Amrita Roy

Adtech Products

Little Bit Gypsy was a one-woman-run show, borne out of stubbornness, a love for Indian art and artisans, and the fact that I kept getting strange allergies from massy jewellery. Add in too much chai and a healthy dose of corporate sickness, and voilà, a brand was born. It was a sincere attempt at tackling a few not-so-little problems: 1. Fast-fashion jewellery that looked cute for 3 days, then broke, gave rashes, and ended up haunting landfills. 2. Overconsumption because flimsy pieces never lasted. 3. Women artisans doing amazing work but staying invisible and underpaid. 4. Government programs that showed up, bought once, and then… vanished like that flaky friend. What went down (2021–2024): 1. It all started in 2021 in Guwahati, Assam. 2. I teamed up with artisan clusters across the Northeast, Bengal, and South India. 3. 30+ artisans (most of them women) earned from their craft instead of just calling it a “hobby.” 4. Around 400 kg of waste got a better ending than the landfill (we called that a win). 5. In 2022, Assam Govt.’s The Nest thought we were cool enough to incubate — one of 70 out of 760 (not bad for a scrappy idea born in Shantiniketan).

As part of Vedica’s “Shadow a Woman Leader” module, I got the rare chance to shadow Deepika Nikhilender, Chief Solutions Officer at GroupM Nexus, APAC- basically a masterclass in empathetic leadership, creativity, and sharp decision-making. Key contributions: 1. Rebranded 14 client decks in line with Nexus Creative Studios’ updated brand guidelines, ensuring consistency and impact. 2. Researched and presented the potential of Dynamic Creative Optimisation in the Digital Out-Of-Home space, backed with case studies and actionable use cases. I also completed the Marketing Foundations course offered by The Trade Desk during this module, adding a structured understanding of programmatic and digital advertising.

At Sulekha, I got to play in the intersection of marketplaces, SEO, and consumer apps, basically figuring out how to get the right users to the right services (and keep them coming back). It was a crash course in shipping fast, analysing data, and convincing a chatbot to sound halfway human. Key wins: Turned campaigns around- Fixed “not-on-track” campaigns and saw unique visitors jump by ~20%. Boosted marketplace reach- Optimised SEO across 80+ service categories, scaling to ~1.5M monthly connects. Reimagined the app-Supported a consumer app revamp that made need-fulfilment smoother — resulting in 30% growth and 60K+ monthly active users. Gave the app a chatbot sidekick-Built and trained a Google Dialogflow chatbot that handled queries for 60+ categories, cutting down user friction.

This was a short stint on an order management project with IBM Sterling and IBM ODM. To be honest, it was more of a transitional role for me than a deep learning curve. I picked up the basics of enterprise tools and development processes, but also realised pretty quickly that I wanted to be closer to users, products, and problem-solving than back-end systems. That clarity is what nudged me toward product work, where I’ve been ever since.

My short foray into real estate sales taught me more about people than property. I handled two flagship residential projects in South Bangalore, closed deals worth ~₹6.5 Cr, and managed 150+ leads from first inquiry to site visits. The real win, though? I became skilled at engaging with customers: listening attentively, adjusting my tone, and fostering trust in conversations that mattered. That said, this role also made me realise something key: I was far more keen on building products that solve customer problems than just selling them. This clarity pushed me to pivot towards product and data, where I’ve stayed ever since.

Studied data from GRACE satellite project and integrated this data with groundwater records for the period of 2005-2015 to map out flood pattern fluctuations in Assam.

An 18-month full-time, residential, post-graduate program in Management Practice and Leadership based out of New Delhi. The programme is designed to train cadres of women leaders for contemporary times. The program weaves together the objectivity of management principles with complementary perspectives from the liberal arts, an emphasis on personal growth through leadership training, and the impact of thinking and communicating effectively. Mentored by: 1. Deepika Nikhilender (Chief Solutions Officer -GroupM Nexus, APAC) 2. Jay Muthu (Country HR Head, BT Group) Awards received: 1. Vedica Spirit Award for Intellectual Curiosity and Academic Excellence 2. Award for Social Entrepreneurship and Academic Progress

Board member (Workshop Head) of I.E.Civil Manipal Chapter. Designed and organised events for our department's events and MIT's national-level technical festival. Actively volunteered for Volunteer Services Organisation.