How did the message across like because as you said mi phones were not known so what caught the attention of the people three things first was PR. So we had a launch event. We call all the journalists and it was a very small event and we do not expect a lot of people to turn up we invited around 70 80 people almost everybody turns out which was very surprising for us and everybody said great things about the product. So just from a PR fraternity all these bloggers YouTubers. Journalist just wrote great things about he gave them the forms. They play just give them forcibly down. Yeah, there was one second. We did not realize the power of social media. Even though the only 10,000 people Sher Roff was following us on Facebook, but they were a lot more people talking about us on social media. And that was a huge thing that we had. We never realize the importance to the time of first launch third was a community you already had a fan community in India and unofficial one. It was started by a person. His name is Rohit Ghalsasi. He was employee number 4 for actual media we hired him and he'd already started to fan community in India. Even before Xiaomi was officially launched and they were thousand thousands of people were part of that fan community and then we after we We started building official fan communities. We have a mi Community where we have 17 million people amuse come and talk about xiaomi over there online platform and we have physical fan clubs in all 25 cities today as we speak so mainly because of PR social media and fan community and it just became a big rage without spending any marketing. So by the second year, did you meet most of the numbers we were way ahead? Yeah second year. We made it public second. Year 2016 so 2015 was the first year. Year 2016 was second year in India here at 2016 way across a billion dollar revenue in India and we were profitable. So we promise to the board second year onwards will be profitable and you were indeed profitable within a second year of existence. Hopefully, startups listening here profitable that I think it's just a matter of expectation setting because of the board was very clear that you can't make profit you can't make losses from second year. onwards we will always mentally prepared to and I came from a very different background which was Jabong where we were making a lot more losses significantly higher amount of losses and we were spending a lot of money on marketing it for me at least jabong and xiaomi that we have traffic very opposite because both of the very fast-growing companies, but here it was zero marketing spend and huge focus on profitability from the beginning while over there. We've never focus on profitability because I believe none of our investor asked for it and we were spending a lot more money on marketing. I believe it's some sort of a case study because in three years we became the largest brand in the country. And for the first three years, we had literally spent zero marketing dollars. For the for today, we spend a little bit of money on marketing for a deal for a very different purpose. But for the first three years, we literally spent zero dollars. So we went from zero to a few billion-dollar from three hundred brand to number one brand from no one to number one without spending any marketing dollar. Waah. Okay. So this is the power of a really good product. Yeah, and then very smart social media and launch. Yes. Yeah, the beginning of this is product didn't come if you don't have a good product no matter how what you see on social media on launch event on PR it will not work and the market was right because there was e-commerce you could sell online true, right? So I'm just trying to think all the things that work for you, right and the people are ready to buy smartphones just right market was taking off. Yes, bunch of good factors also play this there but still this is outstanding execution anything else you did differently in India as you scale further. I know you guys launched stores and number of Brands. Yes, if we talk to us about some of those things the scale from 10-100 in terms of so execution three years. We became the largest and we were a dominant brand and on line segment, but we realize that online is still one third of the market, even though we only had grown from six percent five years ago to about one-third. Hm, but still two third of the market was offline. I found it very surprising that we have around 50 percent market share in online, which means that they do people who go online they buy a xiaomi product, but we'd almost zero percent less than one percent market share in offline how is it possible when remaining 2/3 people go to offline. Nobody wants to buy xiaomi product it didn't make sense logical sense to us. So we tried running offline in the beginning which was a big disaster for us. It failed. We failed a few times and then we rebooted our strategy for offline almost two years ago 2017. I remember at that point of time. We went to open our first store MI store. It is in Bangalore. It is in Phoenix Market City morning at that point of time many people including the mall manager said xiaomi can never succeed in offline. They said it's an online brand people will go online and buy the product but people will never come offline and we want the shop on the ground floor. But the manager refused to give us even though we were willing to pay the rent he refused to give us a shop on the ground floor. He gave us a shop on the low ground floor and that too not in the main corridor in one of the side perpendicular corridors and we didn't like it but beggars can't be choosers. So we debated for months and then he finally gave me said okay just go with whichever shop you're