Puneet Khanna & Sukirat Sethi : Providing Scalable, High-Level Leadership Talent Virtually
Puneet Khanna, Co-Founder & v.CFO
Sukirat Sethi, Co-Founder & v.CHRO
Puneet Khanna and Sukirat Sethi are passionate co-founders banking years of experience and vision to redefine the virtual consulting landscape, by providing double the impact at a fraction of the cost.
Puneet, a pioneering business leader turns strategic vision into tangible business results beyond traditional accounting.
With nearly three decades of results-driven leadership, he has acquired global experience to lead finance, operations, IT, and commercial functions across various industries. He is a turn-around specialist, and works towards EBITDA improvement for all clients.
Sukirat Sethi is a seasoned global Human Resources leader recognized for advancing progressive talent models, strengthening organizational capability, and steering large-scale change across enterprises with clarity, agility, and impact.
The duo has co-founded Don’t Hire - Be Virtual with the mission to help businesses access high-level leadership talent virtually creating double the impact at a fraction of costs.
Tell us about your professional journey highlighting the most transformative experiences.
Puneet: With 30 years of executive leadership of having worked with best-in-class Indian and MNCs, I have held senior roles from Controller to CFO, v.COO, and v.CEO. I am capable of bringing versatile global exposure and strong operational command across the enterprise.
With expertise over finance, commercial strategy, IT, M&A, risk, capital structuring, and shared services, I make informed decisions for future. I define my leadership based on strong execution and strategic clarity.
Fluent in scaling operations through automation and building high-performing teams, I bring in solutions that offer lasting results.
Sukirat: My career spans global HR leadership roles across Fortune 500 companies and multiple industries.
My most rewarding moments have come from working closely with leaders to design people strategies that enables growth and stronger cultures.
Co-creating and executing strategies that support significantly business growth has been especially rewarding. Seeing teams grow, adapt, and perform through change has shaped my journey the most.
What unique advantages does v.CFO offer in comparison to traditional CFO services?
Puneet: In 2018, I co-founded Infinity Growth Services LLP, branded as ‘Don’t Hire - Be Virtual’, and the brand has grown consistently since. A virtual CFO (v.CFO) offers a flexible, cost-efficient, and senior financial leadership alternative to full-time CFO.
Their engagement scales with business needs while providing access to seasoned financial leadership. Their cross-sector experience and an independent perspective helps drive sharper decisions. The outcome is double the impact delivered at a fraction of traditional cost.
How do you help Startups and MSMEs design the right financial structure and choose scalable tools or software?
Puneet: Startup and MSMEs struggle when early financial decisions don’t scale. We align the business model, growth goals, funding path, and compliance before recommending solutions. Our approach starts with a future-ready financial base covering accounts, costs, cash flow, and planning.
Reporting dries decisions. Technology follows structure, enabling modular systems that scale without early complexity. We stay engaged as v.CFO partners, strengthening systems and reporting as businesses scale, with interim CFO support when needed.
How do you incorporate human and leadership behaviour insights into change management processes?
Sukirat: I utilize the insights from human behaviour as an integral part of change management. Understanding the emotional response, cultural risks, and awareness drivers well before I start framing the solution is integral to my process.
I lay emphasis on partnership before initiating change programs. This helps me have the flexibility to develop a frame work of actions like change stories, rhythms of engagement, and reinforcement behaviours.
With advancements in AI and financial technologies, how do you perceive the role of v.CFO changing in tech industries?
Puneet: With the emergence of AI-based technologies for managing financial activities, I see v.CFO role likely to undergo an evolution in which strategic leadership assumes prominence.
Thus, through the utilization of prediction analysis, real-time visibility, and AI-based controls, v.CFOs can evolve to encompass higher-level strategic decision-making. In industries characterized by tech-driven dynamism, intelligent automation improves risk prediction, cash flow, and data-driven thinking.
Sukirat: The vCFO role is becoming more predictive, digital, and strategic with the advancements in AI and fintech, vCFOs are able to deliver real-time visibility, smarter capital allocation, and stronger governance without adding cost. vCFOs will build financial systems that enable talent fluidity, global scale, and outcome driven execution, making finance faster, leaner, and strategic.
Puneet: In 2018, I co-founded Infinity Growth Services LLP, branded as ‘Don’t Hire - Be Virtual’, and the brand has grown consistently since. A virtual CFO (v.CFO) offers a flexible, cost-efficient, and senior financial leadership alternative to full-time CFO.
Their engagement scales with business needs while providing access to seasoned financial leadership. Their cross-sector experience and an independent perspective helps drive sharper decisions. The outcome is double the impact delivered at a fraction of traditional cost.
How do you help Startups and MSMEs design the right financial structure and choose scalable tools or software?
Puneet: Startup and MSMEs struggle when early financial decisions don’t scale. We align the business model, growth goals, funding path, and compliance before recommending solutions. Our approach starts with a future-ready financial base covering accounts, costs, cash flow, and planning.
Reporting dries decisions. Technology follows structure, enabling modular systems that scale without early complexity. We stay engaged as v.CFO partners, strengthening systems and reporting as businesses scale, with interim CFO support when needed.
How do you incorporate human and leadership behaviour insights into change management processes?
Sukirat: I utilize the insights from human behaviour as an integral part of change management. Understanding the emotional response, cultural risks, and awareness drivers well before I start framing the solution is integral to my process.
