01 / Agency / FounderOPERATING
Setupr
Full-stack business setup for Indian founders and SMBs. Brand identity, digital presence, cloud infrastructure, and the ops tooling that lets a two-person team ship like a fifty-person one.
BrandCloud InfraGTM
I build brands, websites, and AI-native systems, end to end, through AI-assisted prompting.
[01] The Narrative
I don't fit in a single lane, and after years of trying I've stopped pretending I should. My path runs from shipping a founder's first website to the harder, messier work of fixing what's underneath it, and every stop in between.
I call myself a vibecoder. That's not a shortcut, it's a discipline. I build through AI-assisted prompting instead of hand-coding line by line, which means I spend my time on architecture, taste, and outcomes rather than on syntax. Same jump front-end got when it stopped being “write CSS by hand” and became “compose from a design system.”
Setupr is the through-line: an agency that builds founders their first real digital presence, sites, custom tools, and the AI automations that used to take a whole team. Alongside it I run Altered, a pre-launch women's urban ethnic apparel brand.
The through-line across all of it: I like being the person you point at a hard, cross-functional problem and hear back “shipped” instead of “scoped.”
[02] Services
Entity, banking, ops stack, the whole first-90-days sprint that most founders lose to admin.
Naming, positioning, mark, type system, launch collateral. Brands built to be scaled, not just launched.
Sites, landing pages, content OS. What people find when they Google you, designed on purpose.
AWS / Cloudflare / edge. Sensible defaults, real observability, invoices you can explain.
ICP, message-market fit, outbound systems. Structuring how you sell so it's not just the founder closing every deal.
End-to-end web products shipped through vibecoding, from prompt to production on real infra.
[03] Core Holdings
Full-stack business setup for Indian founders and SMBs. Brand identity, digital presence, cloud infrastructure, and the ops tooling that lets a two-person team ship like a fifty-person one.
Pre-launch women's urban ethnic apparel. Traditional silhouettes cut for the way women in Indian cities actually live, work, and move now.
On-premise LLM stack for teams that can't or won't ship their data to a US API endpoint. Local models, private context, sensible latency.
Sales process, ICP work and outreach tooling for advisory clients, including a strategic firm doing forensic accounting and M&A. Turning senior expertise into a repeatable pipeline.
[04] Web Archive
End-to-end web builds shipped through AI-assisted prompting. Placeholder previews, swap in real screenshots and links.
[05] Protocol
We align on what the thing wants to feel like before I touch a prompt or a Figma frame.
I map data, surfaces, and the shortest path from user intent to shipped value.
AI-assisted build cycles, daily deployable increments, no month-long silences.
Once it's live it's a system, not a project. Analytics, iteration, ownership handoff.
[06] Instruments
[07] Signals
The people scoffing at AI-assisted development are the same people who scoffed at Squarespace in 2013.
A working checklist from GST to Google Workspace, written from the receipts of doing it dozens of times.
If you can't name three actual humans that match it, you don't have an ICP, you have a slide.
[09] Direct Line
30 minutes, 1:1. Bring the messy version of the problem. Fee filters for serious founders and is credited back if we end up working together.
[08] Connection
Setup, brand, cloud, GTM, or a full site built in weeks not quarters. Tell me what you’re building.