As little children, not many of us had definitive answers to the oft-asked, “What do you want to become when you grow up?” And today as grown individuals, we cannot help but feel envious of those who did in fact grow up to become what they always thought they would. Akshali Shah, 26, grew up watching her father build Parag Milk Foods, now one of India’s most elite private sector dairy companies and was determined to join him someday. She stayed aligned to her dream all through, and went on to study MBA in Family Business Management at S.P Jain University after graduation. She joined Parag Milk Foods as a management trainee in the year 2010 and is now the VP, Sales and Marketing.
Although Akshali had joined the family business, she knew from the start that the road was not going to be easy. Apart from living up to her father’s expectations, she had to prove her mettle to the management that had seen her ever since she was a little girl. Ably guided by her father, she took on every challenge with great zeal to earn the position that she holds today.
She solely headed Pride of Cows, a premium brand of milk, humanly untouched from milking to packaging.
The brand was started in 2011 with 175 customers and no fixed marketing structure. Akshali took the lead and designed the ‘Only the Best’ campaign for Pride of Cows on digital mediums which went live for a month. This campaign boosted brand awareness and the company started receiving a lot of inquiries. The campaign was also extensively promoted through Facebook posts and influencer activities. Another major initiative which Akshali undertook for Pride of Cows was the summer intern programme where the company hired over 100 B-school interns every year who were deployed on field to create awareness for Pride of Cows. This project was aimed at generating a sustainable and profitable business model for the brand amongst customers.
A backend software was designed for order rescheduling, cancellations, and payments. Along with extensive use of social media, the company also launched a mobile app for hassle-free operations. The brand is currently being serviced in Mumbai, Thane, Navi Mumbai, Pimpri-Chinchwad, and Pune, with a customer base of over 25,000.
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