In April 2022, Prabh Das, managing director and chief executive officer of HPCL–Mittal Energy Limited (HMEL), reviewing a study of the customer survey, was still worried about the go-to-market strategy for the launch of polyethylene and additional volumes and new grades of polypropylene products. Over the last approximately 12 years the company had deliberately set out to build customer relationships and all customers had increased the quantum of purchase from HMEL. There was little differentiation in the product among competitors and pricing was more or less stable across all players. How should HMEL create differentiation and gain competitive advantage, wondered Das.