The Costa Coffee Calculation
Third week of the month. 65% of target achieved. My distributor calls and says, "No more billing. My ROI is worse than a bank FD." My team had already accepted defeat.
The 48-Hour Warehouse Siege
We'd decided to replace our super distributor in Rajasthan. One problem: he was holding ₹12 crores of our inventory. If he dumped it at distress prices, market pricing would collapse across the state.
The Birthday Cake Philosophy
Competitors offered better margins. Bigger schemes. More incentives. Yet when I needed that extra push during month-end, when I had supply crises, when rivals tried to poach my partners — they stayed.
