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Storyboard18 | Why 10-min delivery is not in Country Delight’s basket

Chakradhar Gade, co-founder of Country Delight, says the company wants to continue to build a solid product line, a full-stack supply chain, and be a brand consumers would want to add to their cart and recommend to others.

March 31, 2022 / 09:19 AM IST
Country Delight co-founder Chakradhar Gade says the 'Founded by IIM Alumni' line on the company's milk packets has been there since Day 1.

Country Delight co-founder Chakradhar Gade says the 'Founded by IIM Alumni' line on the company's milk packets has been there since Day 1.

A few weeks ago, on a quiet Sunday afternoon, we spotted an image uploaded to a social media platform by a user named Namanbir Singh. It was a picture of a milk pouch. Nothing out of the ordinary, except on the back of his Country Delight milk packet were some details about the company that left him puzzled. "Founded by IIM alumni" the highlighted text read. He questioned, what's the point of printing the founder's alma mater on the packet?

Then the Internet did its thing. The image spread like wildfire across platforms and sparked a series of threads, discussions, jokes and memes about Indian Institutes of Management, the ‘IIM’ brand and their crème de la crème alumni.

"The IIM stands for "Indian Institute of Milking my IIM degree till the day I die," tweeted comedian Aditi Mittal.

Income tax officer Vikas Prakash Singh said, "The problem lies more with the people who value such tags so much, thereby creating a need for founders to advertise it. It even impacts startup fundings, let alone purchase decision for a milk packet."