The case deals with issues related to the implementation of category management practices faced by Girish Food Store located in Ahmedabad. The store was facing new challenges posed by competition as well as a change in consumer dynamics. In order to provide better services to consumers and manage different product categories more profitably, Girish, the owner of the store wanted to implement category management practices in his store. He had already taken some measures to understand the consumer shopping behaviour at the store and the impact of different consumer promotion schemes on sales of specific product categories. With the help of investment in data management and analysis, Girish was feeling confident enough to derive sustainable advantage over all other competitors in the market.