International Journal of Research and Innovation in Applied Science (IJRIAS)
When Packaging is Not Enough: Lessons from Natural Dairy’s Brand Transition
Published January 16, 2026 • Vol. 10, Issue 12, pp. 780–785Open Access
DOI: 10.51584/IJRIAS.2025.10120064
Abstract
Natural Dairy The twenty-year-old local dairy, Natural Dairy, situated in Katni, Madhya Pradesh, aimed at switching its operations, the sale of loose milk and curd, to the introduction of packaged products, thus branding or positioning their definition on the same level as the already recognized national brands, Amul, and Sanchi. The strategic change could not overcome the consumer choices, still being centered on the purchasing of loose goods that were presumed to be more cost-effective and could be purchased in bulk. The result of the following price increment of the loose dairy products, which was put in place in the effort to shift the demand shift towards the new packaged products, led to a decrease in both types of products sales.
Keywords: The case sheds light on one of the underlying marketing problems price changes
| Journal | International Journal of Research and Innovation in Applied Science (IJRIAS) |
|---|---|
| ISSN | 2454-6194 |
| Volume / Issue | Volume 10, Issue 12 |
| Pages | 780–785 |
| Publication date | January 16, 2026 |
| DOI | 10.51584/IJRIAS.2025.10120064 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Mr. Akshay Dwivedi, Mr. Yashwardhan S. Jain, Dr Navita Nathani, & Dr. Ajit Kumar Singh (2026). When Packaging is Not Enough: Lessons from Natural Dairy’s Brand Transition. International Journal of Research and Innovation in Applied Science (IJRIAS), 10(12), 780-785. https://doi.org/10.51584/IJRIAS.2025.10120064
BibTeX
@article{Mr2026,
title = {When Packaging is Not Enough: Lessons from Natural Dairy’s Brand Transition},
author = {Mr. Akshay Dwivedi and Mr. Yashwardhan S. Jain and Dr Navita Nathani and Dr. Ajit Kumar Singh},
journal = {International Journal of Research and Innovation in Applied Science (IJRIAS)},
volume = {10},
number = {12},
pages = {780--785},
year = {2026},
doi = {10.51584/IJRIAS.2025.10120064},
publisher = {RSIS International}
}