Exploring Customer Relationship Management Practices in the Indian Dairy Sector: Insights, Challenges, and Strategic Implications"

Customer Relationship Management (CRM) practices have emerged as transformative strategies globally, improving customer satisfaction, loyalty, and retention. However, CRM adoption and impact in India's dairy sector remain under-researched. This study investigates current CRM practices, identifies challenges, and discusses strategic implications for the Indian dairy industry. Key findings reveal that CRM practices like customer data management, sales force automation, and customer service management significantly contribute to improved customer satisfaction, loyalty, and operational efficiency. However, technological, economic, and infrastructural barriers hinder CRM adoption in India. The study emphasizes the importance of data-driven decision-making, continuous improvement, and integrated technology solutions for optimizing CRM implementation. CRM is crucial for building competitive advantage and enhancing supply chain resilience in the Indian dairy sector. The findings provide valuable insights for policymakers, business leaders, and researchers, emphasizing the need for customer-centric, technologically integrated, and culturally sensitive CRM strategies to drive the growth and sustainability of the Indian dairy industry. DOI: https://doi.org/10.52783/pst.1101