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GAIL (India) Limited (GAIL), a public-sector undertaking, was India's largest gas transmission and marketing company. As a leader in India's gas and energy sector, the organization aimed to set a benchmark for other companies in the industry by implementing the best safety practices for its employees. In late 2013, GAIL's top management decided to implement the behaviour-based safety (BBS) program across all of the company's work sites. BBS was a health and safety standard that promoted change by training and enabling employees to observe and correct unsafe behaviour on the spot. BBS's strength - changing employee behaviour - was also BBS's challenge. Employees initially supported the initiative; but over time, employee commitment began to wane, and leaders redirected their energy to other pressing work demands. In 2016, general manager of HSE, and his team were finding it increasingly difficult to sustain the BBS initiative and transform the safety culture of the company. With the company's operations growing and the number of employees increasing, management was grappling with what more could be done to inculcate a culture of safety.