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Tuesday 28 February 2017

300K transactions and counting, Hashtag Loyalty is disrupting the way offline businesses market

Local offline businesses today struggle to compete against large multi-chain enterprises and online competitors. These businesses spend their time and money on marketing activities that are focused on customer acquisition rather than on retaining their regular customers, even though the latter contribute to as much as 80 percent of their revenues. Dhruv Dewan, Krishi Fagwani and Karan Chechani saw an opportunity in the offline space to assist these businesses. They thought to maximise their revenue by providing them with enterprise grade marketing technology that would be simple, easy to use, and affordable.

Dhruv says, “We wanted to utilise the power of mobile and data to help these businesses focus on the right customers and ensure they kept coming back to their store.”

Together, the trio founded Hashtag Loyalty in March 2015.
Team HashTag Loyalty

Founders’ experience and skills

Twenty six-year-old Dhruv spent two and a half years at Ernst and Young as part of the IT Risk team for financial services. His key focus was on technology governance, risk, security and compliance.

Krishi completed his graduation in mechanical engineering from the University of Illinois Urbana-Champaign. His interests during graduation centred on various aspects of technology and finance. During graduation, Krishi worked with the Illinois Business Consulting Group as well as Accenture. After graduation, he worked with Cisco Systems in the US and then he moved to India to work with EY as an IT Risk and Assurance Analyst. Krishi brings his technology and consulting experience to the table. His project management and consulting experience has helped him map Hashtag Loyalty's business projections along with leading its in-house tech team.

Karan completed his graduation in industrial engineering from Dwarkadas J Sanghvi College of Engineering in Mumbai. During his graduation, Karan worked on different aspects of production at the Larsen & Toubro factories in Mumbai. After graduation, he worked with Godrej Appliances as an R&D engineer. He then moved to Teach For India to work for a cause he was really passionate about and worked as a Fellowship Selection and Training Associate. Karan has a keen eye for design, branding and communication. He brings with him expertise in product building and mapping and actively works on product design and planning and marketing.

What does Hashtag Loyalty exactly do?

It offers a customer engagement and marketing automation solution to local businesses. It currently works with offline businesses in the F&B, wellness and retail sectors. Its solution helps businesses build and manage their loyalty programmes, understand their customers and brings them back again.

Karan shares, "In our early ideation stages, we worked on every part of the product but the name, avoiding the topic until we had no choice. Eventually, the three of us locked ourselves in a room and made sure we got out with a name. This enforced lockdown resulted in Hashtag Loyalty (#Loyalty), a non-invasive yet direct reference to what we do. Loyalty is a direct reference for customers to identify with us and what we do. The Hashtag, meanwhile, signifies the digital connect that we are enabling between customers and businesses."

  • The company provides its businesses a personalised dashboard.
  • It helps them build and manage their loyalty solutions.
  • Run campaigns via email or SMS to reach out their customers whenever they want to.
  • Auto-engage that helps them set up smart triggers that cover automated communication with their customers throughout their life-cycle.
  • Promotions: A customer acquisition feature that helps them acquire relevant customers from our network.
  • Run a direct one-to-one customer feedback system.
  • Enable partnerships with non-competing businesses in their local neighbourhoods to cross acquire customers.

Present market

Hashtag Loyalty currently works within the SMB industry across the retail, wellness and entertainment industries. The retail market in India consists of over 14 million outlets, out of which the organised sector consists of 1.4 million. The retail market in India is valued at $672 billion, of which the loyalty market makes up about 1 percent.

The company has generated Rs 36 lakh in revenue since inception and is currently on track to generate over Rs 26 lakh in this financial year (FY16/17). It is currently seeking Rs 1.5 crore as a seed investment. This will help it grow to over 5,000 outlets, 1.2 million users and generate revenue of Rs 2.4 crore in FY17/18. It should be noted that this figure only refers to revenue from validated sources. Additional revenue sources could increase total revenue by up to 25 percent.

Hashtag Loyalty charges a monthly subscription for each business that it works with. It is a nine-member team today, including the three co-founders.

Monday 20 February 2017

Three friends join hands to build solutions that help the common man

In a world where apps rule everything, Sigmapeiron Software is looking at technology differently. As a platform that seeks to provide solutions to day-to-day problems, it has currently begun with SeekWiz, a location-tracking device.

We live in an ultra-busy world of working couples, where effective transport within city limits is the need of the hour. While platforms like Ola, Uber, and ZipGo work towards solving the problem of transport, they don’t do away with the hassle of communication during the travel.

It was this problem that 32-year-old software engineer Shrikant Sawant, operations guy Bhushan Bhagwat, and 29-year-old coding expert Chandu Mohan were interested in solving. The trio has been friends for a while. Having been part of IT companies for over 10 years, they decided to take the plunge two years ago.
Team at Sigmapeiron

The beginnings

They started Sigmapeiron with a roadmap of building three products over five years. Bhushan, who has over a decade of experience in his field, says that in today’s day and age, every member of the family is a working professional and has to travel, whether within the city or outside of it.

