There’s a quiet habit that holds back a lot of Indian MSMEs, and it is the belief that things will ‘manage somehow.’ It doesn’t sound dangerous. A lot of times, it comes from a place of experience of decades of running a business with limited resources and endless daily challenges. However, this very mindset seems harmless, but now it is one of the biggest reasons MSMEs lose money without realising it.
Most founders didn’t adopt the ‘chalta hai’ mindset out of carelessness. They built their business in environments where survival matters a lot more than polishing it. Because when you’re dealing with suppliers, staff issues, missing inventory, and cash-flow pressures all at once, it’s easy to treat anything that is not urgent as unnecessary. The primary problem with this is that the market around them has changed, and the customer expectations have changed with it.
Customers in today’s age expect clarity, consistency, and professionalism, even if they’re dealing with a modest local business. They have formed a habit of forming opinions quickly, sometimes even before they ever speak to someone. And this is exactly where ‘chalta hai’ becomes expensive.
Let’s take branding as an example. Many MSMEs still treat it as something to look at later. But customers judge by what they see. A dated or unclear brand identity makes a business seem less reliable, EVEN IF THE PRODUCT IS EXCELLENT. The same goes for their digital presence. Some businesses still operate without a proper website, or they have one that has not been updated in ages. It’s widely known and accepted that customers don’t chase information anymore. If they can’t find what they need, they move on. Simple.
There are also internal gaps that cost more than owners realise. Some of them are:
no clear SOPs,
inconsistent communication,
unclear responsibilities,
reliance on memory instead of systems.
If you look at them individually, they might feel like they’re manageable. But together, they create delays, confusion, and errors that directly affect the revenue. Even something as simple as a missed call or a minor miscommunication, when accumulated over a year, can add up to real losses.
A large part of the problem here is the perspective. If you operate in an environment where everyone just does the bare minimum, you don’t feel the need to raise the bar. Another part is constant firefighting, where every day feels like an emergency, improving processes or investing in branding feels optional. And lastly, there’s always the fear of spending. Many MSMEs see improvements as costs rather than investments.
However, the reality is much, much simpler. The businesses that break out of this mindset grow faster, and that’s not because they spend more, but because they stop ignoring the basics. If you want to see an example, look for businesses where the younger or second-generation owners are stepping in. They don’t treat branding, websites, or customer experience as ‘nice to have.’ They treat them as hygiene. They focus on:
clearer communication,
small but meaningful upgrades,
process improvements that reduce dependency on individuals,
and a better presentation of the business overall.
Are these radical changes? Nope. They’re small steps done consistently, steps that make the business look more trustworthy and feel more organised. Customers notice the difference quickly. And that’s what they aim for.
To be honest, MSMEs don’t need a massive overhaul to move forward. They just need to replace a few ‘it’s fine’ habits with slightly better ones. Starting with a clear identity, then a functional and updated website, followed by consistent messaging and basic processes that remove repetition and confusion. None of these require large budgets, but they DO require attention. And once all that’s settled, they can maybe think of automation as well.
‘Chalta hai’ helped many MSMEs survive their early years. But it won’t help them grow in today’s market. The businesses that acknowledge this AND are willing to make small, steady upgrades end up stronger, clearer, and far more competitive.
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