Sarat Pediredla

Sarat Pediredla is the CEO and co-founder of hedgehog lab, a global digital product consultancy headquartered in Newcastle. Originally from India, he moved to the UK to pursue software engineering and, after several years working in the consulting sector, became determined to build a company that placed people at its core. hedgehog lab was founded in 2007 with the purpose of creating a place that empowers talented people to do the best work of their lives. This vision of a truly human-first company has shaped its culture and success ever since.
Under Sarat’s leadership, hedgehog lab pivoted early to mobile app development, recognising the potential of the emerging app economy. This bold move defined the company’s trajectory, enabling it to secure high-profile clients such as AJ Bell, Channel 4, and the Financial Times, while building deep expertise in digital products, immersive technologies, and strategic partnerships. The company now operates primarily in the UK and the Balkans, serving customers all over the globe.
Sarat has guided hedgehog lab through both periods of rapid growth and significant challenges. His resilience was particularly evident during weaker trading periods, where he steered the organisation through difficult market conditions while maintaining a strong commitment to staff wellbeing and company culture. In 2023, hedgehog lab secured £6.3 million in growth investment from BGF and completed the acquisition of York-based digital agency Netsells, cementing its ambition to scale and diversify in a competitive global market.
Beyond business achievements, Sarat is deeply passionate about leadership and personal growth. He draws inspiration from Jim Collins’ *Good to Great*, particularly the Hedgehog Concept, which directly influenced the naming and ethos of the company. Equally, he credits the work of Brené Brown on vulnerability and resilience for helping him evolve as a more authentic leader, one who is willing to embrace openness and empower others. This combination of commercial acumen and human-centred leadership has become a hallmark of hedgehog lab’s culture.
Throughout his career, Sarat has championed creating opportunities for others, particularly in the North East. He has prioritised building a workplace recognised as a “Great Place to Work,” where people feel valued, included, and able to thrive. Many of hedgehog lab’s alumni have gone on to launch successful ventures of their own, something he considers a proud measure of impact beyond financial metrics.
Sarat’s journey has not been without obstacles. At a young age, he was diagnosed with cancer and faced serious ill health, experiences that profoundly shaped his outlook on life and leadership. As a first-generation immigrant entrepreneur, he has also navigated cultural, financial, and operational challenges in building a global business from Newcastle, a city often overlooked in favour of London. His success stands as a testament to the talent and ambition within the North East, and he remains committed to proving that world-class technology businesses can thrive outside traditional centres.
Being nominated for the ABC Business Award is a source of both pride and gratitude for Sarat. It represents recognition not only of his personal journey from software developer to international business leader but also of the collective effort of his colleagues at hedgehog lab. For him, the nomination is a reflection of resilience, innovation, and the belief that by putting people at the heart of technology, businesses can create lasting impact.