Ms. Hsien Naidu is the CEO of Astreem Consulting, a a Singapore‑based firm that helps brands expand through franchising by building the systems and structure needed for scalable growth. Astreem develops SOPs, franchise frameworks, and performance systems that transform founder‑dependent businesses into disciplined, multi‑unit‑ready enterprises.

She is also the Founder and CEO of TreeAMS, a digital Operating Command System that gives multi‑unit and franchise brands the visibility and control they need to scale.

Ms. Hsien is a renowned business accelerator who has been growing brands and helping entrepreneurs regionally for over 20 years through franchising, branding and intellectual property management across all industries.

To Ms. Naidu, the intrinsic satisfaction that comes with building successful brand growth with entrepreneurs is unparalleled and it is what drives her to keep pushing to discover innovative solutions.