Codewave

I help businesses maximize intangible value and generate predictable revenue, without having to spend  heavily on design & tech.

Most people get design wrong. They are trying to improve aesthetics, but that is not the problem.

The real problem is lack of human-centricity, clarity and simplicity. 

We've created a new way to designing products and services.

We serve businesses who need help with launching a new product/service or improving existing offerings. We also diagnose process gaps in how businesses go about delivering their services and eliminate the unnecessary.

What makes us different?

1. Our signature process that helps nail need identification.
2. Our people who drive high clarity of thinking, making simplicity a permanent fashion.
3. Our software engineering practice, that runs your business on cloud/edge with high flexibility to change.

How it works? 

1. Foundation: Identify needs & design the solution
2. Construction: Develop the solution, in a way it's flexible to change  
3. Continuous Evolution: Launch the solution, get feedback & improve iteratively

Ready to talk?
Send an email to vidhya@codewave.com 

Need more info?
Visit https://www.codewave.com/

Cofounder & Director

Foundery

Design Thinking & AI For The Next Billion. I teach Design Thinking & UX to Management professionals.

Growth Partner

Canvera

I was a product leader, improving Canvera's B2B product for photographers (web) and applying design thinking to listen to the pulse of the market & informing B2C product design.

Product Leader

HolidayIQ

I was a product leader, managing evolution of HolidayIQ’s suite of products & services (web & mobile) and systems to support business operations.

Travelocity

I was helping articulate business strategy & elaborate product scope for Travelocity's hotel only platform allhotels.com, helping cross-functional teams (biz/product/tech/sales) deliver on an agile journey.

Lead Business Analyst

I was managing key, strategic business partners globally for Travelocity like Jetairways, Thomascook building their online travel business using Travelocity’s white-label platform; growing Travelocity’s B2B distribution business. 

I also helped market the offering to Travelocity’s Partner Network of 2000+ global partners; performing key Customer acquisition, Customer retention and Customer attrition functions.

Affiliate Manager

Merrill Lynch

I was developing software applications for data visualization & risk analysis, making predictions for future investment decisions.

Associate Consultant

Capgemini

I was developing software applications for HSBC to digitize loan application & approval processes; that completely eliminated the need for archiving paper documents.

𝐀𝐰𝐚𝐫𝐝-𝐖𝐢𝐧𝐧𝐢𝐧𝐠 𝐃𝐞𝐬𝐢𝐠𝐧 𝐓𝐡𝐨𝐮𝐠𝐡𝐭 𝐋𝐞𝐚𝐝𝐞𝐫 | 𝐇𝐞𝐚𝐝 - 𝐃𝐞𝐬𝐢𝐠𝐧 𝐓𝐡𝐢𝐧𝐤𝐢𝐧𝐠

Vidhya is the 𝐜𝐨-𝐟𝐨𝐮𝐧𝐝𝐞𝐫 𝐨𝐟 𝐂𝐨𝐝𝐞𝐰𝐚𝐯𝐞.𝐜𝐨𝐦, a Design Thinking Led Digital Innovation company headquartered in Bangalore, India. She was named one of the '𝐏𝐨𝐰𝐞𝐫 100 𝐖𝐨𝐦𝐞𝐧 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐨𝐫𝐬 𝐢𝐧 𝐈𝐧𝐝𝐢𝐚' by the Confederation of Indian Industry (CII) and PwC, and is a 𝐅𝐮𝐭𝐮𝐫𝐞50 𝐇𝐨𝐧𝐨𝐮𝐫𝐞𝐞 by the Project Management Institute (PMI). Vidhya is also an educator and 𝐔𝐗 𝐟𝐚𝐜𝐮𝐥𝐭𝐲 at top-tier B-schools in India.

