I spent nine years studying why people trust products. Now I’m building one for the people the financial ecosystem was never built for.
Before Ooru, I was a strategy consultant specialising in market and user research — nine years across fintech, banking, SaaS, telecom and consumer goods, from a regulator’s boardroom in Jakarta to shoppers in four ASEAN markets.
Ooru
I founded Ooru to build financial identity and protection for India’s domestic workers, starting in Bengaluru.
What would it take for someone to trust a financial system that was never built for her?
For nine years, I’ve studied how people make decisions: what they trust, what makes them hesitate, and why. That work has spanned consumer goods, banking, fintech and technology, and has even included advising a financial regulator on how fast its industry should move. Now I’m bringing that experience to a problem I care deeply about. The women who cook, clean and care in India’s homes have more reason to hesitate than anyone. Most work without a payslip, insurance or a savings buffer, and one medical emergency can push a family into debt that takes years to clear.
That isn’t a failing of the people. It’s a gap in the system. Ooru is how I’m closing it.
- 1
Claim what’s yours
Help workers enrol in the government protection they already qualify for, such as PM-JAY, PMSBY and e-SHRAM.
- 2
Own your work record
A record of the work she does that belongs to her, not to an employer or a platform.
- 3
Build a buffer
Protection for the emergencies that today end in debt.
- 4
Borrow fairly, later
Credit that replaces expensive informal debt — never adds to it.
Built with the people it serves: local field partners people already trust, their own languages, and no hidden terms.
Visit ooru.financeWhat consulting taught me
As a strategy consultant, my work sat where a product meets someone with good reason to hesitate — a consumer weighing a buy-now-pay-later offer, an enterprise team deciding whether a platform is worth the switch, a regulator deciding how fast an industry should move. The same habits now shape how I build Ooru.
Hypothesis first
An M.Sc. in Chemistry taught me to write the hypothesis before running the experiment. Every study starts from the decision we need to make, then works back to method.
Both lenses
Interviews and contextual inquiry tell me why. Surveys, panel data and clustering tell me how many. Each checks the other, so findings hold up in the room.
Finish at the decision
Research is done when a roadmap, a launch plan or a policy changes because of it. I’ve presented to CXOs and a financial regulator’s chairman — and now I make those decisions myself.
Consulting work
Selected market and user research from my years as a strategy consultant. Each started with a question — turn the card to see what changed.
- OJK, Indonesia’s Financial Services AuthorityRegulator · digital finance
How do institutions and consumers adopt AI, blockchain and BNPL?
Adoption patterns, pain points and institutional behaviour across 15+ global markets.
JakartaI presented the findings to OJK’s Chairman and senior leadership — the people setting the rules for digital finance in Indonesia.
- SaaS and fintech clientsASEAN · segmentation
Who are these customers, really — by behaviour, not demographics?
Interviews and survey data combined with K-means clustering into research-backed personas.
27%Improvement in client conversion. The personas shaped positioning, feature priorities and go-to-market plans.
- B2B SaaS and fintechOnboarding · adoption
Where do new users stall, and why?
End-to-end onboarding journeys mapped through contextual inquiry and in-depth interviews.
RoadmapsThe friction points and unmet needs we surfaced fed directly into product and go-to-market decisions.
- Frost & Sullivan clientChemicals · food
Is there a need nobody is serving yet?
User needs analysis early in my career, across chemicals and food markets.
New lineWe found a market gap with 50% growth potential. The client launched a new product line on the back of it.
My periodic table
The research toolkit I built as a consultant and now use at Ooru, grouped by family. Choose any element to see where I’ve used it.
Dashed elements are methods I’m adding as I build Ooru.
The path so far
From a chemistry lab, through nine years of consulting, to founding Ooru. Keep scrolling to move through it.
- 2011Chemistry
Chemistry, Madras University
B.Sc. at Women’s Christian College, then M.Sc. at Stella Maris College, Chennai.
Where hypothesis-first thinking started. - 2016Consulting
Consulting begins: Frost & Sullivan
Mixed-methods research across chemicals, food and Middle East markets.
Found a gap that became a client’s new product line. - 2018
Research Analyst, GlobalData
Consumer surveys, interviews and segmentation across CPG sectors.
24 annual research reports authored. - 2019
Client Account Manager, Deloitte
Stakeholder interviews and insight reports for senior leadership.
- 2020
Business Analyst, Sterlite Technologies
Stakeholder research with enterprise buyers, government coordinators and OEMs.
Contributed to BharatNet Telangana. - 2021
Research & Insights Manager, ASEAN Business Partners
Qual and quant research for SaaS and fintech; journey research across Indonesia, Vietnam, Singapore and Malaysia.
The OJK study, presented in Jakarta. - 2024
Head of Research, ASEAN Business Partners
User and market insights across ASEAN, UK and US markets.
Led five researchers; output up 35%. - 2025
Independent strategy consultant
Market and user research practice, alongside ISB’s Applied Business Analytics programme.
- NowFounding Ooru
Founder, Ooru
Building financial identity and protection for India’s domestic workers.
Starting in Bengaluru.
Let’s build something worth trusting.
If you work with domestic workers, run a scheme or a financial product for them, or want to partner on research, I’d like to hear from you.
anushree@ooru.finance