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This Indian Brand is ruling the Wine market of India? :Sula wines case study
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- Опубліковано 18 сер 2024
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Disclaimer: The views and opinions expressed in this video are those of the presenter and do not necessarily reflect the official policy or position of the alcohol brand mentioned. This video is not intended to be a form of marketing or endorsement for the alcohol brand or for the consumption of alcohol in general.
Alcohol is injurious to health and can cause serious health issues when consumed irresponsibly. We strongly advise against excessive or underage drinking.
VIDEO INTRODUCTION:
Sula Wines is one of the most incredible companies in the Indian business ecosystem and they have established such an insane dominance in the wine industry of India that while Fratelli Wines has a total land acreage of 240 Acres, Grover Zampa has 460 acres but Sula alone has an acreage of 2600 Acres!!! Which is more than its next 3 competitors combined!!
and what's even more mind-blowing is that, in spite of having 5-10 times more inventory, while Fratelli has an average inventory time of 595 days, Grover stands at 878 days, Sula has an average inventory time of just 465 days!!!
Which means inspite of Sula producing 5-10 times more volumne of wine, it is able push its products at a wayyy faster pace than their competition and Sula has been such a dominating player in India, that even the biggest winemakers in the world have not been successful in India!!!
As a result, Sula stands as the indisputable king in the Indian wine industry with a market share of 52%
So in this episode of the Underrated Indian Business Maharaja series, let’s try to understand,
How did Sula wines go from being a humble start up to becoming the King of the Indian wine market?
What were their business strategies that helped them get so far ahead of their competition ?
And, most importantly, as students of business what are the lessons and study materials to help you understand Sula and the wine industry of India better?
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#thinkschool #businesscasestudy #geopolitics Credits: CNN-News 18, WION, NBC News, Money control pro, Business standard, TV18,Business Today, ABC news, CNBC, ET now ,Bloomberg originals, Financial Times, DW documentary, AL Jazeera English, BBC news, Firstpost. Fair use - This video is for educational purposes only. All materials used in this video, including images, audio, and video clips, are the property of their respective owners and are used here under the doctrine of fair use. This video is intended to provide commentary, criticism, research, and education on the subject matter. We believe this constitutes a fair use of any such copyrighted material as provided for in Section 107 of the US Copyright Law.
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Disclaimer: The views and opinions expressed in this video are those of the presenter and do not necessarily reflect the official policy or position of the alcohol brand mentioned. This video is not intended to be a form of marketing or endorsement for the alcohol brand or for the consumption of alcohol in general.
Alcohol is injurious to health and can cause serious health issues when consumed irresponsibly. We strongly advise against excessive or underage drinking.
Sula is loss making company Indians arr buying bcz no alternative is here and soon it will file for bankruptcy
Didn't you say a few months back that Rupee is killing the dollar? What happened now?
@@user-jk6es3fb8i Now I can say Indian Wine in Rupee, killing the Western Wine in Dollar.
So STFU BoT, is not alcohol forbidden in your religion, Olaaaaaa Fuckkkkkk Uberrrrrrrr.
Propoganda
Sula, Bira, Amrut, John's etc has made a name for Indian alcohol abroad, true.. but Sula is yet to gain the kind of traction french, south African, Australian and other brands have.. I know this better cos I deal with Wine Logistics.. and the reason why sula isn't being overtaken by foreign brands is cos, their price.. .
I'm from nashik and i want to tell you that sula is not manufacturing and producing any wine nowadays in nashik itself. They are just importing the wine from various locations and just assembling in sula wineyards (nashik). Also now they are more focused in hospitality business. They just want tourists from different locations and that's it. My one of close friend works in sula wineyards and that's why I'm aware of this 😊
@@pinemania9994 absolutely! You can check a few comments of native nashikkar
Am not sure but I think they are not importing. They are making wines at different locations in Maharashtra and bringing them at Sula where they are packaging it.. I had visited Sula Wineyards where I slightly remember they said so.. I might be wrong.
You are right. Sula wines is more a resort than winery. As far as I knew, they were producing Reserve and Shiraz.
Indian wine is not the best. They have a long way to go.
@@Rkerkarhe said the same thing. Importing from within India from different places.
