Almost instantly, a laptop at LG's plush headquarters in Noida, flashes up: Mr and Mrs Iyer, LG GL-205XFDG5, single-door refrigerator, Jharsuguda.

Two years back, looking for this information was akin to finding Neverland--it didn't exist. All that the multi-brand electronics retailer would know was that a fridge was sold in Jharsuguda--and only a month later.

It's the same story everywhere. With a sudden surge of demand from smaller cities and towns, many companies have had to come up with more product models and a wider network. This increased the importance of trade or channel partners. But in the chase for greater sales, organizations have forgotten who their real customers are.

Not Daya Prakash. As the Head-IT of LG Electronics Prakash, has spent over a decade with the company--and with a not-so-efficient sales information system. Although the system is the norm across the industry, Prakash realized that it was time to change the way the industry worked.