Rajkot, Gujarat, 1994. “Jyada paisa kamana hai to daam nahin business badao [if you want to earn more, then expand your business, don’t hike prices].” This priceless lesson from his father started haunting Bipin Hadvani. It was 1994. The second-generation entrepreneur, who migrated from Bhadra village to Rajkot city after completing his schooling in 1990, had co-founded a snacks business. “Jo khate ho wahi khilana [whatever you eat is what you must sell]” was another golden nugget from his father, which had been ingrained in Hadvani’s psyche. Four years later, he was itching to free himself from the joint venture and go solo.