Nashik❤
1. Wine capital
2. Misal capital
3. Famous for Nashik Dhol
4. Kumbh mela
5. Defense and aerospace manufacturing hub (ozar)
6. Army base, Only School of Artillery of the Indian Army (Deolali)
7. India Security Press (the only security press of india)
8. Currency Note Press (one of the note press out of 4 note presses of india)
9. Central Jail - Nashik Road
10. Place where Lord Rama and his wife Sita lived during their exile from Ayodhya.
11. Birthplace of Lord Hanuman (Anjeneri, Nashik -> believed to be)
12. Probably one of the best climate city in MH
13. Religious City
14. Directly Connected and at the center to Major cities -> Nashik-Mumbai (200kms), Nashik-Pune (200kms), Nashik-Surat (200kms)
15. Birthplace of Father of Indian Cinema- Dadasaheb Phalke (Trimbak)
16. Birthplace of Veer Savarkar ( Bhagur, Near Nashik)
16. Source of Godavari River(Ugam Sthal) (Trimbak)
17. Only shiva temple without Nandi i.e the gatekeeper of Shiva (Kapaleshwar)
18. One of the 12 Jyotirlinga (Trimbak)
MH 15 here..
I will take it over from you bro..
12. Trimbakeshwar
13. Godavari Ugam sthal
14. Jyotirlinga
15. Vani
16. Kapaleshwar
17. Satupur and Ambad (combined 2nd largest MIDC in Asia)
18. Veer Savarkar birth place
19. Ananta Kanhare (Revolutionary)
20. Dada Saheb Phalke (Father or Indian Cinema)
21. Kusumagraj
22. Kanitkar
I can keep going on..
Nashikar🎉
@@amitnawale7395 Thanks man! have added couple of these in my comment
Pandulina caves?
Kalaram Sansthan Mandir
I visited Nashik in 2021, and stayed at the source. It was my first time visiting the city and i loved the place. It is clean, green, has rich history and misal is definitely to die for. For me personally the highlight was misal at sadhna. Even the whole vineyard experience paled in comparison 😅
Plz make a video on how our companies/startups can expand globally. Indian economy do not support premium/ hightech products due to poor gdp per capita so if any our company want to step into this they only have foreign market to grow. This will leads to significant GDP growth as well as helps to establish global dominance. Japan, korea and china did follow same model to grow.
This is something olot of companies struggle I guess a case study on this would definitely help us grow
Leave Japan or China see US how it uses visa and Mastercard to kill an economy see google how technologically advanced are they see Walmart and companies like Microsoft. These companies and us dollar are the primary weapons of Uncle Sam.
Ye sab baate batayi nhi jaati, nazar lag jaati hai..
Apart from the joke, in sab serious topic ke liye ye log paise charge karte hai..
@@aryankhanna4739😂
+1
I am from nashik and I have to say that sula has huge chunk in developing Nashik's economy❤
Also I has introduced new concept of Wine tourism is India
Has🌝
@@skhustler Sorry It was a spelling mistake I wanted to say they have introduced 🙏🏻
No jobs in nashik .. thanks to chagan bhujbal ..no new industry came to nashik ..all shifted to pune 😢..miss my homecity nashik
@@harsh2945 Yes but private players has grown massively in Modi's tenure in Nashik
@@OmDusane what private player ? .. its hard to find jobs in nashk.. i studied in maratha high school..now almost my entire class working outside the nashik..everyone has to shift to mumbai pune for better jobs ..even real estate of nashik is based on surrounding rich farmers .. once you grew to working age you will come to know the real situation .
Being from Nashik, I knew Sula was big but I had no idea it was this big. It's a real feat what they have done.
From the Wine Capital Itself.
As being native from past 24 years Sula is a symbol of tourism for our city which we are very proud of.
If you ever visit Nashik i would love to give you a beautiful tour of our mesmerizing hometown♥️
Sadhana misal is yuck but
@@Kathakathan11then try grape embassy
Shout out to M&M in nashik💯😂
@@Kathakathan11Can also try Krishna vijay
Okay..... I'm coming
My Dad used to work in Chateau Indage as wine maker from 2006 to 2009 and later he started working at Foster's India as brew master . I recall this incident of Chateau Indage which was really bad ,my father was lucky to switch into brewery at that time
Why?
