Description : I think it was some time in October 1997. I had just decided to be an independent consultant. I woke up in the middle of one night. I had been thinking about a name for my company for several weeks without success.

R. Sridhar & Company sounded like an audit firm. Sridhar’s sounded like an udipi restaurant.

I was playing around with ‘Sridhar’s Ideas’ that night when I woke up.

I then remembered how many of my colleagues referred to me often. I was just ‘RS’ to them. How about RS IDEAS? RS’s IDEAS? Why not IDEAS RS? IDEAS- R – US? No, IDEAS-RS was good enough, I thought.

I fell in love with the name and registered ideas-rs.com soon thereafter.

Now contrary to my belief IDEAS-RS has not been such a simple name for people. It faces major trouble with telephone operators, receptionists and secretaries. They cannot get it when I mention it first time. Therefore, I very often have to spell out the name. (As in I D E A S dash R S)

May be it is not a bad idea at all. How often do we discuss any company name this way anywhere?

Right from day one (in 2000), I decided that IDEAS-RS would remain a one-man show. My wife Viji is my partner and looks after the money and the banking stuff. I do the work.

I have no ambitions of building an empire or an institution. I simply want to have a good time enjoying what I do. I want to spend 100% of my time on client work.

I do not want to worry about attracting talent, building careers and managing attrition. I just want to do some work that makes a difference to my clients and their business.