*Janat Shah, Rahul Patil and Trilochan Sastry prepared this case in 2008 as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Janat Shah and Trilochan Sastry are professors at IIM Bangalore and Rahul Patil is an assistant professor at IIT Mumbai. Data in the case have been disguised. The authors would like to acknowledge the extensive support provided by Mr Mohit Khattar, President, Marketing, Subhiksha. Copyright © 2008 by Supply Chain Management Centre, Indian Institute of Management, Bangalore.