Raja Kedia
Tech Lead - Frontend Developer
React & React Native Specialist. Leading high-impact projects with optimized performance and seamless user experiences.
Featured Projects
Attribution Optimization Platform
Increased attribution from 5% to 35%, reducing customer acquisition cost and optimizing ad budget. Implemented comprehensive tracking and analytics to improve ROI.
Video Streaming System Re-architecture
Re-architected video streaming system to improve start time and eliminate rebuffering. Implemented DRM, watermarking, concurrent stream limits, and token authentication.
Ad Integration & Monetization Platform
Integrated Google Ads to monetize free content. Implemented SSAI and CSAI using Google IMA. Added Cast Adapter and Receiver Integration for seamless ad experience.
Bundle Optimization & SSR Platform
Implemented bundle splitting and size optimization to improve first load time. Built SSR for better SEO. Created automated CI/CD pipeline with GitHub Actions and Bundle Size Tracker Dashboard.
Fashion Experience Revamp
Led fashion shopping experience revamp on Flipkart, resulting in 3.52% increase in user engagement. Focused on mobile-first design and performance optimization.
React Native for Web Migration
Migrated React and React Native apps to React Native for Web, creating a unified codebase. Reduced development time while maintaining consistent user experience.
Latest from the Blog
Review of Vehicle Routing Problem
Study and implementation of techniques like Tabu Search Algorithms, Genetic and Heuristic Algorithms, Greedy and Dijkstra's Algorithms to solve VRP with multiple constraints.
Skills
Experience
FleekTech Lead
Jun 2025 - Present
Leading frontend architecture and team across 5 geolocations. Introduced Design System, increased Attribution from 5% to 35% reducing CAC and optimizing ad budget. Leading high-impact features to final delivery.
FanCodeSoftware Development Engineer III
Jun 2022 - Jun 2025
Introduced Microfrontend in CMS ecosystem. Led Video and Ads team delivering high-quality tasks impacting revenue. Integrated Google Ads, SSAI/CSAI ads, Cast Adapter. Implemented Redis cache for consistent SSR. Video re-architecture to speed up start time.
FanCodeSoftware Development Engineer II
Nov 2020 - Jun 2022
Bundle splitting and size optimization improving first load time. SSR implementation. CI/CD integration with GitHub Actions for bundle size tracking. Created Bundle Size tracker Dashboard. Redux integration improving App performance by ~150%.
FlipkartUI Engineer
Jun 2018 - Oct 2020
Revamped fashion experience resulting in 3.52% more user engagement. Created CI/CD pipeline for bundle size and performance metrics. Migration to React Native for Web for common codebase. Worked on Baskets Building features.
WS Atkins Pvt Ltd
SDE Intern
May 2017 - Jul 2017
Designed virtual dimension measuring application in HTC Vive and AR replica for Android. Worked on 3D modeling using Blender and Maya. Compared Unity, Unreal, and Stingray engines. Created Virtual Interacting Model in Microsoft HoloLens.