The Ahmedabad Women's Action Group (AWAG) is an organization that aims to raise the image of women in society and protect their right to live with dignity. An income generation unit-AWAG-EKTA was set up with the sole objective of making women financially independent. It produced readymade dresses and faced problems in the marketing of the product, as is typical of non-profit organizations. In September 1994, AWAG-EKTA decided to place primary emphasis on profit objectives and the social objectives were made contingent to the same. Its operations were streamlined with interventions in the organizational set up and certain elements of the marketing mix. The organization, now wished to take a comprehensive look at its marketing strategy in the light of its shift in objectives, its existing resources, consumer needs and competition. The problem calls for decisions on choice of product-markets, target segments, product offerings, pricing, distribution, and promotion policies.