“Arey didi, kya banane ka socha?”
“Baingan ka bharta.”
“Phir yeh mat lo. Yeh litti-chokha wala texture nahi dega.
Isse dahi-wali koshimbir banao. Woh jam jayegi.”

“Bhendi chahiye.”
“Bhaaji ke liye nahi. Yeh sirf kurkuri bhendi ke kaam ki.

A vegetable vendor in Pune (aur kaha?). His rates? 30% higher than everyone else. Yet his stall is always crowded. Sold out in just 4 hours.

The Bhaaji wale kaka offered unsolicited, authoritative advice. He doesn’t sell vegetables; he sells the recipe. And people trust him for it. So much that he can charge a premium, without guilt.

Makes me think every time. What am I not selling? What am I really selling?