Indian creator-economy compliance, designed with you.
SutraOS is building the campaign → contract → payout → tax-ledger plumbing the Indian creator economy doesn’t have yet. We’re accepting 3–5 design partners through July to shape what ships first.
No deck. Twenty minutes of you describing the last quarter-close. We bring a live walkthrough running against real RazorpayX, not a mock.
Why now.
Unilever’s CEO told Barclays they expanded the company’s creator network from 10,000 to 300,000 in two years. India alone runs ~17,000 of those creators today. The largest advertiser in the world is publicly telling the market that creator marketing is no longer experimental — it’s a board-level line item.
On April 1, Storyboard18 published a piece on the structural gridlock inside HUL’s influencer machine: payment cycles of 40–60 days running into months, working-capital pressure on agencies, finance teams reconciling spreadsheets at quarter-close, TDS sections being attributed by hand. The industry is moving from a loosely structured creator economy to a formalised one where timelines, accountability, and financial discipline matter.
Unilever’s CMO calls it the plumbing — “the systems, data, and capabilities that allow you to optimise and scale ideas quickly.” SutraOS is building that plumbing for the rest of the Indian market.
Read the Storyboard18 piece on HUL’s payment gridlock: storyboard18.com
What works today.
Demo-able end-to-end against real RazorpayX with real TDS deductions. No mocks in the core money path.
Live RazorpayX payout rail on production keys — incorporated as SutraOS Platforms Pvt Ltd
§194J / §194R / §194H / §206AA TDS engine with FY-aggregate threshold tracking
Campaign creation → creator invitation → submission → brand approval → multi-leg payout
GST invoice on every payout — HSN, place-of-supply, CGST/SGST/IGST splits — visible to brand, agency, and creator (IRN slots in behind a provider interface)
Audit-trail reports with CA-ready CSV export — every payout reconciled to its campaign, with TDS section attribution
Agency workspace: creator roster, collections for campaign shortlists, and the brand-side authorization inbox
KYC/KYB review queues on a real approval-workflow engine — manual review today; a vendor cascade slots in behind the same interface
AES-256-GCM encryption at rest on every regulator-issued PII column (PAN, GSTIN, CIN)
Multi-tenant data model with bidirectional agency representation — talent + brand-of-record
Per-platform OAuth identity verification on YouTube; Instagram and Facebook on Meta-app review
What lands in the next 8 weeks.
If any of these gaps would be a dealbreaker for your first two campaigns, tell us now — we’d rather know.
- 2 weeks
Multi-party consent + content-hash contract freeze (no e-sign vendor; cryptographic option slots in later)
- 3 weeks
Branded email templates for every readiness-gate nudge, replacing the current placeholder copy
- 6–8 weeks
Live GST filing integration (Quicko or equivalent) — invoice data is already structured for it
The offer.
A deal, not a favour. Specific commitments on both sides.
What you get
Free platform access for 12 months — no contract value committed
White-glove onboarding for your first 2–3 real campaigns (real money, real TDS, real creators)
Weekly 30-minute call with the founder; direct WhatsApp line for issues
Co-design rights on the next 6 months of roadmap — your three most-painful workflows get prioritised
Founding-partner lock-in: 50% off year 1 of standard pricing when the design phase ends
Reference protection — we will not name you publicly until you say so
What we ask
1 hour / week of your team’s time for the first 90 days
Honest feedback, including “this sucks”
2–3 real campaigns transacted through the platform in the first 90 days
Permission to use your name as a reference after 90 days — only if you’re happy with the product
Who fits.
Self-qualify. We’re looking for genuine pain, not curiosity.
Yes if any of these is true
You’re a talent agency with 20+ creators on roster and you currently track TDS in a spreadsheet
You’re a brand running 10+ creator campaigns per quarter, and quarter-close needs a CA to reconcile payouts to deliverables to invoices
You’ve ever spent more than two hours figuring out which §194 section applies to a particular creator payout
Your finance team has ever asked an account manager which campaign a given RazorpayX payout maps to
Not yet if
You run fewer than 5 creator deals per quarter — compliance overhead isn’t your bottleneck yet
You only work with international creators — we are India-first for the next two quarters
You need an in-house cryptographic / Aadhaar e-signature workflow today (our content-hash freeze is the v1; the vendor option lands later behind the same interface)
Not ready to talk? Read our thinking first.
Field notes on the Indian creator economy — TDS Sec 194R workload, §194O / §194J attribution, Form 26AS reconciliation, audit-grade payout trails. Written for agency operators, brand finance leads, and creators who’ve stared at the same spreadsheet twice this quarter.
Read the SutraOS blogTalk to us before you build the spreadsheet.
Twenty minutes. No deck. Live walkthrough against real RazorpayX.
We respond to email enquiries within one business day.