Milky Mist: churning growth or preserving craft?

Learning outcomes The learning outcomes are s follows: Case overview/synopsis The case discusses the rapid growth of Milky Mist in south India, in 2025, where founder Sathishkumar, succeeded in the competitive dairy milk industry by taking a non-conventional route of avoiding milk and focusing on value added products like paneer. This path did make him successful, and the company has to now figure out how to grow, and Sathishkumar has to decide whether to stick to the differentiation path chosen, or go over to the conventional path used by the giants and enter the liquid pouched milk category? The case can be used in the differentiation, opportunity identification, family business and branding in dairy sector. Complexity academic level Undergraduate, Post Graduate, Executive Short Programs. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.