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The Full Story

Capability, Willingness
& Poor Execution.

This is the honest version. Not a curated highlight reel. The actual journey — including the four attempts nobody talks about, and the pattern I finally understood.

Act One

Patiently Compounding.

~15,000 deliberate hours. Not spent waiting — spent building understanding that only comes from showing up every single day across every single function.

Aug 2010 – Jul 2013

Articled Assistant

Shah Khandelwal Jain & Associates, CA

Statutory audits, tax audits, US individual taxation, and compliance services. Where the "why" behind every number was first understood. Three years of learning the language of business through its financial statements.

AuditTaxComplianceUS Taxation
Jan 2014 – Oct 2024 · 10 yrs 10 mos

FinOps Leader

Rohan Builders, Pune

~15,000 deliberate hours inside one of Pune's established real estate groups. Started as an operations executive, grew to leading FinOps — covering financial closure, RERA compliance, ERP transformation, credit ratings (CARE/CRISIL), MIS architecture, and cross-functional people management. I was patiently compounding every single year.

Real EstateRERAERPFinOpsCARE/CRISILMISTeam Leadership
October 2024 – Present

Co-Founder

UNIVEN

Redefining trust in the Connected Business Ecosystem with Universal Business Credentials. The B2B identity layer that businesses need — but don't yet have.

Business IdentityTrust InfrastructureB2B
December 2024 – Present

Co-Founder

UNITS · Part of BasalOS

The simplest real estate sales management tool for an end-to-end customer journey. 4 real estate developers. 2.5 lakh users being served. Rewriting the OS for real estate.

Real EstateSales ManagementBasalOS

"Having been part of the finance & operations team for over a decade, I can confirm that people management is the most underrated skill for leaders. This skill alone decides your ability to succeed."

Act Two

Four Private Failed Attempts.

Seven to eight years. Each attempt got further than the last. None passed the execution + validation test. Every single one taught me something the previous one couldn't.

The mission never changed: making life easier for businesses in India using technology.

01

SOCIETYNEXT.COM

A unified platform for all the needs of housing societies.

Maintenance billing & collection, intra-society communication, and operations management — all in one place. Born from a personal frustration watching how the society where I lived was managed.

The Struggle

Personal challenge to change how operations were managed in the society where I lived.

Progress Made
Ideation
Brainstorming
Imagination Lock
Highlight

Identified the issues faced by SMEs and realised my own potential to build products that can help hundreds.

What I Actually Learnt

The first time I hit what I now call "imagination lock" — a mental block that prevents the flow of execution. The idea was real. The problem was real. The builder wasn't ready yet.

02

WORKDONE.TECH

A custom software development firm helping SMEs with efficiency tools.

Built tools like eGate Pass (visitor management), email parsing systems, and an IT-Admin ticketing system. Small, inefficient processes on the job were disturbing productivity, wasting time, and costing thousands in delays.

The Struggle

Small, inefficient processes on the job were disturbing productivity, wasting time, and costing thousands in delay.

Progress Made
Ideation
Brainstorming
Building semi-finished products
Never sold anything — zero revenue
Highlight

Identification of real-world business problems and first real attempt to use technology in improving business efficiency.

What I Actually Learnt

I built products. Real, working products. But I never sold a single one. Zero revenue. The gap between building and selling — that was the lesson nobody teaches you.

03

FINRISE.AI

ML-based SME lending using OCEN framework for instant cashflow-based lending.

Solving for growth capital faced by challenger SMEs trying to champion their products and services, with easy accessibility and low cost of capital using an ML-based underwriting model on traditional and alternative data points.

The Struggle

Inspired by the U.K. Sinha Committee report on MSMEs and interactions with entrepreneurs struggling to compete purely on capital — despite having the ability to produce the best quality products.

Progress Made
Ideation
Brainstorming
Assembled functional + tech team
Built the prototype version
Initial conceptual feedback
Never moved to usable product
Scrapped — COVID delayed OCEN launch
Highlight

First real attempt at helping SMEs champion the best quality products without worrying about funds to chase scale.

What I Actually Learnt

This one got furthest. Real team. Working prototype. Market feedback. Then COVID arrived and the OCEN framework launch — the very infrastructure we were building on — got indefinitely delayed. External circumstances killed internal momentum.

04

FACTWORKS.CO

A virtual compliance back office for small businesses — FACT: Financial Accounting, Compliance & Taxation.

Taking care of Financial Accounting, Compliance, and Taxation for small businesses — the back-office work that drains founders' time but doesn't directly build their business.

The Struggle

The COVID-19 pandemic, almost like a black swan event, led to a significant shift in the way businesses operate. Compliance activity for thousands of small businesses required a more adaptable & resilient approach.

Progress Made
Ideation
Brainstorming
Built the web-based platform
Scrapped — COVID emergency with family
Highlight

The attempt most aligned to my skills and domain experience. The closest I'd come to the right intersection.

What I Actually Learnt

Platform was built. It was working. But a family emergency during COVID meant I had to choose between the product and the people. I chose the people. No regrets — but it taught me that timing, family support, and personal bandwidth are co-founders too.

The Struggle

Personal challenge to change how operations were managed in the society where I lived.

Progress Made

Ideation · Brainstorming · Imagination Lock

Highlight

Identified the issues faced by SMEs and realised my own potential to build products that can help hundreds.

What I Actually Learnt

The first time I hit what I now call "imagination lock" — a mental block that prevents the flow of execution. The idea was real. The problem was real. The builder wasn't ready yet.

Act Three

The Pattern, Recognised.

The Formula for Failure

Capability — Had it. FinOps expertise + domain depth.
Willingness — Had too much of it. Infinite optimism.
+ Decisiveness — Missing. The ability to act on thoughts quickly.
Capability + Willingness without Decisiveness = Procrastination = Disastrous Execution. I was a victim of this for a long time.

What's Different Now

🎯

The execution + validation test comes first — before falling in love with an idea.

⚡

Maximum 3 months to prove a hypothesis. Not years of building in private.

👥

Co-founders and team are chosen for decisiveness, not just expertise.

🔍

Each attempt taught me to look for the gap between problem and solution — not between idea and product.

📍

From imagination lock to actually building in tech using FinOps experience and domain expertise. Learning never stops.

ACT THREE
The Pattern, Recognised.
THE FORMULA FOR FAILURECapability — Had it.+Willingness — Had too much of it.−Decisiveness — Missing.=
Procrastination=Disastrous Execution.I was a victim of this for a long time.
WHAT'S DIFFERENT NOW
Execution + validation test comes first.

Before falling in love with an idea. Maximum 3 months to prove a hypothesis.

Co-founders chosen for decisiveness.

Not just expertise. Decisiveness is a founding skill, not a bonus.

Look for the gap between problem and solution.

Not between idea and product. The right question before the right answer.

From imagination lock to actually building.

Using FinOps experience and domain expertise. The builder is ready now.

Learning never stops.

Each attempt taught something the previous one couldn't.

Attempt five is live.

UNITS and UNIVEN — built with everything the first four attempts taught me. Same mission. Different builder.

See what I'm building →Let's talk

Attempt five is live.

UNITS and UNIVEN — built with everything the first four attempts taught me. Same mission. Different builder.