Apr 2021 — Present
Chief Strategy Officer
Dershavi Wheel Services
- Sector
- Commercial-vehicle tyre retreading and fleet wheel services
- Ownership
- Founders 51%, domestic enterprise fund 34%, employee vehicle 15%; beneficial 0.1% within employee allocation
- Company scale
- FY 2025–26 ₹103 crore: ₹61 crore retreading and ₹42 crore fleet wheel services
- Employees
- 215 enterprise employees; 27 in strategy
- Geography
- Coimbatore strategy headquarters and regional service business
- Reporting to
- Chief Executive Manoj Delsarkar
- Team
- Twenty-seven strategy colleagues through four heads
- Financial scope
- ₹6.7 crore annual expense, including ₹1.2 crore research; project capital separately decided
Mandate
Make usable inputs, ownership exposure and deferred capital choices explicit
Outcomes
- Recommended a customer-retained service after comparing ownership commitments
- Kept the district expansion visible when two other projects were selected
- Preserved qualified eligibility decisions inside growth assumptions
Decisions in context
The role asks me to make choices comparable without pretending they are identical. A service fee and trading revenue may address a similar customer need while placing different ownership and funding burdens on the enterprise. A capital plan may fit its envelope only because another opportunity has been deferred. Manoj retains enterprise decisions, and Asha’s qualified colleagues retain technical eligibility and release. Four heads coordinate 27 strategy colleagues within the continuing function. I want our recommendation to explain the alternative fairly, including what management chooses not to fund. The beneficial 0.1% interest disclosed within the employee allocation does not give me a statutory seat. It is a relationship to disclose when considering an outside role, alongside the private commercial knowledge gained through a function that examines the enterprise’s future choices before they become public commitments.
Reason for the move
Current CSO appointment; preparing for a first suitable outside contribution
Concurrent appointment
Strategy employment without a statutory director seat
Apr 2016 — Mar 2021
Head of Strategy
Dershavi Wheel Services
- Sector
- Enterprise planning for tyre and fleet services
- Ownership
- Privately held enterprise with founder and external investment
- Company scale
- ₹72 crore company revenue in FY 2020–21
- Employees
- 166 company employees at March 2021
- Geography
- Coimbatore planning and commercial analysis
- Reporting to
- Executive responsible for enterprise development
- Team
- Twenty-two strategy colleagues
- Financial scope
- ₹4.8 crore annual strategy expense
Mandate
Bring qualified input assumptions into expansion recommendations
Outcomes
- Supported a ₹6.8 crore case later withdrawn for an unsupported premise
- Separated a 2400-casing collection count from 1500 eligible inputs
- Rebuilt the decision basis without asserting a universal acceptance rate
Decisions in context
The expansion case exposed a weakness in my own endorsement. I had allowed a selected collection count to stand in for the input a proposed process could use. Qualified assessment accepted 1500 of 2400 casings and excluded 900. The six-week review cost ₹28 lakh and required us to withdraw the unsupported premise. It did not authorise strategy to reverse the technical decisions or extrapolate a single lot into every future period. I had already worked with plant colleagues long enough to understand the distinction. The mistake was failing to carry it into an attractive proposal. The later CSO role widened the same responsibility across ownership models and competing capital uses. I wanted the board to see which assumption depended on another owner and which alternative remained outside the recommendation, rather than receive a case whose confidence came from leaving those conditions out.
Reason for the move
Promoted to CSO with responsibility across enterprise alternatives
Concurrent appointment
Strategy employment without a statutory director seat
Apr 2010 — Mar 2016
Strategy Manager
Dershavi Wheel Services
- Sector
- Commercial planning for retreading and fleet wheel work
- Ownership
- Privately owned regional service enterprise
- Company scale
- ₹41 crore company revenue in FY 2015–16
- Employees
- 102 company employees at March 2016
- Geography
- Coimbatore enterprise planning
- Reporting to
- Head of Enterprise Development
- Team
- Eighteen commercial-planning colleagues
- Financial scope
- ₹3.2 crore annual function expense
Mandate
Connect commercial opportunities with the qualified conditions of delivery
Outcomes
- Worked with plant owners on the meaning of usable input
- Kept market evidence separate from investment approval
- Followed assumptions beyond the planning presentation
Decisions in context
Inside the enterprise, I could follow an assumption after the presentation and see how it affected a plant or customer decision. The commercial opportunity depended on more than the number of casings collected. Qualified owners determined which could enter the intended process, and strategy needed to understand the consequence without claiming the ability to make that assessment. Eighteen colleagues worked within ₹3.2 crore annual expense. We connected commercial evidence with operating conditions and the capital needed to serve a particular demand. This period should have made the later collection-count mistake less likely. Its inclusion in the career account prevents me from describing the correction as a lesson available only after 2018. I had encountered the principle earlier; leadership made me responsible for preserving it when a larger proposal became attractive enough to overshadow its own premise.
