In 2016, Ritu Kaushik, a homemaker from the fringes of New Delhi, started selling bags on Flipkart under her brand name Ritupal Collection.Born and raised in a small village in Sonipat (Haryana), Ritu had to discontinue her studies at the age of 16. A year later, she was married off under familial pressure. Newlywed Ritu began cattle rearing and farming and invested all her time in her family. As her children grew up, she felt a need to create an identity for herself. She waited 15 years to finish her education. Ritu single-mindedly negotiated the patriarchal mind-sets of those around her in order to set up her own business.