On a late Wednesday afternoon in September 2017, Kumar Sudarshan (Kumar) and Pratap T P (Pratap), co-founders of Qwikcilver, awaited the arrival of the rest of the core leadership team. They were to discuss the operational details that would lay the foundation for gift card sales during the upcoming festive season. With key Indian festivals such as Diwali, Navratri, and a host of other national holidays and long weekends around the corner, this period of the year was a great gifting season. The festive season became even more interesting with the announcements of mega sales events by major e-commerce portals in the country. Year after year, the festive seasons were getting bigger and better for the entire Qwikcilver team. They always looked forward to the onslaught of seasonal promotional programs launched by retail chains across the nation. They were wondering how the Woohoo.in platform would complement their traditional Qwikcilver gift card business. They listed three points on the whiteboard: 1. Penetration of gift cards from the urban into tier-2 and tier-3 towns required significant behavior change in their customers. 2. Such an increase in penetration and growth required partnering with a larger and more diverse set of partners and complementors. 3. Balance between corporate gifting (institutional sales) and individual gifting (consumer sales) businesses is key to the direction and sustainability of growth. As the team members began walking into the meeting room, Kumar and Pratap began organizing their notes.