Summer Training

Project Report on
“Study of Market Demand and supply for Milk
and Milk Products of Sudha (Comfed)”

Ranjan Kr. Das

2011-13
 CORPORATE GUIDE CERTIFICATE

This is to certify that this project report entitled “Study of Market Demand
and supply for Milk and Milk Products of Sudha (Comfed),” embodies
the result of training work carried out by “Mr. Ranjan Kumar Das”, student of
“Master of Business Administration” from Amity Patna, under
Amity University, Noida.

He has undergone training from 13/06/11 to 31/08/11 at Sudha

(COMPFED), Patna. No part of this report has been submitted for any other
degree or published in any other form.

Mr. Rajiv Verma

(Marketing Manager)

Patna.

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 Faculty Guide Certificate

It is certified that the project report entitled “Study of Market Demand

and supply for Milk and Milk Products of Sudha (Comfed),” is a piece
of summer internship programme prepared by Mr. Ranjan Kr. Das , student of
MBA, under my guidance & supervision for partial fulfillment of MBA
Curriculum of Amity Global Business School, under Amity University, Noida.

His research work was found to be very valuable to our organization. We wish
all the success in her future endeavors.

Prof. Shubhadeep Chakraborty

Faculty & Coordinator (BBA)

Amity Patna

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 CONTENTS

1. Profile of the study

a. Declaration
b. Executive Title
c. Acknowledgement
d. Executive Summary
2. Preface
3. Introduction
4. Objective of the study
5. Scope of the study
6. Limitation of the study
7. Methodology
8. Abstract
9. An introduction to the problem
10. History of COMFED
a. Background
b. Area of operation
c. Physical performance
d. Marketing
e. Processing infrastructure
11. SWOT Analysis
12. Real facts and previous year sales record
13. Graphical presentation
14. Curriculum activities by COMFED
15. Procurement
16. Customer’s questionnaire
17. Retailer’s questionnaire
18. Conclusion
19. Recommendations
20. Key Learning

 BIBLIOGRAPHY

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 DECLARATION

I hereby declare that, the project entitled “MARKETING STRATEGIES TO

GENERAT SALES FOR SUDHA DAIRY (COMFED)” assigned to me for the
partial fulfillment of MBA degree from Amity Global Business School, Patna.
The work is originally completed by me and the information provided in the
study is authentic to the best of my knowledge. This study has not been
submitted to any other institution or university for the award of any
other degree.

Ranjan Kr. Das

MBA 4th SEM

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 Executive Title

Since this study is of short duration and I research deeply about the milk
industry and its market, channel of distribution, customers and its strategies.
Hence my project title is:-

“Study of Market Demand and supply for Milk and Milk

Products of Sudha (Comfed)”

Objectives:-

 To understand the Milk industry and its complete distribution chain.

 Since the Milk industry is related to its heavy manufacturing plants and
lastly to retail shop that helps to understand the processes and Retail
Management.
 Since it has more and less seasonal demand which could help us to
understand the average production and speed production of the
product.
 To know about the production process of Milk Product.
 To know about customer perception and market demand of Sweets.
 To earn particle knowledge.
 To understand how a project is prepare and how it helps a company in
his development.
 This project also helps me in understanding the complete distribution
channel and benefits and problem of supplier and retailers.
 In this project I also came to know about the operation management
and minimum inventory policy of the company since the product
offered perishable products.
 The time management is very important in perishable product and I
learn a lot about that in this project.

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 ACKNOWLEDGEMENT

“Gratitude is the hardest of emotions to express and one often does not find
adequate words to convey what one feels and trying to express it”

The present project file is an amalgamated of various thoughts and

experiences .The successful completion of this project report would
have not been possible without the help and guidance of number of
people and especially to my company guide Mr. Rajeev Verma
(AGM).

Take this opportunity to thank all those who have directly and
indirectly inspired, directed and helped me towards successful
completion of project report on Marketing Research of Sudha Dairy
(Comfed).

I am also immensely indebted to my project guide, Mr. Shubhadeep

Chakrborty lecturer AGBS, Patna for his illumining observation,
encouraging suggestions and constructive criticisms, which have
helped me in completing this research project successfully.

There are several other people who also deserve much more than a
mere acknowledgement at their exemplary help. I also acknowledge
with deep sense of gratitude and wholehearted help and co-
operation intend.

Ranjan Kr. Das

MBA- 4th Semester

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 EXECUTIVE SUMMARY

The training at Patna Dairy Project, COMPFED helped me to gain the practical
experience and the study conducted by me centers around the importance and
position of different dairy industries. A thriving dairy sector is of vital importance
to every person specially farmers. It provides milk, Ghee, Cheese other products
to every person. It provides a source of income to rural and urban enterprises and
productive individuals and also a way for the farmers to make their living
standard high. During my summer training in Patna Dairy Project, COMPFED, the
basic focus of my training was on comparative analysis of pouched liquid milk of
SUDHA. Under this project I had to find out the different players carrying on
business of liquid milk in Patna and also their market share in the same region.
After that we had to make comparative analysis so that we can recommend
suggestion to the Patna Dairy Project, COMPFED to increase its share in the
market in Patna. The training was quite a comprehensive one in itself.

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COMFED OFFICE PATNA

Page 9
 PREFACE

Summer Training is the bridge for a student that takes him from his
theoretical knowledge world to practical industry world. The main purpose of
industrial visit is to expose for industrial and business environment, which
cannot be possible in the classroom.

I feel my selves very grateful that we have got an opportunity to do the

summer training in SUDHA where the management and working culture are
quite excellent. It gives us immense pleasure to have successfully undergone
training in the FMCG sector, which is the upcoming sector in the industry. This
training was quite a comprehensive one in itself, it helped us have the
firsthand experience in:-
 Identification
 Data Collection
 Analysis
 Recommendation/ Suggestion
Identification:-

It is the process of defining the marketing problem and marketing research

problem.

Data Collection and Management:-

It mainly involved maintaining a list of prospects with details and classifying

on certain basis thus providing the required database.

Analysis:-

It is the process of editing, tabulating, and interpreting the data so that

recommendation for action can be effectively made.

Recommendation/Suggestion:-

It is the last step which involves the feedback, and suggestion for the project.

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INTRODUCTION

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 INTRODUCTION

Milk is the nutrient-rich liquid secreted by the mammary glands of female

mammal’s .The female ability to produce milk is one of the defining
characteristics of mammals. It provides the primary source of nutrition for
newborns before they are able to digest other types of food. The early
lactation milk is known as colostrums, and carries the mother's antibodies to
the baby. It can reduce the risk of many diseases in the baby. The Bihar State
Co-operative Milk Producers’ Federation Ltd. (COMPFED) was established in
1983 as the implementing agency of operational Flood program of dairy
development on “Anand” pattern in Bihar.

History
India is the highest milk producer in the
entire globe. India is well known as the
‘Oyster’ of the global dairy industry, with
opportunities galore for the entrepreneurs
globally. It might be dream for any nation
in the world to capitalize on the largest
and fastest growing milk and milk
products' market. The dairy industry in
India has been witnessing rapid growth
with liberalization. As the economy
provides good opportunities for MNCs and
foreign investors to release the full
potential of this industry. The main
objective of the Indian Dairy Industry is to
manage the national resources in a
manner to enhance milk production and
upgrade milk processing using innovative
technologies.

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The crossbred technology in the Indian Dairy Industry has further augmented
with the viability of the dairy units by increasing the milk production per
animal. Then subsequently milk production has also increased at an
exponential rate while the benefits of an increase in milk production also
reached the consumers from a relatively lower increase in the price of milk.
The favorable price environment for milk producers for the Dairy Industry in
India however appeared to have weakened during the 90's, a decline in the
real price of milk being noticed after the year 1992. And then slowly regained
it is glory after 1992 to till now.

In India dairying from very much earlier is regarded as an instrument for

social and economic development. The country’s milk supply comes from
millions of small producers, who are dispersed throughout the rural areas. All
these farmers maintain an average herd of one or two milk animals,
comprising cows and/or buffaloes. Mostly ample labor and a small land base
encourage farmers to practice dairying as an occupation subsidiary to
agriculture. As income from crop production is seasonal instead dairying
provides a stable which is a year-round income and also an important
economic incentive for the small farmers.

Brief Introduction
India had tremendous milk production in 40 years
and has become the world’s largest milk-producing
nation with a gross output of 84.6 million tons in
2001. The Indian Dairy Industry has achieved this
strength of a producer-owned and professionally-
managed cooperative system, despite the facts that
a majority of dairy farmers are illiterate and run
small, marginal operations and for many farmers,
selling milk is their sole source of income. More
than 10 million dairy farmers belong to 96,000
local dairy cooperatives, who sell their products to
one of 170 milk producers’ cooperative unions
who in turn are supported by 15 state cooperative
milk marketing federations.

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In India dairy business has been practiced as rural cottage industry over the
years. Semi-commercial dairy started with the establishment of military dairy
farms and co-operative milk unions throughout the country towards the end
of the 19th century. Since Independence this Industry has made rapid
progress. A large number of modern milk and milk product factories have
since been established. The organized dairies in India have been successfully
engaged in the routine commercial production of pasteurized bottled milk for
Indian dairy products.

The growth of Indian Dairy Industry during the last three decades has been
impressive, at more than 5% per annum; and in the 90's the country has
emerged as the largest producer of milk. This is not a small achievement when
we consider the fact that dairying in India is largely stringent that farmers in
general keep dairy animals in proportion to their free crop and also are
available for family labor with little or no purchased inputs and a minimum of
marketed outputs. The existence of restrictive trade policy milk in the Diary
Industry and the emergence of Amul type cooperatives have changed the
dairy farming practices in the country. Farmers have gained the favorable
price for their milk and for their production. Which was essentially a self-
reliant one is which is now being transformed into a commercial proposition.

