Marketing is a strange field. Normal logic does not hold water. For example, 500 ml or 500 grams of milk costs 31 rupees @ 6.2 paisa per gram, and typically curd 400 grams costs 45 rupees for 400 grams @ 11.25 paisa per gram.
Economists always talk about "value addition". Don't know what value addition is in letting milk become curds!!. Add some yeast and keep it aside for a night.
In every market, there is a disruptor and that disruptor is AMUL. AMUL has come out with new pricing for its curd.
AMUL is selling 850 grams of curd at Rs 50. That is 5.88 paisa per gram.
And in comparison all competitors charge 100 Rs for 1000 grams and that 10 Paisa per gram. So AMUL's price is almost 50% of that of the competitors!! The cost per gram of curd is cheaper than milk. How is it possible?
