In January 2009 the company reduced the price from 13 rupees (28¢) to 12 rupees (26¢) on 90-gram bars. Even a 1-rupee price cut can be significant in a country with a per capita income of $710. Meanwhile, companies such as Godrej Consumer Products and Nestlé India are taking other steps that will allow them to reduce prices aggressively while making sure margins aren't eroded—moves such as improving supply chains by shifting suppliers, ensuring they're not caught with excess inventory as consumer demand fluctuates, and looking for ways to reduce operating costs.