Boss, I Want to do My Best

Traditional SEO is designed to secure a position in search engine results pages (SERPs). It helps users explore options, compare links, and conduct research. Generative Engine Optimisation (GEO), on the other hand, operates in a different layer entirely — the AI response layer, where large language models synthesise information and deliver a single, confidence-driven recommendation. Visibility in search does not guarantee visibility in decisions. This is the Invisible Brand Problem — and it’s quietly reshaping how trust, authority, and growth are earned in the age of AI.

Dr Pawan today travels the world to spread understanding of the Dabbawalas system that he describes as “thrilling”. His nine-year long research on the organisation, which included being involved in food deliveries himself, extended in both length and personal investment beyond the requirements of his doctorate. Today he runs the Mumbai Dabbawala Education Centre, a centre that provides free education to more than 8,000 children of dabbawalas.