The elation and pride in the starry eyed 17 year old knew no bounds. The arduous journey of 365 long days eventually turned out to be a fruitful one. The happiness of having scored 92% in class 12 was completely overwhelmed by the prospect of being the proud owner of my first ever phone. I had fulfilled my end of the pact by scoring above 90% in my class 12 board exams, and now it was my father’s turn to gift me my first phone. The stage was set; I had mentally rehearsed these scenarios innumerable times. I was eagerly waiting to flaunt my new ‘number’ to all my friends. The bright yellow hoarding right outside my college had caught my fancy for more than a month. I had inquired all minute details, required documents, available plans and added benefits multiple times from multiple representatives. ‘Idea’ cellular technology was the only player at that time that was providing free SIM cards for college going students. They allowed you to customise your phone number –you could choose! At the end of that day, I had my own phone and also had my ‘personal’ number. It is one of my fondest and cherished memories. My journey with ‘Idea’ which began in 2013 has been gleeful. It was my first and continues to be the ONLY number that I possess. It has truly been a reliable network that has stood by my side through various critical situations. One such instance was when I was travelling in a remote village in Karnataka, the results for my admission in NMIMS had been declared and I had to accept the offer within 48 hours. Time was off essence and I was completely unaware, my friends immediately reached out to me and I was jubilant. However, I was also apprehensive if I could access internet as it was an extremely remote area. Idea did not let me down as I had strong internet connectivity and completed all formalities within the deadline without any deterrents. The next phase was my personal interview; there were no second thoughts about my choice for formal business suit. Van Heusen has been my go to brand from my first business meeting. It understands the physique of Indian women and imbibes it in its comfortable yet formal clothing collection. Aditya Birla Group is an amalgamation of such profuse brands which have become an indispensable aspect of my life. These products and services are so imperative and ubiquitous; only upon reflection it becomes evident that various cardinal brands that have seeped into our lives and keep the cogs moving are also the cogs that run the magnificent colossal called ‘Aditya Birla Group’.