Mumbai-based startup Bizongo, founded in 2015, has moved back and forth on its purpose a number of times in the past six years.

It began operations as a business-to-business marketplace generating leads and later pivoted to ecommerce fulfilment. In subsequent iterations, it became a platform facilitating speciality chemicals’ trade and helping manufacturers and internet companies source packaging and other customised products — the area where it found a sweet spot.

Experiments are not unusual for fledgling startups, whose tech can click in unexpected places. The interesting aspect here is that though Bizongo tested different markets, it never wandered too far from the B2B commerce territory.

“Our software can add value in segments which are highly fragmented and have multiple vendors. Packaging suited the bill, so we made the switch then,” said co-founder Aniket Deb.