Increases in the price of fresh milk by Rs. 10/- a litre hitting the bottom line
Actually it is hitting the business very severely below the belt.
Ask any boxer and he will tell you that it is not done.
What will the business do you may ask?
The people will be happy for a short time, yes.
You will find that there won't be a business in existence to handle all the excess milk one day. Then the milk producing farmers are going to take the bull by the horns and the pour all the milk on the streets as was done sometime back.
You want to repeat history?
MILCO is already making losses.