This paper presents a country specific case study, with specific reference to the social and business conditions prevalent in an emerging economy, namely India. In this case we see the unique conditions like cultural and religious diversity, vastness of the geography, difference in taxation systems between the different states of India, customer perception of the particular transnational brand, local sales and distribution practices, local customer needs, which have constrained the growth of the organisation in the past. However visualising the power of an integrated flexible ERP system, and the availability of well trained ERP experts and engineering graduates at nominal salaries, SONY India put together an international IT project management team that went ahead to design and implement a system that becomes the backbone of the revitalized supply chain. A quantum growth of 40% for three consecutive years from 2004 is recounted in this paper.