A great study of the Sula Buisness. I would love to watch a study on the 2008 Market crisis and how it impacted economies all over the world.
Already there
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Again this man has made my day. Just by providing such a wonderful case study. I love the way you said experience based marketing is far more powerful than impression based marketing. biggest lesson i learnt is analysing government policies can help you to generate business ideas. Thank you and hope to see in communication master class course ( not enrolled yet but soon)❤
Please make a video on how do you do research and 360 degrees of such companies including financial, company policies and resources you use. This will help us to analyse the company before investing
I am from Nashik. Nowadays SULA does not make its own wine. It just outsources manufacturing its high selling brands from local wine makers and applies its labels.
A good summary of Sula's success story.
But...
The title and thumbnail for the video indicates that the brand is competing and winning against global wine brands, which isn't actually the case at all. The brand is achieving this only in the Indian market, and they can only do this on the back of highly favorable government policies that essentially exclude foreign competitors' products from the Indian market. There is no 'world domination' or 'global brand slaying' going on here.
Exactly! Shielding your local products from competition doesn't make it the best. Sula wines are overrated and overpriced.
@@kevinroark5815 In a way Sula is only successful because of Anti Capitalistic policies.
Exactly my thoughts... He should have labelled the video correctly!
But anyways... It's UA-cam...and clickbait title earn more views. ✌️
@@kevinroark5815 I agree. They have a few decent wines in their range, but no serious wine aficionado would choose a Sula bottle in a restaurant over a European, Californian or even some good southern hemisphere wine bottle (except maybe in India where the pricing would kill the competition).
@@AK-jt8gl The Indian climate is way too hot and is just not suitable for the cultivation of wine grapes. Sula wines literally add granulated sugar to their wines 🤣
on a flip side, founder is rich kid and able to influence government for favorable policies
not saying he did anything wrong but he had streamlined things very well to his vision and so he outstand everyone in Wine business
anyone visiting Nashik should visit Sula vineyard. It's not just Sula fest, other days also they give vineyard tour and tasting samples of 5 to 6 varieties at end of tour. Impressive thing is, they teach how to handle and drink wine, it's not like drinking any other alcohol :)
Well if it is creating jobs in India while contributing to our economy then it is a win win situation for now. Just it shouldn't become a monopoly.
I think one of the main reason of their success is as you called out they understood their customer base which is next generation and started Sula fest to attract them. That's a master stroke by Sula.
As always, great learning and loved your videos.
Nashik is a complete package!
Picturesque tourist spots, great local food, easy accessibility from Mumbai and Pune and to end with country's best Wine industry. The one who visited the city, knows well!
As a shareholder of Sula❤ it's really gives me good knowledge about their business model, history and many things. Thanks a lot 👍🏻.
0:57: 🍷 Sula Vineyards, India's largest winemaker, has established a dominant position in the Indian wine industry with a market share of 53%.
3:45: 💡 The wine business is difficult and time-consuming, but Sula became a market leader due to government policies and easier licensing and financing.
6:43: 🍷 Sula emerged as a market leader in the Indian wine industry by capitalizing on government policies, supporting farmers, and targeting the millennial audience.
10:02: 🍷 Sula Fest is a popular wine festival in India that has helped Sula become a leading brand in the country's wine industry.
13:28: 🍷 Sula Wines has become the undisputed king of the Indian wine industry by building strong barriers to entry, leveraging government policies, and creating a unique experience-based marketing strategy.
Recap by Tammy AI
Hi #ThinkSchool This Case study absolutely blew my mind. By the way I have a request to you. Please make a case study on Rajesh Exports Limited. It is a Gold production, refining, extracting, processing, retailing and export company which has even more turnover than Tanishq jwellers (of about 2 lakh crore+).
In Nashik similar kind of company called Sahyadri Farms which also grew like SULA. You can make case study vdo on it as well. These kind of companies have support from political party leaders who have their personal business interst
Yes, don’t know if farmers actually benefit from it
Their staff is non Marathi as well, the one in logistics, I wonder if Sahyadri is partly non Marathi
Staff will be mix everywhere
@@Kathakathan11yes they do, actually farmers get more benefits with direct contract with companies then selling them in the market.
never thought wine business case study would be this much interesting. kudos ganesh bhaiya❤
Quality, dedication, smart work, timing, luck and most important hard work has made SULA wine king in India.
