We worked on the insight that the lottery business was strikingly similar to the alcohol business in India. A business of scale, distribution, targetting males, an uncertain regulatory environment, with different legislation in different states and seen as slightly murky by most Indians. While we searched in categories such as consumer products, automotive and lubricants, our focus was on the liquor industry, and it did not surprise anyone that the hired candidate came from the alcobev sector. What was more fascinating, and a delightful vindication of our strategy was his observation of the segmentation parallels: Country liquor was like “matka” (a form of gambling, very popular amongst lower income urban Indian males), paper lottery was similar to Indian made foreign liquor (IMFL) and online lottery could be compared to imported liquor, delivering a fourfold revenue growth in three years! A game changer, literally and otherwise!!