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PROJECT REPORTON
MOTHER DAIRY
Submitted by:SAURABH TYAGISAURABH TYAGIFIP/BBA(G) IB/021FIP/BBA(G) IB/021
Faculty Of International Programmes 1
MOTHER DAIRY
A PROJECT REPORT
Submitted to
Manav Rachna International University
In Partial Fulfillment of
BACHELOR OF BUSINESS ADMINISTRATION
Submitted By
SAURABH TYAGIBBA(G) IB- V SEMESTER
ROLL NO. FIP/BBA(G) IB/ 021
Manav Rachna International University
Faculty Of International Programmes 2
Contents
Topics
Acknowledgement 4
Introduction 5 - 10
Process of Development 11
National Dairy Development Board 12 - 14
Core Values Quality Standard, Strategy, Action Plan Ethical Principle Major Products Offered Process & Distribution Competitors
15 - 16 16 - 17 18 - 20 21 - 2526 - 29
30
About Competitors SWOT Analysis Conclusion Bibliography
31 - 33 34 - 36
37 38
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ACKNOWLEDGEMENT
I would like to thank Miss Kanupriya Shekhar H.O.D. (B.B.A.) of F.I.P.
and Mr. Sachin Punia for providing summer training which will certainly
enhance my skills and knowledge and explore me to dynamic managerial
world.
I would like to my heartiest thank to the staff of Mother Dairy who give me
permission for this project and give me need full guideline and support and
co operation for conducting the summer training and preparing this report.
The training procedure session has contributed to develop my personality. I
lean this fact in natural environment. This training session give me
opportunity to enhance professional skills and give me a way for a success
and achieving ambition in life.
I am sure that the reader will find this report useful to enhance their
knowledge in Mother Dairy & help them in various ways.
SAURABH TYAGI
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Milk, one of the most nutritious beverages that you and your family can enjoy, makes a
contribution to children’s diet. In addition to calcium, it provides other 8 important nutrients.
Over the 70 percent calcium in our food supply comes from milk and dairy food. Without milk
on the menu, it’s unlikely that kids will meet their daily calcium needs.
Further minerals like phosphorous, sodium, potassium and magnesium are also present in
appreciable quantities. Milk provides considerable quantity of thiamine, riboflavin, niacin,
pyridoxine, biotin, folic acid, vitamin B12 etc. apart from vitamin C.
Milk is the most widely used commodity in most of the households. Although people use it daily
for drinking or making tea or coffee. Earlier milk used to available in loose form delivered by the
milkman. The quality of milk was not guaranteed, also adulteration was an issue. Due to the fast
expansion of cities and lack of time with the people, poly pack milk is fast gaining precedence.
Also the quality of milk is assured by the selling company. The quality is in accordance with the
norms of FAO (FOOD AND AGRICULTURAL ORGANISATION) which takes care of the
quality of food products sold all over the world. This industry has a largest market. So it’s
marketing is playing a major role in this organization. In this business competition is more.
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♣ INDIAN DAIRY INDUSTRY: AN OVERVIEW
»The Indian Market - A Pyramid
India's dairy market is multi-layered. It's shaped like a pyramid with the base made up of a vast
market for low-cost milk. The bulk of the demand for milk is among the poor in urban areas
whose individual requirement is small, maybe a glassful for use as whitener for their tea and
coffee. Nevertheless, it adds up to a sizable volume - millions of liters per day. In the major cities
lies an immense growth potential for the modern sector. Presently, barely 778 out of 3,700 cities
and towns are served by its milk distribution network, dispensing hygienically packed
wholesome, quality pasteurized milk. According to one estimate, the packed milk segment would
double in the next five years, giving both strength and volume to the modern sector. The narrow
tip at the top is a small but affluent market for western type milk products.
»Growing Volumes
The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the
country's population. An estimated 50 per cent of the total milk produced is consumed here. By
the end of the twentieth century, the urban population is expected to increase by more than 100
million to touch 364 million in 2000 a growth of about 40 per cent. The expected rise in urban
population would be a boon to Indian dairying. Presently, the organized sector both cooperative
and private and the traditional sector cater to this market.
