Thinking worth your time.
25 practical pieces on reputation, growth, talent, compliance and institutions for India's law, CA and CS firms.
All insights
Your website is the first meeting. Most firms arrive late.
A general counsel will look you up before they call you back. What they find in those two minutes decides whether the call happens.
For law firms, CA firms and CS firmsReadWhat a CA firm can publish under ICAI's new Code of Ethics
The 13th edition took effect on 1 April 2026. It gives CA firms more room online than most realise, and keeps a few lines firmly in place.
For CA firmsReadBudget week is a CA firm's biggest content moment. Most firms waste it.
On 1 February every client asks the same question. The firms that answer it best are remembered for the rest of the year.
For CA firms and CS firmsReadFrom filing agent to board advisor: positioning a CS practice
Company secretaries do some of the most consequential work in corporate India. Their marketing rarely says so.
For CS firmsReadHow CFOs choose a CA firm, and what they never tell you
Price is the reason CFOs give. It is rarely the reason they decide.
For CA firms and CS firmsReadOne client, three advisors: how law, CA and CS firms win together
The biggest mandates in corporate India need an advocate, a CA and a CS at the same table. The firms that already know each other get there first.
For law firms, CA firms and CS firmsReadSecretarial audit is now a shareholder decision. Here is what that changes for CS firms.
Since April 2025, shareholders of listed companies approve their secretarial auditor for a fixed term. The way CS firms are chosen has changed.
For CS firmsReadWhy journalists call some lawyers and not others
The lawyers quoted every week are rarely the most senior. They are the most useful to a reporter on deadline.
For law firms, CA firms and CS firmsReadThe cross-selling problem: your clients do not know what else you do
Most firms' best source of new work is the client they already have. Most of those clients could not name a second practice area.
For law firms, CA firms and CS firmsReadAssociates leave partners, not firms
Law firm attrition is usually treated as a pay problem. Exit conversations tell a different story.
For law firms, CA firms and CS firmsReadSuccession is a communications problem before it is a governance one
Clients rarely leave because a founder retires. They leave because nobody told them what would happen next.
For law firms, CA firms and CS firmsReadWhat directory researchers actually read in your submission
Chambers and Legal 500 researchers read hundreds of submissions each season. Most firms write theirs for the wrong reader.
For law firmsReadThe first four hours: how a firm should speak when something goes wrong
A data breach, a partner's sudden exit, a matter in the headlines. The first statement shapes the next month.
For law firms, CA firms and CS firmsReadWriting that wins work: the difference between an update and an insight
Most law firm publications report what changed. The ones clients forward explain what to do about it.
For law firms, CA firms and CS firmsReadWhat recruiters look for in a law student's CV, and what they skip
A recruiter at a law firm may spend under a minute on a first read. Here is what earns the second read.
For law schools and law firmsReadHow general counsel choose outside counsel, and where reputation fits
In-house teams now run formal panels and reviews. Reputation gets you considered. Other things get you chosen.
For law firmsReadLinkedIn for partners, without breaking Rule 36
LinkedIn is where clients, recruits and journalists now see lawyers most often. It is also where the Rules are most easily broken.
For law firms, CA firms and CS firmsReadWhat Rule 36 lets advocates publish
The Bar Council's rule on advertising is strict, but it does not ask advocates to be invisible. Here is where the line sits.
For law firmsReadFrom chambers to firm: keeping a legacy while building an institution
When a practice built around names becomes a firm built around a brand, the hardest decision is what must not change.
For law firmsReadRegional to national: what a firm's brand must change, and what it must keep
Growing beyond a home city asks a firm to speak to strangers without sounding like a stranger at home.
For law firms, CA firms and CS firmsReadPlacement readiness is a reputation question for law schools
Recruiters remember colleges by the students they meet. Preparing those students is one of the best reputation investments a college can make.
For law schoolsReadMoots, MUNs and the reputation of a law school
A well-run competition puts a college in front of judges, practitioners and students from across the country. A badly run one does the same.
For law schoolsReadYour articleship intake is your recruitment brand
The best CA and CS students choose where to train as carefully as clients choose advisors. Most firms do not notice they are being chosen.
For CA firms and CS firmsReadA brand without a logo: building identity for a CA firm
ICAI restricts chartered accountants from using a logo of their own. The best CA firms do not need one.
For CA firmsReadWhen a client's audit makes the news
A qualified opinion, a resignation or a regulator's inquiry can put a CA or CS firm in the headlines overnight. Confidentiality shapes every word you say.
For CA firms, CS firms and law firmsRead