With over 𝐭𝐰𝐨 𝐝𝐞𝐜𝐚𝐝𝐞𝐬 of experience in the IT industry, she has served in various roles—from programmer to analyst, product manager, designer, and entrepreneur. In the last 12 years of her entrepreneurial journey, she has worked with 𝐥𝐞𝐚𝐝𝐢𝐧𝐠 𝐕𝐂 𝐟𝐢𝐫𝐦𝐬 to enable their portfolio companies to go from startup to scaleup. She has solved 𝐜𝐫𝐢𝐭𝐢𝐜𝐚𝐥 𝐩𝐫𝐨𝐛𝐥𝐞𝐦𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐆𝐨𝐯𝐞𝐫𝐧𝐦𝐞𝐧𝐭 of Karnataka during COVID and 𝐞𝐦𝐩𝐨𝐰𝐞𝐫𝐞𝐝 𝐨𝐯𝐞𝐫 1000 𝐬𝐭𝐮𝐝𝐞𝐧𝐭𝐬 with design thinking skills.

Championing the idea that "𝐄𝐯𝐞𝐫𝐲𝐨𝐧𝐞 𝐢𝐬 𝐚 𝐜𝐫𝐞𝐚𝐭𝐨𝐫," in her leadership, Codewave became the 𝐨𝐧𝐥𝐲 𝐈𝐓 𝐜𝐨𝐦𝐩𝐚𝐧𝐲 𝐟𝐫𝐨𝐦 𝐈𝐧𝐝𝐢𝐚 in 2024 to win the global ZeroDX Award for its 𝐜𝐮𝐥𝐭𝐮𝐫𝐞 of "Employee as Entrepreneur" and its ethos of 'Zero distance' between customers and employees.

Over the past decade, she has partnered with over 100 businesses globally across 10+ industries to craft digital experiences that are both engaging and delightful—while 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜𝐚𝐥𝐥𝐲 𝐝𝐫𝐢𝐯𝐢𝐧𝐠 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐢𝐦𝐩𝐚𝐜𝐭.

She works with organizations at every stage—whether emerging startups, scaling enterprises, or seasoned market leaders—to navigate complexity, embrace diverse perspectives, and 𝐮𝐧𝐥𝐨𝐜𝐤 10𝐱 𝐠𝐫𝐨𝐰𝐭𝐡.

Vidhya Abhijith

Yesterday was my father-in-law’s 75th bday.

He once led the culture division for the Govt of Karnataka, creating opportunities for artists from diverse backgrounds — sometimes even fighting cases so talent didn’t lose to bias or bribe.

He never claimed credit. He never chased money, fame or power.

Yday, 15 years after his retirement, artists from across the state traveled hundreds of miles to surprise their “Guru,” thanking him for shaping their journeys. (Who cares after you leave?)

And what is an award, if it’s not some heartfelt #gratitude and #love?

He probably never imagined the impact his work had on so many. Watching him receive that outpouring of gratitude with joy and tears was quite a moment.

In a world where fancy rewards trend more than classy elegance, I’m blessed to have an inspiring family that lives values money can’t buy, quietly and firmly.

#Leadership, to me, is a high-principled job.  Showing up for others without chasing credit, titles or rewards, consistently and quietly. And sometimes, you only realise the real impact of your work long after you stop.

Maybe that’s why it’s called “Seva” (Service).

#Leadership #LifetimeAchievement #Recognition With Abhijith HK

Founder @ Codewave | Design - Thought Leader | Scaling Self Management | CII-PwC Top 100 Women Innovators | PMI Future50

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A few years ago, a company expressed interest in acquiring us.. right when our cashflows were getting 𝘵𝘪𝘨𝘩𝘵.

In moments of need, saying yes to money coming from anywhere can feel like “such a relief” and “common sense.”

They prolly expected us to consider it seriously.

Instead, we got curious and asked casually:
“𝘞𝘩𝘢𝘵 𝘪𝘴 𝘮𝘰𝘯𝘦𝘺?”

They prolly didn’t see it coming. They spoke about revenue, profit, customers, growth… but none of it really answered the question.

With great regard for their work, we sincerely thanked them and declined.

