Chennai to Thanjavur – Tamil Nadu Road Trip

26 Dec 2017 / 27 Dec 2017

The second leg of our Tamil Nadu road trip was our journey from Chennai to Thanjavuru.  (The first leg was Bengaluru to Chennai). We had never traveled on this route and I ended up spending a good amount of time trying to figure out the best route to take.  Finally we decided to take the scenic East Coast Road over the one Google recommended as being the fastest.  In retrospect, this choice of scenery over speed worked out very well for us.  The total distance was 332 KM and we took 8 hours and 1 minute to travel including several breaks we took along the scenic route.

We left Avadi (in the outskirts of Chennai) and took the Outer Ring Road and joined the East Coast Road at Kovalam.  We paid toll near Kovalam and the the entire stretch from there was along the beach and was awesome to drive as well as watch the scenery.  We were planning to break for breakfast somewhere near Mahabalipuram and luckily found a beach resort called Golden Sun Beach Resort.  We parked at 9:17 AM and were told by the resort guys that breakfast will be served from 9:30.  Never the one to lose a good opportunity, we headed out to the private beach and had fun there.  Our little one who is 3 years old  had never been to a beach and was very excited to get her feet in the water.

We ended up spending about 1.5 hours at this resort and had a decent breakfast.  We left the place and drove towards Pondicherry, our next transit point.

The road from Mahabalipuram to Pondicherry was very scenic and with little traffic.  The drive was great.

Soon, we were in Pondicherry and couldn’t resist getting out and onto Auroville Beach.  An hour later, we were back on the road till we found ourselves hungry and were looking for a place to have our Lunch.  Luckily, we found Hotel Aryas which was a small restaurant.  I chatted up with the owner in broken Tamil who wanted to move my car as it was positioned right on top of the water refill tank on the ground 🙂 We had good hygienic food and used the clean washrooms before heading out to Thanjavur.  This was a stretch where I knew my co-passengers would doze off and I made the most of it.  A long non-stop drive to Thanjavur.  On the way, we crossed Kollidam river but it did not have much water.  Finally, we were at our Thanjavur hotel at 5 PM.

All of us took a quick shower  and headed off in an auto rickshaw to see the historic Brihadeeswara temple dedicated to Lord Shiva.  This is a 1000+ year old temple built by Rajaraja Chola 1.  The dome at the top itself weights 80 tonnes.  We were quite amazed to see the unparalleled Chola architecture and would come back next morning for better pics as it was already past sunset when we visited the temple.


No doubt this is a UNESCO heritage site.

The area around the temple with barricades to control the flow of traffic.

From Thanjavur, we would make our way to another historic place – Rameswaram – but that’s topic for another blog post 🙂


I am no stranger to road trips!

I am no stranger to road trips!

We used to love driving out of London to Brighton, Birmingham etc between 2007 and 2010.  The mother of all our road trips in UK, however, was the one shown below where we were pretty much on the road every day for 10 full days.

UK+Ireland Road Trip

We were packing up from UK and there wouldn’t be another opportunity like this.  We shipped all our stuff, hired a car and spent 10 days on the road starting from London going North to Lake District, onwards to Scotland and then we took our car across the ocean in a ferry into Northern Ireland and then onto Ireland; and then all the way back to London before getting on a flight to India.  It was awesome!  Google Maps was still not very popular then.  I used a Garmin Nuvi in this trip

Garmin Nuvi

Here are some pics from this trip, feels like yesterday!!


Mumbai – Bengaluru

While we were living in Mumbai, we did a few road trips from Mumbai but none more than a few hours.  The next real road trip was was a one way trip when we were relocating from Mumbai.  We just decided to drive down from Mumbai to Bengaluru in 2012.  It worked out cheaper than shipping the car and we had more fun as well.  The roads were patchy at places but overall, we couldn’t complain.  This was a  2-day trip with an overnight stop in Hassan.


