Aarohi Sen

Aarohi Sen spent eighteen years at Accenture, rising to Senior Principal and Global Research Lead. He shaped strategy for Fortune 500 organisations across multiple industries and geographies, advising C-suite leaders on positioning, growth and go-to-market execution.

His work has been published in the Harvard Business Review, European Business Review and Fortune. He has authored two books: one on the economic policy decisions that shape India's data trail, and another on the ten technologies transforming how billions of people live and work.

Across continents and C-suites, he kept seeing the same pattern: strong strategies failing not because they were wrong, but because they moved at the wrong moment. Boards debating what to do, when the real question was when to do it.

Itúy is the answer to that pattern. A practice built around the thesis that timing is the most undervalued variable in executive decision-making.