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The case examines Cadbury India Limited''s (CIL) repositioning strategies for its major brands during 1999-2002. This case provides a detailed account of the company''s growth and strong focus on continual product launches. It also examines CIL''s distribution, promotion and advertising strategies. The problems faced by CIL in the late 1990s and the initiatives taken by the company to retain its market position are examined. The case also discusses the company''s attempts to reinvent its major brands. The case is structured to enable students to: (1) discuss the marketing strategies adopted by CIL to establish itself as the market leader in the Indian chocolate market; (2) understand the need to change marketing strategies to cope with changes in the external environment; (3) understand CIL''s new strategies, with reference to product launches, positioning, distribution, pricing and advertising; and (4) discuss the future prospects of CIL in light of increasing competition. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.