There is one thing almost every family has — a WhatsApp group that serves as the communication channel. So, every time a member of the family goes to work or starts for home, messages informing each other about the commute are exchanged. It is just the state of “being-in-the-know” that matters.

Taking cue, the trio thought of building a platform which keeps people’s near and dear ones in the loop without the hassle of calls and messages. Says Bhushan,

“Also, we wanted this to be a one-stop shop where the solution will cater to all possible scenarios that satisfy location-sharing requirements.”

Building the road map

Each of the three products they set out to build has its own challenges in terms of technical knowledge, market readiness, and more importantly, being able to fund the products.

“We worked on fine-tuning the road map, doing all the research needed, and gearing ourselves up technically. It was then that the eureka movement just provided us with a solution to an existent problem which just fell into place in terms of all these factors,” says Bhushan.

It was then that SeekWiz, a platform that lets people locate their loved ones without any dependence on location requests, was born.

Through SeekWiz, the team provides customers with a product and service package that includes GPS device installation, cloud infrastructure, data feeding/migration, and the complete setup and configuration of the fleet. This smart fleet responds accurately to the requirements stated by the customer.

The first solution

SeekWiz is sold as an end-to-end solution, which involves Sigmapeiron delivering the complete package to the customer with no overhead and/or hidden costs. The delivery also includes supporting transport personnel, training them and supporting end users (parents/employees) along with a periodic maintenance cycle.

The platform provides accurate live tracking, custom in-app notifications, real-time location updates, and data security. There also is the service of the SeekWiz Command Centre, a dedicated channel to address queries that can come from any entity associated with the customer (transport admin + end users). This command centre can be reached via various channel like the SeekWizDashboard.

By logging an incident and/or a service request, the same is directly reported to an internal self-designed ticketing system that caters to the incident/service request by following stringent same-day resolution criteria. The command centre can be approached via WhatsApp and there also is a hotline where customers can call for immediate incidents.

The model and growing need for tracking

SeekWiz uses the per-subscriber model, which Bhushan says is especially attractive to schools where the SeekWiz subscription is fixed for a long period and the school can account for the expense as part of the transport fees.

There also is a per-tracked-entity model, which Bhushan mentions is perfect for fleet owners who provide vehicles in large numbers to either schools or corporate organisations.

While the team claims to have seen a sales growth of 80 percent from the third quarter of 2016 to the year’s last quarter, location tracking services are fast growing. While SeekWiz and its parent company Sigmapeiron are Pune based, there are several across different parts of the country.

A report by WHO on road safety stated that the mortality rate of children is as high as 19 in 1,00,000. Looking at these alarming statistics, there are several GPS solutions and technology-based companies focused on school bus security like AppAlert, Opal Solutions, ATIC, and startups like Thiruvananthapuram-based TrackSchoolBus and Bengaluru-based Northstar and Purvathana.

Future plans

In terms of further growth, through SeekWiz, Sigmapeiron expects to maintain an estimated growth of 40 percent quarter to quarter on average for current sales engagements. Sigmapeiron is now working on leveraging technology to build a platform which would revolutionise remedial education to help parents and teachers better understand the wards and provide equal opportunity to all students to achieve much more.

They are also working on an IoT-based solution which shall cater to the common man. IoT-related home automation is still being sold as a luxury. “Our aim at Sigmapeiron is to convert this luxury into an affordable solution which is convenient, caters to daily needs, and is essentially a plug-and-play solution,” says Bhushan.

Thursday 16 February 2017

Prashant may not have cleared his board exams, but he is bringing an organic revolution to his small village in Gujarat

How a village lad found inspiration to go against all odds and follow his heart to connect with the soil and work with natural methods of farming

Prashant Jogiya grew up in a small village called Aadityana near Porbandar in Gujarat.His family had high hopes pinned on him till he was in Class X, considering he was good at studies. But very soon, he lost connect with the education system and decided to not slog at it any longer. He quit school and started to explore life.

Prashant Jogiya at Paras SanjeevanPrashant Jogiya at Paras Sanjeevani

Over the last few decades, little-known Aadityana has been put on the map of the cement industry by Hathi Cement. A rich source of limestone and other stones, the land in this region has been extensively mined in a step towards a ‘modern’ economy. Many people have set up small industries around the natural resources of the region and families without the resources are restricted to rely on farming. Prashant’s family in also involved in the industry and manufactures paints, distemper and provide ancillary services. Naturally, this was an industry Prashant was pushed into but he soon ran away from it all after a few months. He then tried out working at a few industries in Porbandar but none of these stints lasted for more than six months.

His family also had a piece of land where they did farming as a small alternative and this is where Prashant felt like trying out his hand. He was hardly 19 then but his family had already started losing faith in him. “I went to the farm. Dug a little here and watered the crops, but I wasn’t there completely. There was a lot of disturbance within me. There had to be something more,” he tells us while taking us through his farm.

