I'm Sandeep — a design leader with 20 years of experience across physical products, digital systems, and service design, working with startups, global OEMs, and leadership teams across four countries.
As ideas move from strategy into engineering, manufacturing, and business decisions, the user is usually the first thing to fragment out — teams under cost and execution pressure default to what's buildable over what's true to how people actually use the thing. My role is keeping that connection intact, from early concept through DFM and to market, so the final product stays desirable, viable, and coherent.
I founded Catail, a strategic design studio, where we partner with hardware businesses to surface what that pressure overrides, and carry it through into the shipped design. Our projects have run from early concept through detailed engineering, 100+ item BOMs, and pilot launch.
What I care about most is design that earns its place — strategically coherent, physically honest, and built to last.
20+
Years of Experience
Working as a freelancer, collab, solopreneur, start-up co-founder and full-time employee in design studios and OEM.
10+
Sectors
Healthcare, Lab, Home appliances, EV, FMCG Aerospace, Retail, Industrial equipment and more.
47+
Clients
Solopreneurs, Start-ups , Institutions , agency partners, MSMEs and Global businesses.
5
Countries
Clients and markets in India, Germany, France , Zambia and more.
6+
Expertise
Industrial Design, Interaction Design, Service Design, Retail space design, Branding and Graphic design and more
152+
Projects
Product , Packaging, Interface, Retail space and Service Design and more
"Over 6–7 years of kitchen appliance projects, Sandeep has consistently found interaction details we missed and designed around them without losing sight of manufacturing. His first design for us has sold more than 4.25 lakh units and shaped three further variants. "
Balachandran S
Asst GM- R&D, TTK Prestige Limited
"Sandeep is both analytical and creative in his process and spends time to genuinely understand the business he is collaborating with."
Ajith Pookkunniyil
Director, Inspired Kinematics Pvt. Ltd.
"Over the years, we have sought Sandeep's help in brainstorming ideas, products and user behaviour. His keen eye for detail, combined with a deep knowledge of design, and empathy for the user, has helped us unearth valuable insights."
Raj Subramaniam
CEO, Infinity + Beyond Technology Pvt. Ltd.
"He is friendly, flexible and open to feedback thus making the collaboration with him extremely enjoyable yet productive. He has been instrumental in creating the look and feel of one of our highly popular coffee vending machine- Celesta."
Dhanya Kumar KG
President, CTH , Cafe Coffee Day Limited
