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The case discusses the rapid growth of Milky Mist in South India in 2025, where founder Sathishkumar succeeded in the competitive dairy milk industry by taking an unconventional approach, avoiding high-volume products like milk and focusing on value-added products like paneer. This path has given him success, and the company now has to figure out how to grow. Sathishkumar must decide whether to stick to differentiation or adopt the conventional path of giants and enter the liquid pouch milk category to pursue higher revenues.
The case can be used in postgraduate or executive programs in a course on Strategy. This...
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