By Anushka Mirchandani, MBA2025
“Brazil isn’t for amateurs.”
I must have heard this phrase a couple of times during my Global Business Experience in São Paulo last week — and it didn’t take long to see why.
In just a few days, I found myself captivated by the insights shared by local founders, venture capitalists, and Brazilian economic experts. Through their stories, I saw first-hand the grit it takes to thrive in Brazil’s challenging but high-potential market. It was a crash course in understanding the Brazilian macro and microeconomy, consumer behaviour, and the powerful parallels Brazil shares with other emerging markets.
For someone like me, who dreams of one day building something of my own, this experience was a revelation. It highlighted the hurdles entrepreneurs face daily — but also underscored the deep, unique fulfilment that comes from pursuing a vision and building not just a business, but a legacy for your community.
The energy of São Paulo, its rich history, vibrant culture, and the warmth of its people swept me off my feet. But what truly resonated was the resilience of the founders we collaborated with, especially Luiz, the visionary behind Vendah. Vendah, a social commerce app, empowers underserved communities by enabling resellers to access and distribute affordable products. Our client meetings delved into their operational challenges, from scaling their reseller base to improving product offerings. Drawing from my internship at Careem, where I worked on scaling AI-driven tech solutions, I suggested parallels to optimise Vendah’s reseller retention and training strategies, ensuring our recommendations were actionable and resource-savvy.
Later, the VC Panel introduced us to Brazil’s dynamic investment landscape. Industry leaders, including Pedro Waengertner (ACE Ventures), Bruna Constantino (Positive Ventures), Eduardo Grytz (X8 Investments) and Gabriela Goncalves (Namari Capital) shared invaluable insights into the opportunities and challenges of scaling businesses in a market as unpredictable as Brazil. Their emphasis on resilience and localisation gave us new perspectives as we crafted Vendah’s roadmap.
Faculty surgeries with Professor John Mullins served as a vital checkpoint, giving us a chance to refine our strategies with his expert guidance. His insights reinforced the importance of balancing ambition with practicality, helping us navigate Vendah’s goals with precision.
Amidst the intense workdays, the Samba activity was a joyful reprieve. It was more than just learning dance moves; it was about immersing ourselves in the vibrant cultural heartbeat of Brazil. Trying on costumes, understanding the Carnival’s history, and letting loose with our classmates was a reminder of the community spirit that defines this nation.
The Founders Panel on day 3 further grounded us in the realities of entrepreneurship in Brazil. As we listened to inspiring stories of grit and innovation, it became clear that success here requires not just vision, but an ability to adapt to volatility. Alumni networking later that evening drove home the strength of the LBS network, as graduates shared how they had successfully navigated these complexities.
Marcelo Abritta’s story of Buser, a disruptive force in Brazil’s transportation sector, epitomized this entrepreneurial resilience. His vision of transforming an industry against entrenched opposition left a lasting impression.
Our last leg of the journey also included a City Quest, a playful yet insightful exploration of São Paulo, bonding with classmates while uncovering the city’s vibrant diversity. The week culminated in presenting our strategic recommendations to Luiz, followed by a tour of Vendah’s warehouse — a testament to their mission of empowering communities.
This experience reminded me that real impact goes beyond numbers and valuations; it’s about creating sustainable change. Thank you, São Paulo, for the inspiration — and to Luiz and all the founders who shared their dreams with us. You’re building something extraordinary.
I cannot conclude without expressing my gratitude to the faculty at LBS for putting together such an enriching experience — one that not only broadened our horizons but also transformed the way we think and approach challenges.