Secret Diary Of An Entrepreneur

"You Only Fail When You Give Up"

Secret Diary of Sanjeev Bikhchandani Part-1

Photograph by Vishal Koul

Personal information of Sanjeev BikhchandaniIt was all so futile. Standing in the sweltering heat in Madurai, holding two Horlicks labels in hand – the old red and blue one, and the new with the golden line in between. Which was better? Which sold more? That’s what I was asking shopkeepers…they, in turn, were amused that someone had come all the way from Delhi to ask this! The answer: the lower the price, the more it sells. I deserved that! An economics major from St. Stephens and an IIM graduate, I, with the sales guy, was asking these questions…it’s what the company wanted…