---
title: "Kushal Shah - Head - Products & Categories in Mumbai | Tal"
description: "Meet Kushal Shah, Head - Products & Categories @ OneAssist | Digital Business & Product Leader | P&L, Platforms & GTM based in Mumbai. AI stack includes antigravity and opencode."
image: "https://tal.club/meet/kushal-shah-2/share-image"
---

# Kushal Shah on Tal

## Headline

Head \- Products & Categories @ OneAssist \| Digital Business & Product Leader \| P&L, Platforms & GTM

## About

Fintech, insuretech, and digital platform leader with 20\+ years across P&L ownership, monetisation, product strategy, and growth — spanning banking, wealth, insurance, lending, cards, payments, and value\-added services\. Currently leading products, categories, and growth strategy at OneAssist \- an insuretech and VAS platform enabling protection, assistance, and lifestyle solutions\. Responsible for product strategy, pricing, commercial and partner strategy, and category growth, while driving platform\-led initiatives across VAS, home solutions, D2C, and cross\-sell ecosystems\. Previously part of the leadership team at Kotak811, leading cross\-sell and assets businesses across investments, insurance, loans, cards, and forex — delivering strong income growth across a 26M\+ customer base\. A builder at heart — I've scaled multiple zero\-to\-one and growth\-stage businesses across UPI, BBPS, digital wealth, insurance, and lending, with a focus on simple propositions, sharp GTM, and sustainable, long\-term business scale\.

## Location

Mumbai

## AI stack

antigravity

opencode

## Work experience

Head \- Products & Categories at OneAssist Consumer Solutions, Mar 2026 \- Present · 6 mos, Mumbai, \* Heading product, category, and growth strategy for OneAssist \- an InsureTech and VAS platform \- spanning protection, assistance, and lifestyle solutions for our customers\. \* Working closely with category and product heads, along with operations, content, and sales teams, to find newer, platform\-led approaches to growth\. \* Focused right now on strengthening the product and category function, and building the innovation and GTM muscle for what comes next\.

Senior VP & Product Head \- Monetisation & Cross\-Sell at Kotak811, Apr 2024 \- Feb 2026 · 1 yr 11 mos, On\-site, Own end\-to\-end monetisation and business P&L across Wealth, Insurance, Assets \(Loans & Cards\), and Forex, spanning product strategy, distribution, and scale across D2C and assisted channels\. • Core member of the Kotak811 leadership team, shaping digital business strategy and driving large\-scale monetisation and growth initiatives\. • Built cross\-sell into a core monetisation engine, delivering 3× income growth across investments, insurance, lending, cards, and forex\. • Built and scaled digital\-first Life & General Insurance propositions, creating a multi\-fold premium franchise through embedded and assisted journeys\. • Scaled lending and cards via high\-efficiency digital journeys and alternate data, building a large loan book and scaling to 15L\+ cards in force\. • Conceptualised, built, and scaled the digital wealth platform across mutual funds and equities, driving mass\-market participation through simplified journeys\.

Vice President & Head \- Cross Sell Products at Kotak811, Aug 2021 \- Mar 2024 · 2 yrs 8 mos, Mumbai, Owned cross\-sell monetisation across investments, insurance, and forex, with responsibility for product strategy, distribution \(D2C & assisted\), partnerships, and GTM\.

Strategy \- New Products at PayU, Dec 2019 \- Aug 2021 · 1 yr 9 mos, Mumbai Area, India, Led strategy and product development for new monetisation channels including loyalty, gift cards, and advertising\. • Took monetisation products from research and MVP to GTM and commercial scale • Worked closely with banks, regulators, merchants, and ecosystem partners to enable adoption • Contributed to expanding PayU’s non\-transactional revenue and merchant\-facing product suite

Founder & CEO at Pickvin Smartech Pvt Ltd, Apr 2018 \- Jan 2020 · 1 yr 10 mos, Mumbai Metropolitan Region, Founded an IoT\-led subscription platform for home and office automation\. • Defined product vision, GTM strategy, and third\-party integrations • Scaled early adoption through B2B and channel partnerships • Raised seed funding; acquired 40\+ B2B clients and 12 channel partners in Year 1

Product Head \- UPI & BBPS at Kotak Mahindra Bank, Dec 2015 \- Mar 2018 · 2 yrs 4 mos, Mumbai Area, India, Led end\-to\-end launch of UPI and BBPS platforms from concept to full\-scale rollout\. • Owned roadmap, integrations, and platform readiness across consumer and ecosystem use cases • Worked closely with technology, compliance, and ecosystem partners • Helped position Kotak as an early mover in interoperable digital payments

## Education

Engineer’s Degree, Computer Science, University of Mumbai

[View the original profile](https://tal.club/meet/kushal-shah-2)

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