Urja and I were discussing why every single new …

Urja and I were discussing why every single new brand today insists on being “bespoke,” “luxury,” “highly curated,” or some other flavour of hyper-specialised narrative. Why can’t they just exist on their own?

It got us thinking: sometimes, positioning isn’t actually about market demand. It’s about the personal aspirations of the founder. The brand becomes a vehicle for where they want to sit in society , rather than a reflection of what the market genuinely needs.