Hardeep Chopra, was the Sales Director- India, in a multinational into kitchen appliances. The company was a market leader and had its distinguished presence in 13 countries, with a turnover of €220 million. In India, the company had a strong network of over 100 distributors and 2,000 retailers. To grow the market share in India, Hardeep used to track the domestic market meticulously. He regularly studied the information obtained from a local market survey agency. But their reports seemed to have a missing link, as the reports consistently ranked them as the leader in their product range, but their internal audit showed stagnant growth in India. This has been going on for a few quarters now, and questions were being raised, as India was a huge consumption success story. There was clearly some gap in the reports that the local market research company was providing. Hardeep, shared his dilemma with a friend, Sameer who was heading supply chain in another consumer durable multination

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