In India Milk production is dominated by small and marginal land-holding

farmers and also by landless laborers who in aggregate own 70% of the
national milk animal herd. And as the crop production on 78% of the
agricultural land still depends on rain, which is prone to both drought and
floods, rendering agricultural income is very much uncertain for most of the
farmers. Dairying, as a subsidiary source of income and occupation, is real
relief to most of the farmers in the society. Usually one or two milk animals
enable the farmers to generate sufficient income to break the vicious
subsistence agricultural-debt cycle.

The Operation Flood which is the successful Indian dairy development

programmed has analyzed that how food aid can be utilized as an investment
in building the type of institutional infrastructure that can bring about
national dairy development. Programs like this, with similar policy
orientations, may prove to be appropriate to dairy development in India.

India in the early 1950's was commercially importing around 55000 tons of
milk powder annually to meet the urban milk demand. Most of the significant
developments in dairying have taken place in India in this century only.

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 INDIAN DAIRY INDUSTRY (NDDB)

National Dairy Development Board, an institution of national importance was

setup by the Government of India to promote plan & organize programmers
for development of dairy & other agriculture based & allied industries along
co-operative lines on an intensive & nationwide basis.

India's Milk Product Mix

Fluid Milk 46.0%

Ghee 27.0%

Butter 6.5%

Curd 7%

Khoa (Partially Dehydrated Condensed

6.5%
Milk)

Milk Powders including IMF 3.5%

Paneer & Chhana (Cottage Cheese) 2%

Others, Including Cream, Ice cream 1.5%

Total contribution to the economy/ sales

The Indian Dairy Industry engages in the production and processing of milk &
cream. This industry is involved in the manufacture of various dairy products
like cheese, curd, yoghurt etc. The Indian Dairy Industry specializes in the
procurement, production, processing, storage and distribution of dairy
products. India as nation stands first in its share of dairy production in the
international scenario. The industry contributes about Rs 1, 15,970 to the
national economy.
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 Employment opportunities

The Indian Diary industry which is in the developing stage provides gainful
employment to a vast majority of the rural households. It employs about 8.47
million people on yearly basis out of which 71% are women.

Jobs in Indian dairy industry are mainly in the fields of production and
processing of dairy products. An individual with minimum of 60% marks who
has bachelor’s degree course in the dairy technology can easily be availing an
opportunity to work in this industry. For the graduation course in Dairy
technology one has to qualify the All India Entrance Test that is affiliated to
the Indian Council of Agricultural Research. After that the person can continue
with his masters in dairy technology. Jobs would be for the following
positions.

 Dairy Scientists: The main job of the dairy scientists is to deal with
collection of milk and taking care of the high yielding variety of animals.
 Dairy Technologists: the work of Dairy technology requires
procurement officers who take the responsibility of collecting milk from
farmers, milk booths and cattle-rearers. This particular procurement
officer should well understand the latest technology that is applicable in
maintaining the quality of milk of the process of transporting it to the
desired location.
 Dairy Engineers: dairy engineers are usually appointed is to set up and
maintain dairy plants.
 Marketing Personnel: These individuals deal with the sale and
marketing of milk together with milk products.

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 Amul's success story

Amul's success had huge impact in the creation of same structure of milk
producers in other districts of Gujarat initially. Amul's experience was driving
force in project planning and execution. The ‘Anand Pattern' was followed in
Kaira district, Mehsana, Sabarkantha, Banaskantha, Baroda and Surat
districts. As even before the setting up of the Dairy Board of India, farmers
and their leaders carried out various tests of the hypotheses that explained
Amul's success. All through these districts, milk producers and their leaders
experienced significant commonalties and found easy, effortless ways to
adapt Amul's game plan to their respective areas. This eventually led to the
Creation of the National Dairy Development Board with the clear mandate of
replicating the 'Anand pattern' in other parts of the country. Initially this
pattern was followed for the dairy Industry but at later stage oilseeds, fruit
and vegetables, salt, and tree sectors also benefited from its success.

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 Latest developments

 Indian Dairy Industry is the largest milk producer all over the
world, around 100 million MT Indian Dairy Industries value of
output amounted to Rs. 1179 billion in 2004-05 which
approximately equals combined output of paddy and wheat. With
1/5th of the world’s bovine population.
 In India the Milk animals constitutes 45% indigenous cattle, 55 %
buffaloes, and 10% cross bred cows

Intensive Dairy Development Programmed (IDDP): The Schemes,

modified under these programs are on the basis of the recommendation of the
evaluation studies. Which were launched during Eighth Plan period and is
being continued throughout the Eleventh Plan with an outlay of Rs. 32.49 core
for 2009-10.

Strengthening Infrastructure for Quality and Clean Milk Production

(CMP): this is a centrally sponsored scheme which was launched in October
2003, which had the main objective of improving the quality of raw milk
produced at the every village level in the India.

Dairy Venture Capital Fund- this is introduced in the Tenth Five Year Plan to
bring about structural changes in unorganized sector, which would measure
like milk processing at village level, marketing of pasteurized milk in a cost
effective manner, quality or the up gradation of traditional technology to
handle commercial scale using modern equipments and management skills.

INDIAN DAIRY INDUSTRY

More than 10 million dairy farmers belong to 96,000 local dairy

cooperatives, who sell their product to one of 170 milk producers’
Size of the Industry
cooperative unions who in turn are supported by 15 state
cooperative
Geographical Delhi, Punjab, Mumbai, Gujarat, Surat, Lucknow, Bihar,
distribution Hyderabad
Output per annum Growing 5 % per annum
Market The industry contributes about Rs 1,15,970 to the national
Capitalization economy

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 COMPANY PROFILE

The Bihar State Milk Co-operative Federation Ltd. (COMFED) was established
in 1983 as the implementing agency of OPERATIONAL FLOOD programme of
dairy development on “Anand pattern” in Bihar and Jharkhand (erstwhile
Bihar). COMFED is the state level co-operative organization, having six district
level affiliated Milk unions in the state of Bihar. As on March 2011, COMFED
had 9775 village dairy cooperatives (DCS) federated into six milk unions
located in the state of Bihar and having average 11.03 lakh kgs of milk every
day. Approximately 5.53 lakh Farmers are presently members of village dairy
cooperatives.

AFFILIATED MILK UNIONS AND AREAS OF OPERATION

Five-district level Milk Producers’ Coop. Unions affiliated to the Milk

Federation were covering eighteen districts until the end of OF program in
March 1997 (end of eighth Plan). One more milk union was organized during
2008-09 and has been affiliated. Number of districts being covered by unions
at present has risen to twenty-six.

Different milk unions, which are organizing the DCS network in these
districts, are listed below:-

Sl No Name of the Milk Unions Areas of District Covered

1. Vaishali Patliputra Milk Patna, Vaishali, Nalanda, Saran ,
Union (VPMU) Sheikhpura & Patna districts
2. Barouni Milk Union, Begusarai, Khagaria, Lakhisarai and part
Barouni of Patna District.

3. Tirhut Milk Union, Muzaffarpur, Sitamarhi, Sheohar, E.

Muzaffarpur Champaran, Siwan, Gopalganj & West
Champaran districts.
4. Mithila Milk Union, Samastipur, Darbhanga & Madhubani
Samastipur district

5. Shahabad Milk Union, Ara Bhojpur, Buxar, Kaimur and Rohtas

districts

6. Bhagalpur Milk Union, Bhagalpur, Munger, Banka and Jamui

Bhagalpur

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The Milk Federation has already taken up organization of Dairy Cooperative
Societies (DCS) in the districts of Gaya, Jahanabad, Arwal and Nawada under
Magadh Dairy Project and work has been initiated by Kosi Dairy Project in
Saharsa, Supaul and Madhepura districts. However, Kosi Dairy Project will be
covering Katihar, Purnia and Araria districts also. At present the total number
of districts covered by unions and Dairy Projects is thirty six (36).

COMFED owns and operates the following plants:-

1. Jamshedpur Dairy, Jamshedpur, Jharkhand

2. Ranchi dairy, Ranchi, Jharkhand
3. Cattle feed Plant – Ranchi, Jharkhand
4. Bokaro Dairy, Bokaro, Jharkhand
5. Gaya Dairy, Gaya including Jahanabad CC, (5 Bulk Milk Chilling Center)
6. Kosi Dairy Project, Purnia (including Kishangunj Dairy, Araria CC, Katihar
CC and Purnia Dairy)
7. One dairy Plant of 4 lakh litre /day capacity at Bihar Sharif with 30 MT
powder productions and UHT milk production facilities.

The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad now
in Jharkhand are being covered by the dairies directly under the control of
Milk Federation for the supply of milk and milk products to the urban
consumers in these cities. Procurement of milk has been taken up in Ranchi
district only.

MISSION, PURPOSES, GOALS & OBJECTIVES OF ERP IMPLEMENTATION

COMFED has adopted the following Mission Statement: “To integrate all
business processes across the organization in order to provide online
information which will facilitate quick decision making”

(A) Purpose of Implementing SAP ERP

“The purpose of implementing SAP R/3 project is to inculcate into the
organization the best business practices in order to become a world class
organization".

