My career started in product — embedded directly inside some of India's fastest-growing EdTech admissions operations. Not observing from a distance. Working inside teams running 300 to 500 leads a month, understanding how counsellors actually worked, what broke down, and why.

The admissions floor was my real education. Teams had CRMs. They had managers. They had training and processes documented in slide decks. And yet the same failure appeared everywhere, every time: a lead would come in, a counsellor would get busy, a follow-up would slip — and by the time anyone noticed, the prospect had already enrolled somewhere else.

I moved across industries — B2B sales teams with 6-week pipelines, real estate teams juggling 80 site visit follow-ups a week, multi-branch admissions operations spanning 10+ cities. The tools changed. The team sizes changed. The pain was identical.

I had ideas for fixing it. Every organisation I worked with had different priorities — more features, more integrations, faster growth. The deep execution work that ground-level teams needed kept getting deprioritised. I watched the gap persist, year after year.

The moment that made Erino inevitable was when I stepped into a role that demanded running a revenue team myself, not just advising one. For the first time I wasn't watching the problem from outside. I was fully accountable for outcomes, and I felt every missed follow-up in the monthly number.

We had a genuinely talented sales team. We had one of the most widely-used CRM platforms in the world. And we were still losing deals. Not because the team wasn't trying — they worked incredibly hard. But the CRM was built to record activity, not to ensure it happened. No automatic next step. No flag when a hot deal went cold and quiet. No way to see slippage in real time before it became a problem.

So we built it. Not another CRM — an execution system. Purpose-built for the 5–100+ person sales team that moves fast, lives on WhatsApp, and cannot afford to lose a single qualified lead. Every feature in Erino exists because I watched a real person need it and not have it.

Erino is not a CRM. It is the execution layer that every sales team already needs but has never had — built from the inside out by someone who felt the cost of broken execution personally and refused to accept it as inevitable.