Meet this Bewakoof Chai Wala from UP

Nikhil Bhardwaj

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Tribune News Service

Ludhiana, May 1

Whenever anyone conceives an idea to start a new business, no matter how small or big, he/she always gives a serious thought before giving it a name. There is a belief that name should be such that it catches attention of customers and helps in running the venture smoothly.

Meet 33-year-old Ram Shankar, a native of Uttar Pardesh (UP), who has been earning his livelihood from a tea stall. Despite christening his tea vend ‘Bewakoof Chai Wala’, he has been attracting enough customers. His tea stall is located on the Gill road.

“Out of daily sale between Rs 1,500 to Rs 2,000 my profit stands at Rs 600 to Rs 800. I believe it is a handsome income for me,” said Shankar while talking to Ludhiana Tribune.

When asked why he chose such a name for his vend he said the city could have thousands of tea stalls at every nook or corner. But, when the people read a board highlighting the word ‘Bewakoof’ and that, too, with spiritual quotes in Bhojpuri, they come up looking curious and ask the reason behind writing such a word on the tea vend.

“Writing ‘Bewakoof’ is nothing less than a marketing strategy to attract customers. Whenever people ask reason for giving such a name, I tell them about my passion of doing things in my own way. I then also challenge such people to drink my tea for their feedback. They usually like my tea and become my permanent customers,” he said.

Shankar said he had been into this profession from the past few months. Earlier, he worked as daily-wage labourer, but he quit that job to do something of his own. Though small, he wanted to do it differently. Now, Shankar is earning well.

Asked if he’s married, he hastened to add while smiling, “Do I look like a moron (Bewakoof). I will not tie the nuptial knot yet.”