The case opens with a brief description of the challenge posed by a leading company in petroleum retailing, Indian Oil Corporation Limited, to the ClubHP brand of HPCL. The case provides brief description of Indian Petroleum Industry and the profiles of key competitors in the industry. It also briefly describes the initial branding initiatives, including advertisements of the companies till 2004. The case further describes the positioning and branding strategy HPCL implemented through the retail branding initiative ClubHP. It describes several initiatives under ClubHP including branding of fuels, training of dealers and dealer men for delivering promised service, associated products and services offered at the ClubHP outlets, loyalty programmes. The case also describes the experience of one of the 40 regions in development of strategy and its implementation. The case ends with challenges faced by HPCL in strengthening the retail brand ClubHP. The case can be used at the end of Phase I or towards the end of Phase III, of the programmes for sales officers. It can also be used towards the end of Phase I for the programmes for regional managers.