Seth was the branch manager of amul dairy products.

Usha company branch at cuttack was responsible for sales & distribution of usha in
Orissa
Usha ceiling and table fans was the largest contributer to the business in terms of
sales , revenue and profits
78% of the branch business came from sales of usha fans
70% of market share in Orissa state
Problem
Within six months Loosing companies commanding market share position at
behrampur , single biggest market in southern Orissa after cuttack also known as
the commercial capital
In cuttack market the largest distributer was GUPTA SALES CORPORORATION
who contributed 28% of the company fan sales
Guptas closest competition was shefali
Both were in there 2nd generation
Problem: sales showroom was closed down and operations only through appointed
distributers
Companys fixed pricing policy same usha fans bought from distributers would be
cheap
Resorted to undercutting prices working on lower margins
No followed price discipline
Due to closure of showrooms and facing heavy competition from open market
dealers i.e wages and rentals
Gupta ji was offered by lala ji to do business as a distributer of usha fans in cuttack .
gupta ji was indirect competitor as a showroom in charge of usha now he is a direct
threat
Gupta refused to buy from shefali who was back then exclusive distributer
Guptaji was offered direct billing from cuttack branch
Shefali was slow and tardy

Behrampur
Exclusive distributer at behrampur was vijay Sales Corporation
Vijay sales was formed in the same way as GSC just that VSC never dealt with
competitors brand of orient and bajaj
VSC believed no other fan would survive in the market as he commanded a
whopping 90%
Opposite VSC there was ROLLA SALES CORPORATION
RSC business was insignificant as compared to VSC