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Milky Moo: spreading the Milk Mantra

Subhalaxmi Mohapatra (Center for Development Management, Indian Institute of Management Udaipur, Udaipur, India)
Subhadip Roy (Department of Marketing, Indian Institute of Management Udaipur, Udaipur, India)

Publication date: 2 May 2017



Srikumar Misra founded Milk Mantra as a milk producing and selling company in the state of Odisha, India in 2010. The company subsequently diversified into milk-based products such as yogurt and cottage cheese and spread its foray into the neighboring states. In 2014, the company had to overcome a few challenges from the macro environment as well as think of a marketing and communication strategy to gain competitive advantage.

Research methodology

The case is based on the primary research and has been developed using interviews of the company representatives and documents made available from the company. Wherever required, written permission has been obtained from the company representatives.

Relevant courses and levels

This case could be a part of the Marketing Management course in a graduate/undergraduate program in Business Management. The case could also be a part of a Brand Management or Integrated Marketing Communications course in the same program for specialized subjects such as branding a generic product or brand communications. This case could also be used for a short discussion in a distribution and logistics course.

Theoretical bases

The specific topics, which could be facilitated through this case, are the 4 Ps of marketing, distribution and marketing strategy. The case also relies on the theories of branding and marketing communication.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.


Mohapatra, S. and Roy, S. (2017), "Milky Moo: spreading the Milk Mantra", , Vol. 13 No. 3, pp. 342-359.



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