Parle Agro entered the salted snack market with launch of baked wheat snack, branded as Hippo. Inspite of serious competition from players like PepsiCo, ITC, and Marico, Hippo was a success due to its offbeat positioning and marketing communication which involved social message and fun. Hippo’s successful launch created problems for sales and distribution team which struggled to keep track of empty store shelves and maintain stocks in stores. In order to address this problem, Parle Agro planned innovative use of real-life web and decided to use Twitter for tracking inventory. This case traces the steps taken by Parle Agro in implementing Twitter-based inventory tracking system.