Kent RO case- RO means Kent RO in India. How Mahesh Gupta earned this brand recall. Debt free company, never sold its shares, scales up the business on his own. Finding new problem in adoption curve and customer satisfaction is the key. Key learnings- Business is not done for profit but it is done for providing the value through innovation. You don't want to invest 10 rs on a toy but you want to invest 10000 rs on gold. So investment is not the problem of customer but return of value expected is burning problem. If you have 20 products then 4 products should be unique and cross sell in the name of these unique four. Cheap means useless trinket of bad quality.So costly product with value will rule the market. Kent Ro success factors- Use of technology provides value of pure water to its customers(100% guarantee of health). Kent ro price- 17000/- Competitors Ro average cost-10000/- Local Ro average price-6000/- Continuous use of techno...