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Synopsis The era of mass production has slowly been replaced with an era of mass customization. Mass customization is the new paradigm shift in the ideology of marketers and customers. Mass customization provides choice, delivers customers, products or services – whatever they want and however they want, due to the widespread availability of technology. Convergent technologies, agile product development and integrated information systems are undoubtedly an integral part of mass customization process. A sluggish global economic scenario, manifested in slow growth rates, higher inflation rates, demand supply imbalances and competitive pressures, coupled with customer preferences for individualization have evolved into a changing business scenario, wherein neither manufacturers can ignore the demands of the customers nor can customers overlook the market dynamics.