Our Mission
We're on a mission to level the playing field by delivering the hard-to-access strategic rigour of the corporate world to startups and nonprofits, as they bring their brilliant missions, products, services and ideas to the world.
We equip small business owners and non-profit founders with battle-tested insights and expertise, empowering them to turn their passion into sustainable growth.
Our Founder
After 18 years in senior leadership roles across Marketing, Product Marketing, and Customer Experience, Chitra founded TheRightAction to help mission-driven nonprofits and purpose-driven small businesses grow with intention.
Prior to launching TheRightAction she was the Head of Marketing at FreshBooks (SaaS - Software as a Service), leading Product Marketing and Brand. Before that, she led Value Proposition and Customer Experience Strategy at Rogers & Telus (Telecommunications). She also worked with the top telecom companies in the US as a senior management consultant at Deloitte (Management Consulting).
Combining an engineering background with an MBA from the Indian School of Business, Chitra is known for turning complex challenges into clear, actionable roadmaps. Based in Toronto, she is a proud mother of two and believes that the right action, taken with intention, can transform your life and business in the right direction.
Chitra Unnikrishnan
Founder / DESIGN THINKER / PRODUCT MARKETER