Bhubaneswar, Oct. 7 -- What if the best way to understand your customers is to meet them face-to-face? An Odisha man appears to be testing that idea in Bengaluru, where he has taken up Rapido riding after quitting his IT job to learn what people really want from a dairy brand he hopes to build back home.

His story was shared on LinkedIn by Varun Raj, who said he met Dinesh during a Monday morning Rapido ride. During their conversation, Dinesh asked Raj a simple question: what dairy products does he usually buy apart from milk?

That question soon revealed the bigger idea behind Dinesh's decision to become a bike rider.

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Dinesh comes...