The case demonstrates how warehousing automation projects are pitched, initiated and executed when the management is sceptical of the success of new technologies. In FY 2020–2021, Marico achieved a record-high turnover of USD 1.3 billion. The company’s future looked bright, and sales were expected to increase. The situation on the shop floor was challenging. After analysing the potential challenges associated with an expected increase in demand and considering the prevailing situation at the existing company sites, Vaibhav Kulkarni, Works Head, and Chirag Ojha, Projects and Supply Chain Manager, were convinced that the existing sites of Marico had many operational issues that could no longer be ignored. They pitched the idea of a greenfield project with automated technologies. Although the management was ready for expansion, a greenfield project with high-tech robotic systems seemed considerably aspirational for the company. What alternative technology options were available in the market? What was the cost to the company for the different options? What parameters needed to be considered? How could the options be assessed fairly? How would the new technology affect the daily operations and morale of the company?