Hi, I'm Rohin
By day, I'm in SAP consulting — building BTP and Fiori platforms for governments and big businesses. The kind of systems millions of people use every day, mostly while complaining about them. Making that complaint a little quieter is the goal.
By night (and most weekends), I'm co-founder of Idukki.io. A UGC platform that turns customer videos into shoppable journeys for DTC brands. No fluff. Just frictionless trust, where the buying decision actually happens.
Two decades in. Still shipping. Still nervous before each release.
Yes, that's me ↗
Life is like coding — you debug the problems and implement the solutions.
— Things I tell myself
Que sera,
sera.(Whatever will be, will be.) A useful thing to remember, at intervals.
— Inherited wisdom
/* error handler */
ON ERROR
RESUME NEXT' Works in code.
' Works in life.— Visual Basic, c. 1991
A builder. In the long way of saying it.
Day job: SAP architect. Night job: founder. The Venn diagram of those two communities is, on a good day, approximately one person.
Maths and science were my first love. Code came second and never left. Everything since has been variations on those two themes.
The rest is just timing.
The chronology, briefly
A few things you might not know
Two decades, five chapters, one thread: take something that works but feels miserable, and make it feel almost effortless.
2022 — now
Idukki.io · UGC platform · Shoppable video · AI · DTC SaaS
Building Idukki — a UGC platform that turns Instagram, TikTok and YouTube content into shoppable journeys for DTC brands. AI profanity filtering, product tagging, in-video checkout. Twenty years of enterprise UX, finally moving at startup speed.
2019 — 2025
UK Public Sector · SAP BTP · Fiori · S/4 HANA · Enterprise UX
Led Fiori, S/4 HANA, SAP Cloud BTP and SuccessFactors for a major UK government department. The brief, simplified: take services that millions depend on, and make the systems behind them feel less like punishment for the people running them.
2007 — 2019
Global SAP consultancy, London · UI/UX · Fiori/UI5 · C/4 HANA · Digital strategy
Twelve years that I had blocked out for eighteen months. Owned UI/UX and Fiori programmes across leasing, energy, mining, industrial-gas, retail and education — UK, Netherlands, Germany, Denmark, Switzerland, Singapore. Grew from Managing Consultant to Lead Architect. Left when Idukki started calling louder.
2003 — 2007
Global SAP services + portal implementations · ABAP · SAP Portals · ePortal Implementation
First passport, first portal team, first time someone called me ‘sir’ unironically. Joined a global IT services firm as an ABAP consultant. Got dropped onto a multinational portal implementation in Bangkok at 22. Came back running it. Three years across Thailand, Malaysia and Singapore — and an embarrassing amount of vegetarian street food.
2001 — 2003
Where it all began · J2EE · .NET · Web & Desktop
Two years writing Java and .NET for fast-food chains, electronics giants and homewares retailers — green-on-black terminals, fluorescent tube lights, and the kind of cutting chai that ran on a separate budget line. All this while finishing two degrees in parallel. Slept rarely. Learned a lot. Have not been bored since.
A small selection — from public-sector platforms used by millions, to a startup product I'm still figuring out one ship at a time.
A UGC platform that turns Instagram, TikTok and YouTube content into shoppable journeys for DTC brands. AI profanity filtering, product tagging, in-video checkout. Built from a kitchen table in Egham.
LIVE PRODUCT · CO-FOUNDER
visit ↗Replatformed core services inside a UK government department onto SAP BTP and Fiori. Internal tools civil servants don't dread on a Monday — for services millions of citizens quietly depend on.
GOV · ENTERPRISE UX
A two-year programme building a global commerce template for the leasing industry. Supplier and partner portals on UI5/Fiori/oDATA, with Hybris underneath. Multiple geographies. One design system.
SAP HYBRIS · GLOBAL TEMPLATE
Touchscreen and mobile apps for cylinder filling, freight, RF e-picking and inspection at an industrial-gas major. Designed for gloved hands on shop floors — where SAP best-practice meets actual ergonomics.
MOBILITY · INDUSTRIAL UX
Half-finished thoughts. Lessons from twenty-five years of shipping. Things I think are worth writing down before I forget.
Career
Running an SAP career by day and a startup by night. The two communities almost never meet. I'm the only one in the room.
4 min read·Read→
Building
AI profanity filtering, product tagging, in-video checkout. A walk-through of the pipeline.
6 min read·Read→
Public sector
Five years inside UK government software. Mostly humbling.
4 min read·Read→
Origin story
A FoxPro listing. A computer magazine. My brother's PC. Age 15. Couldn't have told you why it worked. Still couldn't.
3 min read·Read→
Philosophy
What Visual Basic 6 quietly understood about being a person.
4 min read·Read→
Travel
A 22-year-old. A first-ever flight to Bangkok. A portal team I had no business running.
5 min read·Read→
Opinion
Boring isn't a failure of ambition. Boring is a feature. Three reasons to ship the unglamorous version on purpose.
3 min read·Read→
Career
I've run a day job and a startup simultaneously since 2022. Most days it works. Some days it doesn't. Here's how I'm holding it together.
4 min read·Read→
AI
A short note. Eleven things I currently believe about agentic AI, in numbered order, subject to change.
2 min read·Read→
Want more?
I post weekly-ish on LinkedIn — SAP, Idukki, AI, and the occasional kitchen photo. Follow if any of that sounds useful (or amusing).
This season
Splitting time between London and the road. Shipping the Idukki widget roadmap. Writing more about the messy intersection of enterprise UX and consumer SaaS. If our paths cross at an SAP, retail or AI event, come find me. I'll be near the food.
Quick hits
Off the clock
I respond fastest to people who get to the point. Bonus marks for a question I haven't been asked, or a problem you're stuck on that you think I might be useful for — enterprise UX, SAP, UGC, founder things. Vegetarian food recommendations from anywhere in the world: also fair game.
Best places to find me
LinkedIn for anything work-shaped. Idukki for product enquiries. Email for everything else. I read all of it; I just take a beat to reply.
