projct

Karnataka Milk Federation, Dharwad

Executive Summary KARNATAKA COOPERATIVE MILK PRODUCERS' FEDERATION LIMITED (KMF) KMF is the Apex Body in Karnataka representing Dairy Farmers' Co-operatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country. In South India it stands first in terms of procurement as well as sales. One of the core functions of the Federation is marketing of Milk and Milk Products. The Brand ' ' is the household name for Pure and Fresh milk and milk products. KMF has 13 Milk Unions throughout the State which procure milk from Primary Dair y Cooperative Societies (DCS) and distribute milk to the consumers in various Town s/Cities/Rural markets in Karnataka. The first ever World Bank funded Dairy Development Program in the country starte d in Karnataka with the organization of Village Level Dairy Co-operatives in 1974. Th e AMUL pattern of dairy co-operatives started functioning in Karnataka from 1974-75 wit h the financial assistance from World Bank, Operation Flood II & III. The dairy co-operatives we re established under the ANAND pattern in a three tier structure with the Village Level Dairy C o-operatives forming the base level, the District Level Milk Unions at the middle level to ta ke care of the procurement, processing and marketing of milk and the Karnataka Milk Federation as the Apex Body to co-ordinate the growth of the sector at the State level. Coordination of activities among the Unions and developing market for Milk and M ilk products is the responsibility of KMF. Marketing Milk in the respective jurisdic tion is organized by the respective Milk Unions. Surplus/deficit of liquid milk among the member M ilk Unions is monitored by the Federation. While the marketing of all the Milk Products is org anized by KMF, both within and outside the State, all the Milk and Milk products are sold under a common brand name NANDINI. Dharwad District Co-operative Milk Producers' Societies' Union Ltd Kousali Institute of Management Studies, Dharwad. 1


The Union was established in the year 1986 under the Operation Flood II & III. T he Union also later took over in 1988 the Milk Products Factory with a drying capac ity of 2.10 Lakh Liters per day, earlier established by the Karnataka Milk Products Limited (Gove rnment of Karnataka Undertaking). The Dharwad Milk Union is Co-operative society among the 13 establishment, under KMF. The Dharwad Milk Union (DMU) is one of the most modern plants in the countr y. It is located in the spacious 25 acres of land, located in Lakamanahalli Industrial Ar ea, adjacent to the Nation Highway-4. It is patterned the AMUL Milk Dairy, Anand, Gujarat. The Union covers the districts of Dharwad, Karwar, Haveri & Gadag, and has Chill ing Centres at Gadag,Haveri, Sirsi, Ron, Nargund, Hirekerur & Kumta with chilling ca pacity of 0.80 Lakh Liters Per Day. The Union procures and sells on an average 0.68 Lakh Kgs per Day and 0.59 Lakh L iters Per Day respectively. There are 7 Bulk Milk Coolers in the Union. Project Details PROJECT TITLE: CONSUMER PREFERENCE & BRAND AWARENESS TOWARDS NANDINI MILK & milk PRODUCTS in Hubli-Dharwad cities OBJECTIVE: Kousali Institute of Management Studies, Dharwad. 2


Consumers are attracted through competitively other milk brands. So main objecti ve of the study is to know the consumer preference in choosing the milk and there prod uct, and know the Nandini brand awareness about the Nandini Milk and other various kind of Nan dini Milk Product in the consumer mind in the particular geographical area at Hubli-Dharwa d cities. To analyze the consumer attitudes and perception towards price, quality, hygiene , long shelf life and Brand name.. To study what kind of family member group and income people are most interested to consume Nandini milk and their product. To find out what is the present level of loyal consumer of Nandini milk. To know consumer preference about the Nandini. To find out the satisfaction level of Nandini product availability and pricing To find out whether advertisement help the consumer in buying decision. I have carried out my studies by personally interviewing the customers from all the areas of Hubli and Dharwad. The sample size was 100. I had set the questionnaire based on the above said objectives very carefully. FINDINGS IN THE ORGANIZATION: Nandini products have a good brand image in the Market. . Pricing strategy of Nandini is appreciated by its customers. . Nandini is started with customer contact programs in order to get first hand fee dback from its customer and also to improve its products. . The various private brands have been trying to give a really tough competition b y giving the agents high trade margins. . DMU has a waste area of operation which is geographically spread and which leads high procurement and distribution charges. Kousali Institute of Management Studies, Dharwad. 3