Bengaluru – Hyderabad – Rajahmundry – Hyderabad – Bengaluru

Our next road trip was in December 2016 when we decided to hit to road to my in-laws place in Rajahmundry via Hyderabad.  The roads were mostly good; except for major works happening in the outskirts of Vijayawada (new capital coming up nearby).

This seems to be now becoming an annual ritual.  We did a Tamil Nadu road trip in Dec 2017 but more about that later.


Full Marathon?

Legend has it that in the year 490 BC, an Athenian soldier named Pheidippides ran from the town of Marathon, Greece to Athens, a distance of about 42 kilometers, to announce that the Greeks have been victorious over the invading Persians. Pheidippides ran non-stop the whole way that when he arrived in Athens to pronounce the great news, he only managed to exclaim “Victory!” before collapsing to his death.

Fast-forward to 1896 and the marathon became one of the first Olympic sports in the very first running of the Olympics. At that time, the race was only pegged at 40 kilometers, and only 17 runners lined up at the starting line to compete in the first ever Olympic marathon. Out of those 17 valiant competitors, only 8 runners crossed the finish line. The winning time was just a hair under 3 hours by a guy named Spyridon Louis who wore leather shoes donated by his fellow villagers.

Fast-forward again another 121 years. Legend has it that Ram Bhamidi will attempt to run 42.195 KM in October 2017. All he wants is for you to pray that he does not collapse like Pheidippides did!

Growth of 20/Twenty Social Intelligence Platform

Under the Hood

We have often been asked about the challenges we faced in scaling up our technology stack to manage big data. I have attempted to address this in this post which is the first of a series of blog posts on this and similar topics.

20/Twenty was created ground-up as the most intuitive and easy to use cloud based (SaaS) Social Intelligence platform in the world.  Based on our deep understanding of what marketers needed and the awesome designs we created, we signed up our first client even before the product was officially launched. The pressure to quickly deliver the first version of the product was intense

From an engineering point of view, there’s a huge amount of data that we pull (Think Big Data!), process, augment and then visualize in the platform all on a near real-time basis. Imagine someone tweeting and it appears on our platform within a few seconds along with augmented information including Gender, Sentiment, Engagement, Spam score etc.

The evolution of 20/Twenty has already seen a few stages of growth. The graph below shows how 20/Twenty data has grown over the last 2 years since our product launch. This is a really cool growth for a startup like Circus Social both from a business perspective as well as from an engineering standpoint. We used several tricks from the books and a few practical hacks to ensure our ability to fetch, process, augment and visualize high volumes of data continued to become better, though this journey was not without pain!


Stage 1

We created over 200 custom marketing applications in our previous Avatar at Circus Social working with some of the biggest brands in the world. We used the same open source technologies (PHP / MySQL) to create the first version of 20/Twenty. This worked well and as our data grew in the first few months, we continued to grow vertically by adding more capacity (CPU/RAM).

Most of the queries from the application were read queries whereas a bulk of “write operations” were being performed by our data crawlers. We therefore created an efficient master-slave architecture where the application would read from the slaves and the crawler scripts would write into the master. This worked well in general but the exponential increase in the volume of data meant that certain queries were running extremely slow and impacting the user experience.

Stage 2

Since our data volume was growing exponentially and the relational aspects of the database were not the core of our application, we realized that sooner or later, we would have to move to a NoSQL database. However, the performance issues that were cropping up had to be sorted quickly and without a downtime. We quickly realized that we needed a dedicated search engine and MySQL was not good enough for this purpose.

We explored several options and Elasticsearch came to our rescue here. Elasticsearch is a distributed, RESTful search and analytics engine that centrally stores your data in a manner which can be retrieved / read really fast by your applications. Our awesome tech team deployed this in a matter of days. The improvement in performance was remarkable. The plan worked and we cheered!

