000			01419nam a22002057a 4500
999			_c4652 _d4652
005			20230127151258.0
008			230127b ||||| |||| 00| 0 eng d
020			_a9780670095858
082			_a338.092 _bDAM
100			_aDamodaran, Harish _910683
245			_aBroke to breakthrough: _bthe rise of India's largest private dairy company
260			_bViking _aHaryana _c2021
300			_axxi, 128 p.
365			_aINR _b699.00
520			_aBroke 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).
650			_aIndia--Tamil Nadu _911668
650			_aBusiness people _91091
650			_aDairying _911669
942			_2ddc _cBK