Sidharth Singh had his eureka moment in 2014. Just like some of the founders of the biggest companies today, he was struck with the idea in college, working on a cup-branding project for an assignment. The idea seemed ingenious. For most of us Indians, our day doesn’t start without a hot cup of chai or coffee. Even a workday is incomplete without a trip to the nearby tapri and sipping away our misery. Chai and coffee are everywhere, so why not monetise the cups they are served in?