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(B) Goals and Objectives

a) Support the core mission statement.

b) Achieve the purpose of implementing SAP R/3.
c) Support the organization to achieve the organizational mission, vision,
objectives and goals.
d) Seamless flow of data and information right from top to bottom as well as
bottom to top.
e) To be customer centric

(C) Objectives

a) Create a new vision of Business policies and processes that are cost-
effective, customer oriented, efficient and innovative.
b) Create and implement an operational environment which is pro-active and
results in
c) Savings in inventory carrying cost
d) Reducing operational costs
e) Eliminating redundancy
f) Promoting near paperless environment
g) Streamlining data flow
h) More effective use of resources
i) Support to the business growth
j) Leverage of administrative costs
k) Providing most advanced real time information system.
l) Standardization of processes
m) Regulatory requirements

The primary benefits expected to accrue from the SAP implementation are:
a) Support a flexible, evolving and responsive business environment.
b) Eliminate non-value adding activities such as data entry duplication.
 Improved ability to service customers.
 Reduction in administrative costs.
 Better management of inventory
 Support information sharing and access
 Streamline processes and reduce waste.
 Better credit control.
 MIS reports timely &accurately.
 Batch management.

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Bihar's rural landscape has undergone a silent revolution under an umbrella
organization that involves around six lakh farmers and provides indirect
employment to many others. It has been brought about by Bihar State Milk Co-
operative Federation Limited (Comfed), which markets milk and milk
products under the brand 'Sudha'. It celebrated its 29th foundation day this
month. Its Managing Director Harjot Kaur told that Comfed was committed to
serve its customers and realize the dream of having at least one Bihari dish in
the plate of every Indian. Although COMFED’s journey started since 1983, and
from then to till now it has achieved so many things not for itself but also for
the many of farmers joined to it. Comfed is a rural organization involving six
lakh farmers. Starting with just 1030 cooperatives in 1983, today the number
of cooperatives has risen to 11,400. The milk production is 11 lakh liters per
day, and the annual turnover in 2011-12 was Rs 1503.00 crore, 11% more
than that of previous year. This is remarkable for any cooperative. In 2011-12,
the Comfed marketed 8.17 lakh liters milk per day, which is a record in its
history. Many farmers associated with our cooperatives have been awarded at
the national level for their performance. Recently Haryana dairy farmers are
vehemently agitating against milk companies, to rule out such agitations we
have taken sufficient steps as farmers are the most precious part of our
organization. Whatever profit the Comfed earns, trickles down to farmers. We
procure milk from farmers at Rs 25.58 per litre, which is higher than the
cooperatives of Haryana, Rajasthan, Punjab, Karnataka and Maharashtra,
apart from others. The recent hike in the prices of milk was also passed down
directly to farmers. There are no middleman between us and the farmers. The
Comfed also provides fodder at subsidized rates to farmers. We also assist
them in artificial insemination and maintaining health of their domestic
animals. As per the new road map for dairy development, we envisage to
produce 44 lakh liters milk per day from the existing 11 lakh liters per day,
covering around 60% villages of the state against the existing 33%. We are
also trying to capture new markets. At present we sell packaged milk in Bihar
and Jharkhand, parts of Orissa, West Bengal, Uttar Pradesh and North-east.
We send bulk milk to Delhi, Manesar and Kolkata, where it is sold by various
dairy cooperatives like Amul and Mother Dairy under their own brand names.
In these places, we plan to market our milk under the 'Sudha' brand.
Moreover, we are also looking to export to other countries like Bangladesh
and Bhutan. Moreover, we have also decided to do value addition to our
existing more than two dozen milk products by increasing their variety.
Consequently, I believe, our cumulative profit would rise by around 15% per
annum in the coming five years.

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 Sudha to go international

After positioning Bihar firmly among major milk producing states of the
country, Bihar State Cooperative Milk Producers' Federation Limited
(Comfed) is all set to export milk and milk products to Bangladesh and Bhutan
by early next year. It is also in the final stages of commissioning new dairies at
Biharsharif and Hajipur next month, which will hike its milk-processing
capacity significantly. "We have plans to increase the existing milk production
from 12 lakh liters to 20 lakh liters daily by the end of the year," said Comfed
MD Vipin Kumar. Comfed is the apex cooperative federation of six milk unions
of the state. Patna Dairy Project, run under the name and style of Vaishali-
Patliputra Dugdh Utpadak Sahkari Sangh Ltd, is the lead union. Though the six
unions have their own procurement and marketing arrangements, they
market their products under the brand name 'Sudha'. Comfed has currently 26
milk products. "But we are planning to export only those products that are not
sensitive to temperature fluctuation — like ghee, milk powder and milk in
tetra pack," said Patna Dairy Project MD Sudhir Kumar Singh. "The shelf life of
tetra pack is around 90 days while temperature fluctuation is not a matter of
concern for products like ghee and milk powder," Singh said and added the
products would have to undergo quality test of Export Council of India before
the exports begin. As of now, Comfed has been supplying milk and milk
products to different parts of the country as well as Nepal. And the demand
has been gradually going up. "We have tie-up with Mother Dairy-Kolkata,
Amul- Manesar, Delhi Milk Scheme and other dairy cooperatives in various
states to whom we supply milk and milk products which are sold by them
under their brand names. But now we are planning to sell them under the
brand name Sudha," Singh said. Of the 12 lakh liters of milk produced by
Comfed-affiliated dairies daily, around 3 lakh liters are supplied to Jharkhand,
Orissa, Delhi, Kolkata, Varanasi and Guwahati. "Besides, we export around
50,000-60,000 liters of milk to Nepal daily," Singh said and added Comfed has
6000 milk outlets and 14 dairies which involve as many as 5.5 lakh dairy
cooperative farmers. Patna Dairy will get a shot in the arm when its upcoming
dairy plants at Biharsharif and Hajipur are commissioned in September. "The
dairy at Biharsharif, likely to cost Rs 120 crore, is coming up on a 26-acre plot
of prime land made available by the state government, and will have a
capacity to process four lakh liters of liquid milk per day," Singh said. Besides,
the Biharsharif dairy will have tetra pack facility and could also produce 30
tons of milk powder per day by drying 3 lakhs liters of liquid milk. The dairy
coming up at Hajipur would have a capacity of one lakh liters of milk.

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A proposal has been mooted to set up a dairy plant in Chhapra, where a
25,000-litre chilling plant already exists and milk availability is very good.
There's also a plan to set up a 30-tonne capacity milk powder plant either at
Hajipur or Chhapra, the Patna Dairy MD said.

Patna Dairy brought Sheikhpura district under its ambit last year. Now, a milk
chilling plant is being planned in the district. Around 100 primary milk
cooperative societies have already been formed in the district. Singh said the
Patna Dairy this year completed expansion of its balanced cattle feed plant
from 100 tons to 150 tons. Work is in progress for setting up another plant of
the same capacity. The dairy makes cattle feed available to farmers at their
doorstep at a concessional rate of Rs 11.50/kg. Dairy farmers are given
remunerative price of Rs 18 to 26 per litre for milk, depending on the quality
as per set parameters. In its eagerness to expand its footprint to new areas,
Patna Dairy is not ignoring its local base. Said Sudhir Kumar Singh, "At
present, we meet 50% demand for milk in the state capital, while the rest is
met by local milkmen and private dairies. By 2015, our procurement will
increase to 5 lakh liters daily, which at present varies between 2.5 to 3 lakh
liters every day. So, even if supplies by local vendors fall, we will be in a
position to meet the demand of Patnaites in the coming years."

Efficient and effective operation of milk cooperative societies has had a

positive impact on social peace and harmony. "Left extremism is very low in
areas covered by milk cooperatives. This shows that income-generation
activities are the best way to control extremism," Singh said.

Patna Dairy's smooth operation has not gone unrecognized. It won National
Productivity awards four times – in 2000-01, 2002-03, 2004-05 and 2005-06.
Given a new lease of life in 1981, when a team of National Dairy Development
Board took it over, Patna Dairy (or, for that matter, Comfed) has proved, to
use a cliché, that where there's a will, there's a way.

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 SUDHA IN INDIA

A new organization Bihar State co-operative milk producer federation limited

came into existence to implement the project and the actual field work was
taken up in 1983.the project originally to complete within 3 years by the end
of 1986 and was closed in 1988. After extending of the project period twice
each time by one year the project was implemented in 8 districts of Bihar
namely Patna, Barouni (Begusarai), Bokaro, Samastipur, Ranchi,
Jamshedpur,Muzzafarpur and Gaya. The Sudha Diary of Bokaro district co-
operative milk process societies limited has 22 years back in the name of
comfed. Sudha dairy is also approving by the National Dairy
Development board. Any dairy industry has some important section as like:-

 Milk Reception Section

 Processing and packing section

 Store keeping section

 Marketing section

 Administration section

 Cleaning section.

 Quality Control Section

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25
ORGANISATIONAL STRUCTURE

COMFED

CHAIRMAN (IAS)

MD (MANAGINGDIRECTOR)

IAS

GM (GENERAL MANAGER)

ASSISTANTMANAGER MANAGER

DEPUTY ASSISTANT MANAGER DEPUTY MANGER

ASSISTANT MANAGER

 TECHNICAL OFFICER
 MILK PROCUREMENT OFFICER

FODDER DEVELOPMENT OFFICER

EXECUTIVEMANAGER (HEAD OFBRANCH DAIRY)

PROCESSING MARKETING EMPLOYEE

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26
 Objective of the Study

Objective of Internship Training:-

 To know the organization structure of the company.

 To know functions of various departments.
 To understand the work culture.
 To help student to develop necessary interpersonal and managerial
Skills.
 To gain well rounded view of Management operations.
 To gain firsthand experience from industry.
 To make assessment of the organization in the industry.

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27
 Scope of the study

The scope is limited to the extent of the place, time, organization and their
information collected during the project. It is done as a part of academic study.
The scope o f the study limited to information supplied by the Department
Head and information collected by standing order and settlement copies of
the company. The information collected is limited to the academic knowledge
gained by the student during the study of the course.

