Growth, Product Marketing & Product

I BUILD THE THING.

I work across growth, product marketing, and product. I co-founded two companies, grew one to 10,000 users without outside funding, and led strategy and growth for a studio that delivered 165+ projects across 8+ countries.

Based in Sweden. Open across Europe.

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0 Users reached with Boxall
0 Projects delivered across 8 countries
0 Companies co-founded, both still running
0 Views on my Linköping University content
01

About

I started building things before I studied how to. At 22 I co-founded Boxall, a hyperlocal delivery app in small-town Kerala, and grew it to over 10,000 users and $80k in sales in a year, bootstrapped, in a market everyone said was already locked up. Alongside it I ran Dodge 'n Burns, a studio that delivered more than 165 projects for clients in over 8 countries.

Five years of that taught me the part that's easy to skip: an idea does nothing until it works for someone. I came to Linköping for a master's in sustainability engineering to aim that at harder problems, decarbonisation and circularity in real product development, where the strategy and the people actually building the thing rarely meet.

I still build. During my thesis at Toyota Material Handling Europe the input we needed was hard to collect in any organised way, so we put together a small no-code tool to gather it. I am doing the same thing now with Journoa, a B2B funnel diagnosis engine I am building to learn that side of growth by working through it.

Jai Krishnan Murali
02

What I do

Growth and go-to-market

I connect a product to the people it needs to reach, then use funnel data to see what is actually working. One acquisition funnel I built went from zero to $130k in 13 months at $1.10 per customer.

  • Acquisition
  • Funnel analysis
  • Retention

Product and product marketing

I work from the customer problem through positioning, product decisions, and launch. Boxall went from nothing to 10,000 users because the product, operations, and message were treated as one system.

  • Customer insight
  • Positioning
  • Launch

Content and communication

I have worked across client strategy, campaigns, video, design, and social content. At Linköping University, my own content passed 250,000 views while the international channels grew from 8k to 12k followers across the ambassador team.

  • Content strategy
  • Campaigns
  • Video
03

Selected work

01

Toyota Material Handling Europe

ResearchMaster's thesis · 2026

Eight conditions that decide whether end-of-use knowledge reaches product design

What I did An embedded case study with Johan Karlström. 23 respondents, 6 workshops, and a mapping tool we built ourselves. I built the theory and the eight conditions, Johan the methodology.

Result A framework for diagnosing where end-of-use knowledge stops before it reaches design. Visibility and information flow rest on different conditions, so a product-service model can deliver one without the other.

Why it matters EU Ecodesign, the Digital Product Passport, and Right to Repair all land in July 2026, and each assumes manufacturers can feed the installed base back into design.

What I'd do differently We stayed on information flow. I would want the economic models next to it, because the open question is whether circularity pays at all.

Read the write-up and the thesis on DiVA
Jai with thesis partner Johan at Toyota Material Handling Europe
With Johan at Toyota Material Handling Europe
02

Boxall

CompanyCo-founder and CEO

10,000 users and $80k GMV in the first year, bootstrapped. Still running.

Problem Tier 4 and 5 cities in Kerala had no delivery infrastructure, and everyone assumed the incumbents owned the market.

What I did Co-founded it and ran the platform end to end: product, operations, pricing, and a team of 8. Fully bootstrapped.

Result Churn down to 2.3%, costs down 20%. It was the city's first tech startup and three more followed. I left in 2024, and it has since passed 500,000 orders.

What I'd do differently We hyperfixated on unit economics. In tier 4 and 5, volume matters more than margin, so I should have expanded faster, taken funding to pay for it, and moved on quick commerce sooner.

Learn more about them
03

Journoa

ProjectB2B funnel diagnosis engine · 2026

A B2B funnel diagnosis engine that names the problem before it recommends the play

Why it exists I was turned down for a growth role for having B2C depth rather than B2B. Reading about it only teaches the vocabulary, so I wrote the judgement down instead: for each play, when it applies and which number it should move.

What I built An engine that reads a funnel, names the biggest problem the evidence supports, recommends one play, and shows its reasoning. 31 research assets became 60 funnel signals, 33 play specifications, and 30 decision cases.