get it was a 600 square foot shop. The mall management told us even if you get a hundred people on the day of launch, it would be a great success and what we did we have a core set up PR launch event talking about mi home, but then there was a product that we launched called redmi phone and the first sale of product. We had we launched it on this tour even before one day before online and that day you won't believe it. The mall managers had said even if you get a hundred people, it would be a big success. We got 10,000 people walking in that 600 square foot shop. It's from more than 10 to 15 different states across India people coming from Uttar Pradesh from Madhya Pradesh from Gujarat from Orissa coming taking train travelling, 24 or 36 hours. There was a guy from Gujarat who came with a bag full of cash more than one lac rupee cash. Because he wanted to buy 20 phones and it was crazy. We did one day we limited ourselves to two phones a person and then one day we did a revenue of more than 5 crores from its 600 square feet shot. And that was probably the turning point for us to start believing that we can also been off line. Hmm. And after that the interesting thing is a lot of mall owners and managers called us and said, can you open up more we are willing to give you lower margin and a good spot, but that was insane that date. Well, Xiaomi was successful as offline in China as well. So their learnings. Okay this so yes or no. So xiaomi mi homes were successful. Okay. Now what happened in China was we were the largest brand again. We started online in China we started on mi.com and then started selling through other platforms like the v mall and jre mall and for the longest period of time, we were only one in India or even online journey was different because we started the Flipkart than Amazon and then mi.com so it was slightly different than China strategy same principle, but in China what happened was the market grew very fast and people have started moving to the third fourth fifth smartphone-like India where majority of the people are still buying the first or second smartphone and people move to a very high price point is equivalent to twenty-five thirty thousand rupee Indian rupees, which is very expensive, but India the average price point in China, Twenty-five thousand rupee Indian rupee currency and here in India 10,000. Okay. So around less than half of what China price point is. So people wanted to touch and feel phones because they were buying the fifth or sixth phone and are very higher product Yeah, so it's surprising the share of online in China grew for few years and then it reduce a little bit and then it stabilized. Hmm and when reduced and stabilized we were not ready for offline Journey. So we learnt from that mistake of China and we started building our business offline business in India much more aggressively than what we had done in China. So we started building this one store and we started building many more stores. Then you've worked on multiple formats. So today we have four or five different formats that we have the large company operates or so-called is mi home. Then gave mi store which are franchisee in your rules for call is mi stores. Then your partner multibrand so-called as mi preferred partners. So in two years, we've built about 6,000 stores. Out of which one third two thousand stores are exclusive stores are 4,000 a multibrand stones, but mainly xiaomi branded and xiaomi focused. We also got a Guinness world record last year by opening most number of stores exclusive stores simultaneously in the world for one with one day 29th of October one day between 12 noon and 12:05 guinness gave us only a five-minute window the open 525 stores across the country. Out of which around eight stores were disqualified because they were not in the exact five minute time frame. So I believe the official count was 517 of 518 something like that more than 500 and that is a Guinness record for opening most number of stores simultaneously across the world. Wow, so we now have 6,000 stores and with the fostering in offline stores. Most of these tend to get profitable within a given period of time. Yes. Yeah, because these are The most small size. So we ensure that like us even a partners are profitable. So we don't focus on building large flagship stores except for big cities like Delhi Mumbai Bangalore and few other metro cities and most of these stores I would say 99% of them would be profitable and they tend to turn profitable within few months depending upon how big will store. How much is a rental way. What is the location you could happen as soon as three months in worst case scenario may take take eight nine months to a year. But usually it happens between five six months or not it and the online offline split currently. So if you look at us, so I'll talk about two different parameters our market share within online offline. And then within ask how much is a split within online-offline so we continue to be the number one in online more than 40-50 percent market share. quarter quarter. It keeps repeating fourteen fifty percent. So one third of the market is online within that we have 40-50 percent market share. And two-third of the market is offline. They've used a zero percent market share. Now. we have more than 20 percent market share we are 23 percent. So the number one online number two offline both offline and online again number one and often with the fastest-growing brand within xiaomi portfolio two years ago. Now almost a hundred percent of business was only online zero percent offline last year. it was seventy thirty seventy percent online 30% offline end of this year. We're expecting it to be 50-50 internally 50 percent online 50% off line.