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28
 Limitation of the Study

The study is not proposed to be an expert study as it was done by a student

for the purpose of a partial fulfillment of the course in the in plant training,
which is an integral part, in completion and reward of BBA. The Study was
conducted in a short period of six weeks, and so the finding cannot be
generalized for all times. Some of the information's being confidential was not
included in the study. The scope of the study by and large is very vast. It is
difficult to satisfy all the areas; therefore an attempt is made to cover as much
as possible.

Page
29
 Methodology:

The data collected for this report is as follows:

 Primary data
 Secondary data

Primary data:

The primary data is collected through:

a. Personal observation.
b. Interview with:
 Consumers
 Marketing Department
 Account Department
 Procurement Department

Secondary data:

The secondary data has been collected with reference to various records of
the company, Such as:

1. Website: www.compfed.co.in

2. Files.

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30
 Abstract

Dairy industry is of crucial importance to India. The country is the world’s

largest milk producer, accounting for more than 13% of world’s total milk
production. It is the world’s largest consumer of dairy product, consumer
almost 100% of its own production. In the organized dairy industry, the
cooperative milk producer has an 80%market share. During the operation
flood era (1971-1996), an integrated co-operative dairy development
program on the proven Anand model was implemented in three phases, the
National Dairy Development board being the implementing agency. The Dairy
Board planned and spearheaded India’s dairy programs by placing dairy
development in the hands of milk producers. There are 15 state milk
marketing federations, COMFED being one of them. COMFED is a dairy
cooperative in Bihar that has been primarily responsible, through its
innovative practices, for it to become the leading producer of milk and milk
products in Bihar, along with its presence in neighboring States. The
distinctive features of this paradigm involve managing a large decentralized
network of supplier and producers, learn and efficient suppliers and
producers, simultaneous development of market and suppliers.

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31
 An Introduction to the Problem

Now-a-days most sensitive problem is better solution of problem in the world

of marketing management consumer wants better solution of any problem.
Benefits and satisfaction the consumer are getting from goods manufacturing
to service generation since the concept of marketing management has
changed and now it becomes as consumer oriented. The marketing managers
are supposed to perform multidimensional responsibility. Most of the
company tries to develop the technology to improve their products and
services to satisfy the customer. To satisfy the consumers demand by
supplying the right product to right place and on the right time. By
Globalization and information revaluation where free trade is imposed in all
over the world, for any company to service in the market its distribution
channel should be strong. If the distribution channel of any organization
would be sound than only it can be complete with its competitors. As far as
this particular organization is concern it produces milk and Milk’s products
which are so perishable in nature. So many products require minimum time
reach in the hands of customers beginning from their manufacturing. So,
managing sound distribution network is always a crucial job for marketing
manager of the concern organization. Because it is the time factor that counts
the effectiveness of the manager. Overall distribution strategy involves two
things: -

I. Decision is regarding physical movement of goods.

II. Decision regarding route of channel of distribution.

But before the decision regarding physical movement of goods it is necessary

to decide the route through which the products will move. The longer the
distribution channels the more time and money will be invested. So managing
an appropriate sound distribution channel is always an important job
of marketing manager. As a student of Business Management I have also tried
to understand the mechanism of distribution channel of Patna Dairy. After
getting an opportunity to apply my theoretical knowledge to the real situation
in the Patna Dairy, (a unit of Bihar State Milk Co-operative Federation
Limited)

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32
 HISTORY OF COMFED

1. Background

The Bihar State Co-operative Milk Producers’ Federation Ltd. (COMFED) came
into existence in 1983 as the implementing agency of Operation Flood (OF)
program of dairy development on Anand pattern in the State. All the operation
or erstwhile Bihar State Dairy Co-operation was handed over to COMFED.

2. Area of operation
There are six district level Milk Producers' Co-operative Unions affiliated to
the Milk Federation. These milk unions are covering twenty-six districts and
in addition five districts are being covered by the Federation. Different milk
unions, which are organizing the DCS network in these districts, are as
follows:

 Vaishali Patliputra Milk Union, Patna

Covers Patna, Vaishali, Nalanda, Saran and Sheikhpura district

 DR Milk Union, Barouni

Covers Begusarai, Khagaria, Lakhisarai and part of Patna Districts.

 Tirhut Milk Union, Muzaffarpur

Covers Muzaffarpur, Sitamarhi, Sheohar, East Champaran, West-Champaran,
Siwan and Gopalganj

 Mithila Milk Union, Samastipur

Covers Samastipur, Darbhanga & Madhubani districts

 Shahabad Milk Union, Ara

Covers Bhojpur, Buxar, Kaimur & Rohtas districts

 Bhagalpur Milk Union, Bhagalpur

Covers Bhagalpur, Munger, Banka and Jamui Districts

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33
The Milk Federation has already taken up organization of Dairy Co-operative
Societies (DCS) in the districts of Gaya, Jahanabad, arwal and Nawada under
Magadh dairy project and work has been initiated in Saharsa, Supaul and
Madhepura districts.

However, kosi dairy project will be covering Kishangunj, katihar, Purnia, and
Araria districts also. The districts of East and West Singhbhum, Ranchi,
Bokaro, Dhanbad, Jamshedpur and other districts of Jharkhand is covered by
the COMFED(dairies) directly also under the control of Milk Federation for the
supply of milk and milk products to the urban consumers in these cities.
Procurement of milk has been taken up in Ranchi districts only. The Milk
Federation has already taken up organization of Dairy Co-operative Societies
(DCS) in the districts of Gaya, Jahanabad, Bhagalpur and GOI has approved a
proposal for dairy development in Supaul, Madhepura and Saharsa districts.
The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad are
being covered by the dairies directly under the control of Milk Federation for
the supply of milk and milk products to the urban consumers in these cities.
Procurement of milk has been taken up in Ranchi district only.

3. Physical Performance:

Because of initial teething troubles and the set back caused by the natural
vagaries, the progress was impeded. Regaining of confidence of the milk
producers in the cooperative dairying system shattered due to poor
management by erstwhile Bihar State Cooperation earlier was also of one of
the major reasons for sluggish growth. Lack of functional infrastructure in the
sphere of animal husbandry, especially in breed improvement, artificial
insemination (AI) and animal health cover also contributed to the torpid
progress.

Policy decisions taken six to seven years ago have changed the trend of
growth in all quarter’s of cooperative dairying in Bihar. In the earlier years,
the emphasis was on the horizontal of dairy cooperative network. Now the
strengthening / consolidation of the dairy cooperatives is being done to make
them viable and gradual expansion of area is also being done. Achievements
under different activities are summarized in the following pages.

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34
 4. Marketing
A. Liquid Marketing

In the initial years, the emphasis of COMFED was on organizing DCS and
educating farmers. In the initial years the milk sale moved at snail's speed
from Later, marketing was given a boost by considering it a thrust area, about
5 to 100.55 thousand liters per day in 1987 to 106.54 thousand liters per day
(TLPD) in 1992-93. However, strategies adopted in 1993-94, changed the
trend completely. Year 2003 was declared as "Market Development Year". The
daily average milk marketing has now reached a level of about 531 TLPD
showing a continued increase which is depicted below:

Marketing of milk and milk products is being in about 80 to 85towns / cities

through 7839 (407) outlets in Bihar and Jharkhand. 7, lakhs 81 thousand litre
per day sale of Bihar and Jharkhand is covered by COMFED. It is being
marketed in areas as far as Guwahati and Calcutta besides in cities like
Varanasi and Siliguri.

In order to boost the sale of liquid milk, the dairies adopted the following
strategies:-
 Continual improvement in the quality of milk. It was achieved as a
result of taking up taking up Dairy Plant Management (DPM) and
Quality Assurance Program (QAP) by all the dairies with technical and
financial assistance from NDDB / Comfed. Nine out of ten dairies of
Comfed, namely, Patna, Muzaffarpur, Ranchi, Bokaro, Gaya, Bhagalpur,
Jamshedpur, Barouni and Samastipur dairy have already been
accredited with ISO : 9001:2000 and HACCP :ISO and HACCP
certification.

Bihar is one of the few States in the country which has been permitted
by the National Dairy Development Board to use the “Mnemonic”
symbol on the confirming the quality standards fixed by NDDB.

 Reaching close to the consumers by expanding the retail network and

establishing new whole day milk booths. Strengthening of door-
delivery system.
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35
  Strengthening of marketing teams by inducting professionals and
better supervision.
 Service to retailers and red dressal of consumer complaints.
 Liberalizing the terms for appointment of retailer’s viz. reduction in the
security deposits, facility for cash collection, increased commission, etc.
 Creating consumer awareness and education.

B. Milk Products Marketing

With a view to improve the financial viability of dairies, broaden the product
mix to serve a larger section of the population and improve the disposal of
milk procured by the DCS, the dairies have resorted to the production of long
shelf-life, value added and fresh milk products(indigenous milk based
products /sweets). The product mix comprises of Ghee, Table Butter, Ice
Cream, Dahi (Mishti and Plain), Lassi (in sachets and Tetra Bricks), Flavoured
Milk, Peda, Kalakand, Gulabjamun, Rasogulla, Paneer (vacuum-packed), and
Milk Cake and Khoa. Besides these products, surplus milk is conserved in the
form of white butter, skim milk powder (SMP) and whole milk powder
(WMP), which are mainly consumed by own dairies. Dairies are in the process
of mechanizing the production processes for having better hygiene, improved
sheltie life and commercial production. All the products are sold under
‘SUDHA’ brand name.

AI's Performed

Adequate arrangements have been made to expand the coverage of dairy co-
operative societies under this program. For AI training, training facilities
available at Comfed headquarter are being utilized and some persons are
provided training at ERDTC, Siliguri, a NDDB managed training centre. Around
80% of the total functional DCS are covered under this program.