Some people internally wondered:
“𝘞𝘰𝘶𝘭𝘥𝘯’𝘵 𝘸𝘦 𝘣𝘦 𝘣𝘦𝘵𝘵𝘦𝘳 𝘰𝘧𝘧 𝘪𝘧 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘸𝘪𝘵𝘩 𝘮𝘰𝘯𝘦𝘺 𝘢𝘤𝘲𝘶𝘪𝘳𝘦𝘥 𝘶𝘴, 𝘵𝘩𝘢𝘯 𝘣𝘦𝘪𝘯𝘨 𝘰𝘯 𝘰𝘶𝘳 𝘵𝘰𝘦𝘴 𝘦𝘷𝘦𝘳𝘺 𝘮𝘰𝘯𝘵𝘩?”

But we could see what the acquisition offer meant.
𝘛𝘩𝘦 𝘤𝘳𝘦𝘢𝘮 𝘰𝘧 𝘵𝘩𝘦 𝘤𝘳𝘦𝘢𝘮 𝘸𝘰𝘶𝘭𝘥 𝘣𝘦 𝘵𝘢𝘬𝘦𝘯, 𝘣𝘦𝘵 𝘰𝘯 𝘧𝘰𝘳 “𝘦𝘹𝘱𝘰𝘯𝘦𝘯𝘵𝘪𝘢𝘭 𝘨𝘳𝘰𝘸𝘵𝘩” 𝘢𝘯𝘥 𝘳𝘦𝘴𝘵 𝘭𝘦𝘵 𝘨𝘰. 𝘞𝘩𝘪𝘭𝘦 𝘯𝘰𝘵 𝘬𝘯𝘰𝘸𝘪𝘯𝘨 𝘸𝘩𝘦𝘯 𝘴𝘢𝘺𝘪𝘯𝘨 “𝘺𝘦𝘴” 𝘵𝘰 𝘮𝘰𝘳𝘦 𝘮𝘰𝘯𝘦𝘺 𝘸𝘰𝘶𝘭𝘥 𝘴𝘵𝘰𝘱 𝘮𝘢𝘵𝘵𝘦𝘳𝘪𝘯𝘨.

To me, money is a consequence of a business done right. 𝘈𝘯 𝘢𝘤𝘬𝘯𝘰𝘸𝘭𝘦𝘥𝘨𝘦𝘮𝘦𝘯𝘵 𝘰𝘧 𝘷𝘢𝘭𝘶𝘦. 𝘈 𝘯𝘦𝘤𝘦𝘴𝘴𝘪𝘵𝘺 𝘵𝘰 𝘴𝘶𝘳𝘷𝘪𝘷𝘦, 𝘯𝘰𝘵 𝘵𝘩𝘦 𝘳𝘦𝘢𝘴𝘰𝘯 𝘵𝘰 𝘦𝘹𝘪𝘴𝘵. 𝘞𝘩𝘦𝘳𝘦 𝘵𝘩𝘦𝘳𝘦 𝘪𝘴 𝘷𝘢𝘭𝘶𝘦, 𝘵𝘩𝘦𝘳𝘦 𝘸𝘪𝘭𝘭 𝘣𝘦 𝘱𝘦𝘰𝘱𝘭𝘦, 𝘱𝘳𝘰𝘧𝘪𝘵 𝘢𝘯𝘥 𝘢𝘭𝘭 𝘵𝘩𝘦 𝘳𝘦𝘴𝘵 𝘰𝘧 𝘪𝘵.

During COVID, when our revenues doubled but challenged our very purpose (#HumanTransformation) & values, we said “𝘯𝘰” to scaling. We chose to pause, learn our lessons first and fix things at the roots.

Not doing what's easy, but what's 𝘳𝘪𝘨𝘩𝘵. 
#ScalingConsciously

How strong is a tree that grows fast with weak roots, when a storm hits?

And people who understood that.. believed it.. and led the change with us. 

In hindsight, the credit to our growth goes to what felt like “𝘶𝘯𝘯𝘦𝘤𝘦𝘴𝘴𝘢𝘳𝘺 𝘱𝘢𝘪𝘯”.. the discipline to stay 𝘶𝘯𝘤𝘰𝘮𝘧𝘰𝘳𝘵𝘢𝘣𝘭𝘦, stay 𝘰𝘯 𝘰𝘶𝘳 𝘵𝘰𝘦𝘴, stay cashflow positive.

