The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to identify which features would be profitable to launch in India and work out the optimal configurations at prices which would aid in single market share profitably. We devised a new pricing research technique that would replicate the real-life evaluation process of 100+ features, while keeping the uninterested and impatient Indian consumers engaged. The result was a 3D virtual showroom that has not only helped us to recommend the optimal price product portfolio, but has the versatility of application across other industry sectors too.