Foray into farming

For a few months, Prashant continued but everyone thought he’d soon give this up on as well. “I saw a lot of chemicals being sprayed and the entire process of farming felt very disconnected,” he says. He started to read a little in the newspapers and magazines and heard about organic farming. He connected with the concept and decided that he’d turn to organic farming. This was even a bigger point of ridicule in the village. A young lad who hasn’t ever done farming was going to do organic farming! 'Do you know the effort that is required?', 'Do you know there is no market for organic here', were some of the questions hurled at him. He knew there were difficulties but the path felt right.

Prashant stopped using chemicals on the little piece of land he was supposed to take care of. He turned to as many organic practices he came across but life was still far from being a bed of roses. There was no visible change in the field and the situation didn’t improve. “I was still not satisfied, there had to be a way somewhere from here,” he thought.
Deepak Suchde

One day, he came across an article about making amrut maati and amrut jal, which do wonders for the soil. The article spoke about NatuEco farming method but didn’t have many details (Deepak Suchde is a popular figure in the world of natural farming and is credited to taking forward Natueco science of farming initiated by Professor Shripad Dabholkar). Prashant read about the techniques and he recognised a way forward but had no clue about where to find out more.

The search

Prashant cut a clipping and kept it with him for close to a year. “I used to ask everyone who spoke of organic farming about this man but no one knew anything about it,” he recollects.

The nearby Hanuman Ashram in Mocha, which is run by a French swamini who in herself is a mesmerizing story, became the turning point for Prashant. Jitu bhai, a friend of Deepak Suchde’s, used to visit the ashram and mentioned to the swamini that she could connect him to anyone from the village if they were interested in organic farming.

News reached Prashant and he ended up meeting Jitu bhai at the Mocha ahram. Prashant found his gateway to NatuEco farming and ended up visiting Deepak Suchde in Bajwada, Madhya Pradesh where his quest found an answer.

Time to implement

After two brief visits, Prashant had found a connection and the faith to stay true to his intention of natural farming. “Staying with baba changed me as a person and opened new doors for me. I now found a language to talk with plants and grow together,” says Prashant.


He now meditates before entering the farm and treats the entire ecosystem around him as one. “We don’t do any weeding or scare away the animals. The universe has its way of balancing everything and producing enough for everyone. If we can just let things be and exist as support instead of intervening so much, everything is available in abundance already,” he tells us over some fresh coconut water from the farm.

A validation came for him when once a certain pest attack had spread a disease in the coconut trees in the region. Agricultural universities suggested injecting a chemical in the roots of the tree to save them. All farmers did that but Prashant refused. “My family was fighting with me and warned me that the entire field will be wiped out but I had faith. I stood by my crops and prayed to the pests. I asked them not to go away since they’d be killed elsewhere but also not to destroy the coconut trees,” says Prashant.

And as faith would have it, his prayers were answered in seven months. The pests are still there but coconut trees started to flourish again. The other farmers couldn’t believe their eyes and still ridiculed the occurring but Prashant had seen a ray of light.

Spreading the organic goodness

Prashant has been following NatuEco farming for close to five years now. The farm ‘Paras Sanjeevani’ produces organic coconuts, peanuts, papaya and other medicinal plants. “Early this year, we started a WhatsApp group for people in Porbandar who want organic produce,” says Prashant. Starting out with seven subscribers, the base is growing and Prashant is putting in extensive efforts to turn the tide towards organic farming in this little-known region.


Prashant with guests at his farm

Taking inspiration from him, many famers visited him from around but only one person, Vitthal, has followed his footsteps. “We’re still a long, long way from making any impact. My family is now starting to support me but there’s so much that needs to be done! We want to create a market and take this method of farming to as many farmers as possible. We want to make farming respectable again,” says Prasahant.

This young man’s story is one of hope and inspiration. In the middle of nowhere, someone gets this message of listening to nature and follows his heart, finds an answer and is now on his way towards realising it completely. There are many such stories across the world and if we all work towards creating an environment for such seeds to germinate, the world will flower into something even more beautiful.

Friday 3 February 2017

This 19-year-old Londoner has created a chatbot that provides free legal aid to the homeless

Chatbots these days have become quite popular and entertaining. Google Allo, for example, is known for its witty responses and humorous suggestions. Revolutionising the entire concept, 19-year-old Joshua Browder from London introduced his masterpiece DoNotPay, which consolidated the parking ticket system in England. Joshua, who has been the recipient of numerous parking tickets, was 18 years old when he got this idea. DoNotPay has 1,75,000 active users and has allowed vehicle users in London and New York to save around $5 million.


Initially, he programmed the assistant in a way that it helped people challenge parking tickets. Soon enough, he embedded law into the bot so as to assist users in getting crucial information on complicated laws. Now he has shifted his focus to the homeless. The latest addition to DoNotPay helps the homeless in the United Kingdom access rights to public housing policies. His algorithm is so simplified that the users just need to seek help from the bot and the bot itself will be able to analyse how to solve their issues by asking a chain of questions and consequently file a claiming letter for the user. This letter is drafted as per the answers given by the users.

