Ashok is the General Sales Manager of Bright Detergents which has just entered the market with an excellent new brand (proven in lab tests and test marketing). He is looking for distributors in Mumbai. His initial visit to the markets is very disappointing as most of the prominent traders are already distributors for the existing majors. He has to be satisfied with second rung of prospective distributors. Ashok strongly feels that using the top 100 wholesalers in Mumbai to stock and sell Bright Detergents is a better proposition than selecting distributors. Do you agree? Can you guide Ashok in the right direction? He intends to make Bright the third biggest detergent brand in Mumbai in two years time.