There are entrepreneurs who start from scratch, and then there are those who inherit something far more valuable than capital: a legacy. Asgar Ali belongs to the second kind. As a fourth-generation entrepreneur, he grew up surrounded by trade, deep market relationships, and an understanding of commodities that most business schools simply cannot teach. What he chose to do with that inheritance, however, is entirely his own story. Roots That Run Deep His family has been in the staples and commodity business for over a hundred years. Think about that for a moment. Before India's independence, before modern retail, before the internet even existed, the family was already building trade networks, moving rice, pulses, and grains through markets that ran on trust and handshakes. When Asgar joined the business, he could have simply continued on the same path. He chose not to. He looked at the same markets, the same products, and the same customers, and saw something different. "I joined the business and could clearly see that e-commerce was going to grow in India. The way the Indian consumer looks at grocery and staples was going to change, and it was going to go the route of branded products, very much like FMCG." A Gap Nobody Else Was Filling It was 2016. The Indian startup ecosystem was buzzing with ambition, but inside the staples category, something was conspicuously missing. Despite staples being the single largest household spend category for the average Indian family, there was no national brand that …