"At the end of the day, somebody needs to aggregate neighbourhood demand" in order to become the dominant solutions provider to Indonesia's massive small retailer segment, states Ula Founder and CEO Nipun Mehra. Ula is founded on the provocative assumption that "the traditional store actually has a massive advantage over modern retail formats." The successful model will play to these existing strengths, not replace them, in bringing the mom & pop into the modern retail era.