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Mina VelzuniChief Product Officer · Essays & perspective

Chief Product Officer
India
Practice / Perspective

Keep the personal decision with the person

Mina Velzuni / Published perspectives
No.The ideaSubject / reading
01

An invitation to contribute is not permission to finish the family book

Collaborative creation and product authority
5 min read
02

A convincing mock-up can hide the choice the customer still needs to make

Product previews and informed approval
5 min read
03

Receiving a gift should not make someone the next account to acquire

Recipient experience and optional digital services
5 min read
Portrait of Mina Velzuni

The practitioner

Mina Velzuni

I had approved the borderless wall-print mock-up because it looked finished. The photograph filled the scene beautifully, and the frame gave the product a convincing place in a room. Elena then asked customers to show us the part of the image they most wanted to keep. Some chose a face near an edge or a detail the composition had already cropped away. The preview was attractive, but it had made a personal decision before making that decision visible. I needed to change the product, not merely add a warning underneath it.

Open to Board appointments

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  • 01 / Collaboration and approval in personal products
  • 02 / Previews that expose consequential choices
  • 03 / Recipient experience beyond the purchaser
  • 04 / Assisted creation around irreplaceable originals
Personalised keepsake retail
17 studios
Online creation service and 310 company employees
Product organisation
38 colleagues
Four heads with ₹8.6 crore FY2026–27 development expense
Design, proofing and product work
28 years
July 1998 entry; CPO since January 2022

Keep the personal decision with the person

I am Mina Velzuni, chief product officer at the fictional Qerzuni Gift Studio in Vadodara. I grew up in Aizawl and began as a graphic designer. My work now spans the decisions people make when creating a photo book, contributing to a family album or choosing a print for someone else. The final object may be small, but the people around it do not all have the same role. A contributor, an editor, a buyer and a recipient can need different kinds of control.

Qerzuni operates seventeen studios and an online creation service with 310 employees. Revenue was ₹128 crore and operating profit ₹8.4 crore for the year ending March 2026. An employee-owned design holding company owns 60% and a regional investor 40%; I hold no shares personally. Thirty-eight product colleagues work through four heads within ₹8.6 crore FY2026–27 development expense. CEO Sameer Zorvethi holds enterprise decisions. Our engineering, print-production, studio-operations, legal and finance colleagues retain their own responsibilities; a product recommendation is not authority to bypass them.

The cases here concern decisions the customer should be able to understand before they become difficult to reverse. We separated contributing an image from approving the final family album. We changed a print preview after recognising that a handsome borderless mock-up concealed the crop. We made the physical gift complete without requiring its recipient to open an account. We also introduced a limited studio route for people unwilling to send irreplaceable originals away for capture. These choices added work or gave up a simpler commercial route, but made the actual service more intelligible.

Contribution did not automatically grant final-edit authority

Forty observed family groups described different collaboration preferences. The product retained an appointed-editor route and an explicit shared-edit route.

A preview made the crop a visible choice

Of420 reviewed wall-print previews,96 were deliberately recropped and 324 retained. A changed crop was treated as a preference, not automatically a defect.

The gift could be opened without joining a platform

A physical book and printed message remained complete in themselves; digital companion material was an optional addition for the recipient.

Current focus

Clarifying approval, preview and recipient choices across personalised keepsakes, with studio assistance where the object or decision needs it.

Conversations I welcome

A first board conversation with a consumer business that wants product judgement alongside experienced financial, operational and governance directors.

Beyond the page

The record behind the perspective.

Formation

  • Bachelor of Design in Graphic CommunicationZeqravi Design College · 1998
  • Postgraduate Diploma in Management, part-timeVelnqari Management Institute · 2008
Mina made the recipient's task visible in a proposal we had been discussing mainly as an acquisition opportunity. The revised gift could stand on its own while the companion had to offer a reason to join.
Sameer ZorvethiCEO, Qerzuni Gift Studio; fictional colleague
The full record ↗

Contact

A first board conversation with a consumer business that wants product judgement alongside experienced financial, operational and governance directors.

  • Board appointments
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