This turns out to be a game-changer for the homeless since legal advice costs hundreds of pounds whereas the bot only makes people answer a few questions. Joshua is someone who leaves no stone unturned, for he consulted with a lot of lawyers about the law and its complications before starting work on the algorithm. He even ensured that people had the right and the access to know why applications are rejected.

Speaking with the Washington Post, Joshua said, "I started receiving a large number of messages about evictions and repossessions, especially from people in the UK. I felt bad that I didn’t have the knowledge to personally help people, especially since they were being made homeless."

Having established himself with his technology in the UK, Joshua aims to reach out to the citizens of the United States as well. However, it is not going to be an easy task for him and his chatbot DoNotPay because of the usage of different housing laws for each city in the country.

Thursday 2 February 2017

Lessons for entrepreneurs from ‘The Book of Five Rings’

Perceive that which cannot be seen with the eye.

– Miyamoto Musashi


In Japanese folklore, rōnin, the masterless samurai, were looked down upon with much disdain. A masterless samurai was one whose master had died on or off the battlefield, or one whose master had lost the favour and privilege of the emperor’s court. Some samurai warriors became farmers and tradesmen, while others chose to become mercenaries and bandits. Miyamoto Musashi was one such rōnin who, in spite of the loss of his title, became one of the foremost scholars on samurai and their code of life, Bushido.

While the feudal system and the samurai no longer exist except perhaps in history books, popular culture, and Hollywood movies, many of their scholarly works have a lot to teach even today. In our last blog, we explored how Musashi’s teachings can be beneficial for digital marketers, the samurai warriors of the modern world. In today’s post we’ll try to find out what startup entrepreneurs can learn from Master Musashi and The Book of Five Rings.

Know your competitors

Know your enemy, know his sword.

In battle, victory belongs to the warrior who studies his adversary’s every move before making his own. According to Master Musashi, thorough knowledge of the adversary is essential because it is only then that the hidden weaknesses become obvious, allowing one to strike a fatal blow at the enemy.

For startup entrepreneurs, knowing the competitors thoroughly is the first step towards success. Believing that one’s business model is absolutely unique and thinking one is impervious to competition can prove to be a grave mistake for any entrepreneur and eventually become their undoing. Competition in business is certain, and therefore, a thorough knowledge of competitors, their strategy, and successful moves is a must for entrepreneurial success.

Find your strengths

There is nothing outside of yourself that can ever enable you to get better, stronger, richer, quicker, or smarter. Everything is within. Everything exists. Seek nothing outside of yourself.

Don’t be alarmed by the size or might of your opponent. You have everything you need to overcome your opposition. The mightiest of foes can be brought down by the smallest of pebbles struck at a weak spot.

Large organisations can often be intimidating. The sheer size and magnitude of their operations are enough to cast a doubt in the minds of startup entrepreneurs. But the fact is that large organisations are prone to processes that can often impede their speed and agility. Startups have a distinct advantage in this regard — they are lean and agile, and can take quicker decisions that can become the gateway to their success. Startup entrepreneurs just need to look within to find these strengths that they already possess and utilise them to their advantage. Moreover, finding your strengths is one of the fundamental pillars of growth hacking. If you know them inside-out, you would have already set in place a firm foundation for your business from the beginning.

Define your purpose

Get beyond love and grief; exist for the good of Man.

What Master Musashi means with these words is that emotions and aspirations are natural to every human being, but a true warrior must have a purpose in life, and there isn’t a purpose better than the service of others.

Similarly, every entrepreneur must define the purpose of their enterprise. If the only purpose is making money, then there will be a disconnect between the business and the consumer. Consumers in the digital age are not only looking for an experience from the brand they do business with, they are also looking for a purpose, a set of principles that the brand adheres to that appeals to them. When they see a business with a real purpose, a real impact on society that they can relate to, they will follow that brand with absolute loyalty.

Avoid the obvious traps


Do nothing that is of no use.

A warrior must remain focused on the task. There is nothing but the task until it is completed.

Startup entrepreneurs often get distracted by things they need not divert their attention to. While doing so, their objective is almost the same — success for the organisation — and they want to achieve it by any means necessary. But the problem with such an approach is that it leads them away from their core strengths and target audience, both of which are critical to their success. The only thing that can happen after that is a loss of any market share they might have created for their startup.

Give it everything, always

To win any battle, you must fight as if you are already dead.

A samurai must put forward his best efforts to win a battle. And in order to give his best, he must never think of the possibility of defeat at the hands of the enemy. Moreover, occasional best efforts are not good enough to ensure victory. For that, the warrior must be at his best at all times.

