The case narrates an entrepreneur’s enthusiasm and challenges faced in starting and sustaining the business. Sonali, the protagonist in the case, was born and bought up in a business family. Sonali’s father used to run a pharma company that manufactured syrups and formulations. Her sisters were also engaged in the family business. After getting married all the sisters moved out of the business and only Sonali continued to work with her father. After her father’s death, it became difficult for her to manage the business all alone; even more so because her husband had a transferable job. Therefore they decided to sell the business. However, due to her entrepreneurial interests she wanted to run some business. As she was good at marketing, she wanted to start something which was woven around marketing and sales. This led to the creation of ‘Riddhis Aesthetics’ - a startup she established after her daughter’s name, which supplied artificial plants, for which market potential had developed by then.