The consumer access has become easier with the information revolution. The number of
households with TV has increased from 23 million in 1989 to 45 million in 1995. About 34 per
cent of these households in urban India have access to satellite television channel.
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Today India is ‘The Oyster’ of the global dairy industry. India is the lowest cost producer of per liter of milk in the world, at 27 cents, compared with the U.S’ 63 cents and Japan’s $2.8 dollars.
India with 134mn cows and 125mn buffaloes has the largest population of cattle in the world. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffalos.
◙ Indian Dairy: Expanding Daily
India’s modern dairy sector has expanded rapidly. From an insignificant 200,000 litres per day (lpd) of milk being processed in 1951, the organized sector is presently handling some 20 million lpd in over 400 dairy plants. Already, one of the world’s largest liquid milk plants is located in Delhi, handling over 800,000 litres of milk per day (Mother Dairy, Delhi). India's first automated dairy (capacity: 1 million lpd) -- Mother Dairy, Gandhinagar -- has been established at Gandhinagar near Ahmedabad, Gujarat, in Western India. It is owned by India’s biggest dairy cooperative group, Gujarat Cooperative Milk Marketing Federation (GCMMF) in Anand, with an annual turnover in excess of Rs 23 billion (US $500 million). Amul-III with its satellite dairies, with total installed capacity of 1.5 million lpd has also been commissioned. India's first vertical dairy (capacity: 400,000 lpd), owned by the Pradeshik Cooperative Dairy Federation(PCDF) has been commissioned at Noida, outside Delhi.
◙ The Winning Edge
Three aspects of India’s modern dairy sector are particularly noteworthy.
A vast market for dairy products is being built as disposable incomes increase. Its focus is the increasingly affluent middle class, numbering some 300 million — almost the population of the United States — which is confined to well-defined urban pockets and is easily accessible. Milk occupies pride of place as the most coveted food in the Indian diet, after wheat and rice. Milk-based sweets are a culinary delight in all homes throughout the year.
The milk production is pre-dominantly rooted in the cooperative system. It's focus is on the small rural farmer having one or two cows/buffaloes, yielding 2-3 litres of milk per animal. This system is the basis of Operation Flood, the world’s largest dairy development program.
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The preferred dairy animal is the buffalo. Some 65 per cent of the world buffalo milk is produced in India. It has 30 per cent higher total solids compared to cow milk — an average of 16% vs. 12% for cow milk. Valued for its high fat content (7% vs. 3.5%), it is also high in calcium, phosphorus, lactose and proteins. Buffalo milk is the delight of the milk processor for its more profitable handling.
»Potential for future growth:
Of the three A’s of marketing – availability, acceptability, affordability. Indian dairying is already endowed with the firs two. People in India love to drink milk. Hence no efforts are needed to make it acceptable. Its availability is not a limitation either, because of the ample scope for increasing milk production, giving the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. It has been tried to make it affordable through small poly packs, glass, bottles etc.
»Indian traditional milk products:
Makkhan- unsalted butter
Ghee- butter oil prepaid by heat clarification, for longer shelf life.
Dhai-a type of curd
Paneer- milk mixed with lactic acid to coagulate.
Khoa- evaporated milk, used as abase to produce sweet meals.
The market for indigenous based milk food products is difficult to estimate as most of these products are manufactured at home or in small cottage industries catering to local areas.
»Summary of utilization of milk in India:
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Items Percentage in relation to Total milk production
Drinking milk 44.5
Ghee 32.7
Dahi 7.8
Butter 6.3
Khoa 4.9
Cream 1.9
Ice cream 0.7
Other products (mainly paneer) 1.2
»Milk production:
India’s milk production increased from 88.1 million tones to in 2003-04 to 100 million tones in 2007-08.
India is the largest producer of milk in the world.
