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In March 2023, the founders of Naturals Salon, the largest salon chain in India, faced crucial decisions regarding the company's future growth and expansion. With over 750 salons and more than five million customers, primarily in southern India, Naturals Salon had solidified its leadership in a previously unorganized market through innovations such as franchising. However, increased competition from both international and Indian brands had intensified. The founders of Naturals Salon contemplated strategies to maintain their competitive edge and realize their vision of expanding to over 3,000 salons by 2029. They considered several options: reinforcing their dominance in the southern market, venturing into northern India to capture new regions, or exploring international markets to leverage the growing Indian diaspora and potentially higher profit margins. The founders would have to carefully consider the risks and opportunities of each strategic choice.