Tissot is not a watch, it is opulence. Mercedes is not a car, it is a class. Reebok is not footwear it is a panache. Every product mentioned here is much more than its nut and bolt existence. It is a huge nebulous cloud hovering on the top and swirling in a vortex over the skin of that product. A brand is an intangible iceberg that hides beneath the diminutive microcosm of its own tangible existence. A brand is a story, a message, a lesson, an anecdote, a legend and a meme with the potential to become immortal. A brand is the unspoken awe of the painted evening sky brought about by a red ball of fire going down under. A brand is a lifestyle that is palpable to the heart beyond the touch and feel of a product. A brand is an art beyond the craft. A brand is a perception that rings truer than a fact.

I have been asked by people, what is Mahatman? Is it a Yoga Institute? Is it a chain of organic products? Is it a new line of Merchandise?  Well! Left to their own devices people have groped at different parts of an elephant, and some have settled for a log, a fan, a rope, a dagger as their interpretation of what it is all about. Time to get the whole pachyderm aboard. Mahatman! Mahatman is a zeitgeist in itself. It is the proclamation of a revolutionary and groundbreaking thought process. Mahatman is the churning of old mountains for new truths. Mahatman is the compassion of the monk centrifuged with the hubris of the warrior. It is said Nature is red in tooth and claw, Mahatman is shaded more crimson. It is the claws and daggers of hard work. It is the scabbard and whetstone of the process of becoming, of actualization. Mahatman is belligerently youthful in its demeanour, it is the shovels and spades of extreme ownership and massive action.

Mahatman stands robust on the edifice of three pillars- Great Health, Great Wealth and Great Wisdom. A Mahatman is the tenacious rough-edged warrior in his sinews. A Mahatmans is the enterprising Turk who rules the roost and rides on the manifestation of affluence paving the path with opportunities. A Mahatman is the fountainhead of compassion blended with the insanity of a bohemian artist. A Mahatman is the body rooted in the substratum of the deep swamps of hard knocks while the spirit soars to engulf the sun of a thousand blazing dreams. A Mahatman burn burns on the inside with the urgency of a miracle. A Mahatman is running ad nauseum ad infinitum on the Mobius strip of becoming. A Mahatman is defined and shaped and sharpened to the last of the jagged edges by the friction of his or her becoming. A Mahatman is not the smooth topography of peace; A Mahatman is a border heavily serrated with the fjords of work-life integration. A  Mahatman is not the placid lake of enlightenment, it is the tossing ocean of actualization, tempestuous and volatile in its quest for betterment. Mahatman is the frenzied painting of the great Vincent Van Gogh, always trying to jump out of the rubric of mediocrity and complacency.

Mahatman is futuristic, it is the click and drag of tomorrow in the brick and mortar universe of today. It is the flaming baton of leviathan endeavours to be passed down from future to the present. Mahatman is the arsenal in the canons of drudged discontented existence, waiting to be blown to smithereens and resurrect with the throbbing vigour of cocoons exploding into an abundance of butterflies. Mahatman is the fabric of the pursuit of greatness and its limbs –health, wealth and wisdom are the trinkets and baubles of metamorphosis. Mahatman is the constantly whirring wheel of thorns needed to weed out the thorn of idolatry, sloth and irrational beliefs. If Mahatman is to be personified, it is the sum total of more than its parts- half-machine, all clinks and tinker, supercharged with the courage of one’s convictions and it is half-human, the compassion and equanimity of Buddha and Christ. Mahatman is IM at the start of the Probable and the LESS at the end of the Limit. If the Planet was to be moved with a lever, the lever is indefatigable hard work and the resolute unflinching, unyielding mindscape from where the lever is pulled is MAHATMAN.