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Per capita availability of milk presently is 231grams per day, up from 132 grams per day in 1950.
India’s 3.8 percent annual growth of milk production surpasses the 2 percent growth in population; the net increase in availability is around 2 percent per year.
Per capita availability: recommended-210 gm.
India contributes 35% of total Asian milk.
»Per capita availability in India:
1950 132 gm
1997 214 gm
2020 290 gm
Although milk production has grown as a fast pace during the last three decades (courtesy: Operation flood), milk yield per animal is very low. The main reasons for the low yield are:
Lack of use of scientific practices.
Unavailability of veterinary health services.
Inadequate availability of fodder in all seasons.
Non-descript cows had to be crossbred with exotic semen to increase their milk production to make them more efficient converters of feed.
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◙ Three Phases of development
The scheme sought to establish milk producers' cooperatives in the villages and make modern technology available to them. The broad objectives are to increase milk production ("a flood of milk"), augment rural incomes and transfer to milk producers the profits of milk marketing which are hitherto enjoyed by well-to-do-middlemen.
Phase I:
Phase I of Operation Flood was financed by the sale within India of skimmed milk powder and butter oil gifted by the EC countries via the World Food Program. As founder-chairman of the National Dairy Development Board (NDDB) of India, Dr Kurien finalized the plans and negotiated the details of EEC assistance. He looked after the administration of the scheme as founder-chairman of the erstwhile Indian Dairy Corporation, the project authority for Operation Flood. During its first phase, the project aimed at linking India's 18 best milk sheds with the milk markets of the four metropolitan cities of Delhi, Mumbai, Calcutta and Madras.
Phase II:
Phase II of the project, implemented during 1981-85 raised this to some 136 milksheds linked to over 290 urban markets. The seed capital raised from the sale of WFP/EEC gift products and World Bank loan had created, by end 1985, a self-sustaining system of 43,000 village cooperatives covering 4.25 million milk producers. Milk powder production went up from 22,000 tonnes in the pre project year to 1,40,000 tonnes in
1989, thanks to dairies set up under Operation Flood. The EEC gifts thus helped to promote self-reliance. Direct marketing of milk by producers' cooperatives resulting in the transfer of profits from milk contracts --increased by several million liters per day.
Phase III:
Phase III of Operation Flood (1985-1996) enabled dairy cooperatives to rapidly build up the basic infrastructure required to procure and market more and more milk daily. Facilities were created by the cooperatives to provide better veterinary first-aid health care services to their producer members.
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»NATIONAL DAIRY DEVELOPMENT BOARD:
The National Dairy Development Board (NDDB) was founded in 1965 to replace exploitation
with empowerment, tradition with modernity, stagnation with growth, transforming dairying into
an instrument for the development of India's rural people.
NDDB began its operations with the mission of making dairying a vehicle to a better future for
millions of grassroots milk producers. The mission achieved thrust and direction with the
launching of ”Operation Flood", a programme extending over 26 years and which used World
Bank loan to finance India's emergence as the world's largest milk producing nation.
Operation Flood's third phase was completed in 1996 and has to its credit a number of
significant achievements.
As on March 2006, India’s 1, 17,575 village dairy cooperatives federated into 170 milk unions
and 15 federations procured on an average 21.5 million liters of milk every day. 12.4 million
Farmers are presently members of village dairy cooperatives.
Since its inception, the Dairy Board has planned and spearheaded India's dairy programmes by
placing dairy development in the hands of milk producers and the professionals they employ to
manage their cooperatives. In addition, NDDB also promotes other commodity-based
cooperatives, allied industries and veterinary biological on an intensive and nation-wide basis.
The National Dairy Development Board -- initially registered as a society under the Societies Act
1860 -- was merged with the erstwhile Indian Dairy Corporation, a company formed and
registered under the Companies Act 1956, by an Act of India's Parliament - the NDDB Act
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1987 (37 of 1987), with effect from 12 October, 1987. The new body corporate was declared an
institution of national importance by the Act.