Reason for the move
Promoted to lead strategy as enterprise choices widened
Concurrent appointment
Strategy employment without a statutory director seat
Apr 2002 — Mar 2010
Commercial Analyst
Pevnathi Market Studies
- Sector
- Commercial research and option analysis
- Ownership
- Fictional privately held research practice
- Company scale
- ₹18 crore company revenue in FY 2009–10
- Employees
- 44 company employees at March 2010
- Geography
- Coimbatore client-research practice
- Reporting to
- Partner responsible for commercial studies
- Team
- Twelve analysis colleagues
- Financial scope
- ₹1.5 crore annual practice expense
Mandate
Explain the conditions required to turn a market description into an enterprise opportunity
Outcomes
- Distinguished activity scale from an addressable commercial choice
- Kept the source and limits of forecasts visible to clients
- Presented alternatives without claiming investment authority
Decisions in context
Clients wanted a recommendation before every uncertainty could be resolved. I learned to make the conditions of an estimate visible rather than wait for perfect evidence or pretend a repeated forecast had become a fact. Twelve colleagues worked within ₹1.5 crore annual expense, and client leaders retained their investment decisions. A market could be large while the particular enterprise lacked the inputs, capability or funding needed to participate. My role was to explain that difference and the alternatives it created. I wanted to remain involved after the recommendation so I could see which assumptions held and which needed revision. Joining Dershavi gave me that continuing responsibility. It also removed the comfort of treating a proposal’s later operating consequence as somebody else’s implementation problem once the commercial study had been delivered.
Reason for the move
Joined a service enterprise to retain responsibility for the assumptions after recommendation
Concurrent appointment
Strategy employment without a statutory director seat
Jun 1994 — Mar 2002
Commercial Research Assistant
Pevnathi Market Studies
- Sector
- Supervised commercial evidence gathering
- Ownership
- Privately held fictional research-services business
- Company scale
- ₹4.8 crore company revenue in FY 2001–02
- Employees
- 24 company employees at March 2002
- Geography
- Coimbatore research practice
- Reporting to
- Supervising Research Manager
- Team
- Member of a nine-person group; no line-management authority
- Financial scope
- Assigned research work without independent financial delegation
Mandate
Keep the source and limits of a commercial estimate available to its reader
Outcomes
- Gathered evidence for senior analysts
- Separated observed activity from a proposed business inference
- Learned to question the scope carried by a precise number
Decisions in context
I joined the nine-person group after completing economics studies in May 1994. We gathered evidence for senior colleagues and recorded where an estimate came from. I did not approve investments or independently decide the conclusion a client should adopt. The useful habit was to ask what a number described before allowing it to support a broader proposition. An activity total could be accurate and still say little about the portion a particular enterprise could serve. I learned that precision in the presentation did not settle the conditions around it. Later roles gave me more influence over the inference, not an exemption from examining it. The collection-count mistake therefore belongs in the same career story as this early discipline: it shows a principle I knew but failed to carry into a consequential recommendation when the expansion appeared persuasive.
Reason for the move
Promoted to commercial analysis with a defined team and expense remit
Concurrent appointment
Strategy employment without a statutory director seat
What I am looking for next
I would explore a strategy mandate where the enterprise wants its growth options compared through the commitments they create. The role should permit a preferred proposal to be withdrawn when its input premise is unsupported, and a smaller revenue model to remain credible when it carries a more suitable ownership burden. A first outside-board contribution would need further governance preparation, employer consent and a company-specific review of eligibility and independence. My disclosed beneficial 0.1% employer interest would form part of that assessment. Twenty-four proposed annual days must include learning, preparation, meetings and exceptional demands alongside the CSO role. I would seek a chair who wants the strongest alternative and the deferred opportunity kept inside the discussion. The contribution should make the board’s choice more intelligible without allowing a strategy background to become technical authority over casings, product release or the specialist judgements on which the commercial case depends.