Jatinder Gill, an Indian immigrant, opened the vegetarian restaurant Veg World India in Barcelona. He gained rich culinary experience in Europe for 15 years before opening the restaurant in 2007. His personal beliefs and choices played an important role in the business. His business grew handsomely. In 2023, his partner in the restaurant decided to part ways. Gill needed a significant amount of money to buy back his partner’s share. This was possible only if the restaurant generated more revenue, and it could do so by serving alcohol to customers. At that time, Gill hadn’t served alcohol because of his religious beliefs. He faced an arduous dilemma that tested the strength of his beliefs against the need to increase revenue.