Ganesh dada
Excellent.
फारच भारी आहे राव.
By the way I have invested in Sula in their recent IPO.
and had got successful allotment for one lot in two different names in our family
Enjoined the video , would love to have more company centric videos like this
Appreciate the work Sula done 👍🏻👏🏻
This is one of my favorite case studies you've made. It was very interesting and got alot to learn from it
What a brilliant insightful video. I must say, if your videos quality will remain like this, me being a research analyst will be out of business soon. Best of luck ahead!! Keep it up!! ✌️✌️
From Mh 15 here. Loved this video, if you ever make a case study on city, I am sure you will choose Nashik as your first choice.
❤️ Love from Nashik-The wine city 🥂
Most people try to underestimate Nashik . I hope now they have a little idea. Over past few year Nashik is developing at a rapid speed
It's a double edged sword, with more development comes overcrowding which is already very noticible on roads and traffic jams i hope our nashik stays a hidden gem
@@sayyedzarrar👍 👍
@@sayyedzarrarTraffic Jams on Gangapur Road from Juna Gangapur Naka to Vidya Vikas Circle has become a regular feature nowadays
Development is always bad news. It means more people will just migrate there and causing overcrowding. I would rather live in an underdeveloped place with sparse population. Mother Nature provides everything a person needs.
@@mohanbachhao9684That's because of the construction of the road.
Nicely summarized business case study on Sula vineyard. I had been to Sula vineyard back in 2012 when wine tourism, especially for hospitality, was relatively new. Personally, I found people of Nashik friendly and amicable. Beautiful place too. I would appreciate it, if you could make a video on a comparison study on award winning wines from India and how they fare with their counterparts around the world. Thank you.🍷🍷
0:51: 🍷 Sula Vineyards is India's largest winemaker, reporting a strong third quarter and leading the wine industry in the country.
3:45: 🍷 Growing wine grapes and starting a wine business is a complex and time-consuming process.
6:29: 🍷 Sula, a winemaker in India, became a market leader due to favorable government policies and its performance during the 2008 economic crisis.
9:43: 🍷 Sula Fest is a wine festival and resort that has become a popular destination among Millennials.
13:09: 🍷 Sula is the dominant player in the Indian wine market due to challenges faced by foreign companies in entering the market.
Recap by Tammy AI
I lived my childhood in Nashik with my family during a special day I used to get a Sula red wine and I still remember the first taste I had
Monopoly in any industry isn't a Encouraging factor. But Sula is reaping benefits of it's intelligent marketing like the "Sula Fest"
BTW Sula wines taste really awesome & it was the first wine I'd tasted
Wine market of india is too small
But if a non wine enthusiasts visits there, it’s boring. That’s why have to cancel plans as one fo the other person cribs
The Indian Railways is a monopoly and a fairly ecent one at that, although the Modi is fast tracking a lot of Congress conceived projects diligently to take total credit. It helps people travel throughout India (not very efficiently in terms of time) and transports goods across the country at a fraction of the cost of other means of goods transport.
Sula only has 52% of the market and it's not monopoly there are many players but their Market is small and medium
I am 14 years old. But does wine makes u high???
It is sad to hear that our youths are drawn into western life style and become addicted to alcohol. It also sad to see that companies like this make wine is something fashion and mandatory for in the lifestyle. I personally would prefer this companies never exist
The foreigners drink wine to keep their bodies warm. As we know, they live in snowy areas. I don't find any good reason why our people should consume alcohol. Especially, considering our climatic conditions.
Key takeaways
1) Sulas target market is young upper middleclass so they have pricing power.
2) overall beverages market is growing and wine is underpenetrated
3) most consumption is happening in india which means external factors do not affect the business much.
