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Most people don’t quit a decade-long investment banking career at JP Morgan and Goldman Sachs to sell chairs online. But then again, most people don’t spend their weekends obsessing over the foam density of a chair.
Saeem Samad, founder of Lethal Black, a gaming peripherals brand based in Kochi, did just that.
Saeem and Lethal Black
Saeem’s journey from a decade in investment banking giants to launching his own venture in 2023 offers a compelling narrative of passion, calculated risks, and the relentless pursuit of quality.
There’s a reason Lethal Black exists. Not because India lacks gaming peripherals. Quite the opposite, there’s too much of it. Every week, Amazon is filled with new brands that are slashing prices, stuffing recycled foam into knock-off ergonomics, and praying for reviews. But here’s the catch: gaming’s not just a purchase anymore. It’s an identity. It’s comfort. It’s an absolute necessity for people who clock hours into it.
Wall Street to game seat
Saeem knew the pains of long hours of gaming. As a lifelong gamer who never outgrew the thrill of a LAN party, he could smell the compromise. So he built a chair that was meant to last. Designed in India, crafted abroad, and pressure-tested for the long haul. A chair that could last five years without sagging into irrelevance, unlike the ones that collapse after three months, along with the customer’s trust.
This isn’t just a gaming gear story. It’s a founder story. One where spreadsheets met hunches. Where someone used their corporate savings to test a wild bet, launching an RGB chair just to see how far “differentiation” could stretch. It flopped. He course-corrected. Pared it down. Dialled into quality over gimmicks. And the market listened.
Sitting down only to stay
Given the premium pricing, some customers were at first hesitant. But when they sat down, they stayed. Not just for the comfort, but for the feeling that someone finally built something for them. Young professionals who don’t have time for buyer’s remorse. Gamers who expect their gear to respect their grind. People who may not follow the latest FPS meta, but still want a chair that looks like ambition.
Here’s what’s quietly radical about Lethal Black: they don’t chase scale; they earn loyalty. Saeem isn’t trying to flood his store with 50 SKUs. He’s building a brand, not inventory. His dream isn’t to win the price war, it’s to avoid it entirely. And that’s a rare conviction in a market where everyone wants velocity and few understand value.
The anti-playbook
His marketing playbook? While most founders sink into Meta ads, he’s doubling down on Amazon because that’s where buyer intent is highest. It’s not glamorous, but it’s honest. And it works. With just 1–2K CAC, the math starts to make sense, if, and only if, the customer never feels like they settled.
That’s why Saeem obsesses over BIFMA-certified gas lifts and high-density moulded foam. Why he’d rather spend on warranty than gimmicks.
Each product is a handshake, not another SKU.
Scaling beyond borders
And he’s not done. Europe’s next. Germany and France first. Because when you build for trust, borders are just optional friction.
This is what early-stage actually looks like. It’s not flashy. It’s full of backroom analytics, misfires, late-night pivots, and founders who call on their mentors when things go sideways. It’s people who spend more time tweaking their website’s conversion flow than pitching on panels. People who know that the next rupee won’t go into vanity ads, it’ll go into a roadmap of reliable bets and earned distribution.
That’s why Saeem and his story matter.
Because in a sea of short-term hacks, Lethal Black is building something for the long haul.
View the full YouTube podcast here:
Read more about Lethal Black here.
Lethal Black is featured in The First Brick series. The series highlights promising early-stage companies.
What are your thoughts on how Saeem is building his D2C brand? Share them in the comments below!
Did you read our piece on Feet Picks, a sock brand by Jyothika Mary? Read it here.
