The operators behind Idukki.
A small, distributed founding team across London and Delhi. Calendar-shy, customer-obsessed, shipping every Friday.
Leadership
Co-founders
Rohin Aggarwal
Co-founder + CTO
London
Owns the widget runtime, the data model and a font-rendering opinion that will outlast our friendship. Day job built UK government software you have probably sworn at; night job — this. The Venn diagram of those two communities is, on a good day, approximately one person. M.Sc Kingston · HCI at MIT · Blockchain at Saïd, Oxford · twenty years of SAP BTP and Fiori before any of this counted as "cool". Keeps the bundle under 37 KB on a 3G phone, ships every Friday, will argue about CLS over coffee. Vegetarian. Girl-dad. Coding since '99.
- SM
Sahil Mittal
Co-founder + CRO
London
Owns go-to-market, marketing strategy and the "why anyone buys this" question. MSc Bayes (Cass) Business School · BSc(Hons) Mathematics, Sri Venkateswara College. Builds the inbound engine and runs every demo to ICP.
Team
First hires alongside the co-founders
- HM
Harshvaardhan Mittal
Director of Sales & Partnerships
Delhi
At Idukki since Sept 2022 — promoted from Head of Partnerships in Feb 2024. 20+ years across sales, partnerships and high-end fabric distribution (Royal Impex · Worldwide Fashion). Owns agency alliances, channel partnerships and enterprise close. BA, Sri Venkateswara, Delhi University.
- NK
Nitish Kumar
Sales Development Representative
New Delhi
4+ years of B2B SaaS outbound (Apisero · Exavalu · Unacademy). Owns the agency + D2C top-of-funnel — cold outreach, qualified discovery, demo handoff. PGDM, GL Bajaj.
How we work
Four operating principles
Ship every Friday
A demo-able change in production every week. No exceptions, no late wrap-ups, no 6-month roadmaps that ship 18 months late.
Customers in every channel
Founders are in #support every day. Every IC has at least three customer conversations a week. Roadmap edits come from real calls.
Source-able opinions
We ship benchmarks because we believe public, source-able opinions are the cheapest way to compete with category incumbents.
No category jargon
"Visual commerce" is what we sell. UGC, shoppable video and reviews are what customers buy. We write the way customers Google.
We’re hiring
12 open roles across engineering, design, sales and CS.
Senior AEs, founding solutions engineers, an AI/ML lead, customer success across the EMEA + AMER timezones, two product designers, and a content marketer who can write benchmark posts.
Why we built Idukki — and where we're going.
Three minutes from our founders on what got them obsessed with UGC infrastructure, what the team is shipping next, and how to become a design-partner.
New episode every quarter
Add NEXT_PUBLIC_FOUNDER_VIDEO_URL to your Vercel env to enable playbackStop renting six tools. Ship one.
Spin up your first widget in 4 minutes. Migrate from Bazaarvoice, EmbedSocial, Tolstoy or Videowise in a day. Your CFO will love us. Your CRO already does.
- No credit card
- Cancel anytime
- SOC 2 + GDPR
