Every start-up has a back story. So does Ketch. And this one is personal.

To understand why, we’ll need to rewind back to early 2017. Salesforce’s acquisition of Krux had closed a few months earlier and the “integration” process was kicking into 3rd gear. Having lived through various incarnations of ePrivacy, Safe Harbor, Model Clauses, etc., I was intimately familiar with how to build data management systems where user level data moved back and forth across the Atlantic, at least in a digital sense. But then came GDPR. …


“Another one?” “Really? “. That was my inner monologue as we were discussing whether to jump in the fray — again — and launch yet another MarTech / AdTech company. When Tom and I started super{set}, we set ourselves the ambitious goal of creating category disrupting companies in multiple verticals leveraging our expertise in building AI/ML driven software services and applications and we wanted to flex our muscles in verticals beyond AdTech and MarTech.

When Matt Kilmartin and Mike Moreau raised their hands and were ready to come on board at super{set}, we revisited the possibility of another MarTech company…


“Luck and timing. The success of your startup has as much, if not more, to do with luck and timing in addition to your blood, sweat, and tears. Always remember that.” That was how Harpal Sandhu, CEO at Integral Development Corp. opened his fireside chat with Tom Chavez at our most recent Show N’ Tell at super{set}. It was a great reminder of what’s become one of my top 3 interview questions: “Do you consider yourself lucky? Or, how has luck played a role in getting you where you are?” An answer that I got has stuck with me is…


Officially, the Silver Jubilee reunion for the IIT Delhi Class of ’95 ended on Saturday. But I wouldn’t get to go through the yearbook for the IIT Delhi Class of ’95 until Monday afternoon after a satisfying, delectable lunch of (leafy) Fenugreek cooked in a gram flour sauce seasoned with olive oil, mustard seeds and garlic — a Kumud Vaidya special — and hot chappatis, fresh off the stove. Ah, good old Maharashtrian comfort food. But I digress. The yearbook. Right. And to some “unforgettable moments at IITD”. I recounted some happy moments — football matches won, trips taken with…

Vivek Vaidya

Serial entrepreneur and technologist; Co-founder and General Partner, super{set} startup studio;

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