Just over a decade ago, in 2014, I made a significant move in my career—venturing into the dairy industry to lead a mid-sized company known for its strong supplier network and uncompromising focus on quality. However, what it lacked was a strong consumer connect, a distinctive brand identity, and visibility beyond its local base in western Maharashtra.
Today, with the benefit of hindsight—and at the risk of sounding immodest—I can say that we achieved much of what we set out to do. By 2019, when I moved on to new opportunities, we had already propelled the company into an orbit of ambition and growth.
The Making of a Case Study
In early January 2015, two highly respected management professors from Pune approached me, eager to document the transformation we were driving. They had possibly heard the buzz in the industry, held a deep interest in the dairy and agriculture sectors, and saw its potential as an insightful case study—both for students at the time and for years to come.
Additionally, if I recall correctly, they were participating in a case writing competition sponsored by the Confederation of Indian Industries (CII). I remain immensely grateful to Dr. Asha Naik and Dr. Archana Shrivastava for their dedication—conducting over 100 hours of interviews with me and my colleagues, crafting the case study, and winning the competition. I hope that students across various institutions have found it valuable.
Why This Summary?
Over the years, I have often been asked questions like; What exactly happened that enabled the transformation? What were the enablers? The challenges? The red flags? The secret sauce/ etc.
Having lived and breathed the change, my answers came easily. However, I must admit that the case study helped crystallize my thoughts—whether in casual conversations, seminars, conferences, or university lectures.
For a long time, I have wanted to write a concise summary (in under 1000 words) for readers who have limited time but strong interest. After all, the full case study spans 30 pages and is one of the major transformations in the sector—and certainly one of my most significant successes.
I remain deeply thankful to the promoter family—for their strong foundation of values and for the extraordinary freedom they entrusted me with.
Key Takeaways from the Case Study “Organization Churn for a Creamy Future”
1. Overview of the Case Study
✔ Focus: Govind Milk and Milk Products Pvt. Ltd., a mid-sized dairy company in Phaltan,
Maharashtra, established in 1996.
✔ Core Transformation: From a regional dairy company to a pan-India and global brand.
✔ Key Drivers: Strategic leadership, technology adoption, brand development, and organizational
restructuring.
2. Leadership & Strategic Vision
✔ Initially led by Sanjeevraje Naik Nimbalkar & family, the company had a farmer-centric model.
✔ Rajiv Mitra was brought in as the first external Managing Director to drive expansion.
✔ Vision: “Value to the farmers and quality to the consumers.”
✔ Strategic Goals:
Build a strong consumer-facing brand.
Expand Govind’s reach to pan-India & global markets.
Create a performance-driven, meritocratic culture.
3. Challenges Faced
✔ Lack of brand identity—Govind was known among suppliers but not consumers.
✔ Need for modernization—Processes needed automation and efficiency.
✔ Resistance to change—Employees and stakeholders hesitated to adopt new systems.
✔ High dependence on local markets—Geographical expansion was essential.
✔ Logistics & cold storage constraints—Critical for national-scale operations.
4. Transformation Strategies
A. Branding & Market Expansion
✔ Developed a new brand identity with focused marketing.
✔ Shifted from a local supplier to a recognized consumer brand.
✔ Explored export opportunities to milk-deficient countries.
B. Technology & Process Improvements
✔ Implemented SAP for business process integration.
✔ Introduced automation, boosting efficiency in dairy operations.
✔ Developed new dairy products (e.g., ice cream, cheese, ready-mix packets).
C. Strengthening Farmer Partnerships
✔ Adopted the “Happy Cow” model for better cattle care and productivity.
✔ Introduced innovative cattle management techniques, including:
– Free Housing Model for cows, improving milk yield.
– Azolla & Hydroponic Fodder, enhancing nutrition.
– Artificial insemination & veterinary services, improving breed quality.
D. Organizational & HR Transformation
✔ Shifted from a family-run to a professionally managed company.
✔ Introduced merit-based appraisals & structured HR policies.
✔ Launched reskilling programs to help employees adapt to new roles.
✔ Promoted Vipassana meditation for stress management & team bonding.
5. Leadership & Change Management
✔ Followed Kurt Lewin’s Change Model:
– Unfreezing – Creating awareness for change.
– Changing – Implementing new systems & practices.
– Refreezing – Stabilizing new processes & mind-sets.
✔ Adopted Jim Collins’ Level 5 Leadership approach—where leaders prioritize long-term
organizational success over personal gain.
6. Future Prospects & Sustainability
✔ Expanding production capacity & geographical footprint.
✔ Investing in solar energy to cut electricity costs.
✔ Exploring new product categories for market diversification.
✔ Continuous improvement in strategy, operations, and HR to sustain growth.
7. Key Achievements Under Rajiv Mitra’s Leadership
– Expanded Govind from a regional player to a pan-India & global brand.
– Built a strong consumer brand, shifting from a supplier-first model.
– Implemented SAP & business automation, improving efficiency & transparency.
– Reorganized hiring, bringing in specialists in sales, marketing, and HR.
– Established a meritocratic culture, linking performance to promotions.
– Strengthened farmer partnerships, pioneering new dairy farming techniques.
– Invested in savings plans, reducing operational costs.
– Expanded product offerings beyond milk to include high-margin dairy products (sweetened
flavoured milk, ice cream, cottage cheese etc.).
Conclusion: A Transformational Journey Fueled by Leadership & Teamwork
Rajiv Mitra redefined Govind’s traditional business model, transforming it from a family-run, regional dairy firm into a professional, technology-driven, pan-India dairy brand. However, no transformation of this scale can be achieved by a single individual. The immense and whole-hearted support from team members at all levels—senior leadership, middle management, and frontline employees—was instrumental in bringing this vision to life. From implementing SAP to expanding markets, from farmer partnerships to HR transformation, it was the collective effort, adaptability, and commitment of the entire Govind team that made the change sustainable. I remain deeply grateful to the promoter family for their unwavering trust, strong foundation of values, and the extraordinary freedom they gave me to lead this transformation. Their visionary mind-set and willingness to embrace change were crucial in enabling Govind to reach new heights. With strategic leadership, a unified team, and the trust of the owners, Govind is positioned for long- term success in the competitive dairy industry.
Here is a link to the case study if you wish to read in full:
http://rajivmitra.com/Case-Study-Organization-Churn-for-a-Creamy-Future.pdf
