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Suppliers and dealers are two important stakeholders of any corporate organization, especially those dealing in products. The suppliers provide raw materials at the right time and right place every time and thus, help the organization to meet the customers' demands. The dealers, on the other hand, are the face of the organization before the prospective customers and act as an important channel of communication between the organization and the final consumers. It is for this reason that enlightened business organizations today, treat their suppliers and dealers as members of their extended business family and as equal and long-term partners in progress. In this paper, the authors have used the case study of a twowheeler automobile industry leader-TVS Motor Company Ltd., and attempted to describe their supplierand dealer-focussed initiatives. The data collection for the case has been done by the authors through personal interviews with top executives of the company and supplemented through other information available in the public domain. [ABSTRACT FROM AUTHOR]