How Sonali Debnath Is Building Thinq Chess to Develop Young Minds Through Strategic Thinking
📝InterviewsSonali Debnath, founder of Thinq Chess, shares how the academy is nurturing young talent through structured coaching, helping children develop focus, decision-making, and competitive chess skills while expanding its presence in India’s growing chess education ecosystem.
The global chess market is growing rapidly as parents increasingly recognize the game’s role in improving focus, strategic thinking, and cognitive development in children. The industry was valued at around $2.6 billion in 2024 and is projected to reach over $3.3 billion by 2030, with strong growth driven by online chess learning platforms and structured coaching programs. In India, home to the origins of chess, the rising number of young players and FIDE-rated tournaments is fueling demand for professional chess training.
At a time when International Women’s Day highlights the importance of women leadership and impact, Sonali Debnath, founder of Thinq Chess, is building an academy focused on nurturing young thinkers and future chess talent. In this conversation with StartupTalky, she shares her vision for creating a learning ecosystem that combines strategic thinking, discipline, and holistic child development through chess.
The Inspiration Behind Launching Thinq Chess
StartupTalky: What inspired you to start Thinq Chess?
Sonali Debnath: Thinq Chess started with a simple belief that “every child possesses immense potential, waiting to be unlocked." Chess is one of the oldest games which originated in India and is a game which helps children build focus, patience, and decision-making skills.
So we envisioned creating more than just a training centre, we aimed to build an academy where logical reasoning and emotional intelligence go hand in hand.
Building a Structured and High-Quality Chess Learning Experience
StartupTalky: How do you ensure that you deliver quality service?
Sonali Debnath: At Thinq Chess, quality coaching along with a conducive environment is our primary focus. We have developed a curriculum for various levels from foundation to advanced so there is uniformity in what is taught across centres or online.
We have invested in a Learning Management System that provides access to study plans, allows to assign assignments, hold assessments and track progress. Besides this, our coaches are oriented to the teaching pedagogy where they make chess interesting while making the children wear the thinking hat.
Our SOP’s have been set up so activities can flow through seamlessly and we have regular audits to ensure that the SOP’s are adhered to.
Creating Trust Through Student Progress and Holistic Development
StartupTalky: How does Thinq Chess build and maintain consumer trust in an environment where so many brands overpromise?
Sonali Debnath: At Thinq Chess our focus is on student’s progress. And progress is not necessarily in chess but in general. The primary focus is that every child who walks into our centres or coaches online with us should be better than what they were when they had joined us.
Besides learning the game itself, Chess teaches a lot of skills like patience & strategic thinking; it builds focus and concentration in children. As you’d probably know in chess there is no looking back, once a move is made, we need to be responsible for it, this teaches children to take decisions & be responsible for the outcomes. In a day & age where children have a sense of entitlement, we encourage active participation in tournaments and that teaches the children to accept failures much earlier in life.
We also identify potential talent, hone them for competitive chess & provide necessary support to enable students experience and explore their strengths.
Maintaining Coaching Standards and a Safe Learning Environment
StartupTalky: Walk us through sourcing process, what standards do you hold and how do you verify quality at each step?
Sonali Debnath: In our kind of industry, customer experience comes primarily from the learning experience & the infrastructure. So the coach selection and safe environment / infrastructure becomes primary.
Just being a good chess player is not enough. The coach has to understand child psychology to deliver quality teaching. In terms of our coaches selection, we have set up minimum requirements for each level. The coaches are also oriented before they start coaching to ensure that the in-class experience is engaging & enjoyable and children look forward to the next class.
In terms of infrastructure, our centres are aesthetically set up to so children get into the zone with a focussed mindset. Our centres are CCTV monitored, clean & hygienic and our admin staff ensure safety of the kids while in the centres.
Customer Feedback That Reinforces the Mission
StartupTalky: You have seen customers report visible improvements. What piece of feedback has meant the most to you personally, and how has customer response shaped the evolution of your offering?
Sonali Debnath: When parents refer us to others, that’s our biggest validation. We have parents who have come back and said, “My child is now excelling in studies”, “My child’s focus has improved”, “My child has got a good feedback from school” or “My child waits for the next class” act as positive reinforcements for us that we are in the right direction and making a difference in the lives of children. The best feedback came when a parent said “My child’s FIDE rating is now even better than mine”, we know we have made a difference.
Navigating Challenges as a Woman Founder in the Chess Education Space
StartupTalky: As a woman founder building a purpose-led chess brand, what has been the hardest part of the journey so far, and what has surprised you most positively?
Sonali Debnath: As woman founders, the toughest part is where we need to put that extra effort to convince either a parent or a coach or a vendor or just about anyone that we have to deal with.
Quite often people just brushed us aside, took us for granted or ignored a proposal for say a collaboration, but over a period of time, the very people who took us for granted came back to us.
The Future Growth Vision for Thinq Chess
StartupTalky: Where is Thinq Chess headed next, new centres, wider distribution, or deeper community building? What does the next chapter of growth look like for the brand?
Sonali Debnath: Now that our 2 centres are up & running, our next focus is to expand in the online coaching space. We would like to have more of our students participating in competitive tournaments & topping the boards or obtaining FIDE ratings. In terms of adding centres, we are looking to add more centres in the next 1 to 2 years both within Bangalore and outside.
Sakshi Jadhav