Introduction

 Milk mantra founded in august 2009 by

srikumar misra.
 Srikumar misra is a former executive in
Tata group.
 It took 18 months to raise funding for milk
mantra from 22 Angel investors located
worldwide and Aavishkaar Venture
capital.
 Milk mantra started its operation in early
2011 with commissioning of a Factory in
gop in odisha.
 In 2016 milk mantra awarded for his
mooshake,the world’s first milkshake with
curcumin
Srikumar misra

 Grew up in Bhubaneswar, studied

engineering in pune and joined Tata tea as

part of mergers and acquisitions team.

 Startup bug bit him, and he joined TIE

London to interact with entrepreneurs.

 He returned to Orissa to set up a dairy

company milk mantra, plunging into the

world of cows, distributors and packaging.

Milk mantra progressive journey
 The company went from turning Rs.18 crore in
revenue its first year of operations in 2012
Rs.182 crore in last fiscal.
 In June 2014 milk mantra raised series C
funding of Rs.80 crores led by blue chip
investor and participation from Aavishkar
venture capital..
 After C series funding milk mantra dairy raised
Rs.66.5 on its D series funding led by Neev
fund and participation from existing investors
Aavishkar.
 Milk mantra’s revenue is the 2nd among it’s top
10 competitors.
Strategy Adopted
 In June 2011,Srikumar developed the
unique 3 layer ‘tripak’ packing with
black inner layer that prevents light
damage to milk and keep milk fresh
for longer.
 In 2012 in its first day of lunch he
provide direct home milk delivery.
 Ethical milk sourcing(EMS)is the
biggest strategy taken by milk
mantra, with it 42000 farmers in 8
districts.
 Expansion in various state is a good
strategy of milk mantra.
 Strategy adopted
 In 2014 milk mantra Acquires westerland dairy in sambalpur-’a big step for a little

company’ which gave it access to western odisha markets.

 Launch various types of dairy product.

 Milk mantra tied up with banks to provided low interest loans to farmers to purchase

cow, but it also provides better feed at market rates.

 Milk mantra conducts health camps in villages where farmers can bring their cow for

check-up .with it milk production tripled.

COMPETTIOR IN MARKET

 Ajanta Raaj Proteins is one of Milk Mantra's top rivals.

Ajanta Raaj Proteins is a Private company that was
founded in 1964 in Agra, Uttar Pradesh.
 KDIL is seen as one of Milk Mantra's biggest rivals.
KDIL was founded in 1992 in New Delhi, Delhi.
 Upadrasta Dairy Specialties is one of Milk Mantra's top
competitors. Upadrasta Dairy Specialties was founded in
1995, and its headquarters is in Hyderabad, Andhra
Pradesh.
 Parag Milk Foods is an Indian company that
manufactures, markets and sells milk and milk products.
The company is India's second largest producer of milk.
Future goals of milk mantra
 Milk mantra spurs white revolution with
‘swachh doodh abhiyaan’ with its commitment
to provide truly pure milky moo dairy product
to its consumers.
 Milk Mantra along with LabourNet, an NSDC
(National Skill Development Corporation)
partner has taken initiative to educate dairy
farmers on healthy dairy farming practices for
enhanced productivity and profitability.
 Milk mantra aims to modernize Indian
dairy industry.
 Lunch various types of milk shake,sweets.
 Key learning

o Leadership qualities.

o Invest on dairy farmer to understand each other.

o How to become better leader and not a boss.

o When is the right time to raise a funds.

o Acquisition strategy.
Ramakrishna padhi ,PGP-1,Roll no-20