Brewing ideas. Building brands. Growing businesses.
Every big brand in this country started as somebody’s small one. We work on the part in between.
Seven questions we get asked. The strip stops while it has focus.
Most brands hire a consultant, an agency and a studio, then spend the year refereeing between them.
We are all three, run by people who operated before they advised.
What the seven lines do to one order
- Order value500
- Commission−150
- Discount funded−100
- Packaging−40
- Ads−30
And payout timing, which deducts nothing7–14 days
Method · illustrative round figures on one ₹500 order, not a client outcome and not an average. The only figures that matter are on your own statement. We read that one. This one is a restaurant; the same reading runs on a quick-commerce listing or a campaign.
There is no guarantee attached to that, and there will not be one. A guarantee turns a diagnosis into a bet.
180₹
is what reaches the kitchen.
Not one of those five deductions is wrong, and not one of them is fixed. Tiers move with volume, category and contract age. Ads bill by placement. Discount funding changes the true margin on every order it touched. And the gap between the order and the settlement is working capital you are lending, interest free, to a company larger than you. Nobody has ever sat down with the owner and gone through them.
What comes back from those five lines is what pays for the work. There is no new budget to find.
What we do
In the business
Advisory for restaurants and food businesses
Some of the best food in this country comes out of kitchens nobody has heard of yet. Before anyone talks about marketing, the economics have to work.
See the full scope →On the shelf
Quick commerce and e-commerce
Getting a product onto Blinkit, Zepto, Instamart or Amazon is the easy part. Staying visible, in stock and profitable is the work.
See the full scope → 03On the feed
Creators and campaigns
Attention in Kerala is cheap to buy and hard to hold. We build campaigns for the holding part.
See the full scope → 04Above the door
Brand and identity
Customers recognise a business by a colour, a shape, a turn of phrase. Nobody has ever counted which of those you own outright.
See the full scope →Different platforms, different rules, the same reading underneath.
Who we are
We came out of the marketplaces, not out of advertising.
Across this team and the people who advise it, there is close to a decade inside e-commerce and food delivery, most of it spent on the platform’s side of the table. We learned how visibility gets allocated, how ads price, and where margin quietly goes.
Seven lines decide whether a business on a platform makes money, and all seven are on the statement that arrives every week — written in a format built for reconciliation rather than for reading. Commission tiers move with volume, category and contract age, and nobody writes to say so. Platform ads bill by placement and outcome, so most menus end up bidding against their own best sellers. Discount funding changes the true margin on every order it touched, and it is the most commonly misread number on any statement.
We are now on your side of that table.
How we work
What you get, in order.
- 01A written scope before anything is made. You know what you’re getting and what it costs before work starts.
- 02Quality control against that scope, before it goes live rather than after you complain.
- 03A monthly report you can audit. Every link, every number, every date. Check all of it yourself.
- 04Clean paperwork from the first invoice. GST registered, proper documentation. If your procurement team looks at this a year from now, nothing will be missing.
You are not short of budget. You are short of a reading of the one you have.
Where we work
The platforms you sell on, handled in one place.
Marketplaces and platforms we work across on behalf of clients. Not partnerships, not endorsements, and not a client list — every mark belongs to its owner.