Animal Health Program

Main activities under animal health (AH) program include prophylactic

vaccination, de-worming, mastitis control program, organization
of veterinary/infertility camps and treatment of veterinary first AIS cases.
Resume of different components of AH program is as follows

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36
Prophylactic Vaccination

Around 2665 Veterinary First Aid (VFA) centers have been established which
do the vaccinations. Prophylactic inoculations are mainly done against Foot
&Mouth Disease (FMD), Hemorrhage Septicemia (HS), Black Quarter (BQ) and
Theileriosis diseases. During 2001-02, after initial trial, mass vaccination with
Trio-o-vac (combined FMD, HS and BQ vaccine) on the lines of Pulse Polio
vaccinations in children was taken up. During 2009-10 about 16.35 lakh
vaccinations have been done.

Mastitis Control Program

This program has been taken up with the technical assistance from NDDB.
Under this program, screening of milk animals is done using "Masticate". The
doubtful or sub-clinical cases are given treatment. Awareness amongst the
milk producers is created for disinfecting the udders and teats after milking
with a view to check the infection of animals. Milk unions provide necessary
disinfectant and treat cups to the milk producers on cost basis.

Deworming

Worm infestation in the milk animals affects the productivity adversely.

Hence, for improving the productivity and health of animals, de-worming with
broad-spectrum anthelmintics is arranged regularly by the milk unions.

Veterinary Camps

The milk unions organize veterinary camps where the milk producers bring
their animals for treatment.

Feed and Fodder

Since, seventy five to eighty percent of the cost of milk production depends on
the feeding of milk animals; this is very important affecting the economy
of dairying activity. Both green fodder and balanced cattle feed are required to
beefed in appropriate quantities for optimizing the output i.e. the production
and also to maintain the health of the animal. The farmers in select dairy co-
operative societies are being provided training through a computerized
nutrition balancing system with the help of National Dairy Development
Board.
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37
Adult Cattle feed (ACF) and Bypass Protein Feed (BPF) is manufactured by our
cattle feed plants (CFP) located at Patna, Ranchi and Muzaffarpur. The total
installed capacity of these plants is 260 Metric Tons Per Day (MTD) The cattle
feed produced by these plants is supplied on cost basis to the farmers. Besides
manufacturing BPF and ACF, CFP Ranchi also manufactures other livestock
feeds to meet the requirement of Govt. farms in Bihar and Jharkhand. During
2009-10, the sale of cattle feed to DCS was 57.55 thousand Metric Tons.
Green fodder is equally important in animal nutrition. Besides providing
important nutrients, it helps in reducing the intake of balanced cattle feed and
in turn the cost of production. After prolonged extension work and
persuasion, the farmers have started not only the cultivation of different
fodders in their fields but have started the production of fodder seeds.
Another Important scheme under fodder development has been the treatment
of straw with urea, which not only increases the palatability of dry fodder but
increases its nutritional value also. Feeding of urea treated straw helps in
reducing the cost of production of milk. Farmers have now taken it up on
regular basis and during 2009-10 about 11613 MTs of straw has been treated.

Training / Manpower Development

Capacity building / skill up gradation has been given maximum emphasis in

implementing the dairy development program. This has been achieved
through regular training of milk producers, management committee members
(MCM) of DCS, staff of DCS / milk unions of Comfed. Training of milk
producers, DCS staff and MCM has been mainly arranged at the Comfed
training centre at Patna. Training programs organized at Comfed's training
centre include programs of Society Operation for Secretaries, Orientation of
MCM, AI & VFA training, Dairy Animal Management, and Legal Literacy &
Women Empowerment. Refresher courses and tailor made programs as per
need of milk unions is also organized.

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38
Clean Milk Production

Besides creating awareness amongst the milk producers about importance

of clean milk production (CMP) program, efforts are made to install bulk
coolers and link the DCS covered under CMP with these bulk coolers. Other
actions taken include – Pre poning arrival time of milk vehicles at chilling
centers / dairy docks, use of Stainless Steel milk cans, sanitization of milk
cans, vigorous testing of adulterants etc.

Plant

Name of the Plant Capacity of the Plant Management

(TLPD)
Patna 150.0 VPMU
Barouni 200.0 BMU
Muzaffarpur 150.0 TMU
Samastipur 200.0 MMU
Aara 100.0 SMU
Jamshedpur 100.0 COMFED
Ranchi 100.0 COMFED
Bokaro 100.0 COMFED
Bhagalpur 25.0 COMFED
Gaya 35.0 COMFED
Purnia 10.0 BMU
Kaimur 10.0 SMU
Gopalganj 10.0 TMU
Total 1190.0

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 Procurement

The milk procurement during 1994-95 averaged 114.32 thousand kg’s, per
day which jumped more than five times to around 608.38 TKPD in 2006-07
but the devastating floods in July-Sept 2007 and also during second half of
2008 had very severe effect on the production of milk and its procurement by
DCS. In 2008-09, it fell down to 415.36 TKPD but due to sustained efforts it
again picked up the momentum. The daily average milk procurement during
2011-12 was 1074.92 TKPD.

Unit wise Milk Procurement (in ‘000 kgs per day)

Milk Union/
1887-88 1997-98 2003-04 2006-07 2010-11 2011-12
Unit
Barouni 20.57 65.93 135.00 173.69 333.08 314.12
Muzaffarpur 10.77 24.43 52.84 87.13 118.13 115.12
Samastipur 7.44 32.00 69.86 129.85 248.13 250.99
Patna 30.18 56.18 102.66 157.33 221.23 210.15
Shahabad - 8.77 29.99 45.41 123.75 129.44
Vikramshila 1.41 2.81 3.27 7.78 35.05 35.73
Gaya .68 .0.15 3.55 2.42 10.76 7.50
Kosi - - - - 6.29 7.13
Ranchi - 5.35 6.06 4.78 4.95 4.74
Total 71.05 213.19 403.00 608.38 1101.38 1074.92
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Extra Curricular Activities Performed
By COMFED

COMFED (Sudha) performs many extra activities relating to their products

which can help the organization in his sale growth and advertisement also.
Sudha’s “Dahi Khao” contest is one of the examples of that thing.

The figure showing the contestants of Dahi Khao contest by COMFED

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 RASHTRIYA KRISHI VIKAS YOJNA:

After crucial analysis of the situation, the state government, for the
development of diary area has prepared a diary road map for the year 2008-
12. In this plan emphasis will be made for the complete development of dairy
area.

1) Establishment of milk co-operative societies in villages which help the

farmers to sell their milk.
2) Improvement in the breed of milk animals so that the product of milk in
the state can increase and can reach to 172 MT per from 138 MT.
3) Improvement in the health of animals.
4) Increasing the capacity of dairy equipments.
5) Development of human resource at village level.

These plans are being implemented by all the units of COMFED. In 2009 and
2010 the state government has provided an amount of Rs. 27.59 crore and Rs.
21.39 crore respectively to COMFED for implementation of these plans. In
2010-11 Rs. 21.86 crore has been provided by the state government.

Due to the implementation of the dairy road map programme approx 1210
villages are being benefited. This has been possible due to establishment of
co-operative societies in these villages. Approx 112 farmers have got training
in this field. Under this programme there are 65 AI centers which provide
their services to five to six villages nearby. These centers are also helping in
improving the breed of milk animals.

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42
 BIHAR GRAMIN JEEVIKOPARJAN YOJNA:

Bihar government with the help of financial assistance of World Bank has
started ‘Bihar Gramin Jeevikoparjan yojna’ to improve the living standard of
people residing in villages. The main objective of this programme is to raise
the living standard of women and other people of backward community by
dairying activities. This programme has also aimed to create awareness
among the villagers about their fundamental rights. For implementing this
plan self help groups are also formed.

COMFED is helping the members of this self help group in earning the regular
income by connecting them to the milk co-operative societies. For this a plan
has been prepared under which the three districts of Bihar i.e. Muzaffarpur,
Nalanda and Khagaria are targeted for implementation for this plan.

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43
 SWOT
Analysis of Sudha Dairy, Patna
Strengths:
•Demand profile:
Absolutely positive

•Availability of raw material:

Rich.

•Technical manpower:

Professionally-trained, technical human resource pool, built over

last 30 years.

Weaknesses:

•Lack of control over yield:

Theoretically, there is little control a little control over yield. However,

increased awareness of developments like embryo transplant, artificial
insemination and properly managed animal husbandry practices will
automatically lead to improvements in milk yield.

•Logistics of procurement:

Woes of bad roads and inadequate transportation facility make milk

procurement problematic. But with the overall economic
improvement in India, these problems would also get solved.

•Competition:

With so many newcomers entering this industry, competition is becoming

tougher day by day. But then competition has to be faced as a ground
reality. The market is large enough for many to carve out their niche.

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Opportunities:

"Failure is never final, and success never ending”. Dr Kurien bears out
this statement perfectly, if dairy entrepreneurs are looking for opportunities
in India, the following areas must be tapped:

 Value addition:

There is a phenomenal scope for innovations in product development,

packaging and presentation. Given below are potential areas of value
addition:
o This will lead to a greater presence and flexibility in the market place
along with opportunities in the field of brand building.
o Addition of cultured products like yoghurt and cheese lendfurther
strength - both in terms of utilization of resources and presence in the
market place.
o A lateral view opens up opportunities in milk proteins through casein,
caseinates and other dietary proteins, further opening up export
opportunities.
o Yet another aspect can be the addition of infant foods, geriatric foods
and nutritional.
 Export potential:

Efforts to use export potential are already on.Opportunities will increase trem
endously for the export of agri- products in general and dairy products in
particular.

