The Indian Cheese Industry: Regional Players

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Encouraged by the success of Amul, many state dairy cooperatives have entered the cheese segment. These cooperatives have capitalized on their existing brand strengths to capture a sizeable market share in their region. Prominent regional players are:

Table 5: Regional Players in the Indian Cheese Market

Of the above listed players, Mother Dairy is the largest, with aggressive growth plans in the cheese business. The company's strategy is to focus on the large childrens segment, with two successful marketing campaigns in 2006 - aimed at the child consumer, and to have a better relationship with retailers. As part of its strategy to increase its national presence, Mother Dairy also plans to improve its distribution network and increase the shelf life of its cheese - so as to increase its reach in the country.

Two other state cooperatives that produce and market cheese are the southern states of Karnataka (Nandini brand) and Tamil Nadu (Aavin brand). These two brands though, essentially maintain a state presence rather than a regional one.

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