When Rituals Becomes System

Tradition doesn’t scale because it’s old.
It scales when it’s translated into systems modern markets can understand.

In our latest article, we analyze Ayurveda’s global success in beauty, how a deeply ritual-led system was converted into product logic, scientific language, and aesthetic clarity without losing credibility.

This shift didn’t happen because Ayurveda changed.
It happened because the context around it did.

We break down why global consumers moved away from “fast science” toward systems with history, how diaspora founders acted as cultural translators rather than marketers, and why rituals often fail at scale while products, packaging, and language succeed.

This isn’t a story about Ayurveda.
It’s a playbook for anyone building with heritage, wellness, or culture at the core.

Read the full piece on Strategy Disorder by Rare Ideas.

The Hardest Yes in Branding Is “No.”

Here’s a truth most founders don’t want to hear: brands rarely die from competition - they die from addition. A new category here, a shiny collaboration there, one more audience “we can totally serve”… until suddenly the brand feels like it’s trying to be everything to everyone.

The magic isn’t in adding more. It’s in protecting what already makes you unforgettable.

Great brands edit themselves. They treat discipline like a growth strategy. They say no to tempting “opportunities” that stretch their meaning, confuse their customers, and quietly drain their distinctiveness. Because the real risk isn't missing out, it’s becoming unrecognizable.

In our latest article, we break down why restraint is the most underrated skill in brand building, the real-world disasters caused by saying yes too quickly, and a simple framework every founder can use to avoid dilution and stay unmistakably clear.

Read the full piece on Strategy Disorder by Rare Ideas.

India didn’t fall in love with coffee because of beans. It fell in love with what cafés allowed everybody to be.

Our latest piece breaks down how coffee shops quietly rewired Indian behaviour, from CCD giving young people their first neutral space, to cafés evolving into micro-offices, to how brands like Blue Tokai, Subko and Boojee turned a ₹250 drink into culture, identity and aspiration.

This isn’t just a story about coffee. It’s about how environments shape habits, and how habits build markets, a lesson every founder can use, no matter what you’re building.

Read the full piece on Strategy Disorder by Rare Ideas.

P.S. If you missed it, we shared our latest work for Elephant & Co. on our website.
Worth a look > Read full case study here.

Across Asia, queues have become the strongest public signal of trust a restaurant can earn.

We broke down why lines have become the region’s most powerful marketing channel, and how brands like Bakehouse, Din Tai Fung, Ichiran, Tim Ho Wan and even Pomodoro (Mumbai) built rituals that outgrew their rooms.

Read the full piece on Strategy Disorder by Rare Ideas.

P.S. If you missed it, we shared our latest work for Elephant & Co. on our website.
Worth a look > Read full case study here.