Hi! Thanks for stopping by. I’m Shrutin Shetty, co-founder of RattL (Crystal Planet Labs LLP), a Mumbai (India) based global innovation and design strategy practice that strives to make the world better by helping Companies, Governments and Non-profits create meaningful products and services for the people they serve.

Our primary offering is the ReCog Program, a 2-to-5 month, deadline-driven engagement where we work alongside teams at organizations to help them better understand their customers’ needs, and use our innovation model to conceptualize and create solutions that delight and have a better probability of success.

We believe meaningful solutions create automatic differentiation from competition, increase chances of delighting customers, and as a result, contribute to business growth. For this, we use our Innovation model that is a unique blend of design thinking, strategy and behaviour principles.

We also work on some internal design challenges – areas we feel are of relevance to people. Currently we are trying to design a better mask for Covid times, among a few other projects.

My overarching objective is 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 exceptional mentors and supported by a capable external team of consultants.

I wrote ‘Design the Future‘ in 2018, a book that tries to simplify design thinking for businesses and keen enthusiasts. I am occasionally a visiting faculty for post-grad students of the Masters programs at NIFT, Mumbai for Strategic Design Management, and topics like design thinking, business models, etc. I also serve as an Examiner for Innovation and Improvement Projects from large corporate teams that compete each year for the prestigious QualTech Prize.

In the past, I worked briefly at a restaurant (during school vacations, tried 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 [that 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 performance of 9 portfolio companies, in addition to assessing and advising over 900 young business founders and teams. I then independently advised a few startups, before heading western India operations for a high-technology group operating in the industrial robotics, metrology and ERP sectors. In 2012, I started my consulting journey under the name, ‘A-Team Business Consulting’, which grew to become a design-thinking led strategy consulting practice, and has now evolved to the innovation & design strategy practice, RattL.

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 their 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.