Published Online:March 2024
Product Name:The IUP Journal of Business Strategy
Product Type:Article
Product Code:IJBS040324
Author Name:Namratha Prasad V
Availability:YES
Subject/Domain:Strategic
Download Format:PDF
Pages:12
The case talks about the measures taken by India-based dairy giant Amul to defend the dairy industry and eventually itself against a range of perceived threats. It gives a brief history of Amul and thereby an idea about its stature in the Indian dairy industry. It then provides details about the way Amul tried to fight an ethical battle against vegan dairy producers, animal rights groups, and other entities to protect its way of doing business. Apart from the legal and regulatory system, Amul used the print media, advertisements, publicity, and social and digital media in its endeavor. The case also provides a brief glimpse into the rationale of the other side—vegan dairy producers and animal rights groups—for their opposition to the various moves of Amul. It also offers an idea about how vegan dairy producers could create their own space in the Indian dairy industry. Will Amul's all-out offensive against substitutes protect the Indian dairy industry in the long run?
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)5.