In 2008, Devendra Shah did something that defied business sense. When demand for cheese in India was 600 tonnes Shah went ahead and set up a plant to produce 1200 tonnes of cheese. The dairy industry sales were driven largely by milk and ghee, and major players-Amul and Britannia dominated the category of cheese. Shah’s bold call meant Parag Milk Foods Limited had set up one of the largest cheese manufacturing plants in India. Shah’s decision,

Source: Economic Times May 18, 2021 04:23 UTC