Software Product Quality is the hallmark of organization's leadership in IT market. Product quality is gauged by quality attributes and defects present in the product. Quality Attributes destines system's intended behavior and due to defects systems expected behavior deviates, leading to poor quality of product. Industrial efforts to improve quality through quality framework, standards, Software process improvement (SPI) and the measure of focusing on quality attributes in architecture level has not driven the product quality to desired level. Quality has been turned out as critical risk factor for organizations.To solve this challenge, a practical industrial case study of several projects from different application domains is undertaken. Through analysis and findings, the reasons for poor quality are found. A judicious approach titled "Quality attribute focused multilayer requirement elicitation" is introduced to enhance the product quality to the desired level.