Gujarat, known as the textile capital, was home to CareTaker Logistics’ (CTL) headquarters. The corporation that operated the freight brokering service aimed to dominate this market in the state. Nearly ten years ago, CTL’s creator and owner, Rishi Desai, founded the company. CTL expanded its operations throughout Gujarat’s Tier II towns and metropolises. As a freight broker specialising in chemical dyes and medicinal items, CTL was part of the B2B segment. It used air and sea routes to handle a variety of commodities through various ports, including perishable and non-perishable goods, as well as hazardous and non-hazardous goods. Many competitors entered the market as the company became established in this sector, particularly during the crucial COVID-19 time, providing CTL with fierce competition. The industry’s rapid growth due to globalisation and consumerism also brought new difficulties, such as maintaining strong connections with stakeholders and controlling costs to accomplish optimal delivery within a strict payment cycle. The founders faced a dilemma regarding whether to enter the global markets with the same product range or focus on Tier II towns and cities. They wondered which would be the right approach as they watched the cost structure with the available delivery modes.