The story behind
PHOEWA
A name shaped by meaning, memory and the things that stay with us.
THE SEARCH
At first, I thought choosing a name would be simple. But the more I thought about it, the more I realised how much a name eventually carries. You build a logo around it. A website. An identity. People start to recognise it. And once all of that exists, changing the name isn’t as simple as changing a word. So I started searching for one that felt right.
THE CALL
..Hello Brother ★.. I remember calling my brother. I asked him what name he thought would fit me?
He was feeding his daughter at the time and included her in the conversation and asked her opinion. Then she answered without hesitation, and my brother put it even more simple.
" PHOEWA,
YOU ARE ALREADY BRANDED.
THAT'S HOW I KNOW YOU"
– X Brother and Bhatiji, 2023
THE REALISATION
PHOEWA was already there.
That was the moment I realised I wasn’t necessarily looking for a name to create a brand. The name was already connected to me. It already existed in the way people around me knew me, recognised me and experienced me.
WHAT REMAINED
The business I wanted to build in 2023 no longer exists. Maybe it will return one day, maybe it won’t. Maybe something better will be created for the future. But one thing is for sure: PHOEWA remained, and somehow, that became more important than the business itself.
STILL BRANDED, NOT DEFINED"
UNDEFINED
Some things don’t need a name to become part of you. Maybe leaving something undefined is not the absence of an answer. Maybe it is the space where something new can exist.
THE NEXT SCENE
Maybe I was never searching for an answer. Maybe I was searching for the story. The things I found. The things I lost. The things that remained. None of it gave me a definition. But maybe it gave me a reason to keep going.
And because I am a very, very, very, filmy person…
I’ll leave you with a little wisdom from Om Kapoor:
“Hindi filmo ki tarah, life mein bhi, ant mein sab kuch theek ho jata hai. Aur agar theek na ho, toh woh ant nahi hai..“