A Pune Tech Agency Is Telling Clients NOT to Spend More on Technology

We met Pranoti Gathadi at a networking event in Pune, expecting the usual conversation about technology, AI and everything businesses are apparently supposed to be building right now.

Instead, she said something unexpected:

“Your business may not need more technology.”

Gathadi, founder of Pune-based technology company ThinQiT, believes one of the biggest mistakes businesses make is jumping to a technology solution before understanding the actual problem.

A company asks for a website.
A startup asks for an app.
A business wants automation.

ThinQiT’s first question is: Why?

Its approach is simple: Diagnose. Analyse. Execute.

The thinking comes from Gathadi’s decade-plus experience across industrial and research work and her work with 100+ startups and businesses through ThinQiT.

And there is a business case behind the philosophy.

One ThinQiT client reportedly moved from approximately ₹10,000 a month to ₹1 lakh a month after the team focused on identifying where the business was actually losing opportunities rather than simply adding more technology.

For Gathadi, that’s the larger point.

Technology isn’t the goal. Solving the business problem is.

At a time when businesses are rushing to adopt AI, automation and new digital tools, her contrarian pitch is refreshingly simple:

Don’t build because you can. Build because you should.

And perhaps the most interesting thing about ThinQiT is that sometimes, the right answer to a technology brief is not “Let’s build it.”

It’s “Let’s first figure out if you need it.”