Maker vs. Wrangler
In 2018, I decided I'd like to build the LeCroix of India. I was trying to formulate the right product, setting up a small factory because there were no beverage co-packers with a glass bottling line or canning line, brand building and figuring out distribution and sales. Everything was hard. At a certain point, I felt like I was trying to take courses across all four years of college in one go. In the end, all I managed after 8 months of false starts was to launch an unflavoured sparkling water bottled in PET (not glass), bottled by a co-packer I had found first month into my research (but had chosen not to pursue initially because they did not have a glass bottling line). And then I half-assed the business by getting busy with other things (which paid well or were more interesting), like design consulting projects or writing a book and eventually even taking up a job which I did for 3 years. Now, in 2025, I found a co-packer in Delhi, who can do everything for you. They can formulate, bottle, do low MOQs, all from one place. You just have to show up with a dream and they can DFY (done for you). It reminds me a little bit of my first company, we had to cobble together an e-commerce stack ourselves, whereas today you can get going with Shopify in minutes. What does it have to do with making vs wrangling? TK