Milk Mantra has disrupted the dairy market in Odisha with its premium products. Can it find greener pastures in the rest of India? In 2011, it all boiled down to booth capturing in Odisha. Milk booths dotted the rural and urban landscape across the eastern state, including in its capital city of Bhubaneswar. There was one big entity controlling the booths—the state milk co-operative—which were the only way of doing dairy business. Every morning, people used to walk up to the booth to buy milk. Srikumar Misra, whose last stint was with Tata Global Beverages as director of mergers and acquisitions in London, was looking for ways to beat the booth.