Jai Krishnan Murali.
Engineer · Researcher · Founder
Studying how organisations use knowledge when making product decisions, particularly in circular product development.
10,000+
users on a bootstrapped digital platform
165+
projects delivered across 8 countries
2
companies co-founded and led
350,000+
views across social media content
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.
Research focus
Sustainability KPIs
EoU and EoL activities
Selected work
Toyota Material Handling Europe
ResearchMaster's thesis · 2026
Disciplines: Product
Eight conditions that decide whether end-of-use knowledge reaches product design
Toyota Material Handling Europe
ResearchMaster's thesis · 2026
Disciplines: Product
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
Boxall
CompanyCo-founder and CEO
Disciplines: ProductGrowth
10,000 users and $80k GMV in the first year, bootstrapped. Still running.
Boxall
CompanyCo-founder and CEO
Disciplines: ProductGrowth
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
Dodge 'n Burns
CompanyCo-founder · 2019 to 2024
Disciplines: GrowthContent
One client funnel from $0 to $130k in 13 months at $1.10 per customer
Dodge 'n Burns
CompanyCo-founder · 2019 to 2024
Disciplines: GrowthContent
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
Linköping University, Sweden
RoleInternational Student Ambassador · 2024 to 2026
Disciplines: Content
Channels from 8k to 12k, and my own content passed 350,000 views
Linköping University, Sweden
RoleInternational Student Ambassador · 2024 to 2026
Disciplines: Content
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 350,000 views.
Highlights from My LiU Content Work
Journoa
ProjectB2B funnel diagnosis engine · 2026
Disciplines: ProductGrowth
A B2B funnel diagnosis engine that names the problem before it recommends the play
Journoa
ProjectB2B funnel diagnosis engine · 2026
Disciplines: ProductGrowth
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
More of what I build sits on GitHub
Background
- Education
-
MSc Sustainability Engineering and Management, Linköping University, 2026.
BTech Mechanical Engineering, Mahatma Gandhi University, India.
- Leading
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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).
Off the clock
Outside work I am mostly around people, usually with something cooking.
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 favouritesReading
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.
Get in touch.
I welcome conversations with researchers, engineers, founders and others working on circularity, product development, organisational knowledge or related questions.
Based in Sweden.