As times have changed, many Indian women, particularly those working in the corporate sector, have increasingly moved away from wearing sarees to work. The saree, a 5.5-metre-long fabric, is traditionally worn by women in India, Bangladesh and Pakistan. Sujata Biswas and Taniya Biswas sought to revive the saree as a viable clothing option for working women in India. They designed and marketed sarees that were both modern in appearance and easy to drape. They also ensured that matching blouses were available for purchase, alongside the sarees. To promote their saree and blouse brand, Suta, the sisters used social media platforms such as Facebook and Instagram. Their content typically featured ways of styling sarees for different occasions and settings. They also personally responded to customer comments on these platforms. By showcasing their genuine pride in wearing the brand and engaging directly with followers, the sisters helped Suta grow into a multimillion enterprise and earned a devoted fan base. However, as the brand expanded and its ambitions grew, the sisters began pondering several key questions: • Can Suta continue to grow if other models are used in social media campaigns? • Will customers remain loyal if the sisters step out of the spotlight? • What role should the sisters play as the brand evolves? The company also needed to assess whether it could scale by reducing the sisters’ involvement in marketing activities.