Mr Manjit Singh

Mr Manjit Singh looks like one of those person-named companies that can be anything from a local service shop to a small trading outfit, and the name itself gives away very little. By our assessment, that makes it hard to read as a brand and easy to overestimate its scope. The strength of such a setup, when it works, is usually directness: a single accountable name and a narrow focus. The weakness is the opposite, because there is no public product story here to compare, and the business is not doing the work of explaining itself. In practice the name is more of a label than a guide, which is fine for insiders and thin for everyone else. It sits in the broad middle ground of small, unclear firms, and nothing in the name suggests a larger, more formal operation.