In a world where cameras are everywhere but intelligence is rare, Assert AI is turning dumb feeds into sharp insights. Founded by Job Philip, Shalabh, and Nitin Jain, the Mumbai-based startup has carved out a niche in AI-powered video analytics: helping factories, offices, and logistics centers monitor operations, detect anomalies, and enforce safety, all in real time. Their secret sauce? A proprietary computer vision platform that plugs directly into existing camera infrastructure. No need for fancy new hardware. Just smarter software.
No-Code and All In: Building for Scale
Assert AI’s strategy is refreshingly simple: make AI accessible to non-engineers. Their no-code platform, Pratham, allows operations teams to deploy vision-based solutions without writing a single line of code. Want to check if workers are wearing helmets? Or if a forklift entered a no-go zone? You can do that with a few clicks. For more complex setups, Alpha offers API integrations, dashboards, and analytics to enterprise clients. It’s a dual approach, low-friction adoption for SMEs, deep data dives for large corporations.
Big Bets, Bigger Backers
In April 2024, Assert AI raised $4 million in Series A, backed by ex-LatentView CTO Ramesh Hariharan, ICICI Venture’s former CEO Prashant Purker, and agritech player Arya.ag. In total, the startup has raised $7.1 million across 3 rounds. The funds are being deployed to expand internationally, sharpen R&D, and push further into key verticals like manufacturing, warehousing, and infrastructure.
What’s the Real Impact?
This isn’t just about making sense of surveillance footage. Assert AI’s tools are being used to detect quality issues on production lines, monitor equipment health, and improve worker compliance. Think of it as an AI layer over real-world operations; a live feed that thinks. But there’s a trade-off. As AI vision enters workspaces, questions around privacy and surveillance culture are inevitable. Will employees be okay with a machine constantly watching them? Or will it raise concerns over autonomy and trust?
India’s Moment in Computer Vision?
Assert AI is part of a broader Indian trend: deep-tech startups that quietly build world-class B2B solutions. With clients across India, the US, and the Middle East, the company is no longer just a local player. The road ahead will be about balancing scale with ethics, and automation with empathy. But for now, Assert AI is proving that if software eats the world, vision AI is how it watches.
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