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Assignment 1
● Executive Summary

Remilk, an innovative Israel-based company, has developed a groundbreaking method to

produce dairy products using ancient techniques of fermentation where we copy the gene
responsible for the production of milk protein in cows, and insert it into yeast (yes, yeast - from
the same family as the brewer's and baker's yeasts we know so well). Then the gene acts like a
manual, instructing the yeast how to produce our protein in a highly efficient way. We then place
the yeast in fermentors where it multiplies rapidly and produces real milk proteins, identical to
those that cows produce, which are the key building blocks of the traditional dairy we know and
love. These precious proteins are then combined with good vitamins, minerals, and non-animal
fat and sugar (hence no cholesterol or lactose) to form rich, creamy, real-dairy products! So By
acquiring the rights to this technology, we plan to introduce it in the Indian market,Our goal is
to revolutionize the dairy industry by offering Dairy that is healthy, delicious, affordable, and
100% cruelty-free to our planet and animals. And identical to its traditional counterpart ,We seek
an investment of Rs 15 Crore to establish a manufacturing facility, build market presence, and
scale production in India, a country with a large consumer base of total domestic consumption
volume of milk over 207 million metric tons in India in 2023 and an evolving appetite for
innovative, sustainable products.

● Business Venture
We will re-brand the name according to Indian market (extension name of remilk for Indian
market so people can relate more)

The new name will be Shudhva – A fusion of "Shudh" (pure) and "Va" (which
suggests life or vitality), this name suggests pure, life-giving dairy.

Shudhva will focus on producing milk and dairy products using remilk's proprietary microbial
fermentation process. The product range will include milk, paneer , ghee, yogurt, buttermilk ,
and other dairy products, all of which are produced without any animal involvement. The target
market includes health-conscious consumers, ethical eaters, people with lactose intolerance,
and those looking for sustainable alternatives to traditional dairy.

Our operations will be based in India, leveraging both urban and rural supply chains, and will
focus on building a strong presence in cities such as Pune , Indore, Delhi, Mumbai,
Bengaluru ,Ahmedabad & Hyderabad where demand for sustainable and innovative foods is
growing rapidly.

● Product

The core product is animal-free milk, which can be used for a variety of dairy products,
including:

1. Ghee
2. Paneer
3. Cheese – A wide range of cheeses (e.g., mozzarella, cheddar)
4. Yogurt - traditional and flavored yogurts(e.g., strawberry, mishti doi,etc.).
5. Buttermilk & lassi - regular and masala buttermilk & flavored lassi
6. Ice Cream – ice cream with various flavors
7. Dairy-based Snacks – Ready-to-eat snacks like milk-based protein bars, dessert cups,
and more.

All products will be made according to Indian market with focus on Indian taste buds, extra
nutritional values and most importantly environment sustainability and 100% animal cruelty
free.

● Marketing Strategy

1. Positioning and Branding:

We will position our brand as an eco-friendly, ethical, and healthy alternative. Brand that will
be disrupting the market by introducing real dairy that does a world of good: healthy, and kinder to
our planet, animals, and us Our tagline will be ”Dairy with a heart- Pure ,
Ethical , Shudhva”
Shudhva’s marketing strategy will emphasize the following key messages:

● Sustainability: Highlight the environmental benefits of our products, such as reduced

greenhouse gas emissions and water usage.
● Animal Welfare: Emphasize our commitment to cruelty-free production and ethical
sourcing.
 ● Health and Wellness: Promote the nutritional value and potential health benefits of
our products.
● Taste and Texture: Assure consumers that our products are indistinguishable from
traditional dairy products in terms of taste and texture.

2.Target Market:

● millennials, Gen Z, Gen alpha

● Health-conscious Individuals: Increasing awareness of the benefits of plant-based

diets will be capitalized on to target consumers interested in maintaining a healthy
lifestyle.
● Lactose Intolerant and Vegan Consumers: The dairy-free nature of our products will
appeal to those who are lactose intolerant or vegan, which is a growing segment in
India.
● Environmentally-Conscious Consumers: Many consumers are concerned about the
environmental impact of dairy farming. Our product will attract those who are looking
for sustainable and environmentally friendly alternatives.
● Urban Middle-Class and High-Income Consumers: With the increasing purchasing
power of the urban middle class, there is a demand for premium dairy alternatives.

