In 1974, Indian National Dairy Development Board developed a subsidiary, Mother Diary, to enhance the existing capacities milk producers in the rural areas. Mother Diary prover herself as a key supplier of milk and dairy products in Delhi, it decided to grow its existing operation in other regions of the country to expedite its growth. However, the primary product of Mother Dairy, Milk, is a commoditized product, what could be the differentiation approach it could pursue, to divert the consumers towards “magical Mother Dairy” from “mundane milk”? Would it be easy to create disruption for established players? In the context of a product that has a small shelf life, what would be the potential challenges in inventory and supply chain?
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