A Note, Before We Begin
Dear reader,
I build products that turn intent into habit. Not features for their own sake, but the quiet mechanics that make someone show up again tomorrow.
For a decade, I've worked at the edge of consumer behaviour and product systems: fitness, mobility, safety, commerce. Different worlds, same question underneath: why do people do what they do, and what's the smallest change that helps them do it better?
This is a short account of that work.
With intent,
Jasmine
The Path So Far
Eight chapters, one throughline.
Click any chapter above to read the story: experience and education, in order.
About
The short version.
I've spent the last decade at the intersection of consumer behaviour and product systems, most recently as Lead Product Manager at FITPASS, India's largest fitness network, where I built the product team and set up the agile practices that streamline how we ship. I own three domains: Customer App, Partner App, and Corporate Alliances, and I drive the full funnel from acquisition to activation, engagement, and monetisation.
My work lives in the numbers: activation rates, redemption journeys, engagement loops, retention curves. But the craft is in translating complex human behaviour into clean, scalable product decisions. Before FITPASS, I worked on quick-commerce for Tier 2/3 India at Fraazo, and on enterprise-scale consumer safety products at Microsoft. Two very different worlds that sharpened the same muscle: understanding users who don't behave the way you'd expect.
MBA, Indian Institute of Management Calcutta. B.Tech, NIT Rourkela.
Projects
Things I've shipped.
Highlights View All Projects →
Projects
The Approach
Three things I keep coming back to.
Growth
Funnel optimisation and acquisition experiments that compound: finding the smallest change with the largest downstream effect.
Engagement & Retention
Gamification, lifecycle design, and community features that turn a single visit into a returning habit.
Monetisation
Upsell, cross-sell, and upgrade paths woven into the journey: revenue that feels earned, not extracted.
Toolkit
What I work with.
Beyond Product
The other craft.
Before spreadsheets and sprint boards, there was a sketchbook. For over a decade I've worked as a visual artist on the side: ink illustration, watercolour, digital art, and flatlay photography. It's the same instinct that shows up in my product work: noticing detail, composing something clean out of complexity, and caring about how things feel, not just how they function.
Get in Touch
Let's build something people actually use.
Open to conversations on product leadership, consumer growth, and health-tech.