Bhima Jewels (“Bhima”) was a household name in southern India, where the company had built up a loyal clientele spanning three generations over its 97 years in business as a retailer in the jewellery sector. In 2015, Abhishek Bindu Madhav, the grandson of the founder, took over the family-run business. He introduced professionalization, infused technology into the company’s practices, and notched up creditable successes in the early years of the transformation, including during the trying times of the pandemic. <br><br>However, now Abhishek must prove that this early success was not a fluke and provide the board with a blueprint outlining how Bhima could realize its ambition of becoming a national brand. Abhishek needs to determine which factors to consider for investment and focus on to successfully script the company’s Transformation 2.0.