In Mangalagiri in Guntur district of Andhra Pradesh, master weavers dominate and handlooms cooperatives are more or less non-existent. The master weavers handle a large volume of business and have expanded from a small base initially. But the entry into the trade has been managed differently by different entrepreneurs, in terms of their approach to flexibility, product differentiation, new markets, etc. This case study focuses on a small sample of five master weavers from the region.