Surana & Surana International Attorneys (S&S) is a multispecialty law firm. Since its inception in 1971, it had declined to serve clients who were in the industries of meat, tobacco, alcohol, and gambling (M-TAG). In early March 2023, a large opportunity arose from a world leader in the alcohol business. Sanjay Mehta, Head of Business Development, met Vinod Surana, CEO and Partner at S&S, to convince him about bringing change to its deep-rooted tradition of sticking to no M-TAG. Kartik and Keerti,CEO's two sons would join S&S soon after finishing their legal education. Surana had a dilemma whether to stick to the existing business philosophy of "no M-TAG" clients or be flexible, considering growing competition and the business requirements.