Anita, after her course in fashion designing from National Institute of Fashion Technology (NIFT), wanted to start a readymade garments unit for infants. For this, she started attending baby shows where she could talk to the parents of the newly born infants. She made an Instagram profile for her clothing range where she posted her designs and on the basis of 'rating' and 'likes' on the designs she planned her next set of dresses. She started talking to the customers, both online and offline. She also paid attention to what the customers were saying about competitors' business.