The case was compiled using the following information sources, all of which are cited in the “References List” section of the case:
company annual reports;
podcasts, websites of trade associations and news media;
video recordings; and
product reviews on e-commerce websites and customer testimonials
This case highlights the success, opportunities and challenges facing Country Delight, a rapidly growing seller of milk and dairy products in India, in 2021. Country Delight had grown its revenues by more than 17 times in the past four years, accompanied by a set of choices that was unusual in the market: deep supply chain integration, digitization, aggressive marketing and a direct-to-consumer delivery model. The rapid rise of Country Delight led to a muted response from established dairy giants such as Nestlé, Amul, Mother Dairy and others. Could cofounder Chakradhar Gade maintain the double-digit growth in its dairy business? Gade had also recently raised funds to expand into nondairy groceries such as spices, flours, fruits and vegetables. The case invites the reader to analyze Country Delight’s business model in the dairy business and to determine whether the drivers of its success in dairy could also fuel growth in nondairy food products.
This case is intended for use in a senior undergraduate or master’s level course in strategy in a module that deals with competitive dynamics. Note that the case assumes an understanding of basic concepts in strategic management, such as competitive advantage and positioning. In the authors’ institute, this case is used in a master’s level elective in strategy and is positioned after a module on game theory and before a module on managing uncertainty.
