For years, consulting giants like McKinsey, BCG, and Bain have shaped how companies solve problems. They charge huge fees, deliver polished reports, and promise transformation. But what if the entire model is outdated? What if real solutions don’t come from PowerPoints but from real life?

That is exactly what Amit Jha, Founder of MedLii, believes. His journey shows why he chose a different path.

“Consulting looks big from outside, but inside, it’s hollow.”

After spending 15 years in life sciences and pharmaceutical consulting, Amit realised something important. Most consultants don’t truly understand the ground reality. They depend on frameworks, Google searches, secondary research, and templated reports.

He recalls cases where consulting firms submitted ChatGPT-generated reports and still charged crores. He has seen consultants who never visited a hospital or pharmacy make major decisions for clients.

Clients pay lakhs, but the people creating the reports rarely understand the market they are analysing.

Amit wanted to change this.

The MedLii Approach: Real Insights Instead of Fancy Decks

MedLii began with one idea. Solve real business problems using real-world field intelligence.

Instead of following the traditional consulting method, MedLii used its own pharmaceutical distribution network across India as a research engine. They directly interacted with:

• Doctors

• Pharmacies

• Hospitals

• Traders

• Supply-chain partners

• Ground-level distributors

This gave them accurate, practical, real-time insights that no desk-based consultant could offer.

One of their early clients wanted to launch a drug in India with a limited budget. Instead of writing a theoretical report, Amit’s team used real field data, actual patient workflows, and true pricing behaviours to design the strategy.

The client was surprised. They had never seen this type of practical consulting before.

Why Amit Left the “Safe Path”

Amit realised the limitations of traditional corporate life. Growth was slow, job security was uncertain, and income depended on external factors like inflation and market instability.

He wanted something different:

• A business that created meaningful employment

• A place where people worked like owners, not employees

• A model where problem-solving came from experience, not templates

He invested nearly a million dollars of his own money to build MedLii. Bootstrapped. Independent. Vision-driven.

AI Becomes the New Consultant

One of the biggest shifts in MedLii is its use of artificial intelligence.

Amit says openly that AI has replaced a lot of consulting work. MedLii uses more than 50 internal AI tools and pays for IBM Watson technology to automate huge parts of the consulting workflow.

These AI tools handle:

• Data collection

• Predictive analytics

• Excel modelling

• Market sizing

• Content creation

• PowerPoint generation

• Basic research tasks

As a result, MedLii only needs three human consultants. They focus on strategy, interpretation, and decision-making, while AI handles all the repetitive work.

AI never gets tired. It works instantly. It costs less. And it performs tasks that used to take days.

For Amit, AI is not a threat. It is an advantage.

The Coming Shift in Work

Amit predicts that the next five years will redefine consulting and many service-based industries.

His expectations:

• MedLii will touch 10 million dollars in revenue

• AI will eliminate many service-sector jobs

• People who adapt to AI will grow rapidly

• People who resist will fall behind

• Entrepreneurship will become essential, not optional

He believes AI will not replace manufacturing or product-sector jobs, but it will disrupt white-collar service roles that depend on data handling and documentation.

MedLii’s Foundation: Solve Real Problems, Not Theoretical Ones

At its core, MedLii is built on a simple belief. If the problem is real, the solution must be real too.

Amit does not want to compete with the big consulting firms by copying their model. He wants to redefine consulting itself.

Instead of academic frameworks, MedLii uses experience, field intelligence, and human-first insights.

Instead of large teams, MedLii uses AI to unlock speed and efficiency.

Instead of theory, MedLii focuses on reality.

In a world full of polished reports and buzzwords, Amit built something grounded, practical, and refreshingly honest. And that might be the future of consulting.