3.Distribution Channels:

● Retail Partnerships: we will Collaborate with leading supermarkets(D-

mart,Reliancefresh, Nature basket & organic food stores, and most importantly online
grocery platforms like Blinkit, Instamart, Zepto ,and Amazon fresh etc.
● Direct-to-Consumer (D2C): Create a strong online presence through a active and
dedicated Instagram , twitter and Facebook presence which will attract customers of all
age groups.
● Foodservice and HoReCa (Hotels, Restaurants, Cafes): Develop B2B partnerships
with hotels, cafes, and restaurants by giving them special discounts for yearly contract .

4.Promotions & Launch Strategy:

● Product Sampling: We will Organize product sampling events(fairs,concert stalls

eg.Zomaland etc.) in areas like Mumbai, Delhi, Bengaluru, and Pune to build trust in
consumers with Shudhva’s taste and quality.
● Discount Offers: We will Provide introductory offers and discounts to build brand
loyalty toward consumers and after that we can also start weekly subscription model as
requested by consumers.
● Festivals and Occasions: On traditional Indian festivals like Diwali, Navratri, and Holi
we will create special promotions as dairy plays a key role in Indian festivities.
● Educational Campaigns in Colleges and Schools : As this technology is new to the
Indian market , we will launch educational campaigns in big colleges and Schools that
will highlight the environmental, ethical, and health benefits of animal-free milk.
 ● Influencers Advertisements : Partnering with fitness influencers, and nutritionists to
educate about the product and build trust among consumers by Podcasts , reels and
vlogs (influencers like Ranveer Allahabadia and Gaurav Taneja etc)

● Competitor Analysis

The Indian dairy market is very large and highly competitive and has well established players
but it’s also evolving for a plant based , ethical & sustainable approach, Shudhva will face
competition from both

animal based dairy and plant based and other alternatives companies.

● Amul which is India’s largest dairy brand, mainly relies on traditional cow and buffalo
milk and also introduced some plant-based dairy products like soya milk and almond-
based milk.
● Urban Platter is an emerging brand that makes plant-based dairy products, including
plant-based milk, cheese, and yogurt. It positions itself as a premium, vegan-friendly
brand.
● So Good, known for its plant-based milk (primarily soy and almond-based), has made
its presence felt in India’s plant-based dairy space.
● Epigamia is a plant-based yogurt alternative company ,which makes products from
coconut or almond milk. They are an established player in the vegan yogurt space in
India, though their product range is more limited.
● Mother Dairy is one of most recognized dairy brands in India, with a wide range of
traditional dairy products like milk, curd, butter, cheese, and ice cream. Recently, they
started lactose-free and low-fat products for health-conscious consumers & lactose
free consumers.
● Britannia ,which is mainly known for biscuits the also offers dairy products such as
cheese and butter. In recent years they came into plant-based dairy products but is still
heavily focused on animal based dairy products.

● Danone entered into the Indian dairy market with products like yogurt and dairy-based
drinks. Danone offers plant-based options like almond milk in India.

Shudhva will have competitive advantage because we will have Unique Animal free technology
which mimics animal based dairy products and we also offer Product Variety(milk,ghee,paneer
etc.) , Sustainability and many Health benefits which many competitors currently lack, also our
price range is similar to that of plant based dairy products.

At the same time we will also have some challenges like Consumer Education and Price
sensitivity with animal based dairy products but we can overcome these challenges because
new generations are getting evolved and looking for more sustainable options in the market
without compromising taste and for that we will be their best choice.
Funding Request:

Shudhva is seeking a total investment of 15 crore rupees to:

● Production Facility: to establish fermentation technology setup

● Marketing & Branding: to connect with consumer and build an image as a
premium,innovative & ethical brand.
● Distribution Network: to spread in various cities
● Research and development: to continuously innovate and develop new and better
products so we can stay ahead of competitions.

