 First thing I would say it is true. Building a brand online I would say is a little bit easier and faster because just think about it right. If you're selling to the only commerce platform like in RKsMe.com or if you're partnering with Amazon or Flipkart, you can probably reach millions of users at one go and you can reach everybody from Kashmir to Kanyakumari, from Northeast to Rajasthan, every place you can cover in a very short period of time. While if you have to build physical infrastructure it requires a lot more time and effort and investment. So building a brand online is definitely easier and faster and that's why we also leverage it and sometimes it can be even more cost efficient depending upon which product category it is. So building offline or physical infrastructure is definitely tougher. It was also tough for us. Now when I told this story I told you how successful offline journey was but I didn't tell you that in beginning we struggled for six months. It was a huge struggle because in fact first time when we started before that store it didn't work well and the reason why it didn't work well because we were trying to do what others were doing. So if you look at the traditional offline business for other brands, other smartphone brands, they go and sell through lakhs of shops across the country and they give out very huge margin. They spend a lot of money on advertising, they have promoters, they have multi-level distribution and we didn't have any of these things. So when we tried to copy them it didn't work well for us. So six months we struggled and then we said if we have to win an offline we have to be true to who we are. We have to cut down all the cost and we have to be super efficient. So we redefined we said we will build our own stores which are either Cocoa or Focoa stores but these will be only Xiaomi stores. They will be Xiaomi branded and there will be no level of distribution or maximum wall level of distribution between us and these stores and we will use technology so that the inventory required in the store is very less and the rotation is very fast and hence the ROA of the store is pretty high. I would say I'm still learning but I'll tell you why this is important. We are no longer in 1980s and 1990s right now when I was growing up. When I was growing up the only mode of communication was TV. The brands that I consumed when I was a child like my favorite software was Goldspot. You don't even find it now in India. But the reason I started buying it because I started consuming it I would see a TV ad then I would basically buy it and that was the way. That's how most of the FMC brands were built in India in 80s and 90s and 70s. And that was a one mode communication. Now with the advent of social media over the last 10 years or so I think it's an incredible platform because now it's a two-way communication. So you put out something on social media and you get instant feedback that it is good bad ugly right. I post at least once in a day on all my platforms and I do it myself by the way. I don't have a team doing it on my own because if I'm not doing it myself then I will never come to know what people are saying right. The whole purpose is defeated so I do it myself on Twitter as a platform because it allows you to make a lot of posts so I do it many many more times. On another platform I do at least one of few posts every single day and then I think three things that I would say one is that you have to be regular if you really want to be active like if you want to build your base on social media if you want people to engage with you right. One you have to be regular you can't basically do some one post a day like one post one day and then after like three months then one after six months and after like two days. So you have to be regular whatever frequency you decide whether it is once in a day once in a week once in like three days whatever frequency you decide you have to be regular and it requires a little bit of effort like every day I have to think about like what do I post and why should I post right. Second you have to think of why people are like engaging with you and so I try and post different kind of stuff of course majority of my stuff is about company a lot of stuff is about our team and how incredible our team is I try and post it of course once in a while I also post some posts and stuff or something like now there's no sometimes I am also amazed like how like I just don't know why something just goes super viral I'll give an example last week I posted about something which actually happened I had an important call just like this one so I usually don't wear a jacket right I'm always just in a t-shirt and jeans or like a Bermuda right and one day I had an important meeting so I decided to wear a jacket and I was at home so I was feeling lazy so I just voted over to my pajamas and my wife took a picture of me like doing an important call with jacket and a t-shirt and a pajamas below it and I just posted and it just went super viral like I got like I think few million views on that particular post and I would have never imagined it but it was just something personal something funny I thought of posting it so I mix and match I like majority of the stuff is of course about company what we are doing updates about our products about our business about our team and some personal stuff and the third thing I say is I make it a point to read comments and reactions of users so we opened three of those the biggest one is in Bengaluru in Indra Nagar and then we open two more one in Delhi in Cannot Place and one in Chennai now we had to take a little bit of pause because of Covid pandemic it's difficult right now but maybe once the situation improves in next six months or one year we might not we would be open to launching a lot more products in India and we would definitely love to showcase these products even the ones which have not been launched in India or to India Mee fans and that's a great way for us to also collect feedback because when Mee fans walk into these stores like they tell us hey why don't you bring a timebot scooter hey why don't you bring this cycle why don't you bring this I don't know like smart AC smart washing machine so we it's also a way a mechanism for us to take feedback from them and then decide what product to launch in future and which one not to launch we are a huge believer we ourselves are a startup right don't don't forget it's just a 10-year-old company right we're actually younger than many of the startups it's funny like it's actually true like if you've met a lot of startups they started 15 years ago 12 years ago 10 years ago we're also just in here okay so one of the most interesting thing that you'd be surprised with is the fact that I spoke about hundreds of products that we have physical products now only four or five of these products are end-to-end designed by shaman what are these products smartphones smarties laptops routers and now watches these are the products which are end-to-end design everything in house by shaman everything else is designed by one of our startups so we have investments in close to 400 companies 400 startups across the world in India we have investments in more than 10-15 startups and out of this there are about 280 companies that we call as ecosystem or IoT companies these are companies that we incubated or we found somebody very young and they design these products along with us for example as fitness band is designed by separate company and our shoes are designed by separate company a washing machine is designed by separate company but our product manager sit along with them and co-design and ensure that all these products work with one single iod platform which is the me home app so it's a very interesting model that we have like hundreds of companies working along within the xiaomi umbrella and if more number of startups want to work with us we would love to work with it six months down the line when we started japan one of the biggest thing that we observed was that majority of the traffic was not coming from desktop we only had a desktop site or a laptop site at that point of time but 60 percent of our traffic was come used to come from mobile phones and mobile phones those days were not like these kind of mobile phones like this big screen okay and 72 kind of smartphones you will be ashamed to call this my smartphone today my first smartphone was okay and 72 but today 60 percent of traffic in those days 10 years ago used to come from that small little device and that was even more surprising for me that we didn't have a mobile site or a mobile app and people were opening the big desktop site and on the small little screen and then buying from there and that's where probably somewhere in 2012-30 my fascination with this mobile device or this small little device called a smartphone increase so i went on a backpacking trip to china i spent about a month over there i met a bunch of founders xiaomi founders were one of those at that point of time i knew xiaomi founders through common friends for about a year but had never met them so i met them at that point of time but that was just to understand the mobile ecosystem in the world or in china it was just nothing to do with uh like running xiaomi's business in india and then i exited jubong sometime in 2014 and was wanted to do something in smartphone space and that's when xiaomi was wanted to start in the in the business my advice to anybody would be we should know if you are starting online it's of course easier if you're going offline if you're opening weekend order stores it's definitely tougher require more investment we should not try and do what others are doing it didn't work for us so it may or may not work for you also what others are doing depending upon your product category depending upon what you are trying to sell and how you are trying to sell try start small start with one or two stores perfect the business model and then expand further