Ninety One Cycles, a company owned by Alphavector (India) Private Limited, gained popularity in the Indian bicycle industry. Vishal Chopra, the company’s chief executive officer and cofounder, was reflecting on its growth over the last six years. Within a short period of time, it had become one of India’s most well-known bicycle manufacturers. Despite its success, the company was still considered a niche player, with its sales confined to major cities in India. Chopra wanted to turn Ninety One Cycles into a leading manufacturer in the bicycle market in India. However, he wondered whether the company could achieve such an ambitious goal, considering that most of its revenue came from online sales. It was up to him to look at various strategic options to achieve the company’s long-term objectives.