RoundSqr Defies Convention to Solve Complex Digital Problems

In a world of "me-too" IT services companies, standing out is the hardest problem to solve. For Kiran Kuchimanchi, a veteran of the software industry with over 20 years of experience, the answer lay not in fitting in, but in standing out—quite literally.

Inspired by Apple's iconic "Think Different" campaign, Kuchimanchi founded RoundSqr (Round Square) with a singular mission: to be the "round peg in the square hole." This philosophy isn't just branding; it's the operational DNA of a digital services firm that tackles problems others can't or won't touch, from computer vision in manufacturing to complex fintech integrations.

From a team of friends in Hyderabad to a global presence across the US, UK, and Australia, RoundSqr's journey is a masterclass in building a values-driven service business in a crowded market.

The Problem: The "Same-Same" Trap in IT Services

The global IT services market is massive, but it's also commoditized. Most firms offer the same menu: web development, maintenance, and basic staffing. For enterprises facing novel challenges—like how to digitally identify identical-looking HVAC units on a manufacturing line—standard vendors often fall short.

Kuchimanchi identified a gap for a partner that could handle the messy, undefined problems. "We looked for a name that would reflect that message... we wanted to be unlike other people, think differently, take a lot more risks, be bold enough to do something creative," he explains.

The challenge wasn't just technical; it was about mindset. Traditional service providers often shy away from uncertainty. RoundSqr leaned into it.

The Solution: A Three-Pronged Approach to Innovation

RoundSqr structured its offerings to address the full spectrum of client needs, from "I have no idea if this is possible" to "I need this built yesterday."

Real-World Impact: The HVAC Challenge

One of RoundSqr's defining projects involved a major HVAC manufacturer. The problem? Every unit coming off the line looked exactly the same, making tracking a nightmare. Standard barcodes or tags weren't enough.

RoundSqr deployed a computer vision solution—a branch of AI—to identify microscopic differences and unique markers on each unit. "We were able to use computer vision... to uniquely identify each and every HVAC that comes out of the manufacturing line," Kuchimanchi reveals. This solution is now being rolled out across multiple plants, turning a "consulting experiment" into a critical operational tool.

Implementation: Building a "People-First" Growth Engine

Scaling a service business is notoriously difficult. Unlike product companies that scale code, service companies must scale culture. Kuchimanchi's approach was counter-intuitive: hire the right people first, find the work second.

"If you find the right kind of person that will fit our company, we will go ahead and bring them on board even if we don't have immediate work for them," he states. This "bench strength" strategy allowed RoundSqr to say yes to complex projects immediately, rather than scrambling to hire after winning a contract.

The Profitability Paradox

While product startups often burn cash for years in search of a "J-curve" growth, RoundSqr focused on disciplined profitability from day one. "If you get the right people, get the right customer... I think it is profitable right from the inception itself," Kuchimanchi argues. By avoiding the "growth at all costs" trap, RoundSqr built a sustainable foundation that weathered global disruptions like COVID-19 without layoffs or panic.

The Human Element: Entrepreneurship as Parenting

For Kuchimanchi, entrepreneurship isn't just about P&L statements; it's deeply personal. He compares building a company to raising a child.

"Initial days you spend a lot of time with them, groom them, impart all the values... and then once they go off and become productive... you sit back and feel very proud about it," he reflects. This "parental" view extends to his team. Success is defined not just by revenue, but by seeing his people grow, take ownership, and eventually lead initiatives independently.

Managing the Highs and Lows

The journey hasn't been without its dark days. Starting just before the pandemic meant facing immense uncertainty. Travel bans froze sales, and clients pulled back. Yet, the "social aspect" of business kept him going.

"It is not just about making money... it's about the social aspect that drives you from having no energy to being able to go out of the way to solve that problem," he says. Knowing that 100+ families relied on the company provided the extra fuel needed during the toughest times.

Key Takeaways for Service Founders

RoundSqr's story is a reminder that in a digital world, the most valuable differentiator is often human. By daring to be the "round peg," Kuchimanchi and his team have carved out a square hole in the market that only they can fill.