This case encapsulates the scenario of the beverage industry of Bangladesh through the lens of the popular brand Frutika of Akij Food & Beverage Limited. Frutika entered the market with one of the strongest media campaigns to date with “Ektu beshi pure” but this outstanding media success didn’t lead to equivalent market share. Realizing that the success in this industry lies somewhere else, Frutika identified some of the problems that its supply chain was facing and thought of a few countermeasures to tackle them. The effectiveness of these countermeasures is in question as uncertainties arise regarding the sustainability of the market share increase of Frutika.