Question 1

What does Alaf Azam Khan do?

Accepted Answer

Alaf Azam Khan is Director of Engineering & Product at Increff, where he leads both engineering and product for a next-generation retail merchandising analytics platform. He grew with Increff from SDE to Director over 9+ years, scaling a SaaS product suite to $12M+ ARR.

Question 2

What is Increff?

Accepted Answer

Increff is a retail-tech SaaS company (Sequoia-backed, Series B) building warehouse management, order management, and merchandising software for retailers and brands. Its platform manages 200M+ SKUs and processes 8M+ orders monthly for 100+ enterprise clients.

Question 3

What is a dual Engineering and Product Director?

Accepted Answer

A dual Engineering and Product Director owns both the technical architecture and the product strategy for a product line under a single mandate. Alaf manages engineers and writes product specs, combining deep technical depth (ex-SDE3) with product leadership to reduce hand-off friction and accelerate delivery.

Question 4

What is the Increff Merchandising Platform?

Accepted Answer

The Increff Merchandising Platform is a next-generation retail merchandising analytics product — a one-stop, highly customizable, high-performance solution for configuring any retail workflow (assortment, OTB, markdown, replenishment), powered by Increff algorithms and AI agents.

Question 5

Is Alaf available for advisory or consulting?

Accepted Answer

Alaf is open to selective advisory conversations in retail-tech, product leadership, and AI-native product development. The best way to reach him is via LinkedIn at linkedin.com/in/alafazam.

🎤 Interviewer's Perspective

Interview Assessment

Strengths to Validate:

Areas to Probe:

Technical Depth

Walk me through the WMS2 architecture decision and how you convinced stakeholders

Technical Leadership

Explain the Kubernetes scaling solution - what were the technical trade-offs?

How did you personally deliver 45+ story points while managing a team?

Leadership Style

How did you transition from engineer to establishing the entire PM function?

Team Development

Tell me about developing those 3 Associate PMs - specific examples

Business Impact

Break down that ₹30L revenue generation - what was your role vs team's?

Innovation & Vision

How are you preparing your team for AI's impact on PM roles?

Failure & Learning

Tell me about a time you failed and what you learned