Kulkarni’s brand, Forest Essentials, has always been a retail-driven one. The pandemic hit retail businesses hard, and her firm suffered. It has made her reorient her efforts towards digital. Kulkarni scaled up her online business, ensuring it was also present on most e-commerce sites. Shifting to digital came with its own complications and she had to focus on the backend. It has paid off. The firm’s online business has grown. How much digital can offset the Covid-19 losses remains to be seen.