Dr. Amrita Patel
Chairman
National Dairy Development Board
Shri Deepak Tikku
Managing Director
National Dairy Development Board
Operation Flood's success led to NDDB evolving similar programmes for other commodities.
Where potential synergies exist, NDDB has created commercial firms to exploit these for the
benefit of rural producers. Some of NDDB's commercial operations include: Indian
Immunologicals Limited (IIL), Hyderabad, IDMC Limited (IDMC), Anand, Mother Dairy Fruit
& Vegetable Private Limited (MD F&V), Delhi and Dhara Vegetable Oil and Foods Company
Limited (DOFCO), Vadodara
.
In its larger interest to promote the development of cooperatives NDDB has set up seperate units
and works in close association with a number of national level institutions. Some of these
include: Sabarmati Ashram Gaushala (SAG), Bidaj, Animal Breeding Centre (ABC), Salon,
Institute of Rural Management, Anand (IRMA), National Cooperative Dairy Federation of India
(NCDFI), Anand and Foundation for Ecological Security (FES), Anand.
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Subsidiaries
Indian Immunological Limited, Hyderabad
IDMC Limited, Anand
Mother Dairy Fruit & Vegetable Private Limited, Delhi
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Mother Dairy Core Values:
Let us have a look at certain important aspects of Mother dairy.
Mother dairy's Core Values are aimed at developing a customer-focused, high-performance
organization, which creates value for all its stakeholders.
a) Focus on customers-
At Mother dairy we believe that customer focus is very important. We give importance to deliver
both value & quality to the customer.
b) Excellence-
Mother dairy will strive for excellence in whatever we do. We will take the right path to do
whatever we do and excel in the same.
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ExcellenceExcellence InnovationInnovation Customer Focus
Customer Focus
Core ValuesCore Values
c) Innovation-
We will constantly innovate and strive to better our processes, products, services and
management practices.
»Quality Standards:
At Mother Dairy, processing of milk is controlled by process automation whereby state-
of-the-art microprocessor technology is adopted to integrate and completely automate all
functions of the milk processing areas to ensure high product quality/ reliability and
safety.
Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified
organization. Moreover, its Quality Assurance Laboratory is certified by National
Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of
Science and Technology, Government of India.
◘Strategy:
Identify and address quality related problems at every stage from the producer at the
village cooperative, to the dairy plant and the process of final delivery to the consumer.
Facilitate improvement of hygiene, sanitation, food safety and operating efficiency in the
dairy plants and sensitise dairy personnel to product quality aspects as per international
standards
◘ Action Plan:
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Phytosanitary, bacteriological and organoleptic quality at all stages.
Development of a comprehensive database on raw milk quality at every stage from
producer to consumer.
Identification of key intervention technologies for each stage
Orientation of Union technical inputs and other support services to emphasise compliance
to national and international quality standards
Encouragement of quality incentives supported by educational programmes for Dairy
Cooperative Society staff, transporters and farmer producers
Establishment of village-level chilling as first stage in cold chain reaching to the plant
and on to the consume Establishment of village-level chilling as first stage in cold chain
reaching to the plant and on to the consumer
Facilitating dairy cooperatives in ISO-9000-2000 (Quality Management Systems), ISO
HACCP (Safety Management Systems) certification and maintain the required plant
conditions under the accreditation on a sustainable basis
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Ethical Principles-
Transparency
Transparency is an important part of the culture. The employees, shareholders, clients,
customers and vendors are given only true information about the company and the business.
In return company expect the same transparency from our people & associates.
Loyalty
Mother Dairy has earned the trust of thousands its clients and millions of its customers
across the globe. The company has established loyal and enduring relationships with the
clients, employees, shareholders, suppliers and stakeholders.
Integrity
Mother Dairy will not engage in unethical, illegal or unfair business practices - and the
company expect the partners to observe the same high standards of ethics that have been the
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Transparency
Transparency Loyalty
LoyaltyIntegrity
Integrity
Ethical PrinciplesEthical Principles
RespectRespect
hallmark of the company. Wherever the company do business, it will not tolerate business
practices that are not based on the core principles of trust, integrity and fairness.
