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By:

Divyaa Advaani 

2 November 2024 at 8:58:38 am

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most...

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most quietly expensive things that happens to accomplished founders — and almost none of them know it is happening. Being liked is not the same as being remembered. Being remembered is not the same as being recalled at the right moment. And being recalled at the right moment is the only version of any of this that actually creates business. The gap between a pleasant first impression and a phone call that begins with "I immediately thought of you" is not filled by warmth or competence or even a genuinely great conversation. It is filled by a personal brand strong enough to occupy a specific, distinct place in someone's mind long after the meeting has ended. Here is what most founders are not told. When someone leaves a conversation thinking "what a lovely person" they have given you a compliment. When they leave thinking "she is exactly the person I would call if I ever needed to solve this specific problem for someone I care about" they have given you a business. The difference between those two outcomes is not how much they liked you. It is how clearly they understood what you stand for and who you are for. Most accomplished founders are genuinely likeable. Many are impressive. Very few are specific enough to be recalled at the moment an opportunity arises. They exist in the minds of their network as pleasant, capable, talented — and entirely interchangeable with the other pleasant, capable, talented people those same contacts met last month. That interchangeability is costing you more than you realise. Every time someone in your network encounters an opportunity that should be yours and instead recommends someone else — not because they like that person more, but because that person's name surfaced first and most clearly — your brand has failed at its most fundamental job. The founders who get called first are not always the most qualified. They are the most memorable. Not memorable in the sense of flashy or loud or relentlessly present online. Memorable in the sense that when a specific need arises, a specific face and a specific name and a specific value proposition surface together, clearly and immediately, without the contact having to work to reconstruct who you are and what you do. That kind of memorability is not an accident of personality. It is the result of a personal brand built with enough clarity, consistency and intention that it leaves a distinct impression rather than a pleasant but general one. It is the difference between being someone people enjoyed meeting and being someone people think of when it counts. Think about your own network right now. When an opportunity arises that is perfect for you — do the right people think of you immediately? Or do they think of you eventually, after they have already recommended someone else, and feel a pang of recognition that they should have called you first? If it is the second — your brand is not broken. It is just not specific enough yet. And that is entirely fixable. I work with founders on exactly this — building a personal brand clear and consistent enough that the right people think of them first, not eventually. If you are ready to stop being the person people liked and start being the person they call, book your consultation call with me on this link: https://www.calendly.com/divyaaadvaani/founder-brand-audit — Divyaa Advaani, Personal Branding Strategist (The author is a personal branding expert. She has clients from 14+ countries. Views personal.)

India waits to lasso diamantaire Mehul Choksi

Apr 14, 2025
5 min read

Mumbai: India rubbed its hands gleefully as the Belgium Police honoured its request to arrest the absconder diamantaire Mehul Chinubhai Choksi – more than seven years after he, along with his nephew Nirav Deepak Modi - allegedly duped the Punjab National Bank of nearly Rs. 13,800-crores.

 

The scam involving the ‘Mehul Mama-Nirav Bhanja’ erupted in Jan 2018, after the PNB lodged a complaint with the Central Bureau of Investigation (CBI).

 

By then the kin, along with many of their family members, winked and slipped out of the country, leaving a rattled India rubbing its palms in disappointment.

 

A political-cum-financial storm raged, embarrassing the Bharatiya Janata Party government of Prime Minister Narendra Modi a year before the Lok Sabha elections.

 

Multiple agencies launched a multi-pronged probe into what became the biggest banking scam in the past quarter century – and almost four times bigger than the stock market-cum-banking fraud the late Big Bull Harshad Mehta had inflicted on the Indian economy 33 years ago (in April 1992) – when it was just opening up.

 

In Belgium

According to official reports, Choksi was living with his Belgium citizen-wife Preeti in Antwerp, a global diamond hub, presumably for the past 18 months on a ‘residency permit’ acquired through questionable means, for medical reasons.

 

Earlier, he shot to the headers (June 2021) while being taken in a wheelchair to a court by the Dominican Republic's Police on charges of sneaking into the small country in the Caribbean Sea, North America.

 

Interestingly, as the Antigua & Barbuda government initiated the process to cancel his citizenship acquired through an investor visa, Choksi had suddenly gone ‘missing’ till he surfaced in the Dominican Republic.

 

The April 2025 action by Belgium followed a request by India’s CBI and the financial frauds specialist Enforcement Directorate (ED) to nab Choksi as the InterPol had revoked his Red Corner Notice in 2023.