Just like in the battlefield, occasional best efforts are not good enough to win over business competitors either. Entrepreneurs must remain at the top of their game at all times, because the moment they let go, even for a split second, they will surely be overwhelmed by competitors. Why? Because it is the digital age and things move at the speed of thought on the internet.

In the end

Strategy, product planning and design, marketing, human resources, finance, and every other business function can draw a few lessons from the samurai. Their absolute devotion to their way of life, the expertise with weapons, resilience, strong personality, attitude towards victory, and the humility to keep learning every day can prove to be useful lessons for startup entrepreneurs. However, the single biggest virtue of the samurai warrior was honour, and startup entrepreneurs must not forget that if they want to be truly successful in every arena of life.

Friday 27 January 2017

This Pune-based startup offers flight tickets at 50% discount to army jawans and their families

Two engineers from the Army Institute of Technology, Pune, Varun Jain and Ravi Kumar, found that about 40,000 seats on domestic flights go vacant every day. In spite of it, more than 5,000 jawans from the Indian armed forces travel in general compartment everyday due to unavailability of seats. Their family members and veterans also face similar problems.
The udChalo team

With an aim to solve this problem, Varun and Ravi founded udChalo in 2012, a booking portal which provides discounted domestic flight tickets exclusively for the Indian armed forces, ex-servicemen, dependents, and SSB candidates. This Pune-based platform offers services both offline and online. Their physical counters are present inside Army cantonments, at the SSB and ASC centres in Bengaluru, DIAV in Delhi, BEG Centre in Pune, and MH Kirkee.

The ideation for udChalo started in 2012 with an objective to transfer waitlisted railway passengers to fill the vacant last-minute airline inventory. While working on this, we observed that many Army personnel travel in general compartments due to unavailability of seats in the Railways,” says Varun.

Varun worked for Persistent and is one of the founding members of Tavisca Solutions, a product development company. Prior to starting udChalo, Ravi worked for almost three years in companies like Tata and Dassault.

udChalo has partnered with three airlines (names of the airlines cannot be disclosed due to confidential reasons) and sells over 5,000 seats every day. The founders believe that it is a win-win for both customers and airlines; the airlines can earn incremental revenue and the customers can get an alternative mode of travel.
API integration with airlines

Real-time booking engine udChalo has direct API (application programming interface) of the partner airline and has a two layer verification process on the website, which ensures that only genuine Army personnel book a flight.

On the basis of historical data and current seat filing pattern, airline changes allotted seats to udChalo every day within the allotted RBDs (Reservations/Booking Designator).

The startup has 14 employees out of which three are ex-servicemen from the Indian Army. For offline counters, they have recruited retired Army personnel.
Building business

udChalo charges a small fee over the price they get from the airline, which is one to four percent per ticket depending on peak or non-peak season. The revenue growth has been 50 percent month on month.

The startup is in negotiation with other major airlines and is planning to recruit employees with defence background, preferably war widows, war disabled, veterans, and dependents. The aim is also to recruit 70 ex-servicemen by seeking help from AWPO Delhi.

Other plans in the pipeline include opening up of UBC (udChalo booking counters) at 50 places, mostly in far-flung areas and field areas to cater to the need of armed forces personnel who cannot book tickets online. "Since all of us working in udChalo are from a defence background, we know the right channels to approach. We send letter communication to various defence units who inform their troops about the facilities available to them. Apart from that, we are active on social media for our marketing,” says Varun.

Wednesday 25 January 2017

Meet the chief architect of Aadhaar, Pramod Varma

When Pramod Varma took the challenge to architect world’s largest identity project(almost 10 times bigger than the largest existing identity system), he didn’t have much idea of what he is up to. But driven by instinctive decision making and a believer in people’s capability, Pramod and his bets on technology made Aadhaar one of the most robust and scalable systems achieving its goal of inclusion like none other.

It’s 7:30 am, and I’m 15 minutes early for my scheduled meeting with Pramod Varma at his EkStep office. But when I climbed the stairs to the office, I was hardly expecting to see Pramod well settled with his work and having his breakfast alongside. He gave me a tour of the office and requested some coffee before we settled in for the interview.

One meeting with Pramod Varma is enough to convince you as to why he is the Chief Architect of Aadhaar and the architect of India Stack. An interview that was meant to last for an hour went on for more than two, and I still found myself wishing for more time.

This week’s Techie Tuesdays explores the life of an exceptional techie, one who is both an artist and an architect, intent on turning the vision of providing identity to more than a billion Indians into a reality.

The royal connection
Pramod comes from the erstwhile royal family of Kerala, the same one that famous painter and artist Raja Ravi Varma belonged to. Kerala's rapid shift to communism brought many royal family members, like Pramod’s parents, into contact with the harsh realities of life. His father often used to say, It's important to be positive and very focused on doing the right things. Results are not fully in your control, but nevertheless, if you do the right things consistently and keep your integrity intact, generally, you'll be successful.
Pramod with parents and brother baby
Born in a small town near Trivandrum, Pramod grew up in Kerala, and had a simple upbringing. He finished his entire schooling in Malayalam medium, with almost no exposure to English. He didn’t know about the IITs even after finishing his 12th standard. So, he went on to do his B.Sc. Math from a local college. During this time, he saw his first computer (dot matrix) print outs when his cousin brought some from IISc (the Indian Institute of Science). Pramod also had access to an Atari, the small programmable game machine, which his friend's elder brother had brought back from the Gulf. By 1987, he had made up his mind to go into computer science.

