A-One Starch Products Limited was established in the late thirties. It was a member of a large business group, and had been manufacturing starch and its derivatives for many diverse industries. It was the acknowledged industry leader for its "technology and product quality". The case describes the corn wet milling industry in India including the market structure, competitive situation, and demand assessment. The Chief Executive of the company is challenged to find suitable strategic options and select the best option for future growth and prosperity.