Respect
Mother Dairy offers equal opportunities for all employees regardless of their race,
national origin, creed, political beliefs, personal opinions, gender, lifestyle choices or age. As
respect is an inalienable part of the commitment to improve the quality of daily life for those
we serve, Mother dairy is strongly committed to creating a work environment based on
mutual respect for all individuals and building a culture that appreciates and values the
experience and skills of our people.
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Mother Dairy’s constant endeavor to:
◙ Ensure that milk producers and farmers regularly and continually receive market prices by
offering quality milk, milk products and other food products to consumers at competitive prices.
◙ Uphold institutional structures that empower milk producers and farmers through processes
that are equitable.
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PRODUCT MIX OF MOTHER DAIRY:
Mother Dairy Foods Processing Ltd offers the following products:
Mother Dairy markets dairy products like Liquid Milk, Ice Creams, Flavored Milk,
Dahi, Lassi, Mishti Doi, Ghee, White Butter, Table Butter, Cheese, SMP, Dairy
Whitener, and UHT Milk.
Dhara range of edible oils. Today it is a leading brand of edible oils and is available
across the country in over 2, 00, 000 outlets. The brand is currently available in the
following variants: Refined Vegetable Oil, Refined soybean oil, Refined sunflower oil,
Kachi ghani mustard oil and Filtered groundnut oil.
The Safal range of fresh Fruits & Vegetables, Frozen Vegetables and Fruit Juices at a
national level, through its sales and distribution networks, for marketing food items. It
has a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in
various parts of the country. Fresh produce from the producers is handled at the
Company’s modern distribution facility in Delhi with an annual capacity of 200,000 MT.
An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A
state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100
percent EOU, setup in 1996 at Mumbai supplies quality products in the international
market. With increasing demand another state-of-the-art fruit processing plant has been
set up at Bangalore with fruit handling capacity of around 250 MT per day.
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»DAIRY PRODUCTS:
Milk:
Mother dairy sells various milk variants like BVM, Full cream, Toned, Double toned,
Standardized, Cow and Skimmed. Mother Dairy milk (Bulk Vended Milk) is fortified with
vitamin A @2000 IU per liter of milk as a part of social accountability. This program was started
with the Mother Dairy, Delhi, since February 1980and there after Mother Dairy is continuing this
program on their own as a social responsibility without having any financial assistance from the
Government as well as since it is felt that BVM is generally consumed by the middle / lower
middle / poor strata of the society.
Ice Creams:
Real milk abundant toppings, and an utterly delectable taste. That’s the taste of the Mother dairy
fascinating taste of rich and creamy ice cream. Mother dairy ice creams are now being enjoyed
across the market of Delhi/NCR, Mumbai, Kolkata, Punjab, Rajasthan, U.P & Uttaranchal.
Ghee:
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Mother dairy’s pure ghee made from buffalo milk and has a every quality that you look while
purchasing a ghee. Mother dairy ghee is available in one liter and half liter carton and also in one
liter tines. All the packs are carefully packed to ensure that the rich flavor and aroma of Mother
dairy ghee gets sealed in.
Proboitic:
The proboitic range is available in three ranges;
Active proboitic dahi
Active proboitic lassi
Active plus fiber rich curd
Dahi:
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Mother dairy dahi is made from pasteurized standardized milk which contains 4.5% fat and 10%
SNF. It taste great and it also aid digestion. Available in 200gms, 400gms, and mishti dahi is also
available.
Butter:
Mother dairy butter is delicious, creamy and is so easy to spread. It is available in 100gms,
500gms.
Cheese:
Individually available in three formats: wrapped slices, cubes and spreads.
Flavored milk:
It is made from double toned milk and available in Kesar, Elachi, Chocolate and Vanilla flavors.
