Every new food brand went to the apps. We went to the shops.
Most of our boxes sell across a shop counter, in neighbourhood stores and farsan shops. A lot of my job is watching those counters: what moves, what sits, and when the next carton should go out.
Start here
- Building Saras Che How the company works: the offline model, a real decision I got wrong, and the long conversation.
- The Fifty-Rupee Packet The best essay to start with. Four counters in Bangalore, one product I misread twice, and what shopkeepers know before you finish your sentence.