Threats:

 Milk vendors, the un-organized sector:

Today milk vendors are occupying the pride of place in the industry.
Organized dissemination of information about the harm that they are doing to
producers and consumers should see a steady decline in their importance.

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45
 Real Facts
and previous year’s
records of sales
and presentations

Page
46
 Item wise sale summary to distributors during 2010-2011

Product Unit Quantity Amount(Rs) VAT Total (Rs)

Peda 100g 108433.00 17218636.22 __.__ 17218639.2
2
Peda 250g 180314.00 26907209.04 __.__ 26097203.0
4
Paneer (V- 200g 412486.00 5364957.6 6706202.4 60355779.3
Pack) 5 5
Paneer (V- 100g 14298.00 2040844.91 255107.06 2295951.97
Pack)
Paneer (V- 500g 70367.00 9023689.28 1127961.1 10151650.4
Pack) 9 4
Plain dahi 500g 6207.50 224918.45 __.__ 224918.45
(Pouch)
Misti dahi 100g 221745.60 13662095.48 __.__ 13662095.4
8
Plain dahi 200g 178804.80 10103238.46 __.__ 10103238.4
6
Plain dahi 500g __.__ __.__ __.__ __.__
Plain dahi 5kg 49760.00 1897910.25 __.__ 1897910.25
Plain dahi 18Kg 93672.00 3470728.68 __.__ 3470782.68
Ghee (Pouch) 200ml 16795.00 3787325.90 151492.69 3938818.59
Ghee (Pouch) 500ml 295144.50 63801974.31 2552078.9 66354053.2
5 6
Ghee (Jar) 1000m 5457.00 1214395.62 48575.82 1262971.44
l
Ghee (Jar) 15Kg 6446.00 1387224.28 55489.17 1442713.45
Ghee (Tin) 100g 1005.00 222909.00 8916.36 231825.36
Table butter 500g 21525.50 3873251.53 484159.88 4357411.41
Table butter 200ml 639.00 109567.42 13695.96 123265.39
Lassi (Pouch) 2ooml 753432.80 26468967.60 __.__ 26468967.6
0
Mattha 200ml 21988.40 571478.00 __.__ 571478.00
Milk cake 100g 1696.00 263179.62 __.__ 263179.62
Milk cake 250g 2638.00 392663.32 __.__ 392663.32
Kalakand 100g 6304.00 1001734.84 __.__ 1001734.84
Kalakand 250g 7122.00 1061792.72 __.__ 1061792.72
Khoa Mithai 250g __.__ __.__ __.__ __.__
Khoa 500g 24189.00 3499842.12 __.__ 6423212.80
Rasogulla 100g 53854.70 6894648.16 __.__ 6259766.04
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47
Gulabjamun 250g 48849.50 6423212.80 __.__ 51461.31
Gulabjamun 500g 62304.00 6259766.04 __.__ 6259766.04
Gulabjamun 1kg 293.00 51461.31 __.__ 51461.31
Gulabjamun 5kg 1815.00 173612.50 __.__ 173612.50
Gulabjamun 10kg 33820.00 3195104.80 __.__ 3195104.80
Gulabjamun 1kg 11432.00 1150509.36 __.__ 1150509.36
(Tin)
Balusahi 250g 48849.50 6514166.54 __.__ 6514166.54
Balusahi 1kg 201631.60 3220039.41 __.__ 3220039.41
Balusahi (tin) 1kg __.__ __.__ __.__ __.__
Plain Dahi 400g __.__ __.__ __.__ __.__
Flavored 200ml __.__ __.__ __.__ __.__
(Coffee)
Mango lassi 200ml 214182.20 9604947.25 __.__ 9604947.25
Mango dahi 100g 855.60 80368.20 __.__ 80368.20
Ramdana 100g __.__ __.__ __.__ __.__
Flavoured 200ml 76517.00 3904524.29 488065.53 4392589.82
Milk
Total 3254874. 245042895.3 11891745. 843528049.
2 1 06 72

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48
 CUSTOMERS PER DAY DEMAND OF
SUDHA

PRODUCTS FROM THEIR RETAILERS

1. Customers demand of milk from the retailer per day (in liter)?

RESPONSES NUMBER OF PERCENTAGE (%)

RESPONDENTS
200-250 3 15

250-300 4 20

300-350 1 5

350 & ABOVE 12 60

TOTAL 20 100

CUSTOMERS DEMAND OF MILK FROM

RETAILERS (IN LTR)

15%

200-250
250-300
20%
300-350
60% 350-ABOVE

5%

INFERENCE:-Out of 20 retailers, 60% of them have demand 350 & above

liters, 20% of them have 250 -300 liters, 15% have 200-250 liters & 5% have
300-350 liters of milk demands by the customers per day.
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49
 2. Customers demand of Paneer from the retailer per day (in kg.)?
RESPONSES NUMBER OF PERCENTAGE (%)
RESPONDENTS

5-10 10 50

10-15 6 30

15-20 2 10

20 & ABOVE 2 10

TOTAL 20 100

CUSTOMERS DEMAND OF PANEER FROM THE

RETAILERS (IN KG)

60

50

40

30 number of repondents
percentage

20

10

0
5 to 10 10 to 15 15 to 20 20 & above

INFERENCE: - Out of 20 retailers, 50% of them have 5 – 10 kg demand, 30%

have 10-15 kg, 10% have 15-20 kg & 10% have 20 & above kg demand of
paneer from total customers per day.

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 CUSTOMERS DEMAND OF GULAB
JAMUN FROM RETAILERS (IN KG)

10 & above

5 to 10
number of respondents
percentage
3 to 5

1 to 3

0 20 40 60 80
 4. Customers demand to Lassi from the retailers per day (in packets)?
RESPONSES NUMBER OF PERCENTAGE (%)
RESPONDENTS

100-150 1 5

150-200 3 15

200-250 3 15

250 & ABOVE 13 65

TOTAL 20 100

16

14

12

10

8 number of respondents
percentage
6

0
100-150 150-200 200-250 250 & above

INFERENCE:- Out of 20 retailers, 65% of them have 250 & above packets of
demand, 15% have 200-250 packets of demand, 15% have 150-200 demand
and 5% have 100-150 demand of packets of lassi from the retailers per day.

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 CUSTOMERS DEMAND OF PEDA FROM THE RETAILERS (IN
KG)

60

50

40
percentage
30
respondents
20

10

0
1-3.0 3-5.0 5-10.0 10 & ABOVE
 CUSTOMERS DEMAND OF ICE-CREAM FROM THE
RETAILERS (IN KG)

80
70
60
50
percentage
40
number respondents
30
20
10
0
10 to 20 20 to 30 30 to 40 40 & above
 7. Customers demand of Sudha ghee from the retailers per day (in
kg)?
RESPONSES NUMBER OF PERCENTAGE (%)
RESPONDENTS

1-3 5 25

3-5 2 10

5-10 6 30

10 & ABOVE 7 35

TOTAL 20 100

35

30

25

20
number of respomdents
15 percentage

10

0
1 to 3 3 to 5 5 to 10 10 & above

INFERENCE: Out of 20 retailers, 35% of them have demand 10 & above kg, 30%
demand of 5-10kg, 25% demand of 1-3 kg and 10 % demand of 3-5 kg of Sudha
ghee from the retailers of total customers per day.

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 8. Customers demand of Misti Dahi the retailers per day (in kg)?
RESPONSES NUMBER OF PERCENTAGE (%)
RESPONDENTS

10-20 18 90

20-30 1 5

30-40 1 5

40 & ABOVE 0 0

TOTAL 20 100

100

90

80

70

60

50 number of respondents
percentage
40

30

20

10

0
10 to 20 20 to 30 30 to 40 40 & above

INFERENCE: - Out of 20 retailers, 90% of them have 10 – 20 kg demand, 5% have

20 -30 kg, 5% have 30 – 40 kg demand of Misti dahi from the retailers by the total
customers per day.

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 CUSTOMERS DEMAND OF PLAIN DAHI FROM RETAILERS (IN KG)

100
90
80
70
60
percentage
50
number of respondents
40
30
20
10
0
10 to 20 20 to 30 30 to 40 40 & above
 10. Customers demand of Butter from the retailers per day (in g)?
RESPONSES (gram) NUMBER RESPONDENTS PERCENTAGE (%)

50-100 13 65

100-150 5 25

150-200 2 10

200-250 0 0

TOTAL 20 100

70

60

50

40
number of respondents
30 percentage

20

10

0
50-100 100-150 150-200 200-250

INFERENCE: - Out of 20 retailers, 65% of them have 50-100 g of demand, 25%

have 100-150 g of demand and 10% have 150-200 g of demand from the retailers
by the total customers per day.

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 11. Customers demand of Milk from the retailers on special occasions (i.e.
Deepawali, marriage session etc.) in Liters?

RESPONSES NUMBER RESPONDENTS PERCENTAGE (%)

5-20 14 70

20-35 4 20

35-50 1 5

50 & ABOVE 1 5

TOTAL 20 100

CUSTOMERS DEMAND OF MILK ON SPECIAL OCCASIONS FROM

RETAILERS (IN LTR)

5%
5%

5 to 20
20%
20 to 35
35 to 50
10 & ABOVE
70%

INFERENCE:-OUT of 20 retailers, 70% of them demands 5-20 liters , 20% demands

20 – 35 liters, 10% demands 35 and above liters of milk from retailers on special
occasions by the total customers.

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12. Are Retailers satisfied with the delivery time of the distributor?

RESPONSES NUMBER RESPONDENTS PERCENTAGE (%)

YES 16 80

NO 4 20

TOTAL 20 100

respondents

yes
no

INFERENCE:-Out of 20 retailers, 80% satisfied and 20% unsatisfied by the

distribution time of the products.

