Raghav runs a small chai tapri near Haridwar bus stand. No fancy name. No logo. People just call it

“Corner wali chai.”

He sells only two things:

• normal chai

• adrak wali chai

Same steel glasses.

Same taste.

Same timing—morning and evening.

A new tea shop opened nearby with posters, flavours, combos, offers. For some weeks, people tried it.

Then they came back.

Someone said:

“Uski chai yaad reh jaati hai.”

That was the brand.

Lesson (simple, usable):

If people can’t describe you in one sentence,

you are forgettable.

👉 Try this yourself:

Ask any customer:

“Main kis baat ke liye jaana jaata hoon?”

If they hesitate—simplify.

________________________________________

How this decodes the “Santa wisdom”

The most loved brands are not complex.

They are consistent, familiar, and emotionally clear.

Belief comes from repetition.

Love comes from reliability.

My honest view

Small businesses often think they need more.

Most need less—done well.

Simplicity is not lack of ambition.

It is clarity of purpose.