Ajay Sethi

Managing Partner ASA & Associates LLP

As the founder and Managing Partner, Ajay guides firm’s vision and growth. A first generation entrepreneurial venture, the organisation has now grown into 27 partners/directors, 600+ professionals with a well spun network of national and international associates, 8 offices, and a client list which comprises of large MNC including Fortune 500 companies. He brought in a specific Japan focus, now a niche market for the firm.

In a professional career spanning more than 27 years, he has been involved in various aspects of management consulting. Initially set-up the Tax and Business Advisory division of the firm, where the role comprised of advisory services to corporate, building India entry strategy, representation before regulatory authorities, etc. Currently, he leads the Transaction Advisory Services division. Carries in-depth knowledge and skills for assisting clients in business partner search, business negotiations, financial due diligence, business valuation for buy-outs & sell-offs. He has closed deals which include cross border mergers between Indian and European/Japanese corporates.

Extensively travelled, as a speaker or on business, across India, Japan, UK, Europe and Singapore.

Ajay is a member of the Steering Committee in NIS Global, of which the firm is an independent member. He also represents the firm in bi-annual meets of M&A Worldwide, an international association of M&A experts.

Ajay sits on the Board of Directors of SCS Global, a Japanese consulting firm having offices across Asia. He is an acknowledged Indian expert by Switzerland Global Enterprise which promote bi-lateral trade investment between Switzerland and India.

Was interviewed on India’s National TV Channel on the topics like emerging opportunities in India, India Fiscal Budget, etc. Besides authoring a book (Key to India Investments), he has presented papers at numerous forums within India and internationally, on topics surrounding entry strategy, taxation, Indian fiscal budget, competitiveness of India, political scenario in India, etc. Recently, he was invited at a seminar “S-GE Impulse Asia” by Switzerland Global Enterprise, Zurich to give a key note address on the growth of middle class in India and its economic impact.

Ajay is Fellow Chartered Accountant and held All India ranks in both Intermediate (34th) and Final (18th). He has done honors in Commerce from Delhi University. He also holds an executive education program diploma from the Harvard Business School.

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