India — For years, entrepreneurship carried the image of hustle: long hours, endless grind, and a glorified sacrifice of sleep and balance. Founders were expected to wear exhaustion like a badge of honor. But today, many leaders are asking a deeper question: Does success really have to come at the cost of well-being?
Across industries, a quiet shift is underway. Entrepreneurs are putting empathy, emotional intelligence, and people-first leadership at the center of how they build companies. The change is not just cultural — it’s practical. Studies show that leaders who focus on EQ build stronger teams, retain happier clients, and create organizations that last. In an age where AI and automation can replicate almost everything except human connection, EQ may well be the most valuable skill in business.
One entrepreneur leaning into this philosophy is Utsav Bhanja, founder and CEO of Incfrog®, an award-winning digital company that helps businesses build identities, tell stories, and scale online. For him, leadership is no longer about constant hustle — it’s about connection.
“Hustle gave many of us the push we needed in the beginning,” Bhanja says. “But it also left behind a trail of burnout. What really sustains a business is empathy. EQ isn’t just a nice-to-have — it’s a growth strategy.”
The Rise and Fall of Hustle Culture
The “hustle at all costs” mantra peaked in the late 2010s, fueled by social media posts celebrating 4 a.m. wake-ups and 100-hour workweeks. For some, it was motivating. For many others, it was unsustainable.
The pandemic changed the conversation. Entrepreneurs began rethinking what truly matters: balance, mental health, team well-being, and businesses built for the long run. Investors, too, noticed that healthier workplaces often perform better. Slowly but surely, the narrative began to shift — from hustle to heart.
Why EQ Matters More Than Ever
For Bhanja, this shift isn’t theory. It shows up in how Incfrog works. The company’s subscription-based design and marketing services, for example, are built not only for efficiency but to make clients’ lives easier and stress-free.
“When you stand in your client’s shoes, you think differently — whether you’re creating a social media campaign or designing a user interface for their next big idea,” he explains. “They don’t just want a vendor. They want a partner who understands their pressures, their dreams, and their story. That’s where EQ makes the difference.”
Research backs this up. A Deloitte study in 2024 found that companies led with empathy and inclusion outperformed peers by 25% in revenue growth. Stronger relationships, it turns out, drive loyalty — from both customers and employees.
Building Culture With Heart
At Incfrog, people-first leadership also means celebrating the team. After the pandemic, the company introduced “Appreciation Day,” a tradition where every team member is recognized for their contribution.
“When you make people feel valued, they give back with ownership and passion,” Bhanja says. “This isn’t just about awards. It’s about showing that each person matters to the company’s journey.”
The effect has been profound. Instead of a top-down hierarchy, the culture has grown into one where inclusion, recognition, and connection matter. For younger entrepreneurs, this shows how EQ-driven leadership translates into both growth and loyalty.
A Global Shift
This isn’t just an Indian phenomenon. From Silicon Valley to Europe, businesses are realizing that as AI takes over repetitive tasks, human skills like empathy, creativity, and relationship-building are what set leaders apart.
“AI can design a logo,” Bhanja points out, “but it can’t understand what that logo means to a founder who poured their heart and savings into their dream. That human understanding is what clients value most.”
This willingness to go beyond scripts and processes, he believes, is what keeps clients coming back and teams motivated to give their best.
The Future of Leadership
So, is hustle culture gone forever? Probably not. Hard work will always be part of building something meaningful. But what’s changing is the definition of success. It’s no longer about sleepless nights or endless hours. It’s about resilience, purpose, and creating organizations that last.
As Bhanja puts it: “The entrepreneurs we’ll remember tomorrow won’t be the ones who hustled the hardest, but the ones who led with heart.”
And if current trends are any sign, that tomorrow has already arrived.
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