Say hi to Suman Papad (AKA Poppadums). We get Suman Papad couriered from India. They come from a small town in India, not even a metro city. And of course there is no website. No Twitter stream. No Facebook page. And there has never been a flyer.

Can you get poppadums in Melbourne? Of course. Probably even at Coles.

But here is Suman Papad. Given out in ration form at our household.

Suman Papad is wafer thin. Extremely fine quality. And of course, famous.

But a long time before they got famous, they were probably a small venture, run from the kitchen out the back. The husband probably managed the cash flow and the sales while a friendly wife rolled them out in the desert heat and maintained the best quality standards with her sharp eagle eyes.

What Suman Papad has over so many businesses… is time.

They’ve been around long enough.

They’ve stayed true long enough.

And they probably worked a lean team with old school marketing efforts when they first started.

And now?

Well, their town might be getting smaller by the day as folk move to the cities.

Fewer and fewer people will know about them as the new day brings more choices.

And in our house? Well we compromise with other brands while we wait for a parcel from India.

Good enough is only good enough when you’re at the peak of the bell curve.

After that, it’s only downhill if you’re not ready to push against the curve.

Feature image by Kirsty Dow.