 

Mama and Bhanja

‘Mama’ Choksi is the founder-owner of Gitanjali Group while ‘bhanja’ Nirav’s Firestar plus other companies – and the duo, with some PNB officials hand-in-glove – conspired to make a ‘mamu’ of not only PNB, but other banks, as it subsequently tumbled out.

 

After making a quiet exit, Choksi was detected living in the verdant Antigua & Barbuda Isles (West Indies), then attempted entry to the Dominican Republic, was sent back to Antigua & Barbuda and then went to Belgium where he was nabbed on Sunday.

 

Similarly, Modi was found sauntering on the streets of London and nabbed in March 2019. He remains in jail there since India's extradition is still pending.

 

However, India is keeping its fingers crossed that it may finally lay hands on Choksi, bring him to India and face trial in the PNB scam, though it may take time.

 

Born in Mumbai (1959) and educated in Gujarat, Choksi, 66, and wife Preeti have three children.

 

The Rs. 13,800-crore PNB scam

In the modus operandi revealed after India’s second-largest PSU bank PNB admitted it was scammed, Choksi and Modi used fraudulent Letters of Undertaking (LoU) to get overseas credits or loans from Indian banks.

 

The PNB first informed the Reserve Bank of India (RBI) of the fraud and then lodged a criminal complaint with the CBI in Jan. 2018, plus another CBI complaint in Feb, that led to a FIR against Modi and Choksi and their companies.

 

The ED entered the scene to probe the allegations of money-laundering through the LoUs – which they allegedly misused to avail short-term business finances from foreign branches of Indian banks.

 

The probe said that the duo were availing the LoUs from the PNB’s Brady House Branch from March 2011, and over the next six-seven years, managed to get a whopping 1,200-plus LoUs like a breeze with the help of some friendly bankers within.

 

Post-scam, the gold-diamond companies Gitanjali Group and Firestone Group with multiple operations in India and abroad have largely wound up, while some personal assets of the mama-bhanja have been auctioned to recover a part of the dues.

 

ED's plea to declare Choksi fugitive stuck for seven years

Even as absconding diamantaire Mehul Choksi, a key accused in the Punjab National Bank loan fraud case, has been arrested in Belgium, the ED's plea to declare him a fugitive economic offender has been pending before a court in Mumbai for nearly seven years.


Choksi, 65, and his nephew diamantaire Nirav Modi are the prime accused in the Rs 13,000 crore PNB bank loan fraud case. Choksi was arrested in Belgium following an extradition request by Indian probe agencies, official sources said on Monday.


The Enforcement Directorate had filed the application in July 2018, seeking to declare Choksi an FEO and confiscate his assets under provisions of the Fugitive Economic Offenders Act.


However, the matter has witnessed repeated delays owing to a barrage of applications filed by the accused in the PMLA court and the Bombay High Court alleging procedural lapses in the Enforcement Directorate's plea.


"The court is kept busy with frivolous applications, and hearing on our application to declare him (Choksi) an FEO has been adjourned for the past seven years,” an ED officer had said after the hearing was once again deferred this February.


"The court should have continued the hearing and taken a decision on the future course of action once the application was moved," the officer had said.

He had urged the court to take note of the repeated filing of similar applications and to not entertain them.


Choksi's lawyer had informed the court that the accused was undergoing treatment for suspected cancer in Belgium and intended to file an application in connection with his health.


Under the FEO Act, an individual can be declared a Fugitive Economic Offender if a warrant has been issued against him for an offence involving Rs 100 crore or more and he has left India while refusing to return. Once declared an FEO, the person's property can be confiscated by the investigating agency.


Choksi had challenged the ED's application in the Bombay High Court, alleging that the agency "had not followed proper procedure before filing the application and, hence, it stands vitiated".


However, in September 2023, the High Court dismissed his plea, ruling that the ED had adhered to the prescribed format under the FEO Act. It also vacated a stay on the special court's proceedings.


Despite this, the hearing on declaring Choksi FEO could not commence, with Choksi continuing to file applications before the special court through his lawyers.


While most of these pleas have been dismissed, a few remain pending. His latest attempt to stall proceedings through a plea to recall the notice issued on the ED's FEO application was rejected in December 2023.


According to ED officials, Choksi left India under suspicious circumstances in early January 2018.


Shifting stance

Choksi's counsel has argued that the ED kept shifting its stance on the material grounds for declaring him an FEO and that the suspension of his Indian passport made it impossible for him to return for investigation.

The court, however, rejected this argument, stating that the notice was issued based on accurate information and not based on "wrong facts or mistaken assumptions".


ED claimed the accused left the country under suspicious circumstances in the first week of January 2018.


Nirav Modi has already been declared as an FEO by the special court. He has been lodged in jail in London since 2019.

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