zilingo: How a celebrity CEO’s rule of fear helped bring down hot startup Zilingo

At first , the implosion of vaunted style startup Zilingo Pte seemed jarringly sudden.

When the Singapore tech darling suspended its 30-year-old chief government officer Ankiti Bose over complaints about alleged monetary irregularities, it was March. Inside weeks, collectors had been recalling loans, greater than 100 employees had left, and Bose discovered herself fired, although she denies any wrongdoing. The corporate’s survival is now in query.

The Zilingo meltdown has rattled the tech business in Southeast Asia and past. The startup had raised greater than $300 million from a number of the area’s most distinguished buyers, together with Temasek Holdings Pte and Sequoia Capital India, the regional arm of the Silicon Valley agency that backed Apple Inc. and Google. Bose was a celeb who crisscrossed the globe to talk at tech gatherings from Hong Kong to California.

Interviews with greater than 60 folks, together with present and former employees, retailers, buyers, entrepreneurs and buddies of the important thing gamers, counsel that Zilingo struggled for years below Bose’s management. Bose’s administration type alienated staff and undermined the enterprise, in line with employees who labored below her. The startup veered from one technique to a different in pursuit of gross sales, together with a $1 million promotional journey in Morocco, loans to prospects and a short-lived push into the US. At one level, she turned fixated on “loopy progress” to be a magnet for Japanese tech Masayoshi Son, in line with two former staff with direct information of the matter.

On the coronary heart of the corporate’s breakdown lies the soured relationship between Bose and her longtime supporter, Shailendra Singh, head of Sequoia India. Allies for years, they fell out as monetary pressures mounted. Singh misplaced religion within the administration abilities of the younger founder he had championed, whereas Bose believed Singh betrayed her by pushing her out of her personal firm, in line with folks aware of their relationship, who requested anonymity because the talks had been non-public. The conflict grew so acrimonious that Sequoia’s legal professionals demanded in a Might authorized discover that Bose cease making allegations that might tarnish Sequoia’s popularity, the folks mentioned.

Zilingo’s turmoil highlights an obvious lax inner company governance tradition that is not unusual within the startup business. For 2 years, the corporate didn’t file annual monetary statements, a primary requirement for all companies of its measurement in Singapore. Auditor KPMG LLP has but to log off on Zilingo’s FY20 outcomes. Whereas it’s common for startups to overlook these deadlines, which can lead to a effective of as much as S$600 ($430), it’s sometimes a warning signal that firmer motion could also be wanted by the board.

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But, buyers together with state-owned corporations Temasek and EDBI, put extra funds into Zilingo on the finish of 2020. Shareholders that collectively personal a majority stake of the corporate solely formally acted in opposition to Bose after whistleblower complaints had been filed earlier this 12 months.

Tech warning

The saga has additionally turn out to be a warning for the area’s tech group, which is assessing the fallout of worldwide financial shocks from Covid, to the warfare in Ukraine and international inflation.

“No matter occurred at Zilingo, there can be much more dramas within the subsequent couple of years as the large worldwide recession impedes sizzling photographs from elevating cash,” mentioned veteran investor Jim Rogers, chairman of Rogers Holdings Inc. in Singapore. “I’ve seen this rodeo earlier than.”

Bloomberg Information reviewed dozens of inner paperwork, emails, texts and different media from Zilingo, and Bose sat for 2 intensive interviews, one earlier than and one after her dismissal from the corporate on Might 20. The board’s resolution to fireside her wasn’t abrupt, however somewhat the end result of years of rigidity, in line with the paperwork and folks with direct information of the matter.

“Board members had been involved concerning the firm’s efficiency over the previous couple of years and sought to share solutions to handle the corporate’s efficiency together with money burn,” Zilingo and its board mentioned in a press release to Bloomberg Information. “In March 2022, buyers acquired complaints about critical monetary irregularities which appeared to require investigation. With the assist of the bulk investor shareholders, an impartial forensic investigations consultancy was appointed to look into the mentioned complaints. After a complete course of lasting virtually two months, together with quite a few alternatives for Ms. Bose to offer paperwork and data, the corporate subsequently terminated Ms. Bose for trigger primarily based on the findings of that investigation.”

