This case delineates the difficulty faced by the Mehta family to commercialise their sanitary pad burning machine, San-Burn. Their company, Aishani Enterprise Pvt. Ltd, was registered as a startup in 2016 in the university incubation facility, which later became a private limited company. In 2022, they obtained a patent for San-Burn and registered its trademark. The Mehta trio of father and his two sons decided to commercialise the business—segmenting, branding, sales process, pricing, etc. They targeted the business-to-business (B2B) and business-to-government (B2G) segments and sold approximately 250 units across both segments in the last six years in the state of Gujarat. They were unhappy with these numbers as they needed to match their expectations, particularly considering the awards and appreciation received for their startup. The news of duplication of their machine by other players at a relatively low pricing was disheartening for the Mehtas, and they wanted to pave the path for a positive future.