After holding senior positions for 20 years in three multinational companies, where he was highly regarded. Pradeep Kashyap at the age of 40 years resigned. He wanted to help individuals and families in rural India to improve their livelihood. He decided to set up a company where people will respect one another, cooperate and take responsibility for whatever they do. They should be transparent in their dealings with other colleagues and outsiders, and have a sense of belonging. Companies in his experience suffered from hiding information, competing with others and back biting. The only model that he wanted in this company was that of a family. The case discusses the processes that created family-like environment.