Janani – an affiliate of the U.S.-based NGO, DKT International – offered reproductive health products and services to mostly low-income consumers from its base in Patna, Bihar. It had grown tremendously in the recent past, expanding its coverage from 8 to 25 states — almost the whole of India. Donor funding had been critical to Janani’s success, but donors were scaling back their funding in India as the economy improved and incomes increased. Janani still had three donors but funding from two of the bigger donors was expiring in 2020 and ongoing support was not assured. While Janani had made efforts to become a sustainable social enterprise, in 2019, 40 percent of Janani’s annual budget continued to be dependent on donor funding. Janani needed to figure out how to become a self-sustained organization by embracing market opportunities and achieving its mission of improving the reproductive health of lower- and lower-middle-income consumers in India.