payment integrations

Brand and site, built together

Now: Three different looks across three places
After: One identity, applied everywhere it shows

Visual identity
Type & colour system
Site design + build
Reusable components

Record

Where the above has been applied.

Each one links to the decisions behind it, written up in the same terms as the brief that started it.

Projects, industry, role and year
Project	Industry	Role	Year
Area Realty	Real estate	Design + build	2025
LEAD-AI	Real estate SaaS	Design + build	2025
Security Architecture	Cyber security	Design + build	2025
Yacht Mumbai	Hospitality	Design + build	2025
Insurely	Insurance	Design + build	2025
Bharat Polkam	Film and casting	Design + build	2024
Samved Foundation	Non-profit	Design + build	2024
Ninety	Editorial	Design + build	2024

Lab

Things I’ve worked out, written down and given away.

Open the lab

ComponentMagnetic buttonA button that leans toward the cursor and springs back. Pointer-only, reduced-motion safe, about thirty lines.NoteScroll reveals that don't get in the wayWhy 12px beats 60px, why `once: true` matters more than the easing, and the one case where a reveal actively costs you money.Skill fileShared-element page transitions without View TransitionsHow the card-to-case-study transition on this site works, why it uses a cloned node instead of the View Transitions API, and the one rule that keeps it from breaking.

Contact

Tell me what’s not working.

A rough description is enough. If I’m not the right person for it I’ll say so, and usually point you at who is.

WhatsApp+91 88508 55397

Replies within a day, usually the same one.