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9780670095858 6157089e5365e0ac0da9f4c4 Broke to Breakthrough: The Rise of India's Largest Private Dairy Company https://www.midlandbookshop.com/s/607fe93d7eafcac1f2c73ea4/615708a05365e0ac0da9f4f8/41wb8sb6u-s-_sx309_bo1-204-203-200_.jpg

Broke to Breakthrough is a business biography of India's largest dairy products company - Hatsun Agro - and its founder R.G. Chandramogan.
Hailing from Virudhunagar district of Tamil Nadu, Chandramogan started this venture in 1970 as a twenty-one-year-old, making ice candies with three people in a 250 sq. ft. rented place and selling in pushcarts. By the mid-1980s, 'Arun' ice cream had become the market leader in the state. But Chandramogan didn't stop at that - he branched into the dairy business by leveraging his brand-building experience with 'Arun' and forging connections with farmers.
Thus was born Hatsun Agro Product. It is today a Rs 5,500 crore-plus company that also has pioneered a unique model of directly procuring milk from over 4 lakh farmers (B2F) and selling only branded consumer-facing products (B2C).

 

About the Author

Harish Damodaran is National Rural Affairs & Agriculture Editor of The Indian Express and Senior Fellow at the Centre for Policy Research in New Delhi. A journalist with thirty years of experience as a field reporter and editorial analyst, he is also the author of India's New Capitalists: Caste, Business, and Industry in a Modern Nation (Permanent Black/Palgrave Macmillan, 2008 and Hachette India, 2018).
 9780670095858
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Broke to Breakthrough: The Rise of India's Largest Private Dairy Company

Broke to Breakthrough: The Rise of India's Largest Private Dairy Company

ISBN: 9780670095858
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  • ISBN: 9780670095858
  • Author: Harish Damodaran
  • Publisher: Penguin Viking
  • Pages: 224
  • Format: Paperback
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Book Description

Broke to Breakthrough is a business biography of India's largest dairy products company - Hatsun Agro - and its founder R.G. Chandramogan.
Hailing from Virudhunagar district of Tamil Nadu, Chandramogan started this venture in 1970 as a twenty-one-year-old, making ice candies with three people in a 250 sq. ft. rented place and selling in pushcarts. By the mid-1980s, 'Arun' ice cream had become the market leader in the state. But Chandramogan didn't stop at that - he branched into the dairy business by leveraging his brand-building experience with 'Arun' and forging connections with farmers.
Thus was born Hatsun Agro Product. It is today a Rs 5,500 crore-plus company that also has pioneered a unique model of directly procuring milk from over 4 lakh farmers (B2F) and selling only branded consumer-facing products (B2C).

 

About the Author

Harish Damodaran is National Rural Affairs & Agriculture Editor of The Indian Express and Senior Fellow at the Centre for Policy Research in New Delhi. A journalist with thirty years of experience as a field reporter and editorial analyst, he is also the author of India's New Capitalists: Caste, Business, and Industry in a Modern Nation (Permanent Black/Palgrave Macmillan, 2008 and Hachette India, 2018).

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