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This case is based on one of the leading Indian lighting companies, Sunstar Lighting Ltd. The company was manufacturing general lighting solutions (GLS) and fluorescent tube light (FTL). Under backward integration, the company expanded and set up their component division of glass shell and aluminum caps. The company believed that their efficient lighting equipment would cater to the large market for their GLS and FTL products. But the company had to face huge competition. The company was not getting the expected prices for their export assignments due to selling pressure. Also they were facing competition from the organised and unorganised sector, and Chinese and Korean products in the national market. The company was facing a great challenge from a changing customer demand pattern and an increase in awareness of energy conservation. The company''s top management was also worried about the selling of unused glass shell. The case discusses strategic marketing management and backward integration. It can be used for teaching the above concepts to executives and postgraduate management students for individual analysis and small group discussions of not more than five members. The case and references should be given to the executives and students one day prior to the discussion for the individual analysis and write-up. Next day, the case should be discussed amongst a small group and role play carried out. The outcome of the discussion should be presented in front of the whole assembly by representatives from each group, in order to evaluate each option in detail. The case is suitable for written assessment or examination, role playing and oral presentations.