GuruKool, a unique training initiative for frontline sales personnel in retail businesses of the Future Group, was spearheaded by Sanjay Jog, Chief People Officer, Future Group, in April 2006. Implementing the programme, however, was more difficult than he had expected, and its results also were not as brilliant. Sanjay was thus concerned about improving GuruKool. Unlike usual training programmes that provide specific skill based inputs to enhance performance, GuruKool was targeted at enhancing the overall self-esteem of participants. This case study presents details related to the GuruKool programme design as well as the problems associated with 'internally marketing' a fairly unique programme. Details cover aspects of the relational service orientation of 'non-marketers' within an organization and the conflicting perspectives of various 'parties'- both, direct and indirect, involved in GuruKool's design and implementation.