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Elsa ThiruneliChief Executive Officer · Essays & perspective

Elsa Thiruneli · Chief Executive Officer · India

From instrument readings to company obligations

Apr 2020 — Present

Chief Executive Officer and executive director

Belsori Software Assurance

Sector
Specialist software testing and release-evidence services
Ownership
Employees collectively 42%; founder family 28%; regional investment partnership 30%
Company scale
₹156 crore revenue and ₹18 crore operating profit in FY 2026
Employees
620 at March 2026
Geography
Coimbatore, Visakhapatnam and Bhubaneswar; India 76% and UK/UAE 24% of FY 2026 revenue
Reporting to
Board of directors
Team
Five executive heads; company workforce of 620
Financial scope
Full company P&L and board-approved investment allocations

Mandate

Build a commercially durable specialist service whose conclusions remain grounded in the work performed.

Outcomes

  • Removed raw finding counts from a recognition component after a nine-engagement review
  • Funded a thirty-six-person apprenticeship cohort with protected mentoring
  • Renegotiated an automated regression engagement around defined scope
  • Retained a qualified technical report despite a delayed ₹42 lakh milestone

Decisions in context

Taking the CEO role made me accountable for the company choices that surround technical work. I now lead five executive heads and report to the board on strategy, performance, investment and risk. My executive directorship began with this appointment; it is not an external or non-executive seat. I have concentrated on the relationship between what we sell and what our specialists can substantiate. That includes the incentives used to recognise teams, the cost of developing new colleagues and the commercial terms needed when a better method reduces effort. Directors receive the consequences as well as the rationale. A delayed payment, a lower proposed invoice or protected mentoring time cannot disappear from the account simply because the technical argument is sound. The role requires me to make those choices supportable across the company and remain responsible for their results.

Reason for the move

Current appointment; developing specialist depth and more explicit commercial commitments.

Concurrent appointment

Executive directorship is held alongside the CEO appointment at the same company.

Oct 2015 — Mar 2020

Chief Operating Officer

Belsori Software Assurance

Sector
Software testing and specialist quality services
Ownership
Employee/founder majority with a minority regional investment partnership
Company scale
₹104 crore revenue in FY 2020
Employees
440 at March 2020
Geography
Coimbatore and Visakhapatnam; thirty-one clients
Reporting to
Chief Executive Officer
Team
330 operations colleagues through five heads
Financial scope
₹58 crore annual operating-expense remit by FY 2020; no company P&L ownership

Mandate

Reconcile specialist capability, client commitments and operating capacity across two offices.

Outcomes

  • Distinguished skill-ready capacity from nominal staffing availability
  • Brought engagement assumptions into joint delivery and commercial planning
  • Assigned ownership for operating exceptions crossing office boundaries

Decisions in context

The COO appointment took me beyond the engagements I could know personally. I had to build an operating view that showed whether the company could meet its promises across two offices and a growing mix of clients. Five heads managed the principal operating groups. We examined the skills and review capacity behind the staffing totals, because an available colleague was not necessarily ready for the work being proposed. I also worked with commercial leaders to make assumptions visible before a delivery date was committed. My expense remit was substantial but distinct from the company's total revenue and P&L. I reported to the CEO and had no directorship during this period. The experience prepared me to lead the company by showing where a plausible sales plan could become an unrealistic operating plan unless capability, timing and supervision were considered together.

Reason for the move

Appointed CEO and executive director after the board's succession review.

Apr 2008 — Sept 2015

Delivery head

Belsori Software Assurance

Sector
Specialist application testing services
Ownership
Founder and employee owned private company
Company scale
₹48 crore revenue in FY 2015
Employees
220 at March 2015
Geography
Coimbatore; eighteen clients
Reporting to
Chief Operating Officer
Team
72 delivery colleagues through four managers by FY 2015
Financial scope
₹13 crore annual operating allocation by FY 2015

Mandate

Develop repeatable specialist delivery without confusing a common method with identical client risks.

