Bedi Ferox Limited, the Indian joint venture of Ferox Corporation, operated in the areas of business products and systems, which handled document processing and related business. Plain paper copiers had been the main product of company. Over the years, the company had expanded business into areas such as document-processing workstations, facsimile equipments, scanners, pointers, and telephone answering machines. Past industry reports were generally positive about the quality of service provided by Bedi Ferox Corporation. Mr. Rajesh Sharma, a self-employed professional, wanted to buy a facsimile machine. For that, he approached Bedi Ferox Limited office in Ahmedabad. The case describes his experience as a customer dealing with Bedi Ferox Limited and one of its dealers.