I lay emphasis on partnership before initiating change programs. This helps me have the flexibility to develop a frame work of actions like change stories, rhythms of engagement, and reinforcement behaviours.
With advancements in AI and financial technologies, how do you perceive the role of v.CFO changing in tech industries?
Puneet: With the emergence of AI-based technologies for managing financial activities, I see v.CFO role likely to undergo an evolution in which strategic leadership assumes prominence.
Thus, through the utilization of prediction analysis, real-time visibility, and AI-based controls, v.CFOs can evolve to encompass higher-level strategic decision-making. In industries characterized by tech-driven dynamism, intelligent automation improves risk prediction, cash flow, and data-driven thinking.
Sukirat: The vCFO role is becoming more predictive, digital, and strategic with the advancements in AI and fintech, vCFOs are able to deliver real-time visibility, smarter capital allocation, and stronger governance without adding cost. vCFOs will build financial systems that enable talent fluidity, global scale, and outcome driven execution, making finance faster, leaner, and strategic.
What legacy do you hope to leave in the HR space and how do you plan to influence future HR leaders?
Sukirat: My legacy in HR is rooted in redefining team & talent, culture, and scale for the 21st century landscape. In my capacity as a vCHRO in accordance with Don’t Hire - Be Virtual's philosophy, I enable lean, skills-based models beyond traditional headcount.
My endeavour is to be remembered for helping leaders build capability, not complexity, championing human centred leadership, digital culture. and modern talent models ahead of their time.
What are the plans and vision for your future roadmap?
Puneet: At Don’t Hire - Be Virtual, we provide emerging companies with scalable, high-quality financial leadership. The platform elevates finance into a strategic partner, improving cash flows, unit economics, and profitability at lower cost. Built on CFO playbooks, automation, and real-time insights, it supports sustainable growth and risk management.
Sukirat: I continue to advocate for organization's mindset, which involves focusing on growing virtual HR models replacing traditional hiring strategies. I work directly with different business operations to create culture, leadership, and organizational structures that are appropriate for client business & their teams. Through creating frameworks and communities for virtual talent and culture, I am helping to place HR within a strategic role.
Puneet Khanna, v.CFO & Co-Founder, DoN’t hire - be virtual
He combines strategic foresight with disciplined execution to deliver tangible business results. With 30 years of global experience, he delivers enterprise transformations, builds high-performing teams to scale business performance and works towards ROIC and Net working capital management.
•Hobbies: Golf, Driving off-road; and socializing
•Favorite Cuisine: Highly adaptable and versatile
•Favorite Book: The 10X Rule
•Favorite Travel Destination: Himalayas
Sukirat Sethi, v.CHRO & Co-Founder, Dont Hire - Be Virtual
An accomplished Human Capital leader driving workforce strategy, cultural evolution, and leadership effectiveness across complex enterprises. Sukirat has built the expertise in shaping high-impact talent strategies while cultivating resilient cultures leading complex transformations.
•Hobbies: Driving vacation to immerse in unique cultures & ecology; music; coaching
•Favorite Cuisine: Foodie; South Indian; sea food
•Favorite Book: Fiction – Kane & Abel; NonFiction – Trigger
•Favorite Travel Destination: Cape Town & Pondicherry
Sukirat: My legacy in HR is rooted in redefining team & talent, culture, and scale for the 21st century landscape. In my capacity as a vCHRO in accordance with Don’t Hire - Be Virtual's philosophy, I enable lean, skills-based models beyond traditional headcount.
My endeavour is to be remembered for helping leaders build capability, not complexity, championing human centred leadership, digital culture. and modern talent models ahead of their time.
What are the plans and vision for your future roadmap?
Puneet: At Don’t Hire - Be Virtual, we provide emerging companies with scalable, high-quality financial leadership. The platform elevates finance into a strategic partner, improving cash flows, unit economics, and profitability at lower cost. Built on CFO playbooks, automation, and real-time insights, it supports sustainable growth and risk management.
Sukirat: I continue to advocate for organization's mindset, which involves focusing on growing virtual HR models replacing traditional hiring strategies. I work directly with different business operations to create culture, leadership, and organizational structures that are appropriate for client business & their teams. Through creating frameworks and communities for virtual talent and culture, I am helping to place HR within a strategic role.
Puneet Khanna, v.CFO & Co-Founder, DoN’t hire - be virtual
He combines strategic foresight with disciplined execution to deliver tangible business results. With 30 years of global experience, he delivers enterprise transformations, builds high-performing teams to scale business performance and works towards ROIC and Net working capital management.
•Hobbies: Golf, Driving off-road; and socializing
•Favorite Cuisine: Highly adaptable and versatile
•Favorite Book: The 10X Rule
•Favorite Travel Destination: Himalayas
Sukirat Sethi, v.CHRO & Co-Founder, Dont Hire - Be Virtual
An accomplished Human Capital leader driving workforce strategy, cultural evolution, and leadership effectiveness across complex enterprises. Sukirat has built the expertise in shaping high-impact talent strategies while cultivating resilient cultures leading complex transformations.
•Hobbies: Driving vacation to immerse in unique cultures & ecology; music; coaching
•Favorite Cuisine: Foodie; South Indian; sea food
•Favorite Book: Fiction – Kane & Abel; NonFiction – Trigger
•Favorite Travel Destination: Cape Town & Pondicherry