On a cold Friday morning in 2003, as 63-year old KD Paul, founder-chairman of the ₹700-crore biscuit brand Bisk Farm, fidgeted around his Siliguri hotel room overlooking the hills, he got a call from the managing director of one India’s prime national biscuit company for a takeover offer. Struck by this bolt from the blue, Paul mulled over the proposed partnership, discussing the issue with his son-in-law Vijay Singh. It was Singh who convinced Paul to turn down the tempting offer. “He explained why it was a bad idea to dilute our brand identity by joining hands with a bigger player. It didn’t matter how big the potential partner was; it was more important for us to maintain our individuality,” says Paul.