NayaSetu Global BrandsNayaSetu

Leadership

The team wrote the model.

Three partners. One operating platform. NayaSetu is not learning the cross-border brand model — it is the model its partners have already built at scale.

Founder & The Operating System

DG

Dev Gupta

Partner & Founder

The Operating Spine

Six connectors — built, owned, and live.

  • Asmara

    Global sourcing · $900M+ FOB

  • NayaGlobal

    Selective import + B2B procurement

  • Globali

    Compliance · IOR · BIS · customs

  • Naya Logistics

    Cross-border + domestic 3PL

  • Influexo

    Demand creation + creator marketing

  • Alaiy / Cortexa

    Commerce AI + analytics

Most operators rent these layers. Dev owns them — which is why NayaSetu can operate a brand across borders, not license it away.

Devender "Dev" Gupta

Partner & Founder, NayaSetu Global Brands

"The operating system isn't a roadmap. It's a 25-year build."

Dev Gupta is the founder of NayaSetu Global Brands and the architect of the operating system the platform runs on. Over 25 years in cross-border consumer commerce, he built Asmara — a $900M+ FOB global apparel-sourcing platform serving tier-1 US retailers and brand portfolios across 13 production countries (India, Sri Lanka, Bangladesh, Vietnam, Cambodia, Indonesia, China, Hong Kong, Pakistan, Spain, Italy, Egypt, Morocco) and 16 offices, four of them in India, with 140+ brand customers.

NayaSetu is that operating muscle turned into platform infrastructure. Dev built and owns the six connectors that make the OS real — sourcing, import, compliance and IOR, logistics, demand creation, and commerce AI — inside one orchestrated stack. Because Asmara was self-funded, NayaSetu operates without external capital-cycle dependency: a founder-operator counterparty, not a fund manager allocating someone else's capital.

The platform he has shipped already runs at scale, and every brand routed through NayaSetu hits the same stack. Dev operates across New York, Hong Kong, and India.

$0M+

Asmara FOB sourcing platform

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Production countries · 16 offices

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Brand customers

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Certified factories

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Brands launched

0K+

Products · 30+ storefronts

The Partners

Two partners turn the platform into deals, brands, and capital — each having executed the NayaSetu thesis before, at flagship scale.

TO

Tim Ouellette

Partner, NayaSetu Global Brands

30+ years building international businesses for global consumer brands, with licensing as his core discipline. Grew Converse's international business from $120M to $1.4B in seven years — one of the industry's great brand revivals, on the exact model NayaSetu deploys. Built Deckers Brands' first EMEA subsidiary and directed adidas license extensions at ILM. As CEO of Brand Group International, he leads a roster including Swiss Army, Crocs, Cole Haan, OluKai, AND 1, and Tom's. BS, Franklin Pierce University.

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Britt Doyle

Partner, NayaSetu Global Brands

30 years across institutional finance — Citigroup Family Office, UBS, and other global institutions — with deep expertise in due diligence and fund governance. As Managing Partner & COO of Brand Group International, he structures brand licensing, joint-venture partnerships, and IP transactions across international markets. At NayaSetu he leads fund governance and the capital relationships behind the platform. BA, UC Berkeley; MBA, University of Southern California.