Hindi medium kid. Seven MNCs. Four brands. One philosophy.
Written for people building a business in their second innings. Sant-Sipahi. Clarity Inside. Leverage Outside.
I'm Vinay Singh Mediratta. I build with second-innings founders until they launch: people who already succeeded once, in a corporate career, a family business, an earlier venture, or a professional practice, and are now building something of their own. Whether the leap is still ahead of you or you took it three years ago and still have not launched the way you know you should, the sequence is the same. Pehle clarity. Phir AI. Phir launch. Phir system.
The credentials, if you want them: ICF-certified Success Coach, founder of Be More Gurukul, YuBingo, Mann Jeete Jag Jeet, and Rent N Wear, and AI & Marketing Advisor to TruCare. What's on this page is the long version. The arc, the expensive lessons, the four brands, and why I teach what I teach the way I teach it.
Ghaziabad, IndiaICF CertifiedSikh, practisingEN · HI · PAFounder-coach
The Origin
I started behind. Then I caught up.
Hindi medium school until tenth grade. I knew Physics as Bhautiki long before I ever knew it as Physics. When I switched streams in eleventh, I could not read the textbook fast enough to keep up. I barely passed. The kids around me had vocabulary I did not have. They had confidence I did not have. They had parents who spoke the language of the future I was supposed to be running toward. I did not.
What I did have was something quieter: a refusal to accept that the gap was permanent. Not a grand belief. Not a movie moment. Just a stubborn unwillingness to let where I started decide where I would finish. The Gurus call this chardi kala - the spirit of rising even when everything below is falling.
"Nobody is born to lose. Everyone, eventually, chooses whether to Be More."
Over the next eighteen years I worked inside seven MNCs in roles I had no business landing on paper - Mantra Online, Escotel, Uninor, Yahoo, Vodafone, Sony Ericsson, Airtel. I sat in rooms with marketing leaders for Pepsi, Mirinda, Motorola, Apple, Samsung, Nokia, BlackBerry, HTC. I learned how billion-rupee marketing engines work by being inside them, not by reading about them. That learning is what I now translate, every day, into practical advice for founders running much smaller engines that need to compound.
The Corporate Years
Eighteen years inside the rooms where everything changed.
Early internet. Telecom. The mobile revolution. Brand-side and platform-side. India and global. Each company taught me something the next would have charged me to learn the hard way. By the time I left, I had a complete, embodied picture of how marketing engines actually work - what scales, what breaks, what compounds, what evaporates.
Eighteen years of someone else's name on the door.
Era 01Early Internet · Telecom
Where India's internet and mobile story began.
Mantra Online · Escotel · Uninor - early-stage roles in India's first internet and telecom waves. Strategy, partnerships, marketing for brands shaping a market that didn't exist yet.
When you build inside the first wave, you learn what scale actually feels like - and what breaks first when it arrives.
Era 02Yahoo · Digital Media
Marketing services for global FMCG and consumer brands.
Yahoo - leading marketing services engagements for brands including Pepsi · Mirinda · Motorola and many others.
Brand marketing at internet speed, before "performance marketing" was even a category to debate.
Era 03Vodafone · Mobile Revolution
Tie-ups with the devices that defined a decade.
Vodafone - marketing tie-ups and device partnerships with Apple · Samsung · Nokia · BlackBerry · HTC and other leading handset brands during the mobile revolution.
A masterclass in joint go-to-market: aligning two brands, two roadmaps, two sets of priorities into a single launch.
Era 04Sony Ericsson · Airtel
Brand & GTM at category-defining companies.
Sony Ericsson · Airtel - brand, marketing, and GTM roles at two of the most consequential consumer-tech companies of the era.
The discipline of operating inside billion-rupee marketing engines stayed with me. It now informs how I help founders run small ones better.
The Pivot
Then I left to build my own. And it nearly broke me.
2015-2017I left the MNC track and built my first venture. The first website cost me ₹10 lakhs and 18 months of trusting the wrong agency. I lost both. Then I rebuilt - quietly - and stumbled into three years of marketplace success that gave me my first real founder confidence.
2019Confidence outran caution. I moved into a bigger office. Stocked up on inventory. Hired more. Believed the curve would keep going up because it had been going up.
2020COVID arrived. The marketplaces I had built my business on changed their policies. Cash was tied up in stock and machinery and a lease I no longer needed. Most of my savings evaporated. The loss was real. And it opened the door I would never have opened on my own.
2021-nowCoaching found me. Then AI met coaching. Then Sant-Sipahi met AI. The four brands you see today - Be More Gurukul, YuBingo, Mann Jeete Jag Jeet, Rent N Wear - and the advisory work with TruCare are all downstream of that 2020 break. The wound was the curriculum. I now teach what life paid for me to learn.
The Curriculum
Six expensive lessons. The reason I teach what I teach.
I don't teach things I read in books. I teach things I paid for - in money, time, and ego. Each lesson below cost me something real. Each one is now built into how I coach founders, advise companies, and approach AI today. The scars are the curriculum.
01
Lost ₹10 lakhs & 18 months on my first website.
I trusted the wrong agency for what I should have done myself. Now I teach founders to build their own website - fast, AI-leveraged, not dependent on someone else's roadmap.
02
Couldn't afford MNC-grade talent as a bootstrapper.