Pramod was also keen to get out of his small town. After finishing his B.Sc., he joined Hyderabad Central University to do his M.Sc. in Applied Mathematics. Till now, he has had no mentor. He recalls, Landing that first time in Hyderabad was very different. I never spoke Hindi or Telugu (or even English properly) before. Just landing with a small bed and a bag in the bus stand, I was trying to figure out the way to the university.

In the university, M.Sc. Applied Mathematics students did a lot of computer science courses, like pattern recognition, meta theory, graph theory, with M.Tech. (Computer Science) students in combined classes. Pramod topped the university in first year and came second the next year. He says,

“But it was irrelevant, because by then, I had really figured out that I wanted to go for M.Sc. Applied Mathematics with computer science courses. That is also when I realised why math was very powerful in computer science. Understanding data structures, graph theory and algorithms was easier.”

Pramod with brother on fathers lambrata
Later, Pramod wrote GATE and went to JNU in Delhi to pursue an M.Tech. in Computer Science. He also completed his Ph.D. in Graph Theory there. Because of his programming experience from his M.Sc. days, he was a lot more confident during his M.Tech. It was still the early days for FORTRAN and C then.

In 1989, Pramod wrote a full fledged vector graphic editor that could draw shapes and fill colours. This was written in PASCAL and ASSEMBLY. It gave him an exposure to why data structures matter. For example, the tool will know how to compute a shadow against a light source. After 1989, Pramod got into LISP, Prolog, and Expert systems. He recalls building a small medical expert system (primitive when compared to today’s systems, of course) as his first exposure to artificial intelligence. He even wrote a chess player program using the standard AI algorithms like tree pruning and backward tracking, but machines were primitive then, and humans always ended up beating the program.

The left brain-right brain balance

During his academic years, Pramod had kept his interest in travelling and art going strong. He was continuing with pencil drawing and water colours, which kept his left brain intact (probably because of inherited capability from the Ravi Varma clan). Engineering and logic, meanwhile, helped in developing his right brain. He even learnt to read and write Telugu when he was in Hyderabad. Pramod is a trained rock climber and mountaineer.

He realised that his three aspects were being developed simultaneously:

a) The technological part - because of the his academics.

b) Extracurricular activities - consisting of mostly adventurous like skiing, rollerblading and rock climbing.

c) Artistic side - pencil drawing, water colours and clay modelling.

Pramod during mountaineering
Pramod’s room on the third floor was probably the best in campus, with a lot of drawings and paintings on the wall and an equally great collection of other artwork kept all over the room (which he collected from his travels). He says,

I was unusually organised for a boys hostel room. But being a hardcore techie doesn’t mean you can't have a left brain and a social life.

The first job

Pramod gave his first interview for a job at Infosys in September 1993. Later, he gave two more rounds in October and November, going on to join the company at the end of the year. Back then, Infosys was around a couple of hundred people-strong, operating out of Koramangala, Bengaluru. Pramod was training the new joinees at the company. The teaching experience helped him by strengthening his fundamentals even further. He recalls,

At that time, Infosys only recruited from the IITs. These recruits could really spin you around and give bad feedback.

At Infosys, in 1994 only, Pramod was programming on the internet (on CGI programming). That was the first time he came across Nandan Nilekani. Nandan figured out that Pramod was the only one programming on the internet at the time. This was the time before mosaic browser and when JAVA was barely starting to evolve. Nandan told Pramod that 'consumer banking will dramatically change with the internet', and asked him to build a prototype. Banks didn't even have websites back then, and even core-based banking wasn’t practised by them (brand-based banking was common). Pramod built the prototype, which demonstrated through mosaic browser how people could log in through a fictitious banking website and do their banking. Though the company didn't take the product to completion, the project gave Pramod a chance to work with Nandan for around three months.

In 1995, Infosys funded a startup in the Boston area called Yantra Corporation, a supply chain product. Infosys put in $100,000 seed capital and gained a 100 percent ownership. The company’s CEO, Devdutt Yellurkar (General Partner at CRV [Charles River Partners] now), was looking for a tech guy who had worked on the internet before. Nandan recommended Pramod. He moved to the US in 1996 to be a part of the company. He recalls,

It changed my life completely. Sitting in a small office in Massachusetts and suddenly walking into the office of the CIO of GAP, J.C. Penney, talking about how we're trying to build a product that will disrupt the supply chain network.

