Sujayath Ali, the CEO and founder of Voonik, has nerves of steel. He seems unfazed. Any other founder in his place would be looking at the next three months with dread. But not Sujayath. This is not his first rodeo. Voonik is going to pivot. Again. For those keeping track, this is the Bengaluru-based e-commerce company’s fifth track change. And Sujayath thinks this is the one.

Voonik, an e-commerce apparel startup, was founded in 2013; it raised $35 million (Rs 223 crore), became a household name for just a bit and then dropped off the radar.