Malabar Gold & Diamonds $($Malabar$)$ was established in $1993$ in Kerala, India. By $2019,$ the company was a leading retail chain in India's jewellery market and one of the top five jewellery businesses in the world, selling their products through $117$ Indian outlets and $143$ global outlets across nine countries. Most of Malabar's domestic revenue came from the southern region of India, and the company was looking to extend its footprint across the entire Indian market. However, the country's jewellery market was highly competitive, with a strong presence of regional players, and consumers in each Indian state had their own unique preference for jewellery design. Malabar needed to find a strategy to expand its presence into the country's uniquely different geographic areas.