I am not sure if it takes 21 days to build a habit, but I have experienced how it takes just a couple of days to change a preference.

If you live in Pune, Chitale vs Amul happens to be a duopoly in the dairy milk category.

I believe this is a classic set-up across the nation. A local player locks horns with a national player. There is a David for every Goliath, in Pune it is Chitale.

There are memes that go like: Amul dudh peeta hai India, not Pune.

I have moved cities, so Amul has been a preference for no particular reason. We chose Amul because it was available.

That changed overnight.

A few days back, my wife complained that Amul milk was nowhere to be found on the Big Basket Daily app. This happened two days in a row. We switched to Chitale. And since then we love Chitale, for no reason. Does the tea taste better? Can’t tell.

Humans are simple.

Sometimes there are no deep behavioral models at play. Our choices depend on availability. Once I was hired in a different team within the same company because I was simply there, available.

The concept applies to life partners as well. It applies to that craft beer that you don’t want to drink but it’s just available!