Last week, I was chatting with a friend over filter coffee at one of Madurai’s bustling street-side cafes. He runs a small boutique that makes handcrafted leather bags, and he was lamenting about how, despite having a beautiful store and an Instagram full of pictures, people just weren’t finding him online. Somewhere between the sip of coffee and the sweet bite of a vada, the thought struck me: sometimes we underestimate the quiet magic happening behind the scenes in the digi