. Lack of consumer awareness about the wide range of products sold. . The dealers wants only more commission because they also suffer same problem wit h other brands also but they complains with us only. . The organization is playing an important role in developing the economic viabili ty of the villages. . The powder making plant has taken an vital role in Dharwad Milk Union. SUGGESTIONS . The retailers and dealers should be satisfied with commission and schemes so tha t they can improve the sales in the market. . The company should come up with new products with different varieties and attributes to attract the customers. . To advertise about all the products in the market. . The organization can build good infrastructure better than these like maintainin g good garden etc. . If the company wants to restart the production of Double Toned Milk , firstly it has to provide sufficient knowledge and awareness about the attributes of products as compared to others. Milk: India's Number One Farm Commodity Milk is India's number one farm commodity in terms of its contribution to the na tional economy. In 1994-95, the value of its output based on producer price was Rs. 500 ,051 millions, exceeding that from paddy (rice). Notwithstanding its top place and the many ben efits it bestows on the lower rungs of the rural society, dairying has not received due attention from planners, economists, social scientists and others. For example, the investment in dairyin g made under the five-year plans is not commensurate with its output. Consequently, its potential has not been adequately tapped. Milk contains many different nutrients Milk and milk products contain a good balance of protein, fat and carbohydrate a nd are a very important source of essential nutrients including: .

Calcium . Riboflavin . Phosphorous . Vitamins A, D and B12 Kousali Institute of Management Studies, Dharwad. 4


. Pantothenic acid. Milk products also contain high quality proteins that are well suited to human nee ds. Milk proteins increase the value of poorer quality cereal and vegetable proteins in the diet by providing the amino acids these proteins lack. As a food, milk serves the following broad purposes: (a) growth, (b) reproductio n, (c) supply of energy, (d) maintenance and repair and (e) appetite satisfaction. The requirements of these categories vary with the individual, and in some instances not all the sta ted functions of the food need to be served, e.g. adults no longer require food for growth whereas in fants do. The functions of a food are served specifically through the various nutritionally im portant components, comprising proteins, carbohydrates, lipids, minerals, vitamins and w ater. Fat content is closely followed by milk proteins at about 3.4%. Milk proteins in turn are subdivided into casein, comprising approximately 76 80% of the total milk proteins , and the whey proteins, comprising roughly 20 24%. Modified milks explained: There are many types of milks on the market, including: Full cream full cream milk contains around four per cent fat and is a source of vitamins A and D. For children up to the age of two years, full cream milk is recommended . Reduced fat expect around half as much fat in reduced fat milk as full cream. Ch ildren over the age of two years can drink reduced fat milk. Skim milk contains less than one per cent fat. Children older than five years ca n safely consume skim milk. Both reduced fat and skim milk have vitamin A and D added to replace the naturally occurring vitamins that are reduced when the fat is remove d. Calcium enriched generally milks that are enriched with extra calcium are also f at reduced. A 250ml glass of milk contains 408 500mg of calcium. Flavored these milks can either be full cream or reduced fat. However, most vari eties contain a lot of sugar.

UHT (ultra-high temperature-treated) milk is treated with very high heat to allo w milk to be stored for long periods. Pasteurization milk: Kousali Institute of Management Studies, Dharwad. 5


Pasteurization is a process in which the milk is heated till 75 degree Celsius a nd the milk is exposed to this temperature for about 16 seconds and then the milk is suddenl y cooled to 4 degree Celsius. This process is carried out to destroy all the pathogenic bacter ia that are present in raw milk. Pasteurization is a very costly process and it requires the install ation of very costly machines. Unpasteurized milk: Most milk on the market is pasteurized (heat treated then cooled). Milk that has n t been through this process should be avoided. While pasteurization reduces the amount of some vitamins, such as vitamin C, it also kills bacteria. Unpasteurized milk is a hea lth hazard because of the dangers of bacterial diseases. NUTRITIVE VALUE OF MILK (Values are for 100g) Buffalo Cow Moisture (g) 81.0 87.5 Protein (g) 4.3 3.2 Minerals (g) 0.8 0.8 Carbohydrates (g) 5.0 4.4 Energy (kilocalories) 117.0 67.0 Calcium (mg) 210.00 120.0 Phosphorous (mg) 130.0 90.0 Iron (mg) 0.2 0.2 Carotene (ug) 160.0 174.0 Thiamine (mg) 0.04 0.05 Riboflavin (mg) 0.1 0.19 Kousali Institute of Management Studies, Dharwad. 6


