 just saw the recent new logo. I would love to know what is that whole cut about which is diagonally added. So I did see the visual eraser kind of cuts through the company but why just company why not Bombay. Everyone to ask this question that's the whole point right. So I myself am in order to psychology and I love visual branding psychology of brands. So that's a area I focus and I would love to know why you wanted to cut it through company why not sharing or why not There are 2-3 things I think one is it is big bold it's challenge or it's outlaws rebellious right people okay this might get into a little bit of a psychological discussion because you have but people who want to stand out have I say this in a very positive way have self-mutilating tendencies. Piercings and tattoos right they want to stand out they are outlaws they are rebels like I have tattoos it is it is a mutilating cutting the company is a self-mutilating thing to be a challenger and outlaw it shows how much we are willing to give up to actually be to stand out to be someone the consumer identifies with that's what this brand is about also Bombay shaving company in verbal conversations between our distributors our teams our offline teams our amazon relationship everywhere we don't call ourselves Bombay shaving company anymore it's Bombay shaving yeah I'm from Bombay shaving Shantanu my friend is from Bombay shaving Deepak is the co-founder of Bombay shaving right people don't say the whole way people like short form everything right so these 2 things but I think the brand identity is one that has just understood you will have a lot of consumers who may not also like it right so but that's fine