Pramod with wife Lekha
Joining Yantra meant giving up some potential stock options in Infosys. Pramod, however, took an instinct-based decision and took a plunge. He really enjoyed working with the people there. He was excited about working with a great CEO and mentor, and alongside a great team trying to do something very different.

Yantra Corporation raised two more rounds of investment, one in late 1990s and another in early 2000. This was amidst the difficult times of the internet, with the dotcom burst. The company was very successful in retail. They rewrote multichannel retail commerce and owned the entire turf, including Hallmark, JC Penney, Big Best Buy, Target and GAP.

Pramod wrote a service-oriented architecture paper in 2003 and spoke on how micro-services and API-based platforms ease the way to build. In 2005, Yantra Corp. (then a $40 million company in terms of revenues) got acquired by Sterling Commerce ($600 million in revenues) for a 5x valuation. Pramod believes that it was primarily because of the superior product and engineering that the company got acquired at such a valuation. In a unique scenario, after the acquisition, the CTO, VP Engineering, Senior VP, CMO and head of product management at Yantra Corp. replaced those respective positions at Sterling Commerce. Yantra Corp employees remained loyal to Sterling, and stuck around for a long time. Pramod stayed on as well, finally leaving in 2009.

Sterling Commerce later got acquired by IBM for $1.4 billion.

Identifying opportunity in identity

In 2009, when Dr Manmohan Singh invited Nandan to do an identity project, Pramod almost instinctively decided to get in touch with his old colleague at Infosys. He says, "I had read about the power of digital identity and why digital identity and digital systems will bring about transparency and reduce the friction created by human beings who created discrimination among individuals."

Nandan told Pramod that he was taking a risk, given that he was enjoying his work at the time and it was uncertain whether the identity project would even take off or pay him anything. Pramod replied that he knew intuitively the right thing to do, and shifted within a week to do full-time volunteering for Aadhaar in July 2009. Pramod believes that Nandan had this magnetic capability to bring the right people to work with him.Also read: Santosh Rajan — the 56-year-old geek behind GeekSkool

The basis of Aadhaar

Pramod says, When an opportunity is given to you, and you have the capability to do it, then not doing it is not acceptable in my mind. Trying and failing is okay. (With Aadhaar), we didn't know if we would succeed or not, but we believed that we could and that we'd do everything to get there.

The UID team started with project planning, tech design and talking to experts in the first few months, which was followed by the formation of formal committees.

Design of Aadhaar

Within a month, three things became clear about the design of Aadhaar:
Fresh enrolment – The team had to start fresh (through enrolment) and not be dependent on any existing data (election commission).
Biometrics – If it had to be unique identity, then it had to be biometrics-based.
Keep it minimal - A digital identity and not an offline card-based identity. It had to be a general purpose identity platform, not a static/physical identity card (like the PAN card).

Discussion on the two aspects of identity - demographic data and biometric-based data - required a committee each. The demographic data committee was headed by N. Vittal, ex-Chief Vigilance Commissioner of India, while Dr B.K. Gairola (from NIC) headed the biometrics data committee. The demographic data committee finalised the four attributes to go into the database – name, date of birth, gender (including the third gender), and address. They were kept minimal to achieve inclusion.

Pramod’s key takeaway from his experience of working with the government is simple –

If you're genuine and if your intent is clear, it generally works out. This is the exact reason why I continue to work with UID today. You have to be truly appreciative of the way the system thinks.

Nandan also emphasises this – “If you want to make massive changes in the system, it doesn't come in a day, we cannot be impatient about it. We might also lose some battles, but we have to win the war.”

Tech stack of Aadhaar

Pramod recollects a rather worrisome conversation with a professor in the US who specialised in biometrics, having worked in the area for a long time (he volunteered for Aadhaar ). He said,

You'll need a football field full of million dollar computers to do biometrics deduplication of more than a billion people. It is possible technically, but unviable economically (a million computers of a million dollars each).

Pramod then spoke to Google and Facebook and studied their architecture. He realised that in Aadhaar, one identity deduplication has to do nothing with another person’s ID deduplication of data. They realised that it's a very parallelisable problem. Pramod then took a personal bet and decided to go with an open source, commodity computing. They didn’t use any proprietary chipset or computers because they couldn’t have a (architectural) lock-in situation of national critical infrastructure like this (if it succeeds).

The team decided to go with the following:

Open source

Commodity computing architecture - Knowing the speed at which commodity computing was growing (doubling each year according to Moore's law), Pramod decided to bet on it.
Unbundle – The team didn't want one vendor solution, so they unbundled the entire identity system piece by piece. This means unbundling the identity systems to enrolment, workflow, deduplication, authentication, error handling and manual quality checks.

Pramod shares, In the short term (first two years), it looked like we were spending more money because we stuck with the open computing architecture. At the end of six years, the entire cost of the UIDAI system is Rs 70 per person, including hardware, data centre, salaries, offices, and every other cost involved. It was almost $100 in the US (per person) and 100 pounds in the UK.

