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Prabhat Dairy: The Crossover Challenge in the Indian Market

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  • Ram Subramanian

Abstract

Headquartered in the state of Maharashtra in India, Prabhat Dairy was one of the small, emerging private players in a growing market. India’s dairy market was dominated by farmer cooperatives who controlled both milk pricing and, to a large extent, its distribution. While the commodity side of the industry featured strong incumbents and low margins, the value-added milk market was both in high growth mode and rewarded strong players with sizeable margins. Prabhat had started in 1998 serving as an intermediary to players such as Mondelez, Abbott, Perfetti Van Mele, and Britannia but now wants to move into the consumer market. It faces significant challenges in this crossover and has to come up with the right strategy to address them.

Suggested Citation

  • Ram Subramanian, 2019. "Prabhat Dairy: The Crossover Challenge in the Indian Market," Asian Journal of Management Cases, , vol. 16(2), pages 186-200, September.
    • Handle: RePEc:sae:anjomc:v:16:y:2019:i:2:p:186-200
    DOI: 10.1177/0972820119858548
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    References listed on IDEAS

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    1. Rajendran, K. & Mohanty, Samarendu, 2004. "Dairy Co-Operatives And Milk Marketing In India: Constraints And Opportunities," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(2), pages 1-8, July.
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