Stage 3

Word spread in Singapore and Asia about how good our platform was (and our sales team did a good job too!) and we continued to sign up new clients. The volume of data continued to grow for existing clients as well as new clients. The tech stack of MySQL and ElasticSearch did not let us down but we wanted to create an architecture that would scale infinitely, if there’s a thing like that.

In Stage 3, we moved the core of our database from MySQL to Cassandra (Elasticsearch was now interacting with Cassandra) and the backend code from PHP to Node.js. We also migrated most of our front end code to Angular.js for better performance. This was a major architectural change on a live application being used by several clients so we created a parallel production like environment and ran it parallelly for several weeks to ensure everything was working as desired before switching over.

While we did the above, we continued to work on cool new features on the product and opened up our data API’s to a few clients who wanted a deeper integration with their own applications. Other tools we used during this and other stages were Postman, Github and JIRA.

As we scale further from here, we will probably have newer and more exciting technology challenges and we will keep posting about them. If you are excited to work on some of these, do connect with me on LinkedIn.

This article first appeared on the Circus Social Blog here

2016 – The “Running” year!

After 3 years of half-hearted and unsuccessful attempts (2013, 2014, 2015) at making a habit out of running, I can now claim that 2016 was indeed a breakout year. I think there were 3 main reasons for this.

1. My wife ran Pinkathon in January 2016 (her first official run) and this was a great motivation for me to make another serious attempt at running.

2. I suffered from typhoid in late February / early March 2016 and this was devastating on my limbs. I resolved to take control of my body.

3. I joined a running group ( Soles of Bangalore ) after my first official run in May 2016. The support system of a running group helped enormously in staying motivated. I started looking forward to the Sunday morning runs whenever I was in town even if it meant waking up at 5 AM or earlier, something I loathed before!

Finally, the pic is from the finish line of my first ever Half Marathon, a feat unimaginable at the beginning of 2016.



FirstCry Acquires BabyOye from Mahindra Retail!

The recent stock filings by Mahindra Retail confirm that it has “sold” its BabyOye business to With this acquisition, seems to be the only original baby products business in India to survive and even thrive.

Here is a chronology of events in this industry

  • 2009: is founded
  • 2010: is founded. is founded
  • 2011: is founded.
  • Apr 2013 : acquires Hoopos name is eventually dropped
  • Sep 2013: shuts down.
  • Feb 2015 Mahindra Acquires BabyOye and drops its own brand Mom&Me. Expands retail stores to 120 stores
  • Jan 2016: Ratan Tata invests in FirstCry.
  • Oct 2016: Firstcry acquires BabyOye from Mahindra in an all-stock deal. Mahindra also invests an additional amount in FirstCry.

With this acquisition, is arguably the largest online and offline (300 stores) baby products company in India. It is a great story of a vertical e-commerce business that grew to become a successful omni-channel business. This is also a defining moment in the Indian ecommerce industry!

This article also appeared here

Debut Half Marathon

Behind that smile lies the satisfaction of completing my debut Half Marathon and the pain endured in running 21.1 KM.

I have come a long way from my Typhoid days in March 2016 when I was barely able to walk and resolving to take control of my body to completing my first HM today in a fabulous timing of 02:16:45 (#awesomedebut) with two 10K runs in between.

Here’s to many more such smiles!

Transparency in Digital Advertising – Where Art Thou?

In the last week or so, there were two news items that caught my eye, both related to digital advertising.

1. Facebook overestimated video metrics for two years, report says

Big ad buyers and marketers are upset with Facebook Inc. after learning the tech giant vastly overestimated average viewing time for video ads on its platform for two years, according to people familiar with the situation.

If you had allocated media spends to video ads on Facebook, chances are that you overestimated the impact those ads had and may have even put in more money on that basis.

