Jyothy Labs (JL) is facing strategic decisions regarding its personal care brand Margo. The company aims to double revenue from INR 25 billion to INR 50 billion, with plans to increase the personal care segment's contribution from 10% to 20%. Margo, a 100-year-old neem-based soap brand, holds moderate presence in rural markets but struggles in urban segments. Despite launching three new variants in 2023, the brand is far from getting a foothold in the market in intense competition from both ayurvedic players and multinational FMCG companies. The case deals with strategic decisions by its Managing Director, Jyothi to achive the growth target and make the Margo brand successful