About

I’m Nitya, co-founder of HeyAmos.

I’ve always been drawn to the messy middle of building: the part where the strategy is not fully obvious, the customer behaviour is still emerging, and the team has to decide what really matters.

That has been the common thread across my work. Whether it was marketplaces, healthtech, fintech, rewards, or now AI search, I have usually found myself working on problems where product, growth, operations, and customer behaviour all overlap.

One thing this has taught me is that adoption is one of the clearest tests of whether a product really understands its users.

When a platform is poorly adopted, it is easy to blame training, change management, or user resistance. But more often, the product has not met users where they are. It has not fit naturally into their workflow, made the value obvious enough, or reduced enough friction to earn a place in their day.

That belief shapes how I think about building. I care about users, workflows, and the operating reality around a product — not just the product in isolation.

At HeyAmos, I’m applying that lens to AI discovery. As people increasingly ask AI systems what to buy, who to trust, and which brands to compare, companies need to understand how they show up in those answers.

This site is where I collect some of my thinking on growth, systems, AI discovery, user adoption, and the realities of building.