 called Wynard in Kerala. Both of them were from the family. They were doing college work at the age of 10. They did my school. The motivation factor was the government's midday meals scheme. 310 meals was a thrill during my childhood days. Breakfast was a luxury. I was a school rocker, a 6th standard. I became a school rocker. Did my engineering in computer science from a native area. Count us over. Mandiri salary of my dad failed. It was my unimpacted. Because much more than his life time was saving him. He cried seeing my first month salary. Because he had never seen that kind of money in his life time. Few of them see this in India, Europe, and Middle East. I said to come back to India with an objective of creating employment for rural kids. I'm an MBA from IAA back in 11,000 years. I did fresh food, a thousand crore fresh food brand. Serving the world's best breakfast in the Middle East. To a million Indians, every single day. What's cool about this will help you in your unwarranted. So here comes my three stories and three messages. I've got this circuit innovation, deep fried snack. It looks like a savoury, dead donut. Circular disc with a hole in the center. What I was best with Italy, because in South India, we have breakfast as Italy vada. Kids like vada. It's a great snack. But it's one of the most difficult snack to make anymore. What I started is simply from Indian forms, including my mom, it was vada. I have a consistency of the challenge. But me, in a story about making vada, we were able to solve it quickly. Provide vada batter to a homemaker. She still won't be able to make vada at home. It's a basic job. And vada batter is sticky, as we call it. But then they had no idea how to get the board in between. We will not eat vada without a board in between. We'll end up frying fingers rather than frying the vada. This is essentially what we want. We identified it. We then started working to solve it. We talked to industry experts, including engineers from IITs. They were going to ask the important ingredient for innovation called common sense. In the proper shape and proper size, just like expert made vadas, without touching the batter, with a proper hole in the middle. And that too, 100% natural, no chemicals, no preservatives, no artificial flowers. So today, everybody can vada. Now it takes just one minute for a homemaker to make vada at home. It was not a easy job. It took us three years to build it. We didn't lose the hope. Many in the team suggested dropping this project. But then we were confident to solve it. I'm sure you're all curious to know about this magical vada pack. Vada making is a science now. Not an art anymore. Let us see it in action. And we call it common sense. Because common sense is the most ingredient for innovation. My first message to you is look around. Identify such issues. And use common sense to solve it. Do not complicate. That's the best way to stay ahead of competition. My second message to you is about shortcuts and compromises in life. All of us have a tendency to take shortcuts in life. This story happened to me in summer of 2008. We had started ID. And we were doing a revenue of a crore business per year. I had quit a well-paid job. And I was drawing a very small salary from ID. Because ID could not afford to pay me more. We had huge expenses to purchase rice and dal and to pay salary for employees. It was a very tough situation to live in. This was just nine years ago. It was very tough to live in Bangalore with that kind of income, with family. We needed more capital to expand the business. We didn't have the fund. And we didn't want to take interest based loan because it was against my ethical principles. The only option was to sell more using available vehicles. So we started trying some new products. We started two snacks. One was called roast cookies. And another one was called diamond cuts. And diamond cuts had two flavors, chili and sweet. It was doing OK in the market. And we were still doing a crore revenue per year. And I was still doing similar salary. I was finding a difficult manage my expenses in Bangalore. One day I got a call from Taj Hotel. They wanted to buy thousands of cages of chili diamond cuts from us. I was so excited. My entire team was energized. It was like a dream come true for an entrepreneur at that stage. My biggest problem was to live in Bangalore with that kind of a salary. Taj's first order value was actually more than our six month sales. We were all set to fulfill this order. It was a profitable deal which could have helped me to take home a salary of a lakh per month and manage my expenses. We were seeing the light at the end of the tunnel. I was very curious to know about the usage of this thousands of cages of diamond cuts for Taj. And this is what he told me. We are unique. We wanted to serve something special to our consumers. We wanted to serve it as a bar snack. Bar snack? I was confused. Do I want to promote liquor business by any chance? Is it the right thing to do for me? Should I be building a product to be an assistant to a chef in a bar counter? Or should I be doing something to help mothers at home? We didn't want to be part of the liquor industry. Our ethics were not aligned with the liquor industry. It was not an easy situation. I came back. We debated. On one hand, I had a huge order which would fulfill my immediate issues, which would solve my immediate issues. On the other hand, I had my value system. Business was conflicting with my value system. So we debated. And finally, with a broken dream, I took my phone and called Taj Chef. I told him, sir, unfortunately, we will not be able to fulfill this order. He was surprised. He asked, you rejected such a decent order from Taj? I then apologized to him and told him, sir, unfortunately, we will not be able to fulfill this order. I felt crying. I felt like crying, not because I lost the order. I felt crying because the almighty God gave me the courage to take the toughest decision in the toughest time of my life. Looking back, it's one of the best decisions that we have taken. It helped us to focus on the most important part, which is building a fresh food brand targeting India's breakfast market. We didn't compromise on ethics. We avoided shortcuts. I'll be proud to narrate the story to my grandchildren one day. My dear friends, I know how easy it is for all of us to take shortcuts deep inside us. We want to reach somewhere faster, easier. In that journey, we end up making compromises. My sincere request to you is avoid shortcuts. Do not compromise. Let me tell you my last story. Next, three minutes. The story of trust. How many of you believe that a product comes in a packed form is healthy? It has no chemicals, no preservatives. How many of you believe my product, ID, is natural? That's a common issue. People won't believe it. Even though my products are 100% natural, people won't believe it. They don't trust. Even though I was telling all this story, they still won't trust. Because anything in the packed form is considered unhealthy by Indians. So we want to build trust with the customers. We tried many campaigns. It didn't work. So finally, we tried something different. What's the best way for someone to trust you? Trust them, so that they can trust you. Even in India, felt that we cannot trust people. And we did this campaign to break their barrier. We set up 40 unmanned shops in four cities. We kept all ID fresh products in those chillers, stores. It had no salesman, it had no security, it had no cameras, it had no technology, it had no vending machine. There was no one watching it except the Almighty God. Customers were expected to open the chiller, take the product, deposit money in the money box next to it, go home, and have dosa. Customers were surprised with the campaign. They couldn't believe it. It got us a great brand mileage. Our campaign video went viral. We were initially receiving monopoly currency from some stores. The same customers started paying us 500 rupee notes and later on, and compensated for the losses that we made during this process. Indians are trustworthy. This idea was rated as the best marketing idea last year. We were trying to build a brand which test our customers here, not just here. So when a plain solution doesn't work, think differently. Think simple ways to solve complicated problems. Trust others so that they can trust you. Let me summarize. Look around, identify burning issues, and use common sense to solve it. That is the best way to build a business and stay ahead of competition. Do not compromise, avoid shortcuts, and respect our Indian value system. Trust your customers. If you trust them, they will trust you. Take a leap of faith. It is such a coincidence that today, a young boy who started working as a cooly in a remote village of Kerala, and for whom having breakfast was a luxury, runs a campaign that serves, runs a company that serves world's best breakfast to million Indians every day. It happens in India, only in India. Jai Hind.