International Journal of Commerce and Economics

authors
Ramnjayanelu, Dr. V A Chowdappa

abstract
India became a global leader in milk production and milk marketing in the early days as a result of the white revolution. the milkman of India, Dr. varghese kurien, took matters into his own hands to make "milk" hip in the era of luxury colas, one of the biggest strategic issues facing all industries, including the dairy industry, is globalization. in spite of financial crises and recessions in many parts of the world, fundraising is taking place at a frenzied pace, both from the equity markets and via private equity funding. and new products and innovations are being launched fast and furious. meanwhile, the Rs 31,000 crore Amul, managed by the Gujarat cooperative milk marketing federation– is aggressively throwing resources to protect its turf. it wants to hit Rs 65,000 crore in revenues by 2020. but Amul is facing an unprecedented challenge from all sorts of players. direct-to-consumers model proving Ost efficient for milk products and tetra milk marketing, despite the fact that dairy products are highly perishable by nature, significant study and effort has gone towards lengthening their shelf lives. the main objectives of the study are to analyse the marketing strategies adopted by the dairy sector. to know the basic E-Marketing, opportunities, to increase its sales, to providing by the Multiply post-COVID-19 Growth Opportunities: the recent COVID-19 pandemic and the dramatic increase in internet users have created enormous potential opportunities for online sales of dairy and milk-based products.