How Sunder Thiyagarajan built a consulting firm that bridges strategy and execution, helping brands achieve measurable impact with precision and integrity.
When most businesses struggle, it’s rarely for lack of ideas. The challenge lies in execution — the leap from boardroom plans to real-world results. For Sunder Thiyagarajan, founder of Sunder & Daughters, that gap has become both his specialty and his life’s work.
“Running a startup is never a bed of roses. It has its ups and downs,” Sunder says. “But what matters is consistency and a clear direction. That’s what keeps me and my clients moving forward.”
Sunder’s journey began in the fast-paced business hubs of Mumbai and Delhi, where speed and precision defined success. Over two decades, he has worked across agriculture, finance, media, education, and premium lifestyle sectors — creating rural engagement models, revenue-growth strategies, and brand turnaround blueprints.
His diverse clientele includes Naga Foods, Viveks, Lalitha Jewellery, and Chinmaya Academy for Civil Services. The common thread is his ability to scan for patterns across industries and adapt them to solve unique challenges.
“I call it the Business Pattern Playbook,” he explains. “I look at what has worked, and what has failed, across industries. Then I adapt those lessons to the context at hand. It’s not about ideas alone; it’s about execution with precision.”
While many consulting firms carry their founder’s name, Sunder & Daughters has a deeper meaning. “It’s inspired by my daughters,” he says. “They remind me to think long-term, build with integrity, and create something that’s not just mine but ours.”
The name is symbolic of legacy, inclusion, and sustainability — values reflected in the firm’s ethos of choosing clients carefully, staying grounded, and ensuring delivery matches promise.
Sunder noticed recurring flaws in traditional consulting:
Some firms focused too much on planning with little follow-through.
Others jumped straight into execution without a solid strategy.
Many stayed locked inside industry silos, missing proven models from other sectors.
Sunder & Daughters was created to bridge these gaps — blending rigorous strategy with hands-on implementation.
The firm’s four core services include:
Go-to-Market Blueprints for urban and rural markets
Customer & Community Engagement Ecosystems (including farmer-first models)
Brand Turnaround & Revenue Growth Strategies
Digital Transformation for Marketing & Operations
But the true differentiator is execution.
“We don’t stop at advice,” Sunder emphasizes. “We stay through execution to make sure the strategy lives in the market, not just in a presentation deck.”
Like any founder, Sunder faced obstacles:
Entering industries without prior track records meant he had to deliver quick wins early.
Balancing strategy with agility required a flexible network of specialists and local teams.
“That adaptability has been critical to sustaining client relationships,” he reflects.
A major milestone came when legacy-driven organisations like Naga Foods, Viveks, and the Sakthi Group entrusted him with both strategic and operational mandates.
“Securing such mandates validated our execution-first model,” Sunder notes. “It opened doors to long-term partnerships and reinforced my belief that resilience, consistency, and clear direction always pay off.”
Over the next five years, Sunder envisions Sunder & Daughters as a go-to boutique consulting brand for companies seeking speed, sustainability, and scalability.
Expansion beyond India and building a deeper bench of sector specialists are on the horizon. The Business Pattern Playbook will continue to evolve as a recognized consulting methodology.
Sunder’s advice for aspiring founders is simple yet powerful:
Be consistent: “Results don’t show up overnight. Keep moving, even when the path isn’t smooth.”
Stay clear on direction: “Don’t get distracted by every shiny opportunity. Know your playbook.”
Deliver real value: “Trust is earned when you create measurable impact, not just good-looking plans.”
“In the end,” he says, “a strategy is only as good as its execution — and we stay until the job is done.”
Website:www.sunderanddaughters.com
LinkedIn (Company):linkedin.com/company/sunder-and-daughters
LinkedIn (Personal):linkedin.com/in/sundert
Instagram:instagram.com/consultsunder
Follow Sunder’s journey, explore his work, and see how Sunder & Daughters is redefining consulting — one execution at a time.
I am an entrepreneur, marketer, and mentor with a certification in entrepreneurship from IIT Delhi, one of the most prestigious institutions in India. I have a passion for connecting businesses with their ideal customers, solving real-world problems, and inspiring the next generation of founders.I founded and lead DevoByte, a digital marketing agency that provides a range of services, from SEO a
Your email address will not be published. Required fields are marked *
Add a newsletter to your widget area.
Top Stories
