Sushil Thandani did not start from zero. He started from a 50-year legacy that he was uncomfortable carrying in its existing form. His father’s bakery, Shri Gandhi Bakery in Karelibaug, Vadodara, was established and steady. But Sushil never told his college friends about it. He was studying in the same area and felt the brand did not match his ambition.
He opened the session with a guided meditation: calm music, eyes closed, visualising success. Then he asked who wanted to earn unlimited money. Nearly every hand went up. His distinction was sharp: salary is for survival, wealth is for freedom. If the goal is financial independence and living life on your own terms, entrepreneurship is the path that creates wealth, not just income. That distinction between a salary mindset and a wealth mindset framed everything that followed.
After completing his studies, his father offered him the business. Sushil accepted with one condition: he would change the name and scale it far beyond a local bakery. His father was not convinced. Sushil then approached a consultant who gave him 40 questions to answer before providing any guidance. It took 3 months to answer them all. Two questions proved decisive:
- What is the highest-selling product? Answer: Puff.
- What branding approach: generic or product-based? Decision: Product-based.
The consultant suggested focusing entirely on puff as the main product. After trying many names, Sushil chose Mr. Puff: simple, memorable, and product-specific. That naming decision became the foundation of a national franchise. Today, Mr. Puff offers 12+ varieties and operates across 100+ cities. The motto: spreading health and happiness.
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The Fire That Built a Franchise
Around 2002, Sushil Thandani’s shop near Karelibaug was set on fire. He stood outside and watched everything burn. For most people, that would have been the end. For Sushil, it became the beginning. In that moment, while watching the fire, his cousin made a remark. Sushil’s response was a decision disguised as a joke: he would sell his car because he was going to buy a Mercedes.
He planned the next 5 years with clarity. The goal: 40+ outlets in Vadodara. He sold his car and invested every rupee into opening a new store. He focused on marketing, franchise development, and relentless consistency. Within 2 years, he had more than 20 outlets in Vadodara. Later, he fulfilled the promise and bought the Mercedes. He even drove it to show his cousin.
His takeaway was not about cars. It was about mindset. Sometimes things that seem catastrophic in the present turn out to be the catalyst for everything that follows. The fire forced a scale of ambition that comfort would never have demanded.
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Scaling, Branding, and Why a Pepsi Costs ₹150 at an Airport
Sushil explained value positioning through a vivid example. A Pepsi bottle costs ₹10 in a small shop, ₹25 in a supermarket, and ₹150+ at an airport. The product is identical. The value depends entirely on where it is positioned. The same principle applies to careers and businesses: positioning determines perceived value.
On scaling, he noted that not many franchisees showed interest initially. But he continued working the long-term plan: observation, identifying the right product gap (no strong national brand specifically for puffs), and improving quality and variety. His growth framework:
- Direction before speed: choosing the right path matters more than moving fast in the wrong one
- Consistency over talent: a consistent person outperforms a talented but inconsistent one over time
- Focus like a horse with blinders: do not get distracted by alternative options once direction is set
- Exit and long-term planning: always think about where the business ends, then work backward
- The 5-5-5 Rule for decisions: think about impact in 5 minutes, 5 hours, and 5 days before acting
On team management, he acknowledged the challenges directly: coordinating people, maintaining motivation, financial management through profit and loss cycles, and maintaining hygiene standards in food businesses. His three core values (quality, honesty, purity) are not slogans. Quality means not replacing cashews with cheaper ingredients to save money. Honesty means handling problems sincerely between team members. Purity means clean raw materials and clean intentions.
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FAQ: Mr. Puff and Sushil Thandani
How did Mr. Puff start?
Sushil Thandani, third generation of the family, took over his father's 50-year Shri Gandhi Bakery in Karelibaug, Vadodara. He rebranded it as Mr. Puff based on consultant guidance: puff was the highest-selling product and product-based branding was chosen over generic. Today Mr. Puff operates in 100+ cities with 12+ varieties.
What is the 5-5-5 Rule?
A decision-making framework shared by Sushil Thandani at Parul University: before making any decision, think about its impact in 5 minutes, 5 hours, and 5 days. This helps make balanced, thoughtful choices rather than reactive ones.
What were Sushil Thandani's rapid fire answers?
Business: Passion over Dream. Classic veg puff over brownie. University over Market. Failure over Mediocrity. High IQ over High Grades. These answers reflect his core philosophy: passion drives sustained effort, failure teaches more than playing it safe, and intelligence matters more than grades on paper.