By investing in Shudhva , you will not only be supporting an ethical,sustainable and innovative
solution to the global food challenge but you’ll be also gaining major profits through our brand.

Assignment 2
Q 1.You have all the experienced staff in your team but you need to hire freshers for all the
organizational work. So while hiring the freshers what skills, qualifications and attributes would you
look for in the candidates.

Answer: for Skills I’ll look for individuals who have :

● Good Soft Skills like communication and interpersonal skills

● They should be proficient in Microsoft Office Suite (Word ,Excel ,PowerPoint)
● They should have basic understanding and knowledge of Quality Control and
Quality Assurance
● They should have strong organizational and time management skills.
for Qualifications I’ll look for individuals who have :

● Either they should be in their final year of bachelor degree or someone who have
completed their degree in relevant fields like Biotechnology, Food biotechnology,
Microbiology, and food sciences.

for Attributes I’ll look for individuals who have :

● They should have strong work ethic and commitment to quality

● They should have keen eye for details
● They should have positive and proactive attitude
● They should have willingness to learn and adapt easily and quickly

Q 2.Freshers staff are very unreliable and they are not committed for long term job. So what measures
will you take to make sure that your work and product remain stable and consistent
Answer: To maintain Stability and consistency we can implement and regulate following
measures to them :

● To give clear and define job roles and responsibilities so that there will be
minimisation in unnecessary confusions and this process will also ensure
accountability.
● They should be mentored properly this can be done by mentorships programs by
pairing experienced staff with freshers so that they will get proper guidance and
support and if they’ll face any problems regarding any situation they can easily
reach out to their mentors.
● By helding robust training programs which will provide training to ensure that
every person in company is well versed in our processes and quality standards.
● By having regular or weekly performances reviews so that by it we can identify
areas for improvement and implement those properly next time
● By maintaining good quality controls procedures to ensure product consistency.
● There can be incentive programs to motivate and retain freshers.

Q3.As per your biotechnology knowledge which tests will you carry out in quality control lab, to ensure
the quality of product

We can do microbial and physical and chemical testing

Microbiological Testing:

● Total Plate Count (TPC) to assess bacterial contamination

● Coliform count to identify potential fecal contamination
● Yeast and mold count to check for fungal growth
● Pathogen testing (e.g., Salmonella, E. coli) to ensure product safety

Physical and Chemical Testing:

● pH measurement to assess acidity

● Moisture content determination
● Sensory evaluation (taste, texture, aroma)
● Nutritional analysis (protein, fat, carbohydrate, vitamins, minerals)

Q4. Research and decide if there is any kind of statutory permission or license required before we sell
such product in Indian market

Answer: to sell our product in Indian market we will need this statutory permissions and
licenses :

● FSSAI(food Safety and Standard Authority of India)

 ● IPR (intellectual property rights)to ensure that the technology that we are using
and the product formulations are patented or other intellectual property rights
● State-Specific Licenses that depends on state of operation
● (GEAC)The Genetic Engineering Appraisal Committee under the Ministry of
Environment, Forest, and Climate Change is responsible for regulating the
development and release of genetically modified organisms.
● Import-Export Regulations

Q5. Research and decide on if the organization should go for any quality accreditation which would help
the marketing team in brand development

Answer: Quality accreditations like such as ISO 22000(food safety management system)
or other relevant certifications like HACCP , Vegan Certification & non GMO
certification this will have several benefits that will help in brand development and
market entry:

● This will gain Consumer trust , confidence , credibility , safety Assurance and
transparency
● This will ensure regulatory Compliance, legal adherence,Risk mitigation.
● This will bring global opportunities and retail partnerships.
● This will ensure Supply chain efficiency ,will standardized processes and reduce
waste.
● This will maintain employee morale and motivation and give professional
recognition and skill enhancement