Abstract

This case positions students at a strategic inflection point at India-based Amul / GCMMF, where a legacy, farmer-owned, mass-trust dairy brand encounters competition from a new category of high-end, digital-first, D2C dairy companies. These competitors pitching various attributes like accuracy: purity, freshness, A2, protein, attributability, subscriptions, and Instagram-led narrative, have made Amul deliberate its next course of action. Should Amul protect its mass core or introduce premium products? direct to consumer operations? Should the company spend on gaining traction on quick commerce channels or acquire a technology-driven competitor?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the drivers of premiumization.
• Recommend a growth strategy that aligns with the firm’s mission while addressing positioning and competitive challenges

Keywords

Amul; D2C; Dairy; Cooperative; Competition; Quick Commerce; Premium products; competitive challenges; pricing; premium dairy products; Artisanal dairy; mass-market dairy; hyperlocal