Auto press India Private Limited, a stainless steel cookware manufacturer, was preparing for a new product launch. All of their efforts were influenced by their vision statement of ‘thoughtfully crafted cookware to transform cooking experiences’. While preparing for the launch of their new product fresh market intelligence emerged which could impact the company’s future strategy, particularly it's product pricing and new product launch strategy. The case demonstrates the dilemma of a decision-maker while framing strategies for growth. Should the company focus on getting the first-mover advantage and later defend itself against competition or should it wait and watch, formulating an attack strategy later? Towards the end, the case outlines the course of action adopted by the company. The case can be used to expose readers to decision making in business and its impact. It helps in understanding the concepts of competitive strategy formulation, channel partnership and product pricing including factors affecting pricing such as competitor’s price changes and perceived value.