Subir Gupta

Subir Gupta is the Chief Executive Officer and co-founder of Aria Intelligent Solutions, a Manchester-based AI consultancy that merges data science with practical business strategy for major consumer-facing organisations. Of South Asian heritage, Gupta has built his career at the intersection of technology and commerce, developing expertise in deploying analytical and AI-driven solutions within complex enterprise environments across retail, FMCG, hospitality, and pharmaceutical sectors.

Gupta co-founded Thought Provoking Consulting (TPC) in 2012, establishing it as a specialist retail strategy consultancy grounded in real-world industry experience. Over more than a decade, TPC developed a strong track record working with leading organisations including Primark, John Lewis, The Very Group, and Currys — advising on business performance, operational efficiency, and strategic transformation in the face of rapid digital change.

Recognising the opportunity created by the convergence of AI and business consulting, Gupta orchestrated the January 2025 merger between TPC and Aria's Science — a data science and machine learning firm that had been operating since 2018 — to form Aria Intelligent Solutions. As CEO, Gupta oversees the combined entity's strategy, commercial operations, and client relationships, championing a model that he describes as offering businesses clear, practical answers to the pressing question of how to harness AI effectively.

Under his leadership, Aria Intelligent Solutions raised £1.4 million in 2025 to scale its team, develop its proprietary HarmonIQ multi-agent platform, and expand its commercial pipeline. The company now serves clients across the UK, US, and India, and has been recognised as one of the few consultancies genuinely blending data-driven technology with hands-on business consulting expertise.