Hey there, welcome to my space.
I am Aagam Vejani, truly glad you’re here. Whether you’ve stumbled upon this piece through curiosity or intention, let me assure you—this isn’t just another article. This space is my way of connecting real-life challenges with brand-building wisdom, drawn from the ground level of life itself. Especially in the FMCG world, branding doesn’t start in a boardroom—it starts in your kitchen, your local shop, your daily grind. So grab your chai, coffee, or coconut water—whatever fuels your soul—and walk with me through a journey where every small struggle holds the potential to become your next big opportunity.
The Tea Stall That Taught Me Branding
It was a humid afternoon in Gujarat when I stopped at a roadside tea stall. The tea wasn’t special, but the guy who ran it? Genius. He gave me tea in a clay cup branded with his WhatsApp QR code and said, “Bhai, agar pasand aaye toh share karna.” No big budget. No team. Just hustle.
That’s when it hit me—struggles like no shop, no budget, no exposure? They’re not barriers. They’re opportunities to innovate.
But here’s the twist—this isn’t just about chai.
It’s about noticing what makes you uncomfortable, and instead of complaining, converting that gap into value. Let’s take a deeper dive.
Struggles Are Gaps. Gaps Are Opportunities.
Have you ever stood in line at a government office, annoyed at the system? Or waited days for a plumber who never came? Or wished there was a product that actually solved your exact issue?
Those aren’t frustrations. They are business models waiting to happen.
You see, struggles reveal gaps in service, quality, availability, or experience. And a brand, at its core, fills a gap.
But how do you go from problem to product? Let’s flow naturally to the next key layer—observation.
The Power of Observing What Annoys You
Every major brand once began as a frustration.
Think of Paper Boat. A bunch of people missed the taste of their grandmother’s homemade drinks. That nostalgia? That craving? That was the struggle. Paper Boat solved it with packaging, purity, and emotions.
And that’s the point.
If something bothers you every day—maybe your packaged flour smells like plastic, maybe you’re tired of dry shampoo that leaves residue—chances are millions feel the same. Observation turns complaints into concepts.
But ideas alone aren’t enough. Execution is everything. So let’s keep walking.
Struggle Doesn’t Wait for Capital—It Demands Creativity
Most people say, “I don’t have money to start.” Boss, who told you the budget builds the brand?
Brands like Patanjali, Nirma, or even Amul didn’t start with investor decks—they started by solving local problems. Nirma was built by a man who wanted affordable detergent for his community. He made it at home and cycled to sell it.
When your pocket is empty, your mind becomes resourceful.
Use Canva instead of hiring a designer. Sell on WhatsApp before building an app. Start with one product, one solution. If your brand story is strong, your audience will follow.
That brings us to something very close to my heart—Made in India brands.
Made in India: A Story Worth Wearing on Your Chest
We often glorify Western brands, forgetting the grit of Indian entrepreneurs. Let’s take Bare Necessities, a zero-waste personal care brand. Started by a woman who was tired of the plastic mess in her daily life, she turned her lifestyle shift into a national movement.
And what about Chumbak? It began with two people selling quirky Indian-themed souvenirs from a small space in Bengaluru. Today, it’s a full lifestyle brand.
These stories weren’t born from comfort—they were born from discomfort.
Discomfort that was personal, that turned into passion. That passion became their brand.
Still think your daily frustration isn’t valid enough? Let’s continue.
The 9 to 5: The Biggest Brand Workshop You’re Ignoring
Every job teaches you something—teamwork, customer pain points, systems, loopholes.
If you’ve worked in a kirana store, you know what stock sells fastest. If you’ve done data entry, you know what makes digital processes slow. If you’ve delivered food, you know which areas are underserved.
So instead of quitting to “start a brand,” start noticing while working.
Build while you earn. That’s how real FMCG brands come up—on the floor, not on fantasy.
Let me take you even deeper—to the core of personal struggles.
Personal Pain = Universal Product
Are you a mother struggling to find healthy snacks for your kids? That’s a product.
Are you a diabetic missing sweets? That’s a product.
Are you in a city missing your hometown’s flavors? That’s a product.
The more personal the struggle, the more relatable the solution.
Don’t think big. Think real. Real problems lead to real products. Just like ID Fresh Food, which started because working couples didn’t have time to make dosa batter. Now it’s a global brand selling Indian breakfast solutions.
Which brings us to the power of emotion.
Emotion Builds Connection. Connection Builds Brands.
Have you ever cried while watching an ad? Felt a smile on your face after a product delivery? That’s not luck—that’s emotional branding.
Whether it’s Parle-G evoking childhood or Fevikwik’s funny one-second ads, emotion always wins.
So when you’re building your brand—don’t just offer a product. Offer a feeling.
And to do that, let’s talk about brand character.
Your Brand Should Act Like a Person
Think about your favorite person—they’re consistent, right? They have values.
Your brand should too.
Is your brand:
- Humble?
- Bold?
- Playful?
- Problem-solving?
Choose 2–3 traits and infuse them in your content, packaging, product, and service. Because a brand without personality is just a product with a name.
Now to close this loop…
Final Thought: Build From Where You Are
Boss, don’t wait for the “right time.”
Your brand lives in your pain, your pattern, your problem. That missed bus, broken bottle, late delivery, burnt roti—everything annoying is a branding class in disguise.
If you truly want to build, start from your daily life.
Because brand opportunities? They’re not in trends.
They’re in your timeline.
Thanks for being part of this space, and this article. If this sparked an idea in your heart—write it down.
That idea could be India’s next story.
Until next time,
Aagam Vejani
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