Bose mentioned the method to terminate her was an “unfair witch hunt” and denied that she was given quite a few alternatives to answer allegations. She mentioned she hasn’t seen the investigation report, which wasn’t made public. On the board’s suggestion to implement adjustments, she mentioned the crew lower the money burn by 70% between the tip of 2019 and the tip of 2021. “It was not simple, we didn’t succeed at all the pieces,” she mentioned in July. “It was chaotic and painful, however we did do it and we made one of the best effort we may.”

Zilingo’s origin story is a part of Southeast Asia’s startup lore. Bose got here up with the thought as she wandered via Bangkok’s Chatuchak market, the place 15,000 stalls supply items from throughout Thailand. She and co-founder Dhruv Kapoor needed to construct a platform that might permit such small retailers to promote to customers throughout Southeast Asia.

Singh was instrumental from the beginning. He and Bose had labored collectively at Sequoia and he was pleased to assist one of many agency’s personal. Singh had began his profession in Sequoia’s Silicon Valley workplace, studying along with veteran buyers Michael Moritz and Doug Leone. Singh had remodeled Sequoia Capital India over 16 years into the area’s greatest enterprise capital agency with some $9 billion of belongings below administration and 36 unicorns on its scoresheet throughout India and Southeast Asia.

He invested in Zilingo’s seed spherical in 2015, when Bose was 23 years outdated, and in each fundraising since. “We predict the world of her,” he instructed a fellow VC in 2016, in an e mail seen by Bloomberg Information.

However like many upstarts, Bose and Kapoor confronted challenges virtually from the start. Their consumer-focused style website struggled due to the skinny margins and low common earnings in Southeast Asia, a fragmented area with totally different languages and currencies. By late 2017, they determined to reposition Zilingo right into a business-to-business platform, the place small producers and wholesalers may promote items on to small retailers within the area.

In 2018, Zilingo raised $54 million from buyers. The corporate determined to splurge $1 million to whisk 9 social-media influencers to Morocco for a three-day extravaganza, full with camel rides, a hot-air balloon journey, yoga classes and connoisseur dinners.

It was a large flop, in line with an early worker with direct information of the occasion. The aim of #ZilingoEscape was to usher in 1 million new customers, one for every $1 spent. The ultimate tally was about 10,000, the individual mentioned. Bose declined to remark particularly on the marketing campaign, however mentioned it was a part of the corporate’s $10 million annual advertising and marketing price range.

This seems to have turn out to be a sample for Bose. With money in Zilingo’s coffers, she would dive into new initiatives to supercharge progress even when the fast monetary advantages had been questionable. In a single instance, Bose steered Zilingo subsidize a 2% to 4% low cost for transactions, successfully paying retailers to commerce with one another. She cheered on the crew as gross merchandise worth hit $1 million for the primary two months, although Zilingo was getting no charges from the retailers, mentioned an individual instantly concerned.

In 2018, Bose got here up with the thought of giving out loans to suppliers and distributors who wanted capital. It took off, so within the coming months Bose cranked up the strain. She instructed the crew to present out extra loans every month on a operating foundation, the individual mentioned. However nobody may have predicted the pandemic, or the toll it might tackle startups like Zilingo, and far of the debt needed to be written off.

But Bose’s star was rising within the business. In early 2019, Zilingo raised $226 million, lifting its valuation to $970 million. The charismatic CEO wooed tech gatherings together with her imaginative and prescient of how startups like hers had been a brand new mannequin for the rising world.

“We’re about to shake issues up fairly a bit,” Bose mentioned at a panel dialogue in Singapore, flashing a large smile and drawing applause from the viewers.

