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The case examines the initiatives taken by Indian consumer electronics major, Philips India Ltd (PIL), to maintain profitability and market share despite adverse industry and market conditions. It explores the company''s efforts to enhance its operational efficiency by restructuring its supply chain and other measures. The case also briefly discusses the concept of supply chain management and the benefits of revamping the supply chain management (SCM) practices. The case is structured to enable students to: (1) appreciate the need to modify a company''s operational strategies according to changes in the industry and competitive environment; (2) identify the circumstances that led Philips India to rethink and restructure its supply chain management practices; (3) examine PIL''s approach, process and procedures to introduce a sophisticated SCM system; and (4) explore the benefits reaped by the company as a result of focusing on the value chain efficiencies through SCM and the contribution of SCM to the company''s survival and competitive advantage. The case is aimed at MBA/PGDBA students and is intended to be a part of the production and operations management curriculum.