Niacin (mg) 0.1 0.1 Vitamin B12 (ug) 0.1 0.1 Folic acid (ug) Total 3.3 5.6 Free 5.6 8.5 Vitamin C (mg) 1.0 2.0 Sodium (mg) 19.0 73.0 Potassium (mg) 90.0 140.0 Fat (g) 7.97 3.78 Total fatty acids (g) 7.18 3.57 Linoleic acid (g) 0.08 0.09 Linolenic acid (g) 0.09 0.06 Total phospholipids (g) 0.03 0.035 Cholesterol (g) 0.014 0.012 India: World's Largest Milk Producer India has become the world's No. 1 milk producing country, with output in 1999-2 00

(marketing year ending March 2000) forecasted at 78 million tones. United States , where the milk production is anticipated to grow only marginally at 71 million tones, occu pied the top slot till 1997. In the year 1997, India's milk production was on par with the U.S. at 71 million tones. The world milk production in 1998 at 557 million tones would continue the steady progress in recent years (see Table 1). Furthermore, the annual rate of growth in milk produ ction in India is between 5-6 per cent, against the worlds at 1 per cent. The steep rise in the gr owth pattern has been attributed to a sustained expansion in domestic demand, although per capita consumption is modest - at 70 kg of milk equivalent. Annual Milk Production has trebled India's annual milk production has more than trebled in the last 30 years, risin g from 21 million tons in 1968 to an anticipated 80 million tons in 2001. This rapid growt h and Kousali Institute of Management Studies, Dharwad. 7


modernization is largely credited to the contribution of dairy cooperatives, und er the Operation Flood (OF) Project, assisted by many multi-lateral agencies, including the Europ ean Union, the World Bank, FAO and WFP (World Food Program). In the Indian context of poverty a nd malnutrition, milk has a special role to play for its many nutritional advantage s as well as providing supplementary income to some 70 million farmers in over 500,000 remote villages. Table 1. World's Top Milk Producers. Countries 1998 1997 1996 India 74 71 68 United States 71 71 70 Russian Federation 33 34 36 Pakistan 22 21 20 Brazil 22 21 19 Ukraine 14 15 16 Poland 12 12 11 New Zealand 12 11 10 Australia 10 9 9 EC 125 125 125 World (includes others) 557 549 542 The origin of Co-operative Milk Producers societies: The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and her alded the 'White Revolution' in India. It began with two village cooperatives and 250 lite rs of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul coll ects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer memb ers. Achievements of dairy co-operatives: A commitment to help rural producers help themselves has guided the Dairy Board' s work for more than 30 years. This commitment has been rewarded with achievements made by cooperative dairies in milk production, employment generation, and per capita av ailability of milk, foreign exchange savings and increased farmer incomes. The start of a revolution: Kousali Institute of Management Studies, Dharwad.

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The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate them. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere els e in India. His income was derived almost entirely from seasonal crops. The income from milch bu ffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. I n this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk them selves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (p opularly known as Amul) which was formally registered on December 14, 1946. NATIONAL DAIRY DEVELOPMENT BOARD: History: The NDDB was founded to replace exploitation with empowerment, tradition with Modernity, Stagnation with growth, transforming dairy into and instrument for th e development of Indian s rural people. The NDDB was established in 1965; the board is registered under the Societies Registration Act and the public Trust Act, fulfilling the desire of the Prime Mi nister of India the late Lal Bhahaddur Shastri to extend the success of the Kaira Co-operative M ilk producers union (AMUL ) TO OTHER PARTS OF India. Dr Vergese Kurien was the founder chairma n. The success combined the wisdom & energy of farmers with professional management to successful capture liquid milk and milk product markets while supporting farmer s investment with inputs and services. The Growth NDDB began its operations with the mission of making dairying a vehicle to a bet ter future for millions of gross roots milk producers. The mission archived helped t o launce Operation Flood , a programmed extending over 26 years and with the help of World Ban k

Loan India become the world s largest milk producing country. As per March 2001 In dia s 96000 Dairy Co-operative are integrated thorough a three Tier Cc-operative struc ture. The Anand pattern which is owned by more than 10 million formers procures an average of 1605 million liters of milk every day. The milk is processed and marketed by 170 milk producers cooperative unions which, in turn own 15 state co-operative milk marketing federation. Since its establishment the dairy development board has planned and spearheaded India s Dair y Kousali Institute of Management Studies, Dharwad. 9


