Before she had founded her 3rd venture, her current E-commerce company, Dr Som had known one thing and that was to get started with proprietary brands, experiment with them, scale and expand them across marketplaces and only then take on client brands. A lot of pertinent questions were raised. When she had the know-how and the expertise to successfully scale a larger brand, why did she want to begin with in-house labels? What would be her pricing strategy to battle the big names? How would she be liable for stock inventory, what would be her strategy to avoid getting stuck? How will she ensure ingredient quality?