The case describes in detail how the Max Performance Excellence Framework (MPEF) was the fulcrum for the success of the Max Group at large and how it helped them gain a competitive advantage. Riding on a surge in growth due to the liberalization policies of the Indian Government, the Max Group became one of the leading players in various businesses by the turn of the 21st century. Placing service excellence at the very core of its value proposition, the Max Group propelled itself into a customer-centric group through its focus on implementing the MPEF. The case examines how the Max Group found unique ways to engage and keep customers satisfied and loyal through service excellence. The case lists the key aspects of both the business excellence framework and Max Quality System. It also analyses the future challenges that the Group would have to meet while seeking to address the question of how the company would maintain its growth in an emerging market like India in the long term.