Futuristic Enterprise EP9: Cherrie Atilano

In the fast-paced world of digital marketing, one thing hasn’t changed: the need for visibility. Brands are competing in an increasingly crowded online marketplace, and while trends come and go, link building continues to be one of the most powerful strategies for strengthening authority and driving sustainable growth. But link building today looks very different than it did a decade ago. Search engines have become more advanced, users have higher expectations, and the tactics that once worked no longer move the needle. Businesses now need a thoughtful, high-quality approach that prioritizes credibility, relevance, and long-term trust.

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.