Bhartendra Singh Mumbai · IST
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Product · Marketing · Digital Platforms

Building digital products for India's wealth and capital markets.

Fifteen years of shipping platforms that move money — for sales teams, advisors, distributors and the people who invest through them.

Now · SVP, Digital Products
At · Motilal Oswal Financial Services
Based · Mumbai, India
Get in touch Download résumé
01 — Impact

Numbers that moved.

Across mutual funds, insurance and capital markets, the work has compounded into platforms, partnerships and people who came on board.

₹750Cr+
AUM Built
Combined assets brought on platforms led across ICICI Pru, CRAMC and Wishfin.
50,000+
Customers Acquired
Direct retail acquisition through digital channels at Canara Robeco.
16×
Digital Txn Growth
Monthly digital transactions scaled at ICICI Prudential AMC in a year.
15+ yrs
In BFSI & Fintech
Product, marketing and platform leadership since 2008.
19AMCs
Partnerships Closed
Onboarded as founding member of Wishfin's mutual fund platform.
8products
Launched End-to-End
From Instigo to NIR Edge to FD Online to MF on WhatsApp.
02 — Role

Currently leading digital products at Motilal Oswal.

A multi-team mandate spanning B2B sales enablement, third-party product distribution, and the flagship retail trading app.

Current
Oct 2025 — Present Mumbai · On-site

Senior Vice President — Digital Products

Motilal Oswal Financial Services

Leading product managers, business analysts and engineering across a portfolio of B2B and B2C products — third-party product distribution, sales enablement tools, front-office and back-office systems, and RIISE, the firm's flagship native application for trading and investment.

Flagship · B2C
RIISE
Native mobile app for trading and investment across asset classes.
B2B · Sales
Sales Enablement
Internal tooling that arms the sales team — CRM, journeys, dashboards.
Distribution
Third-Party Products
Front-office and back-office stack for distributed financial products.
03 — Trajectory

A path through India's wealth stack.

From eChannel beginnings at ICICI Lombard to founding-team work at Wishfin and product leadership at NDML — each role built the foundation for the next.

Oct 2025 — NowCurrent
Senior Vice President — Digital Products
Motilal Oswal Financial Services

B2B sales enablement, third-party product distribution (front & back office), and the flagship RIISE trading app.

Mar 2021 — Sep 20254 yrs 7 mos
Head of Product — Digital Products & Pre-Sales
NSDL Database Management Ltd. (NDML)

Owned the digital product portfolio for India's central securities depository subsidiary. Drove onboarding solutions for demat, trading & PMS, and the institutional B2B fixed deposit platform.

  • Launched Instigo — onboarding for KYC, Demat, Trading & PMS.
  • Launched NIR Edge — subscription platform for the Insurance Repository.
  • Conceptualised B2B Fixed Deposit purchase platform.
  • Led redevelopment of NSR (National Skill Registry).
Oct 2018 — Mar 20212 yrs 6 mos
Product Management — Digital Technology
Aditya Birla Capital

Multi-LOB product development across wealth, distribution and mutual funds for one of India's largest diversified financial services groups.

  • Wealth platform for ABFL & MyUniverse.
  • Distributor platform for ABC across multiple lines of business.
  • Native app for Aditya Birla Mutual Fund.
Mar 2017 — Sep 20181 yr 8 mos
Product Head — Mutual Fund · Founding Member
Wishfin (funded by Franklin Templeton)

Conceptualised and set up the mutual fund vertical from zero — including industry-first innovations and end-to-end AMC alliances.

  • Shipped India's first MF SIP through WhatsApp.
  • Built the full-stack mutual fund platform.
  • Closed partnerships with 19+ AMCs.
  • Crossed ₹100 Cr AUM.
Apr 2016 — Mar 20171 yr
Senior Manager — Head, Performance Marketing
ICICI Prudential AMC

Built the online acquisition channel and the marketing communications stack for one of India's largest mutual fund houses.

  • Scaled monthly transactions 16× in a year — ₹500 Cr+ AUM.
  • Digitised the investor education program (investcorrectly.in).
Aug 2012 — Mar 20163 yrs 8 mos
Manager — Online Sales
Canara Robeco AMC

Stood up the digital business and transaction platform from the ground up; was a key member of the firm's rebranding exercise.

  • Launched online portal & redesigned the main website.
  • Acquired 50,000+ customers; ₹150 Cr in AUM.
  • Built investor education platform — smartomorrows.in.
  • Managed ₹20 Cr marketing & investor education budget.
Jan 2011 — Aug 20121 yr 8 mos
eChannel Manager & Product Manager — Health Insurance
ICICI Lombard

Drove digital products and digital sales execution for the health insurance line of business.

Jun 2008 — May 20102 yrs
Account Management
Direxions Marketing Solutions

Set up the digital business unit. Where it all started.

2008 — 2011In parallel
Founder — thecamisa.com
Bootstrapped e-commerce venture

A self-funded online portal for men's shirts & T-shirts. Manufactured and marketed the products end-to-end — sold through 70% of inventory.

04 — Portfolio

A working catalogue of products shipped.

