Can Amul solve India's PROTEIN CRISIS? : Business case study

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VIDEO INTRODUCTION:
The year is 1946, and under the schording heat of the sun, Thousands of farmers in Gujarat stood in silence. They were waiting for the British contractors to arrive!! And as soon as they saw the British vehicle arrive, the farmers started pouring 1000s of litres on the roads!!!
And suddenly, 1000s of litres of milk thick and white gushed onto the dry roads of the village. And when the brits saw the angry faces of the farmer They thought the farmers had gone mad!!!
But It wasn’t madness, It was desperation.
Because Every morning, these British merchants would ride into these poor villages. They would demand the milk from these helpless farmers!!! The farmers were so shackled by the system that they sold this milk to the merchants for a dirt cheap price!! A price so cheap that it couldnt even buy them grains to feed their family!!
And by afternoon, that same milk would arrive to be sold in the lavish clubs and high-rise mansions of bombay. And irony was that, while The richest men in the city sipped and enjoyed the creamy buttermilk, the very people who extracted this milk were starving and struggling!!
It wasn’t just unfair.
It was a crime.
A crime that had pushed the farmers so deep into poverty that most of them would rather hang themselves than see their families starv every single day. This British-backed monopoly was called the Polson Dairy!!
But From the depths of despair and exploitation, the courage of a united farmer brought forth a revolution, a revolution so transforming that did not just change the lives of the people, but the very soul of our nation!!
A revolution that gave birth to a name that would forever change India’s dairy industry, and today we all know this revolution as AMUL the pride of India!!!
But now, India faces a new battle.
This time, it’s not a milk crisis. It’s a protein crisis.
And you know what the irony is? Whey protein is made from milk, and We are the largest producers of milk and yet we are importing whey protein. Similarly, Studies reveal that 73% of urban Indians are protein deficient and an astounding 93% are unaware of their daily protein requirements​.
So India is facing a protein crisis!!!
But now The White Elephant of India has woken up. This time, Amul is here to disrupt the protein market of the world and I must tell you that its nothing short of a revolution!!
So we have prepared a detailed report on the gaps of the protein market, the players in this space and Amul supply chain distribution and marketing superpowers that could change the protein space of India forever!!
So in this episode today,
Lets do deep dive to understand
Why is India such a protein deficient country?
Where are the biggest gaps in the protein market of India?
What are the biggest challenges of building a protein brand in India?
And most importantly, as the White elephant wakes up, How is AMul positioned to become the king of this market??


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