Born in 1947, destiny placed Rasesh Desai at a vantage point to discern how India brewed its journey since independence. And in the course, the septuagenerian entrepreneur found a perfect blend in Wagh Bakri
Ahmedabad, July 1971. A fine drizzle began to veil the city early in the morning. However, by the time the young salesman reached for his first consumer visit on Monday, it was pouring heavily. Rasesh Desai knocked on the door. “Wagh Bakri se aaya hoon. Aapke paas 8 baje ka time tha [I have come from Wagh Bakri, and have an appointment for 8 am],” said the chemical engineer whose umbrella couldn’t take the beating of the downpour. The homemaker, who had complained about the quality of the tea she had bought a week back, was surprised at the punctuality of the salesman who was soaking wet. “Main chai le ke aaya hoon aur aapke saamne banaunga [I have got the tea and will make it in front of you],” said the 24-year-old who had joined the company in 1970 and had been religiously spending around 12 hours in the local market daily interacting with retailers, distributors and consumers.
(This story appears in the 26 August, 2022 issue of Forbes India. To visit our Archives, click here.)