»FRUITS AND VEGETABLES:
Fresh fruits
Fresh vegetables
Processed foods
IQF vegetables
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»EDIBLE OIL:
Dhara mustard oil
Dhara groundnut oil
Dhara refined vegetable oil
Dhara health refined sunflower oil
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Process of procurement & distribution of milk:
Distribution of milk is the final stage of milk market industry. Others are preparatory to placing
the products into the hands of the consumer. The quality alone will not assure its wide
distribution which should be planned and executed intelligently. Distribution facilities consist of:
The physical equipment and the personnel required for transporting the product from the
milk storage room to the consumer.
Sales promotion personnel.
Advertising:
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Checking the quality of milk:
At the dairy, stringent hygienic standards are maintained. The milk in the tankers is first checked
for quality and freshness and then unloaded into huge insulated stainless steel storage tanks. The
presence of impurities like urea, neutralizer, and germs like bacteria are checked. All these tests
ensure that only good quality milk is accepted. Once empty, the tankers are thoroughly cleaned
and sanitized using acid and alkali. The tankers are then finally rinsed with water. These tanks
have capacity of 1 lack liters each.
Processing
of milk:
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Unprocessed milk may contain small dirt particles invisible to the naked eye. In order to remove
these particles the milk has to be processed.
The milk is then pasteurized to make it safe for human. This process destroys any disease
causing bacteria and also increases the self life of the milk. During pasteurization the milk is
heated to 72 degree Celsius for 15 seconds and then rapidly cooled down to7 degree Celsius.
This process, unlike boiling, does not affect the nutritional value of the milk.
Fortification with Vitamin A:
Toned milk during processing is fortified with Vitamin A. The deficiency of Vitamin A can lead
to night blindness and skin horning.
Homogenization:
At mother dairy the milk is also homogenized. This ensures that the customers get uniform
amount of cream in their milk. Mother dairy shops sell homogenized toned milk which contains
minimum 3% fat even though you cannot notice it.
Dispatching of milk:
After processing, the milk is chilled and stored in silos and further chilled to about 2C, by the
glycol chilling system, and then dispatched to the milk shops in insulated road milk tankers.
When the tanker arrives at the shop the milk is transferred into a large refrigerated tank.
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Quality control all the way:
A final quality check of the mill is also made at the shop itself. This ensures that the milk
reaching the customers is of same quality as dispatched from the dairy.
Consumer information:
To raise the consumers awareness regarding adulteration of milk, Mother dairy has thrown open
its testing labs. In its laboratories consumers can see for themselves how impurities and
adulterants are easily detected. Mother dairy also has two “mobile labs” that can test milk in the
residential colonies. All this is part of a commitment to provide the consumers with the purest
milk nature has to offer.
Caring for the environment:
Solar panels: In an effort to conserve fuel, mother dairy utilizes the abundant solar energy to
preheat the water going into the boilers. This also minimizes the pollution caused by burning of
fuels like coal, oil etc.
The water used for cleaning equipments and tankers is treated at the effluent treatment plant in
the dairy before being discharged into the sewage system.
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COMPETITORS
Competitors of mother dairy are as follows:
AMUL
DELHI MILK SCHEME
PARAS
PARAM
GOPALJEE
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AMUL
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India.
It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk
producers in Gujarat, India.
Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice
cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January
2006, Amul plans to launch India's first sports drink Stamina, which will be competing with
Coca Cola's Powerade and PepsiCo's Gatorade.
In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product
offering in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirst
quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports
drink Stamina.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual
turnover of US $1504 million (2008-09). Currently Amul has 2.6 million producer members with
milk collection average of 10.16 million litres per day.
