Hello.I’m Sam.
I make complex things feel obvious.
Born and raisedin Vizag, India.
A port city that taught me how things are made.
It startedwith objects.
Long before I had the word design, I had a Philips cassette recorder I was obsessed with — the click of the keys, the weight of it, the way every part had a reason.
Later I’d learn the names — Braun, Dieter Rams, “as little design as possible.” But the instinct came first: good things feel inevitable.
I didn't set outto be a designer.I set out to makethings make sense.
Electronics,then engineering.
Years of engineering at TCS and IBM taught me the truth: I loved deciding what to build, not writing the code.
Design schoolfelt like home.
A Master’s at the National Institute of Design, then a semester near the Bauhaus.
Learning tothink in systems.
I learned to see the system, not just the screen — then make the structure disappear.
Startups tothree billionpeople.
Startups, enterprises, consumer apps for billions — each taught a different muscle.
Designer by day,musician by night.
Off the clock: guitar and music. Married Neethi, had our son Nathan, moved to London.
Designing forthe next threebillion.
Today I’m one of the lead designers for WhatsApp at Meta — messaging, payments, and AI agents for small businesses.
