"At ASA, Talent Drives Success, Not Hierarchy"

AJAY SETHI, Managing Partner, Baker Tilly ASA India, on breaking the family-owned firm model, embracing meritocracy, and building an Indian firm with global standards Team BW

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As a first-generation entrepreneur, what were the most strategic decisions that helped you to establish ASA?

ASA’s journey shifted when we questioned why Indian firms lagged while MNCs, often led by Indian accountants, thrived. The answer: family-owned firms limited merit-based growth, with few leadership opportunities. To break the cycle, ASA embraced meritocracy—partners retire at 65, no family succession, and career progression based on ability. This approach, combined with expertise in helping foreign corporations enter India, fuelled growth. Starting with Japanese clients, ASA expanded across multiple offices, secured global tie-ups, and built a culture where talent, not hierarchy, drives success.

How did you transform your vision into the reality of building an Indian firm rooted in global standards?