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Amul Milk's Trust-Based Consumption in the Indian Household: A Case Study in Cooperative Brand Equity
Industry and Competitive Context India is the world's largest milk producer, generating 239.3 million tonnes in 2023-24, according to the Department of Animal Husbandry and Dairying. More than 80 million rural households depend on dairy income, and cooperatives handle a substantial proportion of the marketed milk supply. Despite this extraordinary scale of production, the Indian dairy market has historically been characterised by fragmentation: a large unorganised sector of l
2 days ago11 min read
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