Deshpandé, Rohit, Tarun Khanna, Namrata Arora, and Tanya Bijlani. "India's Amul: Keeping Up with the Times." Harvard Business School Case 516-116, May 2016. (Revised June 2017.) ...

The demand for affordable beverages priced at Rs 10 is surging in India. Companies like Amul, Reliance, Parle Agro, and Coca-Cola are introducing new products to compete in this growing segment.