I missed the brains of my old colleagues. AI filled that gap - but only after I learned to brief it properly. Right inputs decide right outputs, in companies and in models.
03
Hindi medium till 10th. Barely passed 11th.
Could not understand the word Physics - knew it only as Bhautiki. Then went on to work with seven MNCs. Nobody is born to lose. Everyone chooses, eventually, to Be More.
04
18 years across MNCs. Still got it wrong as a founder.
Marketing & GTM exposure across seven companies didn't save me from the founder's classic mistake - chasing too many things, too broad an audience. Clarity beats exposure. Narrow beats vast.
05
2019: Bigger office. 2020: COVID wiped savings.
Three years of marketplace success made me confident enough to over-invest in stock and a bigger setup right before the world stopped. The loss opened the door to coaching.
06
Trusted marketplaces more than my own website.
When platform policies changed, the business shook. Now I teach what I had to learn the hard way: own your audience, own your system, own your traffic.
Who This Is For
I would rather be right for a few than vague for everyone.
Everything above is my story. This part is about yours. If you recognise yourself on the left, we will work well together. If you recognise yourself on the right, I would rather you found that out here than after paying me.
This is for you if
You succeeded once already, in a corporate career, a family business, an earlier venture, or a professional practice.
You are six to twelve months from the leap and want the runway used well, not burned on preparation.
You leaped one to five years ago and still have not launched the way you know you should.
You are building in any domain: e-commerce, services, coaching, consulting, or manufacturing.
You bring the experience and the discipline. You want clarity, AI, and a launch.
This is not for you if
You are a student or a first-jobber hunting a side hustle.
You want passive income without building anything.
You want someone else to do the work for you.
You collect tools and courses and are comfortable in there.
You are expecting an income guarantee. I make none. Ever.
Pehle clarity. Phir AI. Phir launch. Phir system.
The Four Brands
One founder. Four brands. One philosophy running through all of them.
Each brand exists for a different purpose. The Sant decides what each one is for. The Sipahi makes each one work. None of them is a side hustle - they are separate businesses, deliberately kept distinct, sharing one set of operating principles.
i.
Be More Gurukul
Coaching, AI & founder transformation
Programs, advisory, and frameworks for non-technical founders, professionals, and companies. Home of the AI Business Amplifier, the Founder Leverage Scorecard, and the corporate advisory practice. This is the front door - and the room you are currently inside.
ii.
YuBingo
Celebrating You.
A B2B corporate gifting e-commerce business. Customised water bottles, mugs, notebooks, bags, employee welcome kits, T-shirts, photo frames, trophies - for companies that want gifting done right, at scale, with HR-friendly bulk pricing.
Gurbani-based reflections, guided meditations, podcast scripts, and content bridging Shri Guru Granth Sahib with modern psychology and neuroscience. This is the Sant channel - where the inner work lives in public, as an offering rather than a content strategy.
iv.
Rent N Wear
Jewellery rental
A jewellery rental business - for occasions, weddings, and the customers who'd rather rent something extraordinary than own something ordinary. Smaller in scale, deliberately so. Run on the same Sant-Sipahi operating principles as the others.
Beyond these four, I currently serve as AI & Marketing Advisor to TruCare - supporting their AI adoption and marketing strategy. That advisory engagement is the live application of the corporate methodology I teach.
The Personal Practice
What I do before the world wakes up.
My day starts at amrit vela - the hour the Gurus called the time of nectar. Long before the laptop, the inbox, or any business decision, there is silence. The work you receive from me is downstream of that.
I share this not to perform piety. Frameworks like Sant-Sipahi and Pehle clarity. Phir AI. Phir launch. Phir system. can sound clever on a slide. They mean something different when you know the founder writing them actually wakes up at 2:15 AM, sits in front of Shri Guru Granth Sahib Ji, and reads Bani before he reads emails.
2:15 AMAmrit Vela · Wake
DailyGurudwara · Sangat
DailyGurbani Study
DailyNaam Simran · Meditation
I am a practising Sikh. I move fluidly between English, Hindi, and Punjabi. Gurmukhi appears in my work because it is part of how I think - not because it is aesthetic. Mann Jeete Jag Jeet is not a brand tagline; it is the Gurbani line I have organised my life around. Conquer the mind, conquer the world.
My childhood best friend is Raman. We have known each other long enough that the version of me that pretends to have it together does not work in his presence. The Sant survives by being seen. I recommend it.
When I work with founders, I am not arriving with a method I read about. I am arriving with a method that is tested every morning, in silence, before any of you ever opens a browser tab.
What I Do Now
Three rooms. Three audiences. Same philosophy underneath.
I work with three kinds of people. If one of them sounds like you, the right next step is below.
01
Individual founders & professionals
Second-innings founders building a business of their own after a corporate career, a family business, an earlier venture, or a professional practice. Six months from the leap, or three years in and still not launched. Both belong here. AI Business Amplifier · Founder Leverage Scorecard · 3-Day Founder Machine.
Established companies in their own second innings, modernising with AI. Clarity-first adoption, automation strategy, and executive literacy. Implementation, not another strategy deck. Clarity Sprint · Adoption Sprint · Executive Literacy.
If any of this resonated - you're in the right room.
The next step depends on what you came here for. If you're a founder or professional, start with the Scorecard. If you're representing a company, book a Discovery Call. If you came for the philosophy, the Sant-Sipahi page is open.
