The Team
A small team building from what shoppers already want
Palette started after seeing Indian consumer brands optimise for launch activity while leaving repeat purchase largely unanswered.
How We Started
The first purchase is not the whole story
Well-funded Indian consumer brands often optimise for trial acquisition while ignoring whether the first buyer would reorder. The data to answer that question existed across purchase histories, but no practical tooling existed to read it at category scale before committing.
Palette was started to build that tooling. Our thesis is simple: a category with strong reorder data already has a customer. We are not manufacturing demand; we are building the right brand for demand that is already there.
The people behind the read.
Siddharth Gadodia
CEO & Co-Founder
Siddharth has spent years building consumer growth models across Indian packaged goods and modern trade. His work centres on what repeat-purchase data reveals about sustainable brand pull, beyond launch volume or promotional spikes. At Palette, he leads category selection and brand partnerships. He brings the commercial question to every data read: what could make this buyer return?
Arjun Mehta
Head of Data Intelligence
Arjun builds ML systems for consumer transaction data across Indian e-commerce channels. He focuses on reorder-pattern modelling, signal extraction infrastructure, and per-category reorder benchmarks. His work also covers repeat-buy interval modelling, so a return purchase is read in context rather than counted in isolation. The aim is a usable transaction sequence, not a dashboard full of disconnected numbers.
Priya Krishnamurthy
Brand Strategy Lead
Priya works across brand strategy and new product development for Indian FMCG. She translates demand signals into brand architecture decisions, then carries the thinking from category data read to brand positioning. Product-to-shelf operational experience keeps the work grounded in what can actually reach a shopper. Her question is where the data should change the product, the message, or both.
What guides how we work.
Data Before Opinion
No category enters the pipeline because someone feels strongly about it. The data read comes first, and that rule applies to everyone, including the founders.
Founders Who Know The Category
We back people who understand the problem from inside the category. They bring lived shopper context, product judgement, and operational knowledge that transaction data alone cannot reproduce.
Build For Repeat
We build and back brands that show up in second and third orders. A strong launch followed by flat reorder is not a victory to explain away. It is a warning sign.
Building a brand in a category you believe in?
Tell us about the demand signal you have found. Start with the purchase pattern, the shopper, or the problem the category still leaves unsolved.
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