If the cucumber is in the farm, people just pluck them for free. The cucumber starts moving up the value chain when it goes into the market and is then sold by the kilos. Now, the pricing is Re.1/- in the market. A vendor purchases this cucumber, slices it, adds salt and spices and then it is sold in the train for Rs. 3/ -.
Now an hotelier purchases the cucumber for his hotel. The cucumber comes out as a salad beautifully dressed. The price of a cucumber changes to Rd. 20 /- in a small hotel to Rs.200/- in a five-star hotel where it is served on a silver platter.
These insights on the transition and moving up the value chain amazed all the other cucumbers. If a simple cucumber can increase its price, why can't you with your vast resources.
-- Excerpts from "I Love Money" book by Suresh Padmanabhan