24 November, 2020

The Day After The Cheese-Off

Mother Dairy floats joint ventures with state cooperatives—and its 'progenitor' Amul isn't just crying over spilt milk either

T. Narayan
The Day After The Cheese-Off
She is all of 58, has been associated with the dairy industry for more than three decades and is one of the most respected names in the industry. He is 82; in fact, he's her mentor and acknowledged as the father of the Indian cooperative movement. But now Amrita Patel and Verghese Kurien are embroiled in a war that has turned so ugly that the duo don't even shy away from making personal comments against each other. And the two great brands they created, Amul and Mother Dairy, are fighting each other for market share.

The two companies had an understanding that each will not invade the other's market. This is why Amul ice-cream, a popular brand in western India, was not marketed in Delhi where Mother Dairy was the market leader. Amul also did not market liquid milk in the capital while it had a considerable presence in Gujarat and Mumbai. When Amul expanded its liquid milk market, it looked at Rajasthan, Madhya Pradesh and Maharashtra and not Delhi where again Mother Dairy was the leader. Mother Dairy, in turn, did not take its ice-cream to Amul's markets. That apart, Amul got...


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