In May 2022, amid the transformative currents of their industry, Kalpesh Shah and Paresh Shah of Ramson Industries (Ramson) confronted the reality that their traditional business model, which was historically heavily reliant on distributors, was facing stagnation. Having partially pivoted to a direct-to-consumer (D2C) strategy during the pandemic, the Shah brothers now considered whether to more fully embrace this new direction. Despite the potential for increased margins and a solution to the issue of unsold inventory, the shift required careful consideration of e-commerce platform dynamics, website development, and the reconfiguration of Ramson’s supply chain. The company’s story was a testament to the complexities of navigating business transformation in a rapidly evolving marketplace, highlighting the strategic deliberations involved in adapting to a new consumer landscape while striving to uphold the values and relationships that had underpinned the business’s success.