One evening in Madurai, a small café owner sat outside his shop watching people walk past. The aroma of fresh filter coffee filled the street, the signboard was bright, and the menu was genuinely good. Yet the tables inside were half empty. A few shops away, another café seemed constantly busy. Delivery bikes came and went. Customers kept walking in, phones in hand. The difference wasn’t the taste. It wasn’t pricing. It wasn’t even a location. The difference was something inv