programmer by placing dairy development in the hands of milk producers and the p rofessionals they employ to manage their co-operatives. In addition, NDDB also promotes other commodity based co-operative, allied industries and veterinary biologically on an intensiv e and nationwide basis. Objectives of NDDB: . To sponsor, promote, manage, acquire, construct or control any plant or work, which promote projects of general public utility relation to dairying. . To make information available on request to technical services to increase production of Milk. . To prepare initial feasibility studies of dairying and other dairy related projects and undertake subsequent designing planning and start up those projects. . To undertake research and development programmed related to production and marketing of milk and milk products. . To provide assistance for exchange of information to other international agencies. Services rendered by NDDB: NDDB provide the following services. . Planning dairy and rural development projects. . Organization of farmer co-operative societies. . Setting up of dairy and cattle feed plants. . Manpower planning and training. . Applied research and development. . Implementation of milk production enchantment programmers. KARNATAKA COOPERATIVE MILK PRODUCERS' FEDERATION LIMITED (KMF) The very much impressed by the successes of AMUL dairy. With this spirit in Karnataka in the year 1974 KARNATAKA MILK FEDERATION starts and works all ove r Kousali Institute of Management Studies, Dharwad. 10


Karnataka as per the rules and regulations themes and adopted this as the model and starts its operation on this and its very much success on this field. The first dairy in Karnataka was started in Kudige in Kodagu district in 1955, F urther in June 1974; an integrated project was launched in Karnataka to restructure and re organize the dairy industry on the co-operative principle and to lay foundation for a new dir ection in dairy development. In 1975, the World Bank aided dairy development was initiated. The present Karna taka Milk Federation (KMF) came into existence in 1984-as a result of merging of Karn ataka Dairy Development Co-operation, small co-operatives and Karnataka Milk Production Deve lopment and loose vendors. And in the year 1986 the Karnataka milk federation bifurcated to many parts to w ork many more towards customers and formers needs and wants and it is de-centralized and regional authority is be given to the managing directors and marketing managers and forms and cooperative societies union to give suggestions to this management. KMF is the Apex Body in Karnataka representing Dairy Farmers' Co-operatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country. In South India it stands first in terms of procurement as well as sales. One of the core functions of the Federation is marketing of Milk and Milk Products. The Brand ' ' is the household name for Pure and Fresh milk and milk products. KMF has 13 Milk Unions throughout the State which procure milk from Primary Dair y Cooperative Societies (DCS) and distribute milk to the consumers in various Town s/Cities/Rural markets in Karnataka. The first ever World Bank funded Dairy Development Program in the country starte d in Karnataka with the organization of Village Level Dairy Co-operatives in 1974. Th e AMUL pattern of dairy co-operatives started functioning in Karnataka from 1974-75 wit h the financial assistance from World Bank, Operation Flood II & III. The dairy co-operatives we re established under the ANAND pattern in a three tier structure with the Village Level Dairy C o-operatives forming the base level, the District Level Milk Unions at the middle level to ta

ke care of the procurement, processing and marketing of milk and the Karnataka Milk Federation as the Apex Body to co-ordinate the growth of the sector at the State level. Coordination of activities among the Unions and developing market for Milk and M ilk products is the responsibility of KMF. Marketing Milk in the respective jurisdic tion is organized by the respective Milk Unions. Surplus/deficit of liquid milk among the member M ilk Unions is monitored by the Federation. While the marketing of all the Milk Products is org anized by KMF, Kousali Institute of Management Studies, Dharwad. 11


both within and outside the State, all the Milk and Milk products are sold under a common brand name NANDINI. At the end of the March 1998, the network of 8023 Diary Co-operative Societies ( DCS) have been established which are spread over 166 taluks of the total 175 taluks i n all 27 districts of Karnataka. There are 13 Milk Unions and Dharwad Milk Union (DMU) is one among them. There are 35 Chilling centers, 3 Farm coolers, 15 Liquid milk plants and 2 Produ ct dairies for chilling, processing, conservation and marketing of milk. To supply cattle feed there are 4 cattle feed plants. To impart training, institutes at Bangalore and regional training institutes at Dharwad and Gulbarga are functioning. Three nitrogen plants (2 plants of 25 CPM and 1 plant of 5 CPM) are been set-up to supply nitrogen, which is used for Refrigeration purpose. Three diagnostic centers have been set-up for monitoring diseases: three fodder farms at Rajkunte, Kuttanahalli and Kodagu have been set-up to supply good quality of fodder and seed production farm at Shahpur has been set-up. The federation giving details of the latest technology in dairy industry etc is published Ksheer Sagar magazine monthly. KMF is a co-operative apex body in the state of Karnataka for representing dairy organizations and also implementing dairy development activities to achieve the following objectives. . Providing assured and remunerative market for all the milk produced by the farmer members. . Providing hygienic milk to urban consumers. . To build village level institutions in co-operative sector to manage the dairy activities. . To ensure provision of milk production inputs, processing facilities and dissemination of know-how. . To facilitate rural development by providing opportunities for selfemployment at village level, preventing migration to urban areas, etc. Kousali Institute of Management Studies, Dharwad. 12


