Our Team

We strive to hire smart, passionate, innovative and mission driven individuals
who demonstrate integrity, excellence, and respect.

Hsien Naidu

CEO

Hsien Naidu is a business accelerator who has been growing brands and helping entrepreneurs regionally for over 20 years through franchising, branding and intellectual property management across all industries. To Hsien, the intrinsic satisfaction that comes with building successful brand growth with entrepreneurs is unparalleled and it is what drives her to keep pushing to discover innovative solutions.

Favorite Book

Connecting the dots by John Chambers

What I do outside work

Glass of full bodied red in hand whilst cooking for my family!

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Abhisek Date

Head of Business Strategy

Abhishek is a seasoned business growth consultant who has accumulated wealth of experience in business strategy and technology consulting across multiple countries in Asia. He has been integral in the growth of many notable SMEs in South East Asia and remains one of the most energetic and multi talented experts in Astreem; serving multiple clients across different countries, different cultures and different sectors.

Favorite Book

Turning Pro - Steven Pressfield , Confessions of an Advertising Man - David Ogilvy, Romance of Three Kingdoms - Luo Guangzhong

What I do outside work

I run a Montessori Preschool in Mumbai India. Very passionate about educating young minds using the Montessori principles

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Melody Teo

Head of Brand Strategy

Melody drives growth for Astreem’s partners. Her client work includes brand consulting and market strategy; as well as developing operational franchise management systems for businesses expanding regionally. She leads projects across B2B and B2C sectors, with a personal interest in F&B.

Favorite Book

Shark’s Fin & Sichuan Pepper – Fuchsia Dunlop’s 2008 memoir and culinary travelogue is a favourite I’ve revisited many times. Trick Mirror: reflections on self delusion – I recently enjoyed and admired Jia Tolentino’s writing and commentary in this witty and incisive essay collection.

What I do outside work

You might find me at a tea session or at the cinema. I enjoy slowing down.

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Sarah Chia

Senior Consultant

Sarah is a veteran entrepreneur who has owned and managed a profitable FMCG distribution business in Hong Kong for over 25 years before divesting it to a Chinese entity recently. Her experience in negotiating contracts and brokering deals make her invaluable to Astreem clients. Sarah is also trained in legal arbitration and vetting agreements that can be a valuable asset to the clients we serve.

Sarah has now returned to Singapore to embrace a new season of her life. She is excited to be part of the dynamic Astreem team. Her cumulative entrepreneurial experiences will be integral in helping SME owners find creative yet practical solutions to help them grow and add value to their business.

Favorite Book

Don’t Follow Your Heart by Jon Bloom
Quiet : The Power of Introverts In a World That Can’t Stop Talking by Susan Cain

What I do outside work

For outdoor, take long walks to unwind and reflect.
For indoor, play Word Streak with Friends.

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Felicia Elsa

Country Head of Indonesia

Elsa is the Country Head for Astreem Consulting Indonesia. She is a maestro in complex number crunching and has been known to craft business plans that help business owners realise the potential financial value of their businesses through franchising. Her talents do not stop at financial strategy development but also extends to business process design and quality operations management.

Favorite Book

Mindset: The Physiology of Success by Carol Dweck

What I do outside work

Decorating Cakes and Photography

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Prince Chavez

Technology Lead

Prince is our resident Technical Guru for all things related to our technology platform. Focused, committed and methodical, Prince does not stop until he has turned over every technological nook and cranny; discovering every possible solution to make our system better everyday.

Favorite Book

Cooking Books

What I do outside work

Play CS:go, Starcraft 2, taking walks with my daughter

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Firman Adetia Putra

Web Developer

Firman develops websites using the latest web standard that is made easy to maintain by clients without any headache. With security and performance as the priority, he makes sure that the website is SEO optimized in every aspect possible.

Favorite Book

Rich with Charity

What I do outside work

Reading Fiction & Romance Novel

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Neyna Ramadani

Creative Lead

Neyna lives and breathes creativity. She is a multifaceted creative nerd, who is equally comfortable with graphic design, UI/UX and street photography. She believes that design is a problem solving practice; thus, she always loves to keep a balance of aesthetic and functionality in every work she delivers. When her laptop is off, she devotes her time to a penny board, long walks through the rice fields, and learning meditation.

Favorite Book

Joy on Demand by Chade Meng Tan

What I do outside work

Cruiser Board!

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Putut Haryo Prihartomo

Creative Designer

The creative process is fun yet tricky. As a creative designer, I deliver ideas and concepts, and solve our clients’ design issues. I admire 3D art installation and interior design. A good composition of visual design will always be my favorite, whatever the outcome is.

Favorite Book

Steal Like An Artist - Austin Kleon

What I do outside work

Music & A long ride of Cycling is a soothing combination.

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Tiffani

Associate Consultant

Tiffani is adept in market research that delivers new value and perspectives for brand growth. In Astreem, she has been working on interesting projects across the region that are spread across different sectors like F&B, Education, Fitness, Retail, Technology platforms and Logistics.

Favorite Book

Factfulness, The Four Agreements, The Culture Map

What I do outside work

Read non-fiction books, Watch Netflix

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Kevin Wiryawan

Associate Consultant

Ever efficent and process oriented, Kevin is the engine behind the Business Management Operations Platform offered by Astreem to different sectors including F&B, Retail, Clinics, Logistics, and Farm Managemnt. His enthusiasm for setting up the most efficient and optimal operating processes makes a very technically driven project reach a new level of creativity.

Favorite Book

Outliers by Malcolm Gladwell & Being Happy by Andrew Matthews

What I do outside work

Sports & Cooking

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Harry Nayan

Associate Consultant

Harry is a fresh graduate with a multitude of experience in business development having run his own business before, combined with the knowledge he gathered from various jobs/internships. Having lived in 3 different countries, England, France, and Singapore, as well as coming from a mixed heritage, Harry is able to adapt comfortably to view things from different perspectives whilst still being true to himself.

Favorite Book

Curious by Ian Leslie, Homage to Catalonia by George Orwell

What I do outside work

I thoroughly enjoy playing various board games/video games with my friends, drawing, sports, as well as a casual drink and banter when possible.

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Dion Parulian

Associate Consultant

Dion is the type of person has always been interested in Business Processes. He immensely enjoys business process development and improvement. In his daily activities, Dion is mostly engaged in the development of business management operations platforms.

Favorite Book

Still Learning by Iman Usman

What I do outside work

Photography, Sports, and Watching films.

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Rafi Sartin

Content Specialist

Rafi is a #boymom who devours books for breakfast. Using the power of storytelling, she is passionate in empowering others by harnessing their communication skills. Also a certified #motherhustler, Rafi balances caring for her family, managing a small business, online teaching, blogging and vlogging

Favorite Book

The Daily Stoic, The Essential Drucker, The Art of Racing in the Rain

What I do outside work

Read books, Vlog, Write

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