Milkiana Cattle feed- an entrepreneurial saga of business integration: case study

Abstract

ABSTRACT Milkiana Cattle feed is a success story of the young and second-generation entrepreneur Mr. Pramod Agrawal. It was his dream to develop such an Indian brand that would be emblematic of the quality and consistency in the cattle feed industry. With no such experience in this business and hailing from a conservative business family, it was not easy for him to pursue this debut venture. It was a difficult task to change the consumer's mind about a product and subsequently its journey to become a brand of repute. Also, with limited geographical coverage and the presence of national competitors, it was a challenge of choice for the consumers. The advantage of having raw material sourcing from the by-product of another business is one of the triggers for this venture and a motivational drive for this venture.