In this episode, Pritesh chats with Amitabh Suri, CEO of USPA India. Amitabh has spent 27 years building lasting retail brands in India. He helped grow Indian Terrain in the 2000s. He’s now building US Polo into one of the country's strongest department store brands. In this episode, Amitabh shares the frameworks behind building brands that last. He reveals the consumer triangulation method that drives product decisions, why "failing fast" is core to their innovation process, and how regional merchandising data shapes store strategy. Plus, learn why US Polo tests serious products offline first, the "brand blueprint filter" that prevents dilution, and why brand authenticity matters more than chasing trends. If you're building a retail brand or refining your product-market fit strategy, this conversation delivers tactical insights from 27 years in the business.

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