Great research bro it was in a simplified way understood about the industry
Rhododendron wine of sikkim is by far the best wine in India (far better than French wines). They are very low cost and extremely under rated. Please make a video on that. If it catch some entrepreneur eyes, there is a great opportunity for exporting to foreign countries , and can help our country's GDP
That’s spot on explanation Ganesh. I like the statement “Jaikant Shikre of Indian wine industry” 😂 12:34
While I understand this, I think Indians understanding of good quality wine is very limited. Also for other players to get into the wine market in India, they cannot compete because the pricing is very competitive and quality of wine is far more superior than Sula for it to be priced in that category. While yes they have a great market share, only when India starts to recognise the difference in quality of wine and the wine makers become more competitive in pricing is when Sula‘s real test can be compared. I personally find Fratelli to have a far more superior quality of wine than Sula.
Interviewer: why should we hire you?
Me: i watch Think school videos
Interviewer: congratulations, you are hired!
Good one
Now that's called marketing!! I just watched a 15:57 sec advertisement video .
Only thing that worries me about the company is the rising global warming and uncertainty of weather ..which is the most important thing in production of grapes ..
Or else i would have invested in it during ipo
Very good detailing and presentation. Sula has established itself as the strongest brand. It will continue to excel as it is quality conscious, has very good business strategy and customer touch....
So awesome to see an indigenous brand monopolize the Indian market. You go Sula!!
Thank You so much for making such diverse videos and making us aware about markets & business of India.
You Guys are killing it!!!!
I pray you guys go Really Really Big, & give us such diverse content.
I really Love that you don't only make videos that brings views but that which helps the viewers.
Bro acc to my knowledge, UK still doesn't have FTA with India and this is even the political issue in UK when Rishi sunak became P.M.
Can u pls elaborate more on the risky bets by the other Indian wine company in 2008? wondering if it could even happen to SULA in future?
during 1999-00 I used to go near the Sula farms on bicycle in Nashik because that area was very less crowded & lush green. and after watching this video I realized that it was started in 2000 only. Although I am a non-alcoholic drinker, I have respect for Sula brand. All the best.
Amazing & Informative video!!
Watching from Gujarat😂 i heard sola name for the first time😅
Sula is extraordinary, there is no wine which taste"s like it.
Another important point that Think School hasn’t mentioned for Sula Vineyard’s success is that Rajeev Samant’s friend & mentor Kerry Damskey helped him to set up Sula Vineyards. He is an eminent winemaker in California & Rajeev Samant invited him to invest & be the master winemaker of Sula Vineyards. He also introduced the French grape varieties in India. Without his knowledge & help Sula Vineyards wouldn’t have been this successful now.
I love Sula and have loved the different price ranges they serve. But I have not seen it in any of the stores I have been to in Canada, Spain, Italy or Netherlands. I'm not sure about the title of this video.
Okay, but isn't alcohol injurious to health. Should we celebrate Profits over negative social externalities?
It is not, when u grow up.
Try to see the business exposure do not always see the negative thing in everything
@@paragdas3228 A business should create positive impact on the society. 2.6L Indians die each year due to alcohol. Is it not negative?
@manishgandharv5152 try searching how many people die because of car/bus/train/any kind of transportation
How many people die because of air pollution?
How many people fie because of extreme heat?
I can write like this all day long.
When reliance started their low quality low price polyester business in Maharashtra. Bengal cutton cloth industry could not survive and Bengal went into a economic recession and lakhs of Bengali people died!!
So what??
@@manishgandharv5152 i am not a drinker but i am pretty sure its due to cheap alcohol
This channel is mind-blowing.... Astonishing reasearch & interesting topics .
Please make a video on how Rajasthan became no. 1 in milk production
Bhaiya Manipur hinsa ka detailed video bnayi ye ek
Starting this video with Pavithra is the best thing 😍
I never knew Sula is an Indian brand when I used to buy in the UK. Now will make sure will stick to Sula when I buy wine.
Thank you for such an insightful video. Almost all recent case studies have reference to the 2008 crisis. Could you please make a detailed video on that.
Sula wines🍷 The Wine King of the India The Building Sula wine business from local to Global More over Nashik is the wine captial of the India " SULA FEST " The Sula festival support his wine 🍷 business The market leader of wine industry in India The supply chain big with across retail throughout the world Think school 🏫 case studies Sula wines The Business strategy from Local to Global The research and analysis by Think school 🏫 Team 👏
Really great video, Sula is really a very big brand and one of the most important assets for Nashik.
