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Devika QelrnashiChief Product Officer

Devika Qelrnashi · Chief Product Officer · India

Responsibility expanded from the drawing to the range

Apr 2021 — Present

Chief Product Officer

Nalqevri Component Trays

Sector
Reusable trays for non-hazardous assembly components
Ownership
Founders 65%; industrial investor 25%; employees 10%; no personal equity
Company scale
₹62 crore revenue;₹4.9 crore operating profit FY 2025–26
Employees
148 in March 2026
Geography
Mysuru and Indian industrial customers
Reporting to
CEO Suresh Velqnari
Team
Sixteen product colleagues through two leads
Financial scope
₹3.8 crore annual product expense;₹1.6 crore separately approved capital

Mandate

Choose product propositions and development priorities around complete customer tasks

Outcomes

  • Funded orientation-reference work with unresolved tasks visible
  • Staged a broad custom-variant request before committing the wider team
  • Kept nominal kit capacity separate from production-output claims

Decisions in context

I lead sixteen product colleagues through two leads within ₹3.8 crore annual expense and ₹1.6 crore separately approved capital. My remit concerns the customer problem, the product proposition and the priority assigned to development. Engineering retains suitability, safety and release, and commercial owners retain orders. I ask the team to explain both the task supported and the work still required before a result becomes a promise. The fourteen-variant request made the opportunity cost particularly visible:more than half the team could have been committed before the commercial programme was confirmed. My employment carries neither shares nor a director seat; I attend product reviews as an executive presenter. The role requires me to connect design evidence to an enterprise choice while preserving the specialist decisions that a CPO should not claim merely by sponsoring the programme.

Reason for the move

Current role; considering industrial product leadership and one suitable first outside board contribution

Apr 2015 — Mar 2021

Head of Product

Nalqevri Component Trays

Sector
Industrial component-tray products
Ownership
Founder-controlled private enterprise
Company scale
₹46 crore annual revenue at period end
Employees
121 at period end
Geography
Mysuru and regional industrial accounts
Reporting to
Managing Director
Team
Twelve product colleagues through two leads
Financial scope
₹2.9 crore annual expense;₹90 lakh approved programme capital

Mandate

Coordinate the product range and the evidence supporting its promises

Outcomes

  • Corrected a refill claim that ignored the limiting component
  • Funded compartment changes with a space tradeoff explicit
  • Connected product descriptions to the complete defined kit

Decisions in context

I led twelve colleagues with ₹2.9 crore annual expense and ₹90 lakh approved programme capital. The 2018 refill error challenged my own review of a product proposition. I had accepted a six-job claim based on the clip quantity without checking the spacers needed for the same defined task. Correcting it required a design choice as well as revised wording, because the extra spacer capacity used space previously available for optional items. I learned to make that tradeoff visible instead of presenting every correction as an improvement without cost. The experience prepared me for a wider portfolio role by connecting a small physical detail to the trust placed in a product account. It also reinforced the need to preserve engineering acceptance and customer-process authority while taking responsibility for the proposition I had approved.

Reason for the move

Promoted to enterprise product-portfolio leadership

Apr 2008 — Mar 2015

Range Manager

Nalqevri Component Trays

Sector
Reusable industrial component organisation products
Ownership
Privately held founder business
Company scale
₹29 crore annual revenue at period end
Employees
87 at period end
Geography
Mysuru production and Indian customer applications
Reporting to
Head of Product Development
Team
Eight product and range colleagues
Financial scope
₹1.4 crore annual range-development expense

Mandate

Develop tray configurations and maintain a coherent continuing range

Outcomes

  • Compared custom requests with existing range obligations
  • Connected product drawings to customer task descriptions
  • Learned the support consequence of adding variants

Decisions in context

Eight colleagues worked within ₹1.4 crore annual expense on the tray range. Joining the manufacturer changed my view of completion:the drawing became a product that colleagues had to explain, make and support after the introduction meeting. A custom request could solve a real problem while creating another configuration for the range to carry. I learned to ask what was common to the existing offer and what required a separate development commitment. Engineering and customers retained technical and process decisions. My work concerned how the proposed arrangement fitted the task and the portfolio. The role prepared me for product leadership by making the continuing consequences visible, although I still had to learn that a familiar component count could conceal an incomplete kit in a proposition I later approved.

Reason for the move

Promoted to lead the product function

Apr 2001 — Mar 2008

Design Lead

Orqelni Product Studio

Sector
Industrial workplace product design services
Ownership
Private design partnership
Company scale
₹17 crore annual revenue at departure
Employees
59 at departure
Geography
Karnataka industrial client assignments
Reporting to
Studio Director
Team
Six designers and research colleagues
Financial scope
₹76 lakh annual studio delivery expense; client investments separately approved

Mandate

Coordinate product concepts and examine their use in client tasks

Outcomes

  • Observed how products changed hands between users
  • Connected layout proposals to the surrounding task
  • Managed design delivery without assuming client release authority

Decisions in context

I coordinated six colleagues and ₹76 lakh annual delivery expense while clients authorised their own investment and technical decisions. The work taught me that a product could be clear to the designer and confusing to the person receiving it later. Orientation, accompanying material and the sequence of use all changed the interpretation. I began asking the team to observe the task before deciding which feature was missing. That did not turn a studio exercise into a full technical acceptance process; qualified client specialists retained their responsibilities. I moved into range management because I wanted to follow the product beyond the project and understand the continuing obligation created by each configuration. The change took my attention from a well-presented concept to the portfolio that had to support it over time.

Reason for the move

Joined Nalqevri to manage an industrial product range

Jun 1995 — Mar 2001

Junior Product Designer

Orqelni Product Studio

Sector
Workplace product design
Ownership
Privately owned design partnership
Company scale
₹6 crore annual revenue at period end
Employees
24 at period end
Geography
Mysuru and regional business clients
Reporting to
Senior Designer
Team
Individual contributor within a five-person studio team
Financial scope
No independent spending or client approval authority

Mandate

Prepare reviewed drawings and observe ordinary product tasks

Outcomes

  • Built discipline in documenting the intended use
  • Learned to distinguish an attractive object from a complete task
  • Prepared design evidence for senior review

Decisions in context

I joined after design studies and worked in a five-person team without direct reports or independent spending authority. Senior designers held client advice and approval responsibilities. My early work involved drawings and observations of ordinary workplace products. I was initially drawn to a neat arrangement and a clear form, but users showed how much depended on what happened before and after the moment illustrated. A component could fit its compartment while another required item had no practical place. I learned to record the surrounding sequence and bring questions to senior review rather than assume that a polished drawing settled them. That foundation later supported design leadership, with a growing interest in the complete job a product helped someone perform rather than the object considered on its own.

Reason for the move

Promoted to coordinate designers and client delivery

What I am looking for next

I would consider an industrial CPO mandate where management wants the product range to reflect complete customer tasks and realistic development commitments. The role should provide access to people using the product, engineering evidence and the commercial assumptions behind new variants. I would want a clear separation between choosing the proposition and authorising technical release, with responsibility for correcting a promise I had previously supported. A first outside board contribution could concern product investment, the obligations carried by a range and the capacity committed before demand is established. My career has not included a statutory directorship; the remaining preparation and suitability review must precede any such appointment. Twenty-four proposed annual days must allow for induction, preparation, travel and unexpected demands. I would seek an experienced chair who values a question about the complete product obligation without asking an outside director to approve a configuration or bring another manufacturer's restricted design material into the discussion. The receiving company should have qualified specialists for decisions outside my preparation.