From an industry-first WhatsApp SIP to subscription platforms for insurance repositories — the products span retail, B2B, regulatory and enterprise channels.

Flagship · Currently leading

RIISE

Motilal Oswal Financial Services · 2025 →

The firm's flagship native application for trading and investment. A platform for retail investors to access markets across asset classes — backed by Motilal Oswal's research and advisory engine.

Native iOS & AndroidTradingInvestmentsRetail / B2C
Industry first

MF SIP on WhatsApp

Wishfin · 2017

India's first mutual-fund SIP completed entirely through WhatsApp — built when conversational fintech was a thesis, not a category.

Mutual FundsMessagingAcquisition
Onboarding

Instigo

NDML · 2022

Onboarding stack for KYC, Demat, Trading & PMS — built to be embedded across capital-markets intermediaries.

KYCDematPMS
Subscription

NIR Edge

NDML Insurance Repository · 2023

A subscription program built on top of India's Insurance Repository infrastructure — bringing digital policy management to mass adoption.

InsuranceRepositorySubscription
B2B

FD Online

NDML · 2024

B2B solution that lets institutions originate and manage fixed-deposit purchases online, end to end.

Fixed DepositsB2B
Wealth

MyUniverse Wealth

Aditya Birla Capital · 2019

Wealth platform for ABFL & MyUniverse — designed for the next-gen advisor and the self-directed investor.

WealthAdvisor
Distribution

Distributor Platform

Aditya Birla Capital · 2020

A unified distributor platform serving multiple ABC lines of business — one stack, many products, one experience.

DistributionMulti-LOB
Investor Ed.

InvestCorrectly & smartomorrows

ICICI Prudential AMC · CRAMC

Two investor-education programs digitised as content-led acquisition engines for the AMCs — proof that education is a channel.

ContentAcquisitionInvestor Ed.
05 — Capabilities

What I'm good at.

Three roles in one career: a builder of digital products, a marketer who knows the funnel, and a leader who runs cross-functional teams of designers, engineers and PMs.

Product Strategy Digital Platforms BFSI & Fintech Product Management Product Development Digital Transformation Performance Marketing User Experience Stakeholder Management Go-to-Market SEO / SEM Customer Acquisition CRM & Sales Enablement B2B Distribution Capital Markets Mutual Funds Insurance Wealth Management Investor Education Brand Building Conversion Rate Optimisation E-commerce Team Leadership Roadmapping Analytics
06 — Writing

Notes from the desk.

Short essays drawn from the case-study side (the products, the launches, the unit economics) and the slower-thinking side (behavior, conviction, decisions). A new one lands roughly monthly. See all essays →

28 May · 2026 · ~3 min
The WhatsApp SIP was too early — that was the point.

In 2017 we shipped India's first MF SIP through WhatsApp. The product worked. The market wasn't ready. Eight years on, the lesson is not what you'd think.

Read essay →
15 May · 2026 · ~4 min
How we 16×'d ICICI Prudential's digital transactions in a year.

Not "we ran ads" — the real lever was rebuilding the funnel from the bottom up while everyone else optimised the top. What I'd do the same. What I'd do differently.

Read essay →
02 May · 2026 · ~3 min
Beginner's mind at forty-one.

I joined Motilal Oswal in October after 15 years across AMCs, fintechs and depositories. What surprised me about starting over — and the one habit I'm trying to break.

Read essay →
07 — Podcast

This or That — for retail investors, from a product person, not a pundit.

A weekly YouTube show on personal finance — interviews with AMC equity heads, fund managers, and behavioral practitioners. Built on the belief that clear communication is the most under-rated growth lever in financial services.

1:35:24
4 days ago · 2.4k views
Is The India Story Over? — Groww MF's Equity Head Answers
with Anupam Tiwari
25:45
4 weeks ago · 21k views
The Truth About This Market (No One Is Telling You)
with Vijai Mantri
1:07:05
1 month ago · 10k views
Indian Markets Are Stuck. Here's What Nobody Is Telling You.
with Debashish Bose
Subscribe on YouTube See all episodes
08 — Background

Education & first venture.

An engineer who became a marketer who became a product leader — and bootstrapped an e-commerce company along the way.

Education

MMS — Marketing

Welingkar Institute of Management Development & Research, University of Mumbai
Class of 2008

Masters in Management Studies (Marketing). The bridge from circuits to channels.

Education

B.E. — Electronics & Telecommunication

K. J. Somaiya College of Engineering, Mumbai
Class of 2006

Engineering foundation, signals & systems, and a healthy respect for first principles.

Entrepreneurial Venture

thecamisa.com — Founder

Bootstrapped online men's shirts & T-shirts
2008 — 2011 · in parallel with day job

Manufactured and marketed the products end to end. Self-funded. Sold through 70% of inventory. The first time I shipped a product, ran the funnel, and learned exactly how hard retention is.

09 — Let's talk

If you're building something serious in BFSI — I'd love to hear about it.

Open to product leadership roles, founding-team conversations, advisory work, and good podcast guests.

LinkedIn — /in/bhartendra-singh Download résumé (PDF) YouTube — This or That
Currently in Mumbai. Building at Motilal Oswal.
Available for considered conversations.