Jay Bharat Spices Pvt. Ltd., a company located in Cuttack, India, was involved in the manufacturing and distribution of spices across India under the brand name Bharat Masala. The company specialized in producing basic spices such as turmeric powder, cumin powder, and chili powder. The senior management team had recently noticed a rise in demand for the spice garam masala in the East India market and asked the company's vice-president of East India operations to oversee the launch of this new product over the next six months. The vice-president was now struggling with multiple constraints related to the launch, including storage capacity in the warehouse and various financial constraints that were forcing him to look for a more economical and efficient solution.

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