Frequently asked questions
Short answers to the questions that come up most often. For anything not covered here, the contact page is the fastest way to reach me.
Who is Ashwat Mahendran?
I'm a content strategist, vibecoder, and builder based in India. I help SaaS companies build content engines that move revenue, run Eostrix as a personal lab and studio, and maintain 80+ free browser-based tools at ashwat.me/tools. Previously, I led marketing at Unifize and Dukaan, and helped grow Ankur Warikoo's Instagram from 100K to 1.2M in 14 months.
What do you actually do for SaaS companies?
I build content-led growth engines. That means: positioning, content strategy, the team structure to ship it, the editorial process, the SEO and distribution playbooks, and the measurement system to prove it worked. I don't run a content agency — I work directly with founders and heads of marketing as either a fractional partner or on retainer.
Who do you work with?
Mostly B2B SaaS companies between $1M and $20M ARR who want content to do real GTM work, not just exist. I also do select advisory engagements with earlier-stage founders and occasional creative direction work through Eostrix.
How do I hire you?
Schedule a 30-minute intro call from the homepage or send a message via the contact page. I'll respond within a couple of business days. If we're a fit, we'll scope the engagement together — I don't sell pre-packaged offerings.
Are the tools really free?
Yes. The 80+ tools at ashwat.me/tools are all free, browser-based, and require no account. Most run entirely client-side, so your files never leave your machine. I built them because I needed them, and there's no reason they should cost money.
Do the tools track me or use my data?
No tracking pixels or analytics inside individual tools. Site-wide I run Google Analytics for traffic understanding, and you can block it at the browser level. Files you upload to tools are processed client-side wherever possible — nothing is stored on a server unless the tool explicitly says so.
What is Eostrix?
Eostrix is my personal lab, studio, and the business where I place my boldest bets. It's how I work with brands I love, ship experimental projects, and reinvent myself between full-time engagements.
What do you write about on the blog?
Essays on content strategy, SaaS marketing, building in public, automation with LLMs, homelab and self-hosting on Raspberry Pi, and the gap between prototype and production. Roughly one substantial essay every couple of weeks, plus shorter notes in between.
Can I republish or quote your essays?
Quoting with attribution and a link back is welcome. For full republication or syndication, email me first — I'll almost always say yes, but I like to know where my work lives.
Where else can I follow your work?
Twitter/X at @AshwatThinks and @metashwat, and LinkedIn at linkedin.com/in/ashwat. The RSS feed is at ashwat.me/rss.xml if you prefer to read on your own terms.