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Members: 13 district cooperative milk producers'
Union
No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million litres per day
Milk collection (Total - 2008-09): 3.05 billion litres
Milk collection (Daily Average 2008-
09):
8.4 million litres
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing Capacity: 3500 Mts per day
DELHI MILK SCHEME:
DMS was setup in 1959 with the primary objective of supplying wholesome milk to citizens of
Delhi at reasonable prices, as well as for providing remunerative prices to milk producers. It
manufactures and sale milk products like Ghee, Table Butter, Paneer and flavored milk is also
undertaken as an allied activity. The initial installed capacity of Delhi Milk Scheme for
processing/packing was of 2.55 lack liters of milk per day. However, in order to meet the
increased demand for milk in the city, the capacity was expanded in phases to the level of 5 lack
liters of milk per day. Delhi Milk Scheme has been mainly procuring raw milk from the State
Dairy Federations of the neighboring states and some quantity of milk from the Co-operative
Societies to augment the supplies.
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PARAS:
Paras considered as one of the premium brand in India. A list of our nutritious and premium
quality products includes milk, pure ghee, skimmed powder milk in bulk and consumer pack,
dairy whitener, white butter casein edible and industrial grade.
Paras is in milk business for more than 40 years. An organization involved in quality milk
collection practices since 1960. today handling capacity 1.9 millions liters.
PARAM:
It is a renowned company in India for production of milk products including skimmed milk
powder, whole milk powder, casein, lactose, poly pack milk, poly pack curd, flavored milk and
the company has a annual turnover of more than 1.5 billion.
Its main markets are North America, South America, Eastern Europe, Southeast Asia, Africa,
Oceania, Middle East, Eastern Asia and Western Europe. Total annual sales volume US$10-50
million.
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SWOT ANALYSIS OF MOTHER DAIRY
Strengths:
Demand profile: Absolutely optimistic.
Margins: Quite reasonable, even on packed liquid milk.
Flexibility of product mix: Tremendous. With balancing equipment, you can keep on
adding to your product line.
Availability of raw material: Abundant. Presently, more than 80 per cent of milk
produced is flowing into the unorganized sector, which requires proper channelization.
Technical manpower: Professionally-trained, technical human resource pool, built over
last 30 years.
Support of NDDB is the major strength.
Weaknesses:
Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long
life. Surely, many new processes will follow to improve milk quality and extend its shelf
life.
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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.
Problematic distribution: Yes, all is not well with distribution. But then if ice creams can
be sold virtually at every nook and corner, why can’t we sell other dairy products too?
Moreover, it is only a matter of time before we see the emergence of a cold chain linking
the producer to the refrigerator at the consumer’s home!
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.
Scare mother dairy outlets.
Opportunities:
Steps should be taken to introduce value-added products like shrikhand, ice creams,
paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and
flexibility in the market place along with opportunities in the field of brand building.
Addition of cultured products like yoghurt and cheese lend further strength - both in
terms of utilization of resources and presence in the market place.
A lateral view opens up opportunities in milk proteins through casein, caseinates and
other dietary proteins, further opening up export opportunities.
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Yet another aspect can be the addition of infant foods, geriatric foods and nutritional.
Mother dairy should open more outlets to get to the maximum demand.
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.
Increasing competition from the other brands.
Strong supply chain management by the competitor.
Entry of AMUL in Delhi region posses the greatest threat to mother dairy.
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CONCLUSION
■ Loose milk is preferred by the customers.
■ Mother dairy’s milk is also facing the problem of curdling and smell.
■ the final outcome of the project is that to increase the sale and to increase the customer base,
mother dairy will have to work on the various parameters like QUALITY, TASTE and SMELL.
■ Milk market is totally unpredictable and the organization should be over cautious of complains
that come in the milk as it includes the sentiments of a mother for her kid and she would not
prefer to give anything to her kid of which she is not 100% confident. So company should take
every step to solve this problem which gives a customer satisfaction.
■ Due to non availability in few areas. Mother dairy is facing intense competition due to late
entry because competitors have strongly captured the market.
■ Moreover it was observed that customers are not satisfied with the taste of mother dairy.
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BIBLIOGRAPHY
Websites:
www.motherdairy.com
www.indiadairy.com
www.safalindia.com
www.nddb.com
www.amul.com
www.wikipedia.com
www.google.com
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