Changing the way a counter-top is perceived was an important survival strategy for me and my team in Indian market. This not only created new market segments but also increased our profitability. The design process involved several steps from identifying customer needs to -solving technical challenges- to final market testing. Corian(R) has been re-inventing itself in terms of colours, textures, sizes and chemistry – this was the leapfrog step change to completely foray into new application areas. Procuct-application re-invention is a very important survival and growth strategy to stay relevant in market.