Broke to breakthrough: the rise of India's largest private dairy company

By:

Damodaran, Harish

Material type: Text

TextPublication details: Viking Haryana 2021Description: xxi, 128 pISBN:

9780670095858

Subject(s):

DDC classification:

338.092 DAM

Summary: Broke to Breakthrough is a business biography of India’s largest dairy products company – Hatsun Agro – and its founder R.G. Chandramogan. Hailing from Virudhunagar district of Tamil Nadu, Chandramogan started this venture in 1970 as a twenty-one-year-old, making ice candies with three people in a 250 sq. ft. rented place and selling in pushcarts. By the mid-1980s, ‘Arun’ ice cream had become the market leader in the state. But Chandramogan didn’t stop at that – he branched into the dairy business by leveraging his brand-building experience with ‘Arun’ and forging connections with farmers. Thus was born Hatsun Agro Product. It is today a Rs 5,500 crore-plus company that also has pioneered a unique model of directly procuring milk from over 4 lakh farmers (B2F) and selling only branded consumer-facing products (B2C).

List(s) this item appears in: Public Policy & General Management | Operation & quantitative Techniques

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Public Policy & General Management	338.092 DAM (Browse shelf(Opens below))	1	Available		004391

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Broke to Breakthrough is a business biography of India’s largest dairy products company – Hatsun Agro – and its founder R.G. Chandramogan.
Hailing from Virudhunagar district of Tamil Nadu, Chandramogan started this venture in 1970 as a twenty-one-year-old, making ice candies with three people in a 250 sq. ft. rented place and selling in pushcarts. By the mid-1980s, ‘Arun’ ice cream had become the market leader in the state. But Chandramogan didn’t stop at that – he branched into the dairy business by leveraging his brand-building experience with ‘Arun’ and forging connections with farmers.
Thus was born Hatsun Agro Product. It is today a Rs 5,500 crore-plus company that also has pioneered a unique model of directly procuring milk from over 4 lakh farmers (B2F) and selling only branded consumer-facing products (B2C).

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