Somdutta Singh on Scaling Assiduus Global with AI and Insight

Somdutta Singh is the founder and CEO of Assiduus Global, world's fastest growing e-commerce middleware helping brands scale seamlessly across 25 countries. 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 Fortune 500 FMCG brands, combining AI, analytics, and operational excellence to power sustainable global growth.

- TBG NETWORK

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. What motivated you to transition from a traditional direct-to-consumer approach to developing a niche offering within the e-commerce sector? While building D2C brands in the US, I wanted to expand them into India and other markets. I ran into a maze of export rules, taxes, marketplace requirements, logistics, an