Lankan launches world’s first “Chetty-Based” ROI marketing formula for small businesses

Angelo Peterson Pullenayegam

In a bold move set to disrupt the way small businesses approach marketing, Sri Lankan digital strategist Angelo Peterson Pullenayegam has launched The Chetty 7, the world’s first ROI-marketing system inspired by the centuries-old Chetty trading legacy.

Rooted in the Chetty business philosophy of clarity, relationships, and measurable returns, this 7-step formula is designed for modern entrepreneurs, hustlers, and small business owners who are tired of spending money on marketing that doesn’t convert.

“Marketing has become about trends, not results,” says Angelo.

“The Chetties never did business without clarity or return. I’ve simply taken that wisdom and rebuilt it for the digital era.”

A framework built from the ground up

The Chetty 7 model is made up of seven core steps:

1. C – Circle first - Stand up for your community, serve them with all of your heart, no matter what situation you are in.

2. H – Heart is the key to all things, so love what you do.

3. E – Establish yourself in places of influence, have friendships and relationships with people of value.

4. T – Talk, talk, talk, Chetties are known for their communication, and to spread the word about their businesses and trades.

5. T – Trigger an interest to your product - Convincing is what closers do.

6. Y – Yield information that is relevant.

7. 7 – Go to your place of worship – Chetties were known for their religion and their massive

contributions to their places of worship, they connected their purpose to that.

These steps reflect what the creators describe as “disciplined common sense”, a practical

alternative to trend-chasing and digital overwhelm.

Bridging tradition and technology

The Chetty 7 is a seven-step model based on principles such as clarity, relationship-building, and consistency. It attempts to demystify marketing by shifting the focus from vanity metrics and algorithmic obsession to measurable, repeatable outcomes that matter to grassroots businesses.

“Many small business owners are stuck in a cycle of posting online without knowing whether it’s working,” said Pullenayegam in an interview. “What they need is not just digital literacy — but decision clarity, customer understanding, and a rhythm they can follow.”

His model was quietly developed over the past few years while working with small businesses in Colombo, UK and Australian suburbs. It integrates elements of storytelling, automation, and weekly performance reviews — designed to be manageable even by businesses with no in-house marketing staff.

A system designed for the underdog

Unlike many frameworks rooted in Western business schools or corporate marketing models, The Chetty 7 draws influence from South Asian community economics — particularly The Chetty traders known for their intuitive sense of value, client relationships, and long-term thinking.

Industry observers note that this kind of culturally grounded marketing thinking is rare in Sri

Lanka’s fast-evolving digital space, which often mimics global trends rather than local needs.

Beyond commercial objectives

While the framework is freely available in a simple guide format, Pullenayegam insists this is not a commercial campaign. “The goal is not monetisation,” he says. “It’s about contribution — helping everyday business owners feel less overwhelmed and more in control.”

Several small-scale vendors and service providers have already begun experimenting with the approach, reportedly finding it easier to track results, schedule customer follow-ups, and identify what’s actually working in their digital efforts.

A quiet shift in the local marketing landscape

Though still early in its reach, The Chetty 7 appears to be sparking conversations about creating systems by Sri Lankans, to the World, rooted in the realities of family-run businesses, limited budgets, and cultural nuance.

As businesses struggle to keep up with algorithm changes and inconsistent agency results,

frameworks like this may mark a shift away from a narrow marketing dependency, toward

sustainable global methods and self-education.

Whether The Chetty 7 becomes a mainstream model or stays a grassroots tool remains to be seen. But what’s clear is that its introduction adds a fresh, local voice to the conversation about business empowerment in South Asia’s digital economy.

From Colombo to the world

As Sri Lanka continues to nurture a post-crisis entrepreneurial ecosystem, The Chetty 7 signals a new kind of thinking — localised, culturally intelligent, and non-extractive.

Rather than pushing for global virality, Angelo is more focused on seeing everyday entrepreneurs regain control of their marketing with confidence and consistency.

Whether or not The Chetty 7 becomes a mainstream tool, it has already sparked a grassroots movement of education-led, values-based marketing — something many believe is long overdue in the region.