Pramod keeps telling the following to the architects (design people):
Understanding the purpose/problem statement. It comes above everything and everyone.
Clarity in your thinking.
Seeking feedback from many people.
Keeping it simple (and stupid).
Pramod with 99yr old grandmother
Techies and ground reality

There were situations where the tech team of Aadhaar didn't understand the ground realities. They didn’t know what happens in the village once the laptop goes and the camps (biometrics) get done. Though the original process of enrolment was simpler and technically correct, it didn’t take into account factors like handling of machines (and devices) and poor connectivity. They eventually added failure resilience in the system, and after many iterative pilot-based run throughs and updating software design for enrolment, the biometrics data collection camps were organised.

The team also realised the need to include approvals in the backend workflow. They readjusted the manual process and built a manual verification and adjudication workflow.

Building India Stack

As chief architect of Aadhaar, and because of his exposure to the system and the ability to solve large scale design issues, Pramod got access to build the rest of the layers of India Stack, the name collectively given to a bunch of layers the government has built. The first layer was Aadhaar and the second was eSign. This was followed by the submission of digital locker architecture paper, on top of which a bunch of payment layers were built. One of these is Aadhaar-based payment, through which the DBT (Direct benefits transfer) money is transferred. Looking at the uptake of IMPS in 2014, Pramod started working on an instant money transfer solution (layer), which is extremely simple and mobile-enabled to facilitate peer-to-peer transactions and merchants payments.

Pramod explains, For this to happen, you need a powerful API at the back that allows a distributed but instant money transfer protocol. That, when I wrote the first UPI protocol, sort of did what SMTP did to e-mail.

However, email was different with respect to the following three characteristics:
Store and forward,
Doesn't have encryption between the end point and
No trust establishment.

All the banks have access to UPI. And now with demonetisation, wallets will also join in.
What's next?

After the UPI, Pramod is excited about the following forthcoming layers on Aadhaar:
Electronic Consent Architecture – This will put an individual in control of their own digital footprints. It’ll provide a technological framework to provide a control (a consent) so that one can still use his/her footprint to get a loan or apply for a job. The draft for electronic consent architecture is out.
GST – This will take the system from a portal-based thinking to an API-based payments.
Bharat Bill Pay Systems - Out of one billion utilities bills paid per month, only 3-5 percent are paid electronically. There’s huge scope of easing the payments here.
Electronic Toll Collection – This will enable using RFIDs in vehicles. It will be useful in situations like implementing a congestion pricing for vehicles travelling through a congested area through an API.

Desirable qualities in a tech person

While hiring a techie, Pramod looks for the following qualities:
Depth of design thinking and why - Not the syntactical depth but the design thinking depth, especially for senior/architect level guys. Why we do something is more important than how we do it? How did the techie think about the design, network, storage problem?
Passion for what you're doing - You've got to be alive and spread that energy to the team. If you want to be an architect who can influence people's thinking, then this is a must.
Ability to communicate your thought process in simple words - Know something yourself doesn't mean anything. Getting people who are not technologists to understand why are you saying something is important.

People who influenced his life and value systems

Pramod with his parents and brother
In our conversation, Pramod kept on emphasising that he’s a people person. He is influenced by a set of people who are very close to him. Here’s what marks these people have left on him:
Mother – She was an extremely passionate teacher of the Malayalam language. Pramod believes that his animated style of talking on stage (or while teaching) comes from his mother. He believes in talking from the heart and not from a power point, which he learnt from his mother.
Father - He was a karmayogi, who focused on work, family, value systems, and kept them together. He had no rigid social structure or hierarchy in his mind for treating people differently. That lack of rigidity is very valuable to Pramod.

Brother - Prajod has been his best friend throughout his life. He has been a huge support whenever Pramod was in need of it.

Grandmother – At 99, Pramod’s grandmother is still going strong. She held the entire family together. Educated till 4th grade (because princess couldn't study more), she used to teach Sanskrit to MA students later in her life. She authored books and taught the veena, all while running the whole house. She was also an amazing story teller.

Wife - Pramod knew Lekha from his 11th grade, when she was in the 9th grade. She is holding their family together and has been a huge support. Since they knew each other from such an early age, they didn't have anything to hide or not talk about. This in turn allowed them to pursue many more confident ventures in life.

Cousins – Pramod has some crazy cousins who are very close to him, thanks to his grandmother holding the large family together.

Devdutt Yellurkar – He has played an instrumental role as a mentor, guiding him as a product architect.

Nandan Nilekani – He’s a visionary from whom Pramod continues to learn a ton even now. He’s surprised by his ability to abstract a pattern from a scenario and say it'll work elsewhere. He believes that visionaries have this power of abstraction, which allows you to compare the two situations and use components of learning to solve bigger (and newer) problems.

Pramod says, If youngsters surround themselves with the right people and put their hearts into their work (rather than only the brain), very rarely will they fail. It'll help you discover yourself and do the right things.