Founded by Rohit Mohan Pugalia and Purvi Pugalia, This or That is an e-commerce startup under the Soch Group. It hosts products made by Indian startup brands, across categories, including lifestyle, wellness, beauty, food and beverages, and fashion. This or That currently hosts over 50 startup brands, across categories including lifestyle and fashion, beauty and wellness, and food and beverage. Prominent Indian brands such as Meraki Essentials , Naagin Sauces, Misfit Panda, Boheco , The Coconut People, and Mommy Made It, among others, are currently listed on the platform, with more to come soon. To ensure only quality products reach customers who shop on ToT, the startup follows an inventory-based model where it manages the end-to-end delivery execution, checking each product for quality before it is packed and couriered out.