Mahindra First Choice (MFC), a multi-brand car spare parts company was launched in April 2015. Though it is part of the well-known business house of Mahindra & Mahindra, the new brand faced stiff competition in an already crowded space. MFC partnered with Vector Consulting Group to build a Decisive Competitive Edge based on reliability of availability in their distribution model which can then enable them to grow the business in a sustained manner. To accomplish this goal, the company implemented TOC replenishment solution in the entire supply chain. Counterintuitive to the practice of launching a brand with deep discounts and schemes, the company offered no schemes, and instead, grew demand through a Mechanic Loyalty Program (MLP). Within a year of implementation, significant operational and financial results were achieved. The company is now in the process of growing its distribution footprint based on the TOC philosophy.