How A seven-stage TypeScript pipeline with 230 automated tests. Splitting architecture, implementation, and verification across three AI models cut the build cost by about 60%. Still building it.

Join the waitlist
Animated Journoa bloom mark from the Journoa website hero
Bloom mark from the Journoa site
04

Dodge 'n Burns

CompanyCo-founder · 2019 to 2024

One client funnel from $0 to $130k in 13 months at $1.10 per customer

Problem Clients were coordinating separate people for branding, websites, and marketing. We brought that into one team.

What I did Strategy and growth were mine. I sat between the clients and our team of 18, translating what clients needed into work our people could run. Hands on too: video, design, and funnel growth.

Result 165+ projects for 90+ clients across 8+ countries.

See the studio
05

Linköping University, Sweden

RoleInternational Student Ambassador · 2024 to 2026

Channels from 8k to 12k, and my own content passed 250,000 views

Problem International applicants needed more than admissions information. They needed student stories, campus context, and practical guidance about moving to Sweden.

What I did Made Instagram and YouTube content, supported events and the shared inbox, and coordinated two other ambassadors. I used the channel analytics to decide what to make next.

Result The 8k to 12k growth was the whole ambassador team's work. My own content added up to over 250,000 views.

Group photo of Jai with fellow Linköping University International Student Ambassadors
With fellow international student ambassadors

Highlights from My LiU Content Work

A Home Away from Home Reel about international students finding home in Sweden Reel A Home Away from Home LiU at 50 anniversary Reel about campus stories at Linköping University Reel LiU at 50 Wes Anderson-style campus tour Reel for prospective Linköping University students Reel Wes Anderson campus tour LiU Formula Student video with student engineers and their race car Video LiU Formula Student Summer at LiU carousel showing campus life at Linköping University Carousel Summer at LiU Leaving the apartment that became home carousel about international student life in Sweden Carousel Leaving the apartment that became home

More of what I build sits on GitHub

04

Background

Education

MSc Sustainability Engineering and Management, Linköping University, 2026.

BTech Mechanical Engineering, Mahatma Gandhi University, India.

Leading

President, Navitas Studentförening (35 people, SEK 50k budget).

Student board member, Linköping Science Park (1 of 8).

Startup mentor, Thodupuzha Development Forum Kerala (TDFK), 2022 to 2024. Three mentored ventures are now active businesses.

Recognition

Incubated at Startup India and Kerala Startup Mission.

Top 3 finalist, Startup India Seed Fund Scheme (SISFS).

KSUM Market Acceleration Grant, awarded among 278 qualified applicants.

Tools

Product and systems Zoho CRM, SugarCRM, custom in-house CRMs, Zapier, Figma, Claude Code. I specify and direct builds rather than hand-code them.

Growth and data GA4, Meta and Google Ads, SEO, CAC and churn tracking, SQL.

Circularity SimaPro, LCA to ISO 14040 and 14044, GHG Protocol Scope 1 to 3, ecodesign, remanufacturing, R frameworks.

Languages

English (C2), Malayalam (native), Hindi, Swedish (learning).

05

Off the clock

Outside work I am mostly around people, usually with something cooking.

Jai with some of his closest friends at the Linköping University letters
Some of my closest friends at Linköping University

People

I like a full room. Dinner, a plan that becomes three plans, someone announcing they will leave early and then staying anyway.

Music

200+ artists last year, and a top 1% badge I mentioned out loud more than once. Billy Joel and Sushin Shyam lead, a range I will not be explaining. Peter Cat Recording Co. and Osho Jain close behind.

A few favourites

Reading

Less than I used to. The Kite Runner is still the one I recommend first. As a kid I got through most of Jeffrey Archer, one after another, like a job.

Sport

Badminton and cricket to play. Cricket and football to watch, closely, with opinions.

Cooking

Learnt to cook properly in 2025. Now I work through new cuisines and pretend the mess is part of the process.

Travel

A few countries so far, and a strong preference for the ones with a coastline.

06

LET'S BUILD SOMETHING.

I am looking for roles in growth, product marketing, or product, especially where customer insight, commercial thinking, and execution sit close together.

Based in Linköping, open across Sweden and Europe.