PROBLEM DEFINITION

• TRIGGER
- Rise in health awareness among Indian urban population

• DECISION PROBLEMS
- Should Amul enter the camel milk market as a first mover in India?
- How should Amul position its camel milk product if it chooses to enter this market?
- With falling camel population, short shelf life of camel milk and the long time taken by camel milk to
turn to curd, how will Amul tackle the challenges faced in the launch and distribution of camel milk?