The case describes the entrepreneurial trajectory of Madan Mohanka and his family business, Tega India Limited. The company was at an inflection point, when product demand in India for industrial rubber products for material handling in mining and mineral processing stagnated and competition intensified. The Swedish collaborators of Tega were acquired by competitors who already marketed competing products and services in India.There was an impending price war in the Indian market.The choice between exiting the business by selling out to consolidating foreign competitors or competing with them by developing new capabilities for international business was not an easy one.