ThatsPersonal.com was an online retailer of sexual wellness and adult products founded by Samir Saraiya in 2013 in India. Its core value proposition was 'Privacy'. Two years after its launch, the company was facing quite a few challenges. The initial press publicity it had received had helped it reach target customers without using traditional marketing techniques. However, with increased competition of other online adult stores, ThatsPersonal required a new marketing strategy to retain its market share. The company was majorly selling premium products imported from abroad, at a premium. With the emergence of other competitors selling similar products at lower prices, the challenge was to maintain quality superiority and market share. In addition, the need to start selling through both online and offline resellers other than the company’s web-store was clear. The case focusses on various aspects of brand management and online retailing such as product, communication and distribution.