What do we do:

ShopDeck helps e-commerce merchants set up and manage their D2C storefront “profitably”.

Proposition for merchants:

D2C selling made as easy as selling on e-com marketplaces

Why build this?

India’s D2C wave has been limited to venture-funded D2C brands today
The art of selling on your own website is not democratised. There are ~500k-1M sellers who can sell D2C but can at best sell on marketplaces
Philosophically - we feel brand owners should spend most of their time on the product and not on channel optimization
Status-quo software solve for work-flow management of storefront but don’t do enough on “helping” merchants sell well!

Our proposition

We have a software + services proposition for the merchant with the goal of optimising for the merchant's profitability.Our product is an all-in-one software stack that gives merchants everything they need to sell D2C, i.e. Storefront, Shipping, Marketing integrations, Communication. Our services layer works on top of this software stack to achieve profitability for merchants. Here, we combine 4-key roles in classic e-commerce setup, all relevant for any D2C brand as well:

Marketing manager (“top of the funnel”)
Category manager (“products/merchandising”)
Product manager (“website/app metrics”)
Ops manager (“shipping metrics”)

Our services layer measures metrics across all these buckets to optimise and take appropriate actions for merchant’s profitability.Over time, the goal

is to productize our services layer - which we believe will move the baseline of what merchants expect from a storefront software.

Founders:

1. Rishabh Verma

2. Harmin Shah

Our Culture Code

Role Charter:

We have a functioning finance team that handles books, compliance, and payroll. What we don’t have is a finance leader. We’re hiring someone to take the function from operational to strategic — elevate reporting quality, build investor-grade governance, deploy AI across the finance stack, and make this team punch 3x above its weight.

What You’ll Own

1. Elevate the Finance Function

Restructure the team into functional pods (Controllership, FP&A, ESOP/Secretarial). Develop the existing CA Finance Manager into a Controller role.
Compress month-close to WD5. Build a board pack the CEO can present without follow-up questions.
Implement internal controls — delegation of authority, approval workflows, segregation of duties, SaaS procurement governance.

2. ESOP, Cap Table & Equity

Own the ESOP lifecycle on Trica Equity — grants, vesting, exercise, tax, lapse, cap table, and employee communication.
Run quarterly grant cycles through the Compensation Committee. Maintain a diligence-ready cap table at all times.
Coordinate annual FMV valuations (Rule 11UA / 409A) and communicate to stakeholders.

3. FP&A, Fundraise & Strategic Finance

Own budgets, re-forecasts, unit economics, and cash management. Be the CEO’s financial sparring partner.
Maintain a permanent data room and fundraise-ready financial model. When the next round initiates, the data room is ready in 48 hours.
Quarterly board pack with P&L, ARR/MRR, burn, cohort analysis, ESOP pool status, and financial narrative.

4. AI & Automation (Non-Negotiable)

Automate reconciliation (bank, GST, TDS), expense management (OCR + auto-categorisation), invoice processing (3-way match), and compliance calendars.
Implement AI-assisted MIS generation and cash flow forecasting. The team should spend 70% of time on analysis, not data entry.
Benchmark: 3x revenue growth should require at most 1–2 additional finance headcount if the automation stack is built right.

Who You Are

CA qualified. 5–9 years post-qualification. At least 3–4 years as the senior-most finance person at a VC-funded startup (50–300 employees).
Hands-on ESOP management experience on Trica / QAPITA / Carta. You know perquisite tax from capital gains tax and can explain both to an employee.
Led or actively supported at least one fundraise / due diligence cycle from the finance side.
Have implemented at least one finance automation project (reconciliation, reporting, AP, or expense management). Strong point of view on AI in finance.
Comfortable managing a team of 9 from Day 1. Can develop, restructure, and make hard calls.
FEMA / RBI compliance working knowledge — FC-GPR, downstream investment, pricing guidelines for foreign-investor-backed companies.

Equal Opportunity Employer: We are an equal opportunity employer and encourage all qualified applicants to apply, regardless of race, colour, religion, gender, disability status, or any other characteristic protected by law.

Finance Leader

Finance Leader