Outcomes

  • Required engagement teams to state the consequential questions before staffing requests
  • Made environments and exclusions explicit in delivery plans
  • Developed managers who could explain qualified findings to client sponsors

Decisions in context

I joined Belsori to work on testing as a specialist service rather than a supporting stage within one software product. My delivery group grew to seventy-two colleagues, organised through four managers. We needed consistent ways to plan and review work, while recognising that clients faced different consequences from failure. I asked managers to describe the important questions and operating conditions before choosing the size of a team. We also became more explicit about exclusions, so that a narrow engagement did not quietly acquire the expectation of a broad assurance conclusion. I managed a defined operating allocation and escalated scope or commercial conflicts to the COO. This period developed my ability to lead through managers and to explain why useful qualification was part of a service, rather than an embarrassment to be removed from its final report.

Reason for the move

Promoted to COO as the company expanded beyond one delivery centre.

Aug 2001 — Mar 2008

Quality assurance lead

Neravol Retail Systems

Sector
Software for retail operations
Ownership
Privately owned software company
Company scale
₹38 crore revenue in FY 2008
Employees
210 at March 2008
Geography
Coimbatore and Bengaluru
Reporting to
Head of engineering
Team
Twelve testers
Financial scope
₹1.4 crore annual function expense by FY 2008

Mandate

Provide usable evidence about retail workflows and the limits of release testing.

Outcomes

  • Expanded scenario reviews to interrupted and repeated transaction sequences
  • Documented tested conditions alongside findings
  • Separated the test team's evidence from the authorised release decision

Decisions in context

Retail software moved my attention from instrument behaviour to the sequences created by people using a system. I led twelve testers and reported to the engineering head. We examined ordinary transactions alongside returns, interruptions and repeated actions, asking where a technically correct component could still produce an unsuitable overall result. The work required close discussion with developers and colleagues who understood client operations. I learnt to present tested conditions and unresolved questions in a form that a release meeting could use. My team did not own the business decision to release, and its completed plan did not establish that every possible use had been examined. After nearly seven years, I wanted to develop this discipline across different client environments. The delivery-head position at Belsori offered that breadth and responsibility for managers as well as individual testers.

Reason for the move

Moved to a specialist testing-services business to lead multiple client engagements.

Jun 1994 — Jul 2001

Test engineer

Irvethi Process Instruments

Sector
Industrial measurement and control equipment
Ownership
Family-owned regional manufacturer
Company scale
₹22 crore revenue in FY 2001
Employees
140 at March 2001
Geography
Coimbatore and industrial customers in southern India
Reporting to
Engineering manager
Team
Individual engineer initially; four technicians from 1998
Financial scope
Assigned test resources; no company P&L or contract authority

Mandate

Establish and document instrument performance under specified operating conditions.

Outcomes

  • Recorded test setup and operating ranges with results
  • Introduced technician review of incomplete or ambiguous test sheets
  • Connected unusual findings with repeat investigation before conclusions

Decisions in context

I began work a month after completing my engineering degree. The test bench taught me to ask what a result meant before deciding whether it was reassuring. A reading taken under one condition could not stand for a different operating range simply because it looked precise. I prepared tests, recorded setups and investigated unexpected behaviour with the engineering manager. From 1998 I supervised four technicians, which added responsibility for the clarity of instructions and the review of other people's records. I had no authority over the company's contracts or P&L. The experience gave me a lasting respect for the conditions attached to evidence. It also made me curious about software, where the combinations created by users could be more varied than the conditions on a physical test bench. That interest led to my next appointment in retail-software quality.

Reason for the move

Moved into software quality to investigate the interaction between systems and user behaviour.

What I am looking for next

I want Belsori's next generation of managers to be able to defend a technical conclusion and explain its commercial implications in the same conversation. That requires experience with clients, finance and people development as well as test methods. I am working with our five executive heads to create more opportunities for managers to present difficult choices, including the costs of rejected alternatives. Alongside that work, I would consider one carefully chosen external board appointment. I would bring knowledge of specialist-service economics, evidence quality and the incentives that influence professional judgement. I would need to practise contributing through questions and collective decisions instead of carrying my CEO authority into another management team. Eighteen days a year is an initial capacity estimate, not an unconditional promise; the proposed calendar, exceptional demands, conflicts and my current board's consent would determine whether it is realistic. I prefer a substantive role with a defined need for my experience to a broad advisory title whose responsibilities are unclear.