About Shrutin


Thanks for stopping by! I’m Shrutin N Shetty, a Design Strategist from Bombay, India, trying to work on projects that make the world better.

I assist purpose-driven young companies on innovation and strategy. Focus areas could vary from their need for product or service innovation, getting to the next level of growth, understanding customer needs better, uncomplicating business, and so on.

Using my blend of human-centered design thinking, strategy, and human behaviour principles, I help companies innovate and grow. Design thinking to me, begins & gains momentum with humility; then works its magic with empathy & design thinking tools.

Clients I’ve been privileged to serve so far, hail from India, Hong Kong, Singapore, Oman & Abu Dhabi. A capable external team of consultants supports me.

I also conduct innovation workshops for client teams and students; and prepare the occasional elevator pitch for companies trying to raise angel or venture capital investments.

I recently wrote a book on design thinking titled ‘Design the Future’, towards helping others interested in this practice, to be able to apply it to their business, professional or personal lives.

I also served as an examiner for innovation and improvement projects for many years for the prestigious QualTech Prize, and taught business models and design thinking to post-grad design students at the National Institute of Fashion Technology (NIFT).

Prior to setting up my consulting practice, I headed western India Strategy & Marketing for TTPL (a high-tech company in the metrology, Robotics & ERP space). Prior to that, I independently consulted young companies, helping them create business differentiation & stronger business models.

Before that, I was on the investment team at SIDBI Venture Capital, that managed a corpus of INR 600 crore across two venture capital funds. I worked on investments totaling INR 130 crore. I also worked closely with 9 portfolio companies on their growth; apart from assessing over 900 businesses and advising entrepreneurs and business teams. A memorable investment there, was to enable an Indian, niche engineering projects company acquire a European company thrice its size! Post-acquisition, we worked with the acquirer’s top team to streamline ops & build the group’s global growth.

My first job was at HP’s BPO, a treasure of customer experience learning.
As a teen, I briefly oversaw restaurant operations, trying to delight customers with service improvements.

I am a Computer Engineer, an MBA in Finance & a certified Quality Improvement Associate. Have also studied Design Thinking (Executive program – distance) from Darden School of Business.

Areas of interests: psychology, inventions, innovation, ethics, IoT, unmanned vehicles, business differentiation, Lego, and of course, simplicity in solution and design.

For design strategy consulting requirements or innovation workshops, you can reach me at shrutin[at]ateamstrategy[dot]in or on +91–22–

This is my personal blog where I express my views, observations, experiences & ideas. Your views and suggestions are welcome. You could sign up to keep pace with new posts.

You can also connect with me on LinkedIn or on Twitter.

Thanks again for stopping by. Look forward to our interactions here.

Please note: I do not claim credit for any images on this site (except ones I’ve clicked myself). Images on the blog are copyrighted to its respectful owners. If there’s an image on this blog that belongs to you and do not wish for it to appear on this site, please email me with a link to said image, and it will be promptly removed.

3 thoughts on “About Shrutin”

  1. Great goal Shrutin! Unfortunately, the barriers you have outlined exists in all resource constrained and resource limited countries. If you can achieve it for India, maybe you can test your model on the other BRICS. I’m Brasilian American and it is unbelievable the amount of challenges that exist to conduct simple business.

    I’m in awe of you and know you will create a viable model!

    1. Thank you Clarissa.! Great or not, it sure is a challenging goal. I’ll surely be working toward it. And just so you know, your comment and confidence in me isn’t creating any performance pressures whatsoever. 😉
      By the way, Ms. Behavioral Science expert; I sure could use your help on this. In case you’re interested, let me know. I’m still at the starting line anyway. And can I have your email id [I see a suspicious looking hotmail id here, that yours?] I’m at shrutinshetty@gmail.com. As soon as I get a little more clarity on things, will connect and see if we can take on the big challenges and changes.
      Thanks again for the inspiring comment.! Stay awesome.!

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