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Milk Mantra, Lactalis, et al. await their ‘Manthan’ moment in market dominated by Amul, Mother Dairy

Milk Mantra, Lactalis, et al. await their ‘Manthan’ moment in market dominated by Amul, Mother Dairy
Milk Mantra, Lactalis, et al. await their ‘Manthan’ moment in market dominated by Amul, Mother Dairy
A still from the film, Manthan, directed by Shyam Benegal for the Gujarat Cooperative Milk Marketing Federation; image credit: Amul

Synopsis

Milk cooperatives have dominated India’s dairy industry for years. Now, private firms are learning the ropes and trying to carve a niche for themselves. While matching the scale and distribution prowess could be an arduous task, premium positioning and a focused procurement could be the answer. Are private dairies ready for their own White Revolution?

The 1976 film Manthan, directed by Shyam Benegal for the Gujarat Cooperative Milk Marketing Federation (GCMMF), begins with a train pulling into a small village station in Gujarat. A young veterinarian, Dr Rao played by Girish Karnad, gets a quick tour of the village and the shambles its basic facilities were in. When he sees a skinny horse deputed with a cart to take him to his quarters, he refuses to use it. The scene ends with him walking
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