Inside the corporate, she drove employees relentlessly. In a single occasion, Bose messaged a senior lieutenant early on a Sunday morning and known as a couple of dozen instances. When the worker didn’t decide up instantly, she instructed the lieutenant: “You clearly don’t care concerning the firm sufficient.”

Publicly, the corporate appeared to be going from power to power. In July 2019, James Perry, former managing director and Asia-Pacific head of expertise funding banking for Citigroup Inc., joined Zilingo as its first chief monetary officer.

It was a coup for Bose, some 20 years Perry’s junior. Bose mentioned in an interview with Bloomberg Information in 2019 that Perry’s expertise and respect within the monetary world would praise her “younger and loopy” self and provides confidence to buyers. “He’s James Perry, he’s a god in finance,” she mentioned.

Within the funding world, her large goal remained Son, whose SoftBank Group had upended enterprise capital by making large bets on unproven startups. Bose instructed her deputies that Zilingo wanted to attain fast progress to catch Son’s consideration, one of many deputies mentioned.

Bose met Son twice that 12 months, as soon as in Jakarta and a second time in Tokyo, in line with folks aware of the matter. She defined her imaginative and prescient for Zilingo, however Son by no means backed her. Neither did KKR & Co., which was contemplating investing within the startup on the time, the folks mentioned. A SoftBank spokesperson declined to remark.

In October 2019, Zilingo introduced it might spend $100 million to broaden into the US, establishing places of work in New York and Los Angeles. Bose’s concept was to reap the benefits of President Donald Trump’s commerce warfare by providing American retailers a strategy to keep away from tariffs by discovering producers outdoors China. Lower than a 12 months later, the corporate shut its US operations.

By the tip of 2019, Singh and different administrators had instructed Bose a number of instances to sluggish the money burn. However Singh wasn’t getting common monetary reviews from Bose, and it wasn’t until a board assembly in November that the administrators realized that the corporate was truly going via some $7 million to $8 million a month, greater than they’d anticipated. Singh picked up the telephone and had a troublesome dialog with Bose, in line with folks with information of the conversations.


Guzzling cash


It seems that the corporate was guzzling cash. The $226 million Zilingo had raised from buyers in early 2019 was gone in lower than two years.

In 2020, the pandemic battered the enterprise and Bose noticed a chance to produce private protecting gear, inking a deal in April to produce 10 million KN-95 masks, valued at $22.5 million, to India. Six months later, Zilingo was embroiled in a authorized battle with the Indian authorities, which claimed the corporate had didn’t ship 3.2 million of the masks on time. The corporate didn’t touch upon the lawsuit, which remains to be ongoing.

In September, Perry left Zilingo to rejoin Citigroup.

Inside the corporate, former staff paint an image of a boss who dominated by concern. She allegedly instructed some employees they’d don’t have any second probability within the startup business due to her highly effective connections. She would publicly disgrace staff and declare that she needed to do all the pieces herself to save lots of the corporate, one individual mentioned. One other described her as a narcissist who would throw anybody below the bus if it meant saving her personal popularity.

Requested in an interview in Singapore earlier than she was fired concerning the tradition below her management, Bose uncharacteristically paused and stared out of the window because the solar set over town.“I used to be 23 once I began the corporate,” she mentioned finally. “I appreciated having management at the start. After all I made errors and realized from them. By the point we received to the stage the place we had all these senior folks, I don’t suppose I used to be a management freak.”

In her most up-to-date interview with Bloomberg in July, Bose reiterated that she has not achieved something unsuitable. In future, she mentioned, “I’m going to be lots calmer, much more empathetic and understanding of how folks work collectively. That has been a giant studying for me. Managing folks, managing relationships, managing communications — I feel all of that is coming right down to that.”By November 2020, Zilingo had barely sufficient money to final a month. A gaggle of current buyers together with Sequoia, EDBI, Sofina, Temasek and SIG stepped in to rescue the corporate by buying $25 million of convertible notes.

