In January 2022, Vinder Oils Industries had been selling high quality mustard oil for a long time but was at a crossroads that tested the values of its founder. Many people in the busy markets of Ramgarh and Jharkhand, India, bought from this company because it was known for using traditional techniques to make pure mustard oil and for buying directly from local farmers. However, as competition in the market grew, so did the problem of continued relevance and competitiveness: how could Vinder Oils Industries stay committed to quality when the market was quickly moving toward less costly, lower-quality oils?