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 RETAILERS PER DAY DEMAND OF SUDHA
PRODUCTS FROM THE COMPANY

1. Retailers demand of milk from the company per day (in liters)?

RESPONSES NUMBER RESPONDENTS PERCENTAGE (%)

25-50 13 65

50-75 4 20

75-100 2 10

100 & ABOVE 1 5

TOTAL 20 100

RETAILERS DEMAND OF MILK FROM THE CO.

(IN LTR.)

5%
10%

25-50
50-75
20%
75-100
100 & above
65%

INFERENCE:- Out 0f 20 retailers, 65% of them demands 25-50 liters of Milk, 20%
demands 50 – 75 liters, 10% demands 75-100 liters and 5% demands 100 and
above liters from the company per day.

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 RETAILERS DEMAND OF LASSI FROM CO. (IN
PACKETS)

60 & above

40-60
no of respondents
percentage
20-40

0-20

0% 20% 40% 60% 80% 100%

60

50

40
percentage
30 no of respondents

20

10

0
0-250 250-500 500-1000
 4. Retailers demand of Ice cream from the company per day (in litre)?
RESPONSES NUMBER RESPONDENTS PERCENTAGE (%)

0-50 6 30

50-100 3 15

100-150 1 5

150 & above 10 50

TOTAL 20 100

RETAILERS DEMAND OF ICE CREAM FROM CO. (IN

LTR)
70

60

50

40
percentage
30 no of respondents
20

10

0
0-50 50-100 100-150 150 & above

INFERENCE: - Out of 20 retailers, 50% of them demands 150 & above liters, 30%
of them demands 0-50 and 20% demands 50-150 litre of ice – cream from the
company per day.

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 5. Retailers demand of Sudha ghee from the company per day (in kg)?

RESPONSES NUMBER RESPONDENTS PERCENTAGE (%)

0-1 10 50

1-2 5 25

2-3 4 20

3 & ABOVE 1 5

TOTAL 20 100

RETAILERS DEMAND OF SUDHA GHEE FROM CO. (IN KG)

0-1 1 to 2 2 to 3 3 & above

5%

20%

50%

25%

INFERENCE: - Out of 20 retailers, 50% of them demands 0-1 kg, 25% demands
1-2 kg, 20% demands 2-3 kg and 5% demands 3 & above kg of Sudha ghee
from company per day.

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 RETAILERS DEMAND OF PLAIN DAHI (IN KG)

100%
90%
80%
70%
60% percentage
50%
no of respondents
40%
30%
20%
10%
0%
10 to 20 20 to 30 30 to 40 40 & above
 RETAILERS DEMAND OF MILK ON SPECIAL OCCASIONS IN KGS
PERCENTAGE (%)

100%
90%
80%
70%
60% percentage
50%
no of respondents
40%
30%
20%
10%
0%
0-5 5 to 10 10 to 15 15 & above
CUSTOMER’S
ATTRIBUTES

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 1. Preference given on different attributes:-

ATTRIBUTES NUMBER OF RESPONDENTS PERCENTAGE (%)

DELIVERY 4 2

TASTE 50 25

PRICE 5 2.5

PACKAGING 4 2

VARIETY 10 5

QUALITY 60 30

ABUNDANCE 50 25

NOT LIKE 17 8.5

TOTAL 200 100

PREFERENCE GIVEN ON DIFFERENT

ATTRIBUTES (PERCENTAGE (%)
100
80
60
40
percentage
20 no of respondents
0

INFERENCE: - Among the various attributes of Sudha products, 25% likes its
taste, 30% likes its quality, 25% likes it because of its abundance and 20% like
other attributes.

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 COMPLAINTS
OF
THE CUSTOMERS

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70
 1. Complaints of the customer :-

RESPONSE NUMBER OF RESPONSDENTS PERCENTAGE (%)

LATE DELIVERY 5 2.5
TASTE 14 7
PRICE 20 10
PACKAGING 3 1.5
LACK IN VARIETY 4 2
QUALITY 35 17.5
SHORTAGE 11 5.5
NO COMPALIN 108 54
TOTAL 200 100

PREFERENCE GIVEN ON DIFFERENT ATTRIBUTES

PERCENTAGE (%)
2%

7% late delivery
TASTE
10%
1% PRICE
2%
PACKAGING

54% lack in variety

18% Quality
shortage
6% no complain

INFERENCE: - Out of 200 customers, 54% off them had no complaints but
46% of them have to face certain problems respectively.

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 Questionnaire For Consumer
PART A: INTRODUCTION

1. Name of the consumer: - _____________________________________.

a) Age: -

b) Sex: - Male Female

c) Qualification: - ________________________.

d) Occupation: - ________________________.

2. Address of consumer:-

3. Contact number:-

PART B: INTRESTS

4. Do you purchase branded milk?

a) Regularly (b) Occasionally (c) No

5. Which brand of milk do you use?

a) Sudha (b) Raj (c) Amul (d) Other

6. How much quantity you purchase daily?

a) 1/2 lt. b) 1lt. c) More than 1 lt.

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7. What are the sources of purchasing milk?

a) Vendor (b) Retail shop (c) Parlor

8. Have you ever used branded sweets?

a) yes b) No

9. Which brand of sweets do you use?

a) Sudha b) Haldiram c) Raj d) Other

10. What is good in your opinion about Sudha products?

a) Quality (b) availability c) Price (d) Taste

11. Weather SUDHA sweets and milk price are reasonable or not?

a) Yes (b) No

12. What is your level of satisfaction with Sudha milks and products?

a) Satisfied b) Highly satisfied c) Dissatisfied

13. Which brand of sweets is easily available in your locality?

a) Sudha b) Raj c) Amul

COMPLAINTS: - ________________________________________________________

__________________________________________________________________________.

SUGGESTIONS: - ________________________________________________________

__________________________________________________________________________.

Place: ________________. Date: ___________.

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 Questionnaire For Retailer
PART A: INTRODUCTION

1. Name of the consumer: - _____________________________________.

a) Age: -

b) Sex: - Male Female

c) Qualification: - ________________________.

d) Occupation: - ________________________.

2. Address of consumer:-

3. Contact number:-

PART B: INTRESTS

4. Do you sell branded milk?

b) Regularly (b) Occasionally (c) No

5. Which brand of milk do you sell?

b) Sudha (b) Raj (c) Amul (d) Other

6. Which quantity is more demanded by consumers?

b) 1/2 lt. b) 1lt. c) More than 1 lt.

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7. Which type of milk is more demanded?

b) Plane (b) Fat (c) Other

8. Do you sell branded sweets?

b) yes b) No

9. Which brand of sweets do you sell?

b) Sudha b) Haldiram c) Raj d) Other

10. What is good in your opinion about Sudha products?

b) Quality (b) availability c) Price (d) Taste

11. Weather SUDHA sweets and milk price is affordable for consumer?

b) Yes (b) No (c) Can’t say

12. What is the level of satisfaction in consumers about Sudha milks and products?

a) Satisfied b) Highly satisfied c) Dissatisfied

13. Which band of sweets is easily available in your locality?

b) Sudha b) Raj c) Amul

COMPLAINTS: - ________________________________________________________

__________________________________________________________________________.

SUGGESTIONS: - ________________________________________________________

__________________________________________________________________________.

Place: ________________. Date: ___________.

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 FINDINGS OF THE STUDY

 Out of the two types of Sudha milk, standard milk is more sold by the
retailers and is more preferred by the customers.
 56% of the retailers are facing the problem of shortages.
 Out of the two milk packets, full liters milk packets are mostly sold by
the retailers.
 50% of the retailers have to face complaints from the customers.
 Majority of the retailer’s i.e. 88% of them are satisfied as being a part of
Sudha diary.
 Majority of retailers are satisfied with the margin of Sudha dairy.
 Sudha milk has captured majority of the market share of processed milk
in Patna. It is the market leader having 92% market share.
 58% of customer uses Sudha milk for drinking.
 Majority of the customers are satisfied with the Sudha milk and have no
any complaints.
 Majority of customer prefer Sudha milk because of its quality, taste and
abundance.
 55% of customer prefers fat milk.
 37% of the customers have to face from the problem of shortages,.
 93% of the customers are satisfied with our delivery system.
 Majority of customers are in a favors to open more milk booths.
 87% of customers want cow milk from Sudha dairy.
 Till now, the companies have been able to maintain a healthy relation at
both level (External and Internal).
 It is lacking behind in remote areas.

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 SUGGESTIONS

After an analysis of the findings of survey I feel that there are some strength
which the company can work on and some drawback which can remove:-

1) Patna dairy should give notice to every retailers and distributers about
how to preserve and guide them for the proper maintenance of the milk.

2) As we know Sudha is already a renowned dairy company which leads

the market, but unlikely the main competitors of Sudha milk are khatalwale,
so Patna dairy should use silent marketing. Patna dairy should recruit 4
persons whose role is to distribute pamphlets displaying what they are taking
to the customers when they return after taking their milk from khatal.

3) The company should take steps to provide closer interactions with the
retailers who feel that greater patronage is given to the wholesalers. For this I
would suggest regular retailers meet and attractive incentives schemes
targeted to them.

4) Majority of retailers has complained of getting defective packet. Patna

dairy should improve packaging process and provide replacement facilities of
defective packets.

5) Patna dairy has a relatively good distribution network, but still

company is not able to fulfill the demand outlet in the peak season and during
flood. Here company should consider on the supply of product in the peak
season and during flood.

6) Patna dairy should increase the margin on the Sudha milk to at least Rs.
1, which will increase the motivation level of the retailers.

7) Patna dairy should improve the quality of toned milk.

