Future Group Founder Kishore Biyani said during Zerodha Co-founder Nikhil Kamath's podcast that retail chain Big Bazaar was created on three things - greed, fear and altruism. "Greed is that [products are] available at a lower price, fear is that [they] won't be available after a while...and all brands are built on appealing to your ego," Biyani said.