In January 2021, Singh and Bose met on the 4 Seasons Resort’s alfresco cafe as they did infrequently to speak store. Singh steered Bose think about stepping apart. He mentioned Ananth Narayanan, founding father of brand-building service Mensa Manufacturers and ex-CEO of style platform Myntra, might be a possible successor. The 2 males had met lately and, when Narayanan mentioned he was in search of a brand new alternative, Singh had considered Zilingo.

Bose was shocked. “Not but,” she mentioned.

She went house and, that evening, despatched a collection of emotional texts to Singh, saying his suggestion was a gender-related difficulty and pouring her coronary heart out. She mentioned her departure would make her look dangerous, as if the agency wanted to be saved by another person. Singh mentioned it was only a preliminary concept and there was no want to debate it once more. He urged her as a substitute to give attention to bettering metrics, discovering a brand new CFO and fundraising, in line with folks aware of the assembly and texts seen by Bloomberg.

Bose ended the chat by saying they need to work collectively towards the absolute best final result, and Singh replied with two thumbs-up emojis. It was 2:29 a.m.

The mounting strain was additionally testing the connection between Bose and co-founder Kapoor, the chief expertise officer. They’d clashed over the way forward for the corporate the earlier month when the corporate was scrambling to remain afloat.

“I’m scared actually that we are going to not hit our objectives,” she texted Kapoor a number of hours after the chat with Singh. “When one thing is unsuitable the blame falls on me, however everybody’s there to take credit score for the nice,” she wrote, including, “I don’t like being hated for busting my ass in any respect.”

Bose spent a lot of the 12 months making an attempt to tug in additional funds. In July 2021, the corporate took mezzanine debt of $40 million from Indies Capital Companions Pte and Varde Companions, however subsequent efforts to boost cash from non-public fairness and enterprise capital corporations failed. One difficulty was a priority from potential buyers that customers had been making faux transactions in key markets to bilk Zilingo’s subsidies. Executives from two corporations instructed Bloomberg Information that they determined to not again Zilingo after they discovered proof of service provider fraud in Indonesia, the nation that accounted for greater than half Zilingo’s GMV within the monetary 12 months 2021.

There was no suggestion that Zilingo was concerned within the suspected faux transactions. Some current buyers, together with Burda Principal Investments Ltd., Temasek and Sofina, questioned Bose concerning the firm’s unaudited monetary reviews, in line with folks aware of the matter. However Bose was offering month-to-month monetary updates to the board, and so they had been lenient as Zilingo was busy with fundraising on the time, one of many folks mentioned.

In March this 12 months, Bose acquired an ominous textual content on her telephone: “Storm is coming your means.” A number of days later she was requested to hitch a gathering with buyers at Burda’s shophouse workplace on Singapore’s Boat Quay, in line with folks aware of the small print of the assembly. There, Singh and the 2 different shareholders dealt her a stunner. They mentioned Zilingo’s board had acquired complaints about alleged mismanagement and monetary misrepresentation and so they had been suspending her throughout an investigation. Singh urged her to be cooperative.

“We simply wish to save the corporate,” he mentioned, in line with one of many folks.

Bose promised to assist. As she left, she began operating via the pouring rain.

“I feel the story is about what generally occurs whenever you go into hyper-growth mode,” mentioned Aliza Knox, senior advisor at

Consulting Group, who has held senior administration positions at tech corporations together with Google and Twitter in Asia Pacific. In these conditions, startups want to consider including impartial board members past “founders and funders,” she mentioned. “Might a number of the issues have been mitigated if there have been a unique sort of board a little bit bit earlier? That’s an necessary query to ask.”

Zilingo isn’t the one Sequoia-backed startup embroiled in controversy. BharatPe’s co-founder Ashneer Grover resigned from the fast-growing Indian fintech startup in March after senior management accused him of misappropriation of funds. Grover has denied the accusations in opposition to him, together with that he stole firm cash to fund an extravagant life-style, which he mentioned stem from “private hatred and low pondering,” he mentioned on LinkedIn.

