Strategy

Can Patanjali do an Amul?

The dairy business remains the graveyard of mighty companies who came and lost to India’s well-oiled farming co-operatives.
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Indian Yoga Guru Swami Ramdev feeds a cow during his visit to the All-India Pingalwara Charitable Society organic farm in the outskirts of Amritsar November 8, 2011; Narinder Nanu/AFP/Getty Images
Baba Ramdev, inflation fighter. Via milk. Nope, we didn’t make that up. Last Thursday, amid cows in a packed Talkatora Stadium in New Delhi, the founder of Patanjali announced that the company was finally launching its range of milk and milk products, starting with the Delhi-NCR region. The launches included milk, dahi, paneer, chhaas (buttermilk), and frozen foods like up the right focus area: the supply. Up next will be scaling that supply by securing dairy farms across the country and ramping up distribution enough to match the muscle of the likes of Amul and Mother Dairy. That’s a hard position to get into. Even for the uber-flexible Ramdev. (With inputs from Prashant Mukherjee)(Graphic by Ankita Mehrotra)
Baba Ramdev, inflation fighter. Via milk. Nope, we didn’t make that up. Last Thursday, amid cows in a packed Talkatora Stadium in New Delhi, the founder of Patanjali announced that the company was finally launching its range of milk and milk products, starting with the Delhi-NCR region. The launches included milk, dahi, paneer, chhaas (buttermilk), and frozen foods like up the right focus area: the supply. Up next will be scaling that supply by securing dairy farms across the country and ramping up distribution enough to match the muscle of the likes of Amul and Mother Dairy. That’s a hard position to get into. Even for the uber-flexible Ramdev. (With inputs from Prashant Mukherjee)(Graphic by Ankita Mehrotra)

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