GOVERNMENT COLLEGE (AUTONOMOUS) RAJAHMUNDRY
DEPARTMENT OF COMMERCE & MANAGEMENTSTUDIES
PROGRAM: BBA HONOURS DATE:
TITLE OF THE COURSE: ORGANISATIONAL BEHAVIOUR TIME:10:00AM
NAME OF ACTIVITY: COUNTRY DELIGHT MILK
NAME OF THE STUDENT K. ASHOK
NAME & DESIGNATION OF THE RESOURCE’S PERSON DR. B. PRATHIMA
REGISTER NUMBER:32322549
TOTAL NUMBER OF STUDENTS ATTENDANCE:
SIGNATURE OF THE LECTURER SIGNATURE OF THE HOD
S.No Register
Number Name of the student signature
CASE STUDY
ON
COUNTRY DELIGHT MILK
PRESENTED BY
K. ASHOK
REG No: 32322549
INTRODUCTION:
The dairy industry in India is one of the largest in the world, with a market
size exceeding $100 billion. Amidst this landscape, Country Delight has
emerged as a prominent player since its inception in 2015. The company
aims to provide pure, fresh milk directly from farms to consumers,
disrupting traditional supply chains. This case study examines the key
components of Country Delight's business model, marketing strategies, and
overall impact on the dairy market.
ABOUT COUNTRY DELIGHT
Country Delight is a leading dairy brand in India, known for its fresh,
farm-to-home milk delivery service. The company has carved out a niche
in a highly competitive market by focusing on quality, freshness, and a
customer-centric approach. This case study explores the operational
strategies, market positioning, challenges, and growth prospects of
Country Delight, highlighting its innovative practices in the dairy sector.
ABOUT THE FOUNDER: AMIT KHEMANI
Amit Khemani is one of the co-founders of Country Delight, a prominent
dairy brand in India. With a background in business and entrepreneurship,
Amit has been instrumental in shaping the company's vision of delivering
fresh, quality milk directly from farms to consumers.
BACKGROUND AND EDUCATION
Amit holds a degree in engineering and has experience in various sectors,
including technology and consumer goods. His academic and professional
background provided him with a strong foundation for understanding the
complexities of supply chain management and customer needs.
ENTREPRENEURIAL JOURNEY
Before founding Country Delight, Amit worked in different industries,
gaining valuable insights into business operations and market dynamics.
His passion for quality food products and commitment to improving
consumer health led him to venture into the dairy industry.
VISION FOR COUNTRY DELIGHT
Under Amit's leadership, Country Delight emphasizes transparency,
quality, and sustainability. He has focused on building a robust supply
chain that connects consumers directly with farmers, ensuring the milk is
fresh and free from additives. His innovative approach includes leveraging
technology for efficient operations, including a mobile app for easy
customer engagement.
IMPACT AND RECOGNITION
Amit Khemani's efforts have positioned Country Delight as a trusted brand
in the Indian dairy market, especially among health-conscious consumers.
The brand has garnered attention for its commitment to quality and
customer service, contributing to its rapid growth and popularity.
Through his leadership, Amit continues to drive Country Delight's mission
to revolutionize the dairy industry in India, making fresh milk accessible
to all.
COMPANY BACKGROUND
Founded by a group of entrepreneurs passionate about improving the
quality of dairy products in India, Country Delight started with a simple
mission: to deliver fresh milk without the preservatives and additives
commonly found in mass-produced dairy products. The brand leverages
technology to ensure efficient operations, from sourcing milk directly from
farmers to using an app-based delivery system.
MISSION AND VISION
**Mission**: To deliver the freshest and purest milk directly from farms
to consumers, ensuring quality and transparency.
**Vision**: To be the most trusted dairy brand in India, setting new
standards for freshness and quality in the dairy industry.
OPERATIONAL STRATEGY SOURCING AND QUALITY
CONTROL
Country Delight's operational strategy begins with sourcing milk directly
from a network of trusted farmers. The company emphasizes quality
control by implementing stringent testing procedures at various stages:
1. **Farm Selection**: Farmers are carefully vetted based on their
practices and adherence to hygiene standards.
2. **Quality Testing**: Milk is tested for freshness and purity
immediately after collection, ensuring only the highest quality reaches
consumers.
3. **Cold Chain Management**: A robust cold chain system is in place
to maintain the milk's freshness during transportation and storage.
TECHNOLOGY INTEGRATION
Country Delight utilizes technology to enhance its operations and
customer experience:
**Mobile App**: The brand's user-friendly app allows customers to
schedule deliveries, track orders, and manage subscriptions, making the
purchasing process convenient.
**Data Analytics**: By analysing customer preferences and consumption
patterns, Country Delight tailors its offerings and optimizes inventory
management.
DELIVERY MODEL
Country Delight operates on a subscription-based model, which provides
customers with regular deliveries of fresh milk. This not only ensures
consistent revenue but also builds a loyal customer base. The company
employs a fleet of delivery personnel trained to handle products with care,
maintaining quality until the point of sale.
MARKET POSITIONING
Country Delight has positioned itself as a premium dairy brand focusing
on quality and transparency. Its primary target market includes health-
conscious consumers who prioritize fresh, natural products. The brand's
marketing strategies revolve around:
**Brand Storytelling**: Communicating the journey of milk from farm
to table, emphasizing ethical sourcing and quality.
**Customer Engagement**: Utilizing social media platforms and
community outreach to foster engagement and build trust.
**Promotions**: Offering introductory discounts and referral programs to
attract new customers.
CHALLENGES
Despite its success, Country Delight faces several challenges:
1. **Competition**: The dairy market is saturated with established
brands, making it crucial for Country Delight to differentiate itself
continually.
2. **Supply Chain Disruptions**: Factors like seasonal changes and
local conditions can affect milk production and supply.
3. **Consumer Education**: Educating consumers about the benefits of
fresh, unprocessed milk versus conventional alternatives remains an
ongoing challenge.
GROWTH PROSPECTS
Looking ahead, Country Delight has significant growth potential:
MARKET EXPANSION
Expanding into new geographical regions, especially in tier-2 and tier-3
cities, can help the brand tap into new customer segments. The rising
middle class in these areas is increasingly seeking quality dairy products.
PRODUCT DIVERSIFICATION
Country Delight can explore product diversification by introducing value-
added dairy products like cheese, yogurt, and flavoured milk, catering to
changing consumer preferences.
SUSTAINABILITY INITIATIVES
Implementing sustainable farming practices and eco-friendly packaging
could enhance brand loyalty among environmentally conscious consumers.
CONCLUSION
Country Delight has successfully established itself as a trusted brand in the
Indian dairy market by prioritizing quality, freshness, and customer
satisfaction. Its innovative approach to sourcing, technology integration,
and direct delivery has positioned it favourably against traditional
competitors. As the company continues to navigate challenges and explore
growth opportunities, its commitment to quality and customer service will
be key drivers of its ongoing success in the dairy sector.