A forensic crew from EY India has seemed into Indian social commerce startup Trell, one other Sequoia-backed firm, amid allegations of economic irregularities. Trell’s three co-founders didn’t reply to requests for remark. Co-founder and CEO Pulkit Agrawal in March despatched a word to buyers, questioning the character of the forensic audit, the Financial Instances reported, citing its personal assessment of the word.

Sequoia India and Southeast Asia printed a weblog publish in April, saying it might take “proactive steps” to drive company governance at startups it invests in.

Singh is feeling the warmth as he evolves from startup cheerleader to champion of company governance. Elevated scrutiny prompted some Sequoia-backed Indian founders to nickname him “Khilji” after the tyrannical 14th century ruler of Delhi.

“There may be artwork to establishing governance — the board, course of and advisers — in such a means that brakes kick in mechanically when one thing dangerous occurs,” mentioned Dmitry Levit, founding father of Singapore-based VC agency Cento Ventures. He mentioned lots of Sequoia India’s corporations are like racing automobiles. “If any individual tries to run a Method One automotive on off-road terrain in stormy climate, it might’t take in the shocks.”

Sequoia India mentioned it has at all times cared about company governance. “Constructing world-class corporations requires first-rate governance,” a Sequoia India spokesperson mentioned in a press release to Bloomberg. “There may be at all times extra we will do to work with founders in order that their corporations profit from higher, extra strong requirements of governance, resembling stronger audit oversight, clear whistle-blower processes and the necessity to convey impartial administrators on board earlier.”

Wage questions

The zeal for governance might have come too late for Zilingo. A few week after Bose was suspended, a board director and an adviser to a different shareholder questioned her about why she was drawing a month-to-month wage of S$50,000. Her employment contract 5 years in the past said it as S$8,500 and the adviser had simply found she’d been making significantly extra since 2019, in line with folks with information of the matter. Bose mentioned the numbers are inaccurate however didn’t present her wage info.

Investigators employed by the board additionally questioned her about three units of income numbers for FY21 that Zilingo had shared with exterior events: $190 million, $164 million and $140 million. Bose defined to them that the $190 million had been circulated earlier than the 12 months closed and earlier than the cancellation of masks and different orders. The $140 million was utilized in a due diligence report for fundraising, whereas the $164 million included uninvoiced income, in line with a doc seen by Bloomberg. However one other doc the corporate shared with a possible investor, seen by Bloomberg Information, reveals Zilingo’s internet income for the 12 months was about $40 million. A consultant for Kroll Inc., the agency that performed the probe, declined to remark.

Bose mentioned in an interview with Bloomberg Information in Might that Zilingo has used aggressive strategies for recognizing income, however that the calculations are normal observe for the business and that every one of its buyers had been absolutely conscious of them. “These issues are nicely understood by all buyers,” Bose mentioned within the interview.

Zilingo “went via a troublesome time throughout Covid,” mentioned Rohit Sipahimalani, Temasek’s chief funding officer. “There have been clearly some issues the board was unaware of, and when there have been complaints made, they investigated into it and actions have been taken subsequently.”

Now, the corporate is in turmoil and a few staff say they’re frightened about their future. The board in June was contemplating liquidating the corporate. After her suspension in March, Bose herself filed a proper criticism to the board, asking it to additionally droop Kapoor and then-Chief Working Officer Aadi Vaidya, a buddy from school, for his or her poor work efficiency and lack of management. A consultant of the corporate, Kapoor and Vaidya declined to remark. Vaidya resigned final week after seven years with Zilingo, explaining “now could be the time to maneuver on, clear my head and reset priorities.”

It’s a steep fall for Zilingo from simply 5 months in the past, when Bose’s fundraising efforts valued the corporate at $1.2 billion.