(May 16, 2024) Dr. Somdutta Singh is revolutionising cross-border e-commerce with her firm Assiduus Global Inc. The company, which helps people sell their products globally, handles global supply chain management, market entry evaluation, inventory planning, brand protection, listing optimisation, marketplace campaigns and real-time data analytics, offering end-to-end support to businesses looking to grow. With offices in the US, UK, UAE, India and Singapore, Assiduus works with major brands like Amazon, Flipkart, PharmEasy, Nykaa and Shopee. A first-gen serial entrepreneur, ex-member Niti Aayog, angel investor and now, the founder & CEO of Assiduus Global Inc. That apart, Dr Somdutta Singh also describes herself as a “fierce digital marketer,” is an author and a TEDx speaker. Dr Singh sits down with Global Indian and looks back at her illustrious career.
Early explorations
Growing up in Kolkata, her childhood was filled with the hustle and bustle of a family deeply rooted in the medical profession. “Both my parents are doctors. But amidst the long hours and demanding schedules of my parents, I found myself drawn to a different path. Surrounded by my father’s friends who were marketing executives and businessmen, I couldn’t help but be inspired by their freedom and work-life balance, a stark contrast to the hectic lives my parents led. Despite the expectation to follow in their footsteps, I knew early on that I wanted something different—a life of choice, exploration, and balance,” she recollects. So, she took the leap of faith becoming the first entrepreneur in her family. During her college years, she hustled through various odd jobs, from selling chocolates to learning sewing, all in pursuit of financial independence. And when the opportunity arose, she ventured to the US for higher studies, where her experiences laid the groundwork for her first venture—an ad-tech firm.
A passion for entrepreneurship
Singh admits that for her, entrepreneurship was more than just a career choice; it was a calling—a path to freedom, impact, and self-expression. “The allure of being able to chart my own course, innovate without boundaries, and make a tangible difference in the world was irresistible,” Singh says. And now, with Assiduus Global, she is on a mission to reshape the landscape of cross-border e-commerce, driven by a passion for innovation and a desire to empower D2C brands worldwide.
Unspun Group, an ad tech firm, was her first foray into entrepreneurship, offering market research and business consulting services aimed at helping clients unlock their full potential. She has also launched a group of private label D2C brands in the US, including Amplicell, Biotevia, Smart Vitamins, and many others. “And now, Assiduus Global stands as a testament to my vision of revolutionizing cross-border e-commerce through the power of AI and innovation, empowering brands to thrive in the digital marketplace,” she explains.
Empowering women in business
Dr Somdutta Singh has also been part of the Core Committee of WEP by Niti Aayog, which she says was both an honour and a great responsibility. The platform allowed her to leverage her experience and expertise to support and empower women entrepreneurs, enabling them to realize their dreams and contribute meaningfully to the economy. Through initiatives like the Women Entrepreneurship Platform, they are not just creating opportunities, but fostering a community of collaboration and growth, paving the way for a more inclusive and dynamic entrepreneurial ecosystem, she explains.
Quiz her on what drives her and she is clear that it is the passion for innovation, the desire to make a difference, and the belief that every challenge is an opportunity in disguise. Swami Vivekananda’s words “take risks in your life. If you win, you can lead! If you lose, you can guide”, resonate deeply with her, reminding her to embrace every experience, whether it leads to success or lessons learned. “And above all, it is the opportunity to inspire and empower others on their own journey that fuels my motivation every day,” she says.
Her advice to people who want their startups to be successful is that they must embrace risk, innovate relentlessly, and prioritise resilience. “Success is not just about having a great idea, it is about having the courage to pursue it, the creativity to adapt, and the tenacity to persevere in the face of challenges,” Dr Singh explains. But perhaps most importantly, she adds, never lose sight of your vision and the impact you seek to create. Surround yourself with a supportive team, foster a culture of collaboration, and remember that failure is just a stepping stone on the path to success.
Making opportunities matter
While challenges are inevitable in the journey of entrepreneurship, she says that they are also opportunities for growth and transformati and well-being, or recognizing the inherent opportunities in every adversity, each lesson has shaped my journey in profound ways. And above all, I have come to understand the importance of being present, fully engaged in the moment, open to learning, and embracing the possibilities that lie ahead,” she adds.
In her free time, you will often find her indulging her many passions—music, golfing, and travel. For her, music soothes the soul, golf challenges the mind, and travel enriches the spirit, offering a welcome balance to the intensity of entrepreneurship and a chance to recharge and rejuvenate. “Looking ahead, my only focus and ambition or goal is to take Assiduus Global public on either NASDAQ or NYSE by 2025-26, with the dream of becoming the first woman of Asian descent to ring the bell. It is a journey filled with challenges and opportunities, but one that I embrace with passion, determination, and a relentless pursuit of excellence,” she says.