Richa Sharma (Richa) the cofounder of CURRYiT, a brand of Indian cooking pastes was pondering over the future of her newly found venture in early 2024. The company had to overcome quite a few challenges to sustain itself and grow over time. First and one of the major challenges was managing costs. While the CURRYiT pastes were not expensive, they had a low shelf life and thus the inventory management costs were bleeding the company. Second, in a country like India majority of the consumers did not trust packaged curry pastes and irrespective of the value proposition of freshness, a significant chunk of consumers was not convinced to try the product. Third and the final problem was that of finding the ideal distribution channel. Richa had tried multiple ways of reaching out to the customer. However, while some had more reach but less profitability, others had the opposite. She had to find out the right mix of strategies to remain afloat and not be doomed like many startups. These choices would determine a promising future for the company.