This is the third case from a three cases series. 2004 onwards, Eureka Forbes Ltd. (EFL) took unique initiatives to collect knowledge of its sales people. Various contests were devised and the learning was ploughed back into the organization. It also helped the organization to face various challenges. The challenge now is to sustain the initiatives taken so far and spread the learnings to everyone in the organization. Also challenge is to use existing knowledge in new markets an in changing environment.