Riteish Deshmukh has been on an overdrive for the past few weeks. The actor, however, feels that it is all about knowing your product and pitching it right. He feels you need to know the audience for your film and also what will make them tick.u00a0Apart from his acting endeavours, he has also turned singer and lyricist. There is also work in progress to roll his production house. As he prepares to don several hats, we ask him…