#Nashik
I once has their wine two year back, after that I just knew this is going to be global
It highlights that political lobbying plays a crucial role in this regard, although many individuals tend to underestimate the importance of such strategies.
Being a nashikkar i didn't know sula is this big, thanks think school for showcasing business study of sula vineyards ❤
Nashik is heaven❤
You can get a 6 pack+ of beer for the price of 1 bottle of wine. Your analysis hasn't covered the growth of the domestic production of wine over the last 2 decades which makes it difficult to understand the consumer shift if any from other alcoholic drinks to wine. Climatic dependency is a huge weakness where firstly available region for vineyards is constrained and secondly the prevention of poaching of farmers by the competition is either going to be challenging or will increase costs significantly for Sula in the next decade. Last but not the least wine is more often than not paired with food like meat/fish which is grilled/poached/broiled unlike a curry dish which is common in India. The economics just do not work out in favour of "getting a high" drinking wine as against any other alcoholic beverage. Of course there are much more cheaper ways of getting high. Discussion is highly classified 😊.
Why suggest make video, else above channel will take away your idea 😅
Let's see if Sula wines stock gives a run up tomorrow!!! 😅😅
Please make video on Maharashtra current politics situation 🙂😙
While I agree in principle that Sula is the market leader in Indian wine market, that's primarily due to their distribution network, early-bird advantage and cheaper price point only. I don't think they are "killing" global brands because of their product.
I see
superb case study brother very useful
AMAZING VIDEO WITH GREAT INSIGHTS! THANK YOU!
dont get addicted young people and old people everything should have limits also bring new industries of tech and manufacturing.
Just love your content, Keep making and Keep growing!
A genuine question: Did Sula do any sort of lobbying against other wine makers like the capitalist monopolies in US frequently do to curb the competition?
You saw the entire video, right? The government lashed out an import duty on foreign brands, which means there's less competition for Sula.
I think SULA Wines should start planting Wineyards in Tamil Nadu , theni belt . The weather is just perfect 😊.
Bro you communication is great and it really delivers right message!! Keep it up 👍
I would rather buy united breweries.
4.2bn$ for Sula is not worth it because they haven’t been able to push the market share.
Only the top 2% of india consumes wine and it’s not for everyone but the problem is that no one premium customer drinks Sula wine they go for French imported wines which is 3 times the price of Sula.
Instead buy 6.8bn$ united breweries which taps the 60% alchohol consuming market in india and united breweries distributes the foreign beers.
sula market cap is about 0.5B$ only
Very well said and nice research, thanks for the info
Something going fishy with this company, the sales remained flat since 2018 till now, despite the claims of growth and expansion. The increase in profits is because of increase in operating margin, which will soon hit the ceiling (increase from 14% to 32% in last 5 years) and only increase in sales can ensure growth. For those looking to invest after IPO, I would suggest to wait and watch as things are not adding up
Loved the video very much.
Great content!
Please make a video with suggestions on the uniform civil code so that a large number of suggestions can have a positive impact on the draft.
I absolutely love your content!
Just like SULA McDowells also had its own marketing strategy they go to colleges and organize their events, and in Chh. Sambhajinagar they
organized an event and they called big Celebrities like Farhan Akhtar in a music concert
Excellent. Very informative video. Keep it up.
Very sad to see businesses that are built on making people hooked on something to feel good, it's a downward spiral for humanity.
"....small 20 acre farm....." wah ganesh bhai
A good, inspiring video after a long time.
To say the truth India is only changing in the riches and their business not in poor and their place.
Clear presentation 👏 love it❤
I think there should be disclaimer of "Alcohol is injurious to health" As many Teenagers also watch this video 🙏🙏
I am a teetotaler, but a Proud shareholder of sula vineyards
Sula is great wine to drink in nashik but if you are elsewhere chilling in your home better buy some other economical and local wines which tastes equally or even better
Great presentation
Experience based marketing is more powerful than impression based marketing
A very informative and interesting analysis of Sula's success story. A lot of important lessons on effective Marketing to be learnt. Rajeev Samant deserves credit without doubt. I would request you also consider a study of Airtel's success in the midst of severe competition. Maybe for another day. Thanks very much.
After a long time. That old business case study content❤
Your videos make my day🌻.
Feeling Blessed to have a such amazing creators on youtube.