About Puneet Ahuja
I write about microeconomics as it actually operates inside businesses and startups. Not as theory, not as policy debate, but as forces that quietly shape everyday decisions.
Most founders and operators already deal with economics daily, even if they do not call it that. Pricing discussions are really about demand and willingness to pay. Hiring decisions are about trade-offs and marginal returns. Expansion plans are about risk distribution. Startup failures are often stories of incentives, timing, and cost structures, not effort or intent.
My work focuses on making these connections visible.
A business lowering prices to chase volume is making a demand elasticity decision. A startup burning out despite growth is often dealing with incentive misalignment. A profitable company that slowly loses relevance is experiencing diminishing returns and path dependence. These are not abstract ideas. They are lived realities inside organizations.
Over the years, I have noticed that many business problems are misdiagnosed. They are framed as leadership issues, motivation problems, or execution gaps. In practice, they are often economic problems. Margins erode because supply conditions change. Teams behave in unexpected ways because incentives reward the wrong outcomes. Growth stalls because the underlying unit economics never supported scale.
This site exists to explain such ideas simply and apply them seriously.
I use real business situations, startup ecosystems, and Indian market conditions as reference points. Instead of offering advice or prescriptions, I focus on clarity. Why does a decision make sense at one stage and fail at another? Why do some stable businesses quietly stop growing? Why do startups feel pressured to optimize for visibility rather than value?
Economics helps answer these questions not by predicting outcomes, but by improving how we interpret signals. It shifts attention from personalities to systems, from intentions to incentives, and from isolated events to patterns over time.
This blog is a place where I think in public about these patterns. It is written for founders, operators, and decision-makers who want to understand what is really happening inside their businesses and make better choices because of that understanding.
What I Write About
- Microeconomic ideas applied to real business situations
- Pricing, margins, demand, and cost structures
- Incentives, trade-offs, and unintended consequences
- Startup behavior, ecosystems, and signaling
- Decision-making under constraint and uncertainty
- Indian market context and business realities
Perspective
Economics does not provide certainty. It provides orientation.
When you understand the forces acting on a system, you stop reacting emotionally to outcomes and start adjusting intelligently. That shift alone can change how a business evolves, how risks are taken, and how long-term decisions are made.
That is the lens through which I write.