Amazon`s Acquisition of MX Player

Case Code: BSTR643 Case Length: 10 Pages Period: 2020-2021 Pub Date: 2021 Teaching Note: Available

Price: Rs.300 Organization : Amul Industry : Food & Beverage Countries : India Themes: Marketing Strategy, Brand Strategy, Competitive Strategy,Competitor Analysis

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In June 2021, Valamji Humbal, Vice Chairman of India-based dairy giant Amul, wrote to Narendra Modi, Prime Minister of India, urging him to ban People for the Ethical Treatment of Animals (PETA) . He referred to PETA as an “opportunistic element spreading misinformation”, along with “foreign companies”, to hurt the image of the Indian dairy industry. In turn, Dr. Manilal Valliyate, CEO of PETA, called Amul a “bully, unable to appreciate the public’s concerns for animals.”

The exchange was the latest salvo fired by both sides, after a bitter war of words broke out between Amul and PETA on Twitter in late May 2021, after PETA advised Amul to transition from a dairy company to a producer of vegan milk or plant-based dairy products/beverages . PETA’s advice to Amul came after the dairy giant took up an all-encompassing crusade to prohibit plant-based beverages from using the term ‘milk’ in their labeling and marketing..

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