NATIONAL, 9th JUNE, 2022 (GPN): Assiduus Global, an AI-based eCommerce accelerator is helping the D2C brands to launch, scale, and grow across global marketplaces. With their prowess and expertise in supply chain and distribution management, they have been able to help businesses defy the common challenges that brands face such as barriers to enter global marketplaces, frequently changing APIs, and comprehensive lack of business resources and expertise. Dr. Somdutta Singh, the founder of Assiduus Global is a successful serial entrepreneur with Assiduus being her third venture.

This is what sets Assiduus apart from other ecommerce players.

1. What has led to the genesis of Assiduus Global? 

In 2018, Assiduus founder Dr Somdutta Singh was operating several D2C private labels that she had created to sell on digital-first platforms such as Amazon and Walmart. The brands that included Amplicell, The Real Boss Lady Beauty, Biotevia, Irotica etc. helped her understand the key challenges of growing a brand beyond a geography. There were challenges of regulations, integration, and language because each platform behaves differently across geographies. Marketers and business leaders are compelled to understand, abide by, and follow local laws and regulations and rules on data security, etc which in itself are herculean aspects of the expansion process. There is a lot of groundwork and preparation that needs to be put into practice before executing expansion plans.

Dr Som realised that cross-border was a huge challenge that people needed to sort, and selling online was not an easy task. There are multiple nuances attached to the process, understanding ranking, deciphering user data, analysing pricing, consumer behaviour, keyword and listing automation. Dr Somdutta saw a window of opportunity here and wanted to make the most of it.

These multiple facets led to the genesis of Assiduus Global.

2. Explain briefly how you help the brands in scaling? What’s the USP of the brand?

Assiduus Global Inc. is the world’s leading & fastest-growing, AI-powered cross-border, multi-platform E-commerce accelerator that launches and scales D2C brands across global E-commerce marketplaces. For example, if you are buying a product from brands like Cipla, Bulletproof, Swiss Image, Strive, or Poorna Gummies online from geographies like Japan, the US, or GCC, they are being fulfilled and managed by Assiduus globally.

Assiduus helps brands and companies in overcoming 3 main barriers to cross-border marketplace infiltration.

1. Compliance – When it comes to global markets, Assiduus helps brands overcome challenges related to compliance. Eg. To sell in UAE, products require municipality registration. There are particulars around imports, exports, shipping, and operational logistics that are touched by international laws, trade deals, and other multifaceted legislation. Operating across borders signifies we have to deal with more than one set of business regulations. We need to be cognizant of taxes, fees, and trade tariffs.
2. Integration– All marketplaces are not the same. Infect Amazon US is far more advanced when compared to India. We help brands integrate with the right set of tools in these marketplaces. For example, when we ship goods from Europe to North America, we have to deal with logistical nuances and cost and time – adding to this the added risk of environmental factors. Also, the way you market in the US is different from India. E.g. In the US, it’s best to have creatives showing multiple ethnicities than just India. This is a part of the integration. All marketplaces are not the same. Amazon US is far more advanced when compared to India or UAE. We help brands integrate with the right set of tools in these marketplaces. These include promotional tools, campaign optimizers, price management etc. Marketplaces have their own set of rules in different geographies. Certain words and claims may not be allowed in one geography while in others, they are. We understand these nuances and integrate our listing optimizers to work in sync.
3. Language– You can’t sell in Japan by just writing a copy in English. Assiduus helps in that.

3.  Having a multinational presence, how has that groomed the culture adopted in the company?
Assiduus Global believes in celebrating the strengths of its team members and boasts of a wonderful and healthy workplace environment and culture. Assiduus is instituting a workplace ethos where everyone has the liberty to innovate and bring about significant transformation. The leadership team is building a culture where everything centres around fostering strong relationships and nurturing a solid work culture.

4. What are the practices that help to nurture the growth of human capital?

Dr Somdutta Singh meticulously follows this rule that she hires someone better than herself when it comes to hiring! Automatically, they do not just fit perfectly into the organization but are authorities at what they do and what the business demands. She says that if she ever gets stuck, she has their experience and expertise to help her out immediately.

5. How do you focus on maintaining an overall growth culture in the company?

At Assiduus, we think of culture and people as the glue that holds an organization together. At the onset of a team member joining the company, we clearly define our company values, beliefs and attitudes that make up our company culture. This helps us prioritize those values, beliefs, and attitudes as we grow. It has been ensuring that our values and culture have remained consistent when we were 10, 100 and now aiming for many more.

Dr Som constantly checks in with team members and listens to their needs. This is a direct way to maintain a successful culture, especially in

times of change and growth. All of us are always wanting to be heard. When given the opportunity to be heard, team members provide leadership teams with key insights into how to maintain our culture as we grow.

Company culture is an ongoing priority that needs to be revisited from time to time based on how we are changing, as individuals, as teams, and as a company.

6. What are your ideologies that help to build a globally competent team?

Globalization is a key concept defining our time. As we’ve mentioned earlier, the three levels of globalization, including business strategy and structure, our corporate culture, and finally, our teams, must be aligned and integrated to compete successfully in a global market. Here are just a few ways in which we work towards building a globally competent team.

We are all ears and always open to communication; we offer every team member avenues to foster innovation and collaboration. We respect and promote individual and cultural differences and thrive on creating an empowering and motivating environment.

7. What’s the future growth plan of Assiduus?

Our future growth plan with Assiduus Global is to make it a billion-dollar revenue-generating E-commerce accelerator partner by 2025. We also want to set an example for women-led Asian born women E-commerce accelerators and become the most preferred partner for digital-first D2C brands, enterprise D2C brands and roll-up brands looking to go global.Ends