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Sameer Shivhare, Director, Kapila Krishi, was the first-generation entrepreneur who had taken the baton from his father. His father had set up the cattle feed business in the early nineties. Kapila Krishi, a Kanpur-based cattle feed manufacturer, had a market presence in four major milk-producing Indian states, viz. Uttar Pradesh, Bihar, Punjab and Haryana. Traditionally, it had a market presence in Uttar Pradesh and Bihar, but later, it moved to Punjab and Haryana. It was facing competition from not only national and international brands but also unorganised players. While chairing the board meeting on July 15, 2019, Shivhare expressed serious concerns over declining sales and revenue growth in recent years. Kapila Krishi had seen a decline in annual revenue growth in the cattle feed business from 53.11% in 2017-18 to 40.82% in 2018-19. The decline in revenue growth was synchronous with an increase in annual growth in promotional expense from 22.72% in 2017-18 to 195.79% in 2018-19. The recent decline in revenue growth could be traced to a changing market structure, a lack of awareness about cattle feed among livestock owners, a lack of fit between market segmentation and marketing mix, a shift in promotional strategy and some distribution challenges. The board members requested Shivhare to present a business plan in the next board meeting. The business plan should address the reversal in declining revenue growth and ensure steady growth in the business.