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Building startups
The honest lessons behind product-market fit, enterprise sales, fundraising, scaling and acquisition.
Founder · Operator · Writer
Ideas on building companies, applying AI and reimagining consumer industries.
I’m Som. I founded AI Palette, scaled it across Asia and led it through acquisition. I write about what I learned—and what I believe comes next.
Explore the writing →
The premise
AI becomes valuable only when it changes a real decision. Startups become enduring only when insight turns into execution.
Writing
Latest essays
Field notes from the intersection of technology, entrepreneurship and consumer business.
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AI for FMCG
Rewiring the F&B Business for a World That Won’t Stand Still
How food and beverage companies can move from periodic planning to signal-driven, predictive operations built around people and AI.
05
Building startups
What eight years of building an AI company taught me about timing
Being early to a market can be an advantage. But only if you can survive long enough for the market to catch up.
04
AI for FMCG
The Next FMCG Operating Model
Why FMCG companies need to move beyond departmental handoffs and build operating models where teams learn and make decisions together.
Themes
What I write about
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Applied AI
A practical view of agents, adoption and the gap between AI experimentation and business value.
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AI for FMCG
How intelligence is changing consumer insight, innovation and commercial decision-making.
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Founder reflections
Occasional notes on leadership, identity, setbacks and building across cultures.
About
A founder’s view,
not a spectator’s.
Somsubhra “Som” Gan Choudhuri is a technology entrepreneur and the founder of AI Palette, an enterprise AI company built for the global consumer-goods industry and acquired by GlobalData in 2025.
After building across Singapore, India and international markets, Som is now based in Melbourne and remains deeply connected to Asia’s technology ecosystem.
Read the full story →Selected recognition
Top 50 Innovators
World Innovation Congress
Selected media & interviews
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Notes on startups, applied AI and consumer industries. Join now; I’ll be in touch when email updates begin. No fixed schedule, no spam.
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