This case is centred on Prega News, a brand owned by Mankind Pharma in India. Prega News began as a pregnancy testing kit but later diversified into a wide range of products catering to every stage of a woman’s pregnancy journey. By 2024, the brand offered a portfolio of products beginning with the word “Prega,” including ovulation kits and post-pregnancy anti-stretch marks creams. However, the company faced a key challenge in developing a brand architecture that could allow them to develop a brand umbrella majorly using “Prega” while allowing each brand to maintain a distinct identity. In addition, there was the issue of retaining customers throughout the entire journey of pregnancy. A third, relatively minor, challenge was related to marketing communication. The case focuses on three main decision dilemmas: brand architecture, consumer behaviour and brand communication.