Somdutta Singh on Building Assiduus Global: From Early Entrepreneurial Lessons to AI-Led E-Commerce Innovation

Somdutta Singh is the founder and CEO of Assiduus Global, the world’s fastest-growing e-commerce middleware helping brands scale seamlessly across 25 countries.

- TBG NETWORK

A serial entrepreneur and investor, she built Assiduus to act as a middleware between brands, marketplaces, and logistics networks, simplifying global expansion through data and technology. Under her leadership, the company has become a trusted partner for D2C brands, combining AI, analytics, and operational excellence to power sustainable global growth.

‘At what age did you embark on your first entrepreneurial venture, and do you believe that experience has significantly influenced the current positioning of Assiduus Global, both nationally and internationally?

I started early in my journey as an entrepreneur. Yes, that experience shaped everything about Assiduus. It taught me how fragile growth can be without strong operations, how vital cash discipline is, and how cross-border scale depends on compliance and supply chain design. Those lessons guide our positioning in India and globally today, where we focus on execution quality, category depth, and responsible growth over vanity metrics.