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8) Patna dairy should advertise about the products to make them aware to
the customers by providing display board, banner to their outlets and using
other means of advertisement.

9) Price of half liters milk should be equal to half the price of full liters
milk.

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78
Page
79
 CONCLUSION

Taken as a whole the company does seem to have good share of the retail market
but it does not appear to have reached its full potential. Periodic market surveys
to study market conditions, customers changing taste, marketing network and the
competitive environment would help greatly in strengthening the presence of the
company.

I sincerely hope that my findings and suggestions may somehow prove useful to
the company and it continues to go from strength to strength.

I express my thanks to Mr. Rajeev Verma (Asst. General Manager), Ritesh sir and
all other staffs who encouraged and help me in conducting the survey and
compiling the information.

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 BIBLIOGRAPHY

 Kotler, Philip; Marketing management, New Delhi, Pearson Prentice

Hall, 2009.
 Kothari, C.R., Research Methodology, New Delhi, New Age
International Pvt. Ltd. 2004.
 Marketing Management – K Ramakrishnan

News Papers and Magazine

 Economic Times, Patna.

 India Today Magazine.

Websites:

 http://www.google.co.in/
 http://compfed.co.in/index_2.html
 http://www.motherdairy.com/MotherDairyPages/home.aspx

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Case Study: The dairy giant AMUL

Dear sir,

I came across with an interesting case study on the dairy giant AMUL :

Every day Amul collects 447,000 liters of milk from 2.12 million farmers
(many illiterate), converts the milk into branded, packaged products, and
delivers goods worth Rs 6 crore (Rs 60 million) to over 500,000 retail outlets
across the country.

Every day Amul collects 447,000 liters of milk from 2.12 million farmers,
converts the milk into branded and packaged products, and delivers goods
worth Rs 6 crore (Rs 60 million) to over 500,000 retail outlets across the
country.

Its supply chain is easily one of the most complicated in the world. How do
managers at Amul prevent the milk from souring?

Walk in to any Amul or Gujarat Cooperative Milk Marketing Federation

(GCMMF) office, and you may or may not see a photograph of Mahatma
Gandhi, but you will certainly see one particular photograph. It shows a long
line of Gujarati women waiting patiently for a union truck to come and collect
the milk they have brought in shining brass matkas.

The picture is always prominently displayed. The message is clear: never

forget your primary customer. If you don't, success is certain.

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 Organization structure

It all started in December 1946 with a group of farmers keen to free

themselves from intermediaries, gain access to markets and thereby ensure
maximum returns for their efforts.

Based in the village of Anand, the Kaira District Milk Cooperative Union
(better known as Amul) expanded exponentially. It joined hands with other
milk cooperatives, and the Gujarat network now covers 2.12 million farmers,
10,411 village level milk collection centers and fourteen district level plants
(unions) under the overall supervision of GCMMF.

There are similar federations in other states. Right from the beginning, there
was recognition that this initiative would directly benefit and transform small
farmers and contribute to the development of society.

Markets, then and even today are primitive and poor in infrastructure. Amul
and GCMMF acknowledged that development and growth could not be left to
market forces and that proactive intervention was required. Two key
requirements were identified.

The first, that sustained growth for the long term would depend on matching
supply and demand. It would need heavy investment in the simultaneous
development of suppliers and consumers.

Second, that effective management of the network and commercial viability

would require professional managers and technocrats.

To implement their vision while retaining their focus on farmers, a

hierarchical network of cooperatives was developed, which today forms the
robust supply chain behind GCMMF's endeavor’s. The vast and complex
supply chain stretches from small suppliers to large fragmented markets.

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Management of this network is made more complex by the fact that GCMMF is
directly responsible only for a small part of the chain, with a number of third
party players (distributors, retailers and logistics support providers) playing
large roles.

Managing this supply chain efficiently is critical as GCMMF's competitive

position is driven by low consumer prices supported by a low cost system.

Developing demand
At the time Amul was formed, consumers had limited purchasing power, and
modest consumption levels of milk and other dairy products. Thus Amul
adopted a low-cost price strategy to make its products affordable and
attractive to consumers by guaranteeing them value for money.

Introducing higher value products

Beginning with liquid milk, GCMMF enhanced the product mix through the
progressive addition of higher value products while maintaining the desired
growth in existing products.

Despite competition in the high value dairy product segments from firms such
as Hindustan Lever, Nestle and Britannia, GCMMF ensures that the product
mix and the sequence in which Amul introduces its products is consistent with
the core philosophy of providing milk at a basic, affordable price.

The distribution network

Amul products are available in over 500,000 retail outlets across India
through its network of over 3,500 distributors. There are 47 depots with dry
and cold warehouses to buffer inventory of the entire range of products.

GCMMF transacts on an advance demand draft basis from its wholesale

dealers instead of the cheque system adopted by other major FMCG
companies. This practice is consistent with GCMMF's philosophy of
maintaining cash transactions throughout the supply chain and it also
minimizes dumping.

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84
Wholesale dealers carry inventory that is just adequate to take care of the
transit time from the branch warehouse to their premises. This just-in-time
inventory strategy improves dealers' return on investment (ROI). All GCMMF
branches engage in route scheduling and have dedicated vehicle operations.

Umbrella brand
The network follows an umbrella branding strategy. Amul is the common
brand for most product categories produced by various unions: liquid milk,
milk powders, butter, ghee, cheese, cocoa products, sweets, ice-cream and
condensed milk.

Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya

and Nutramul. The edible oil products are grouped around Dhara and
Lokdhara, mineral water is sold under the Jal Dhara brand while fruit drinks
bear the Safal name.

By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-

union conflicts but also created an opportunity for the union members to
cooperate in developing products.

Managing the supply chain

Even though the cooperative was formed to bring together farmers, it was
recognized that professional managers and technocrats would be required to
manage the network effectively and make it commercially viable.

Coordination
Given the large number of organizations and entities in the supply chain and
decentralized responsibility for various activities, effective coordination is
critical for efficiency and cost control. GCMMF and the unions play a major
role in this process and jointly achieve the desired degree of control.

Buy-in from the unions is assured as the plans are approved by GCMMF's
board. The board is drawn from the heads of all the unions, and the boards of
the unions comprise of farmers elected through village societies, thereby
creating a situation of interlocking control.

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85
The federation handles the distribution of end products and coordination with
retailers and the dealers. The unions coordinate the supply side activities.
These include monitoring milk collection contractors, the supply of animal
feed and other supplies, provision of veterinary services, and educational
activities.

Managing third party service providers

From the beginning, it was recognized that the unions' core activity lay in milk
processing and the production of dairy products. Accordingly, marketing
efforts (including brand development) were assumed by GCMMF. All other
activities were entrusted to third parties. These include logistics of milk
collection, distribution of dairy products, sale of products through dealers and
retail stores, provision of animal feed, and veterinary services.

It is worth noting that a number of these third parties are not in the organized
sector, and many are not professionally managed with little regard for quality
and service.

This is a particularly critical issue in the logistics and transport of a perishable

commodity where there are already weaknesses in the basic infrastructure.

Establishing best practices

A key source of competitive advantage has been the enterprise's ability to
continuously implement best practices across all elements of the network: the
federation, the unions, the village societies and the distribution channel.

In developing these practices, the federation and the unions have adapted
successful models from around the world. It could be the implementation of
small group activities or quality circles at the federation. Or a TQM program at
the unions. Or housekeeping and good accounting practices at the village
society level.

More important, the network has been able to regularly roll out improvement
programs across to a large number of members and the implementation rate
is consistently high.

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86
For example, every Friday, without fail, between 10.00 a.m. and 11.00 a.m., all
employees of GCMMF meet at the closest office, be it a department or a branch
or a depot to discuss their various quality concerns.

Each meeting has its pre-set format in terms of Purpose, Agenda and Limit
(PAL) with a process check at the end to record how the meeting was
conducted. Similar processes are in place at the village societies, the unions
and even at the wholesaler and C&F agent levels as well.

Examples of benefits from recent initiatives include reduction in

transportation time from the depots to the wholesale dealers, improvement in
ROI of wholesale dealers, implementation of Zero Stock Out through improved
availability of products at depots and also the implementation of Just-in-Time
in finance to reduce the float.

Kaizens at the unions have helped improve the quality of milk in terms of
acidity and sour milk. (Undertaken by multi-disciplined teams, Kaizens are
highly focused projects, reliant on a structured approach based on data
gathering and analysis.) For example, Sabar Union's records show a reduction
from 2.0% to 0.5% in the amount of sour milk/curd received at the union.

The most impressive aspect of this large-scale roll out is that improvement
processes are turning the village societies into individual improvement
centers.

Technology and e-initiatives

GCMMF's technology strategy is characterized by four distinct components:
new products, process technology, and complementary assets to enhance milk
production and e-commerce.

Few dairies of the world have the wide variety of products produced by the
GCMMF network. Village societies are encouraged through subsidies to install
chilling units. Automation in processing and packaging areas is common, as is
HACCP certification. Amul actively pursues developments in embryo transfer
and cattle breeding in order to improve cattle quality and increases in milk
yields.

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GCMMF was one of the first FMCG (fast-moving consumer goods) firms in
India to employ Internet technologies to implement B2C commerce.

Today customers can order a variety of products through the Internet and be
assured of timely delivery with cash payment upon receipt.

Another e-initiative underway is to provide farmers access to information

relating to markets, technology and best practices in the dairy industry
through net enabled kiosks in the villages.

GCMMF has also implemented a Geographical Information System (GIS) at

both ends of the supply chain, i.e. milk collection as well as the marketing
process.

Farmers now have better access to information on the output as well as

support services while providing a better planning tool to marketing
personnel.

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THANK YOU

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89