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

Excerpts

The war over the word ‘milk’

In August 2020, the FSSAI issued a draft notification called the ‘FSSAI Amendment Regulations, 2020’ that proposed to prevent the word ‘milk’ from being used on the pack of non-dairy and plant-based dairy products (See Exhibit I For Certain Excerpts from the Draft). The FSSAI proposed that ‘milk’ should refer exclusively to animal-derived milk and its products. It sought to refer to vegan milk as ‘Dairy Analogues’. The FSSAI then asked stakeholders and citizens to submit their comments and suggestions on the draft, which was later to be sent to the Indian Health Ministry for approval..

Amul’s Contention

Amul claimed to have made the request to the FSSAI to bring about the draft notification that sought to prevent vegan dairy manufacturers from using the word ‘milk’ in their labeling and any other communication. It believed that many foreign and Indian companies were selling plant-based beverages as ‘milk’ in the country, in violation of existing regulations. RS Sodhi (Sodhi), Managing Director of Amul, said, “The move by the national food regulator (FSSAI) is both consumer-friendly and farmer-friendly, and in line with international definitions of dairy-based products.” ..

The War Intensifies– Peta Jumps In

In December 2020, Amul moved the Delhi High Court (DHC) to order social media channels – YouTube and Facebook – to remove a video, titled “Unholy Cattle of India: Exposing Cruelty in the Indian Dairy Industry”. Amul stated that the video, while mentioning the “ill-treatment” of cattle and exhorting the public to discard the intake of milk and dairy products, had used the company’s mascot in a hand drawn cartoon. Amul contended that the videos targeted the company and “were slanderous and disparaged and denigrated the Amul brand and trademark” ..

The Vegan Dairy Industry – Moving On

Industry observers stated that away from the bitter open war of words between Amul and various animal rights organizations, vegan dairy producers were unobtrusively making changes in their labeling and marketing. They quietly acknowledged that in several countries across the world, there were restrictions on the usage of the term ‘milk’ for vegan dairy products..

Exhibits

Exhibit I: Excerpts from the FSSAI Amendment Regulations, 2020
Exhibit II: Information on Multinational and Indian Vegan Dairy Companies
Exhibit III: Information of Dairy Companies Venturing into the Vegan Dairy Space, Globally

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