#Entrepreneurship #Leadership #Growth #ScalingUp #Consciousness Codewave.com With Abhijith HK

This one line tells me everything about a person’s mindset.



“𝐈𝐭’𝐬 𝐧𝐨𝐭 𝐦𝐲 𝐣𝐨𝐛 𝐭𝐨 𝐝𝐨 𝐭𝐡𝐚𝐭.”

We once had a lateral hire.. a “𝘴𝘦𝘯𝘪𝘰𝘳”, from a traditional hierarchical setup.

In a critical meeting, when the conversation got tense and the team was struggling, he stayed completely 𝘴𝘪𝘭𝘦𝘯𝘵.

Later he justified it: “𝘐𝘵 𝘸𝘢𝘴𝘯’𝘵 𝘮𝘺 𝘫𝘰𝘣 𝘵𝘰 𝘫𝘶𝘮𝘱 𝘪𝘯. 𝘖𝘵𝘩𝘦𝘳𝘴 𝘸𝘦𝘳𝘦 𝘴𝘶𝘱𝘱𝘰𝘴𝘦𝘥 𝘵𝘰 𝘥𝘳𝘪𝘷𝘦.”

Look, I get the need for clarity in roles. 

But when roles become so "𝘱𝘳𝘦𝘴𝘤𝘳𝘪𝘱𝘵𝘪𝘷𝘦" that they stop people from thinking and acting spontaneously, they can end up dumbing people down instead of empowering them.

In this case, the meeting could’ve benefitted from a fresh perspective or a new question that broadened the conversation, potentially changing the outcome.

It’s a pity how often teams miss opportunities to impact, just because “𝘴𝘰𝘮𝘦𝘰𝘯𝘦” told them not to or it's not a "𝘴𝘵𝘢𝘯𝘥𝘢𝘳𝘥" procedure or they were assuming "𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘦𝘭𝘴𝘦" will rise to the moment.  

At Codewave, we’ve been practicing the opposite.

Projects are a sport, like football.
There are positions.
There are responsibilities.
But…

**𝐀𝐧𝐲𝐨𝐧𝐞 𝐜𝐚𝐧 𝐤𝐢𝐜𝐤 𝐭𝐡𝐞 𝐛𝐚𝐥𝐥.**

When the ball lands in front of you, you don’t pause to ask,
“𝘐𝘴 𝘵𝘩𝘪𝘴 𝘮𝘺 𝘫𝘰𝘣?”

𝘠𝘰𝘶 𝘢𝘤𝘵.
Because the 𝘨𝘢𝘮𝘦 depends on it.

Of course, some people may simply not be aware enough in the moment and that can be solved with honest feedback. Just like watching a replay to understand why a goal was missed.

And in the age of #AI, when nearly 70% of what any role does is handled by machines, the question isn’t “𝘐𝘴 𝘪𝘵 𝘮𝘺 𝘫𝘰𝘣 𝘵𝘰 𝘮𝘰𝘷𝘦?”

It’s: “𝘏𝘰𝘸 𝘧𝘢𝘴𝘵 𝘤𝘢𝘯 𝘐 𝘳𝘦𝘴𝘱𝘰𝘯𝘥 𝘵𝘰 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦 𝘮𝘰𝘮𝘦𝘯𝘵 𝘯𝘦𝘦𝘥𝘴, 𝘵𝘰 𝘮𝘢𝘬𝘦 𝘮𝘺 𝘵𝘦𝘢𝘮 𝘴𝘶𝘤𝘤𝘦𝘦𝘥?”

What are your thoughts?
 
Thanks to Milind Vaidya Rajesh Navaneetham, our #SelfManagement consultants, for the football analogy. 💥 

#FutureOfWork #OrgCulture #OrgDesign #SelfManagement #Spontaneity #RoleBoundaries #CrossFunctionalSkills  #DynamicRoles Abhijith HK Codewave.com

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