In 2005, Dhesan Chetty experienced heartbreak when AC Milan, his beloved football club, lost the UEFA Champions League Final to Liverpool after leading 3-0 at halftime. However, for Chetty, the story didn’t end there. Two years later, Milan triumphed over Liverpool in a rematch, and their resilience resonated deeply with him. That victory represents Chetty’s approach to life and leadership: setbacks are not the end, but a step towards eventual success.
As Group CFO of the Beier Group, a Durban-based manufacturer, specialising in technical textiles, advanced wound care, and personal protective equipment, Chetty brings a similarly forward-thinking and resilient approach to his work. With over a decade of experience at Beier, his leadership blends innovation with strategic foresight, informed by his love of football, business strategy, and a passion for purpose-driven work.
‘My brother, who influenced me to support AC Milan, also cultivated my love for football,’ Chetty shares. ‘Football offers valuable leadership insights. I’ve read many books by football managers and coaches, and their strategies often apply in business as well.’
One of Chetty’s favourite leadership authors is Simon Sinek, whose book Start with Why helped him articulate the importance of purpose within his team. ‘That book is brilliant. It showed me that when people understand why they’re doing something, they do it better,’ he explains. Chetty has applied this philosophy at Beier Group, fostering a culture where innovation thrives.
Law of diffusion of innovation
Chetty relies heavily on Sinek’s interpretation of the ‘law of diffusion of innovation’ to drive change at Beier. ‘The theory explains how new ideas pass through stages of adoption, from innovators to laggards. People often focus on those who resist change, but early adopters are key to transforming niche ideas into mainstream success,’ he says.
His participation in the Senior Executive Program-Africa, curated by Harvard Business School and GIBS, further sharpened his skills, particularly in design thinking—a human-centred approach to innovation. ‘We need to challenge existing cognitive biases when it comes to new ideas,’ Chetty states. ‘Instead of thinking about why something won’t work, we should focus on a few positives, and that sets us on a path to innovation.’
While many CFOs focus primarily on costs, Chetty stands out for his strong business acumen and forward-looking perspective. ‘Analysing financial data is just one aspect of a modern CFO’s responsibilities. Today, CFOs need to be true business leaders,’ he explains. ‘With the rapid advancement of generative AI and digital finance, the accounting profession is undergoing a profound transformation.’
Chetty also warns that if accounting education fails to evolve, fewer young people will pursue the profession. Chetty emphasises the need to integrate lessons on strategy, technology, and AI into the SAICA and SAIPA training programmes to equip finance professionals with the skills to thrive in a future where their roles will extend far beyond traditional accounting. Generative AI, in particular, will revolutionise how financial data is analysed, decisions are made, and how accountants contribute to strategic business growth.
Adaptability
His own career path reflects this adaptability. After initially failing his SAICA board exams, Chetty joined Beier Group in 2011 and quickly rose from finance manager to Director and Group CFO. ‘Beier is a values-based, vision-led organisation, and that’s why people stay for decades. Our vision is to protect and improve the quality of life, not only through our products but also for our employees,’ he says proudly.
As a family-owned business now in its fourth generation, Beier has managed to avoid the common disruption that many such businesses face by the third generation. Chetty attributes this stability to the visionary leadership of Group CEO, now Executive Chairman, Wolfgang Beier, who has given him the freedom to explore every corner of the business. ‘We have many companies, each with its own culture and value chain. This variety keeps me both challenged and engaged. I’ve also taken on the responsibility of managing payroll, and it’s been a pivotal experience,’ Chetty shares. ‘It’s brought me closer to the HR team and the human side of the business, offering a deeper insight into our people who drive our success every day.’
Growing up with a large extended family in Shallcross, Chetty feels at home in Beier’s family-like environment. His leadership style focuses on mentoring a small number of direct reports, believing that empowering a few individuals has a broader impact than overseeing many people and diluting his influence. ‘I maintain regular interactions with senior management, which keeps me connected to the business,’ he adds.
Despite a busy schedule, Chetty remains deeply connected to his passions. In 2018, he travelled to Italy to watch AC Milan face Inter Milan in the Milan Derby, a dream he had long held. Unfortunately, the match was cancelled due to the death of a footballer. ‘I still plan to watch the Milan Derby someday. It’s a dream I intend to fulfil,’ says Chetty, who is also a devoted husband and father to a four-year-old daughter. The experience of becoming a father, coupled with the passing of his own father just months before the 2010 World Cup, profoundly shaped Chetty’s outlook on life. ‘It has given me a deeper sense of purpose and keeps me grounded,’ he reflects, underscoring how these personal milestones have strengthened his perspective on both his personal and professional life.
Dhesan Chetty’s journey, from overcoming personal setbacks to leading Beier Group into the future, is a testament to his belief in resilience, purpose, and innovation. His leadership is not just about managing finances; it’s about guiding people and ideas to new heights. In a rapidly changing world, Chetty is proof that the modern CFO must do much more than balance the books—they must inspire, innovate, and lead.
