Teaching Note: Setting a new horizon for a women-owned dairy brand

In 2023, Thimmappa Sura was appointed Chief Executive of Shreeja Mahila Milk Producer Company Ltd. (SMMPCL), a dairy enterprise based in Tirupati, India, that procured an average of 1.43 million lbs US per day. Within a decade, it emerged as a successful brand, owned, managed, and marketed by women in Tirupati. Sura wanted to establish Shreeja as the most sought-after dairy brand in the business-to-consumer (B2C) market across Andhra Pradesh, Karnataka and Tamil Nadu, under the identity Run by moms and Run for moms. He reflected on the company’s ambitious target sales of 0.79 million lbs US per day...