2. Dentsu Apologizes After Overcharging Companies for Internet Ads

Advertising giant Dentsu Inc. on Friday said it overcharged at least 111 companies for internet ads. The company said it was still investigating the scale of the improper billing but has so far uncovered 633 cases of potential overcharging valued at a total of ¥230 million ($2.3 million). In some cases, promised ads never appeared online, it said.

One of the benefits of digital advertising is the ability to accurately track your return on investment (ROI) compared to offline channels which may not be that accurate. However, the optimisation process can be quite frustrating when the metrics you are looking at are inaccurate to start with.  Transparency in media spends is essential to understand what is working and what’s not and will allow advertisers to evaluate their campaigns better.

The recent cases may not be a bolt from the blue for the industry experts but hopefully, this will stir the transparency debate in a meaningful way and lead to more accountability.

This article also appeared here

Last Man Standing – The Indian Ecommerce Story


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There’s an interesting game being played in India for a few years now.  It’s called the “Last Man Standing” game.  Some of the players playing this game include Flipkart, Snapdeal and more recently Amazon.

Since the second innings of e-commerce which started in India around  2007-08, several e-commerce companies have already shut shop. This has been especially so in the last 2-3 years where smaller players with shallow pockets could not sustain the deep discounting offered by the bigger players.   There are others which have been forcefully merged with another company with common investors.

Simple trading logic tells us that if you buy something for Rs. 100 (including all associated costs) and Sell it for Rs. 110, you make a profit of Rs. 10.

E-commerce  in India works differently.   Let’s take the example of Flipkart.  In the Financial year 2013-14 (Source VCCircle) , Flipkart had losses of Rs. 400 Crores on a Revenue of Rs. 179 Crores.  Since Flipkart is a marketplace, Revenue refers to the actual Revenue and not the Gross Merchandise Value which is the price of products sold.  So for every Rs. 1 in Flipkart revenue, the company actually lost Rs. 2.23.

Flipkart is not alone in this game.  Amazon lost 321 Crores on a revenue of 169 Crores.  Snapdeal lost 265 Crores on a Revenue of 154 Crores.  That’s Rs. 1.9 (Amazon) and Rs. 1.7 (Snapdeal) loss per Rs. 1 in Revenue

The bottom line is that every e-commerce player in India continues to lose money and justifies that ( I believe) as a customer acquisition cost.

Nice Game! How does this continue and when does this end?  Well, to continue the game, the investors need to keep pumping in more and more money till you are the only company left and then you don’t need to do it any more and can start dictating terms and hopefully make profits.

Look at how much money Flipkart has raised till now – $2 Billion.

Also notice how desperate Flipkart has been to raise more money in 2014.  This game is not over yet.  Those lines are going to get steeper in 2015.  The amount of money that needs to be pumped into Flipkart will be several billion dollars more before we reach a stage where Flipkart can confidently say that they are the last man (or 1 of 2-3 men) standing.

While there is something fundamentally wrong with the way e-commerce is being approached in India, it is the consumer who is laughing all the way to the bank right now!!

The Revival – Ram Bhamidi’s Blog

It’s exactly 5 years since I started blogging and almost 4 years since my last blog post.  It’s time for a revival of the blog, don’t you think?

In the last 4 years:

1. I quit my  job at People Interactive ( Senior Vice President at and ) and relocated to Bangalore which is the hub of India’s entrepreneurial activity

2. Grew  Circus Social to a team to 30+ people with my partner Shalu Wasu.  We are a marketing solutions and products company based out of Singapore and Bangalore and have done over 170 campaigns for over 40 brands, have launched 2 products and working on the 3rd one and hoping 2015 will be a fabulous year for further growth

3. Had another baby.

4. Met a lot of new people and made a lot of new friends!!

5. Lost my previous blog as I was too busy with work and didn’t renew my hosting (Sigh!) I pieced it together again using the archives at the Wayback Machine.  Thank you guys for doing a wonderful job of archiving the internet.

I hope to revive my blog by posting atleast once a fortnight in 2015.   Have a fantastic 2015!


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