Hi! I’m Shrutin N Shetty, a design thinker, strategy consultant (a design strategist) and Co-Founder of Rattl (Crystal Planet Labs LLP), a Mumbai (India) based global innovation and design strategy practice.

By way of our ReCog Program, we strive to help companies, governments and non-profits create more meaningful products and services for their customers. Create solutions that delight, and as a result, contribute to business growth, using our blend of design thinking, strategy and behaviour principles.

Apart from this, we also work on some internal design challenges – areas we feel are of relevance to people.
We are currently trying to design a better mask for Covid times.

My overarching objective being to work with businesses committed to making the world better.

Design thinking for me, begins & gains momentum with humility, then working its magic with empathy & design thinking tools. I’ve had the privilege of serving clients in India, Hong Kong, Singapore, Oman, Abu Dhabi and North America, guided by the best of mentors and an external team of consultants. I also conduct workshops on design thinking and innovation for businesses and at colleges.

Authored Design the Future in 2018, a book that simplifies design thinking for businesses and keen enthusiasts. I’m occasionally a visiting faculty for post-grad students of the Masters programs at the National Institute of Fashion Technology, Mumbai for the subject Strategic Design Management, and topics like design thinking, business models, etc.

In the past, I’ve worked briefly at a restaurant (during school vacations, trying to improve diner experience), and then at Hewlett Packard’s BPO in Bangalore, after which I was part of the investment team at SIDBI Venture Capital, which managed INR 500 crore across 2 VC funds. I had the opportunity to be a part of INR 130 crore worth of investments, and oversee the performance of 9 portfolio companies, in addition to assessing and advising over 900 startup founders and teams. I then freelance consulted a few startups, before heading western India operations for a high-tech group operating in the industrial robotics, metrology and ERP sectors. 

Interests: behaviour, inventions, innovation, ethics, autonomous vehicles, business differentiation, Lego, and simplicity in solution and design.

This is my personal blog where I express my views, observations, experiences & ideas. Your views and inputs are important, and welcome. Sign up to stay updated on posts. I’m also on LinkedIn & Twitter.

Thanks again for stopping by. I 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 an image on this blog 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 removed.