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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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Building startups
The startup ideas I had before I started up
Before AI Palette, I considered everything from rapid food testing to cell-based meat. Looking back, the interesting part wasn’t which ideas were good. It was figuring out which one was right for me.
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Building startups
What eight years of building an AI company taught me about timing
A founder’s perspective on entering a market before the technology—and often the customer—is fully ready.
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Applied AI
Enterprise AI has a last-mile problem
The hardest part is rarely the model. It is turning intelligence into a decision someone can confidently act on.
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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