THE MILK UNION: Milk union is a channel of District Co-Operative Societies in organized form for milk procurement. The procurement route is linked to chilling center or a dairy. Dhar wad Milk Union is one of such Milk Unions. It is the middle tier of the complex co-operative or ganization network. Unions are formed by federating the societies in locating geographical area. The milk unions are organized to make them economically viable and the jurisdiction exten ds from one district to 3 Districts. There are 5 Milk Unions who s Jurisdiction covers a singl e district, 4 Unions COVER 2 District, each 3 Unions cover 3 districts and one Union s territory extends to 4 District. All Unions own their own Milk Processing Facilities. UNITS OF KARNATAKA MILK FEDERATION: KMF has the following Units functioning directly under its control: 1. Mother Dairy, Yelahanka, Bangaloru. 2. Nandini Milk products ,KMF complex, Bangaloru. 3. Cattle feed plants at Rajanukunte/ Gubbi/ Dharwad/ Hasana. 4. Nandini Sperm Station (Formerly know as Bull Breeding Farm and Frozen semen Bank)at Hessaraghatta. 5. Pouch Film Plant at Munnekolalu, Marathhalli. 6. Center Training Institute af KMF Complex, Bangloru. CO-0PRATIVE MILK PRODUCERS SOCITIES UNIONS: 1. Bangaloru Milk Union 2. Belgaum Milk Union 3. Bellary Milk Union 4. Bijapur Milk Union 5. Dakshin kannada Milk Union 6. Dharwad Milk Union 7. Gulbarga Milk Union 8. Hassana Milk Union Kousali Institute of Management Studies, Dharwad. 13


9. Kolar Milk Union 10.Mandya Milk Union 11.Mysore Milk Union 12.Shimoga Milk Union 13.Tumakur Milk Union FUNCTIONS: These Unions help to organize new Primary Dairy Co-operative Societies. The Unio n also helps in managing these DCS by assisting in accounts, purchase, process and marketing liquid milk. The Union helps in providing all the input facilities to DCS and ch annelizes the dairy farmers through DCS. The Union provides the following facilities. . Co-ordination of activities between the unions. . Providing Balanced Cattle Feed. . Providing Animal Health Care. . Developing the markets for the increasing in milk production. . Providing Artificial Insemination facility for breed improvement. . To make the brand as a house hold name. . Excellence in quality is to be maintained to lay a solid foundation for wide spa red acceptance of Nandini products. . To increase the market share of Nandini . . Providing Training for breeding, feeding management. OBJECTIVE : . To build primary dairy cooperative societies to manage the dairy activities. . To provide assured remunerative market to the milk produced by the producer members. . To supply quality milk and milk products to urban consumers. . To ensure provision of milk production inputs, processing facilities and dissemination of know-how. . To facilitate rural development by providing opportunities for self employment a t village level, preventing migration to urban areas, introducing cash economy and opportunity for steady income. Kousali Institute of Management Studies, Dharwad.

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MILK FEDERATION: The main objective of the federation is to help in formation of Milk Unions thro ugh the state and thus forming the state level apes organization. The Federation impleme nts all the project activates. After the project activities are accomplished the federation aims at formulating Marketing strategies in marketing the Milk and Milk Product. The Karnataka Milk Federation which was setup in 1984 has the following functions: . The foremost function of KMF was to co-ordinate the activities between the Union and also in making market available so that production increases . The Federation also manages surpluses and deficiencies of liquid of milk among t he milk union and help in disposing milk and milk product at reasonable price . The Federation also manages to market the milk and milk products outside the sta te. . Provides Balanced cattle feed, mineral mixture, frozen semen straws and liquid nitrogen are produced and distributed to Unions Excellence in quality is maintai ned to lay a solid foundation for widespread acceptance of the milk and milk products. Training and developing senior managerial personnel, acquiring and applying all recent technologies, prescribing quality guidelines and norms. MEMBERS IN DISTRICT CO-OPERATIVE SOCIETY: BUSINESS STRATEGY OF NANDINI: The federation is striving to excel on three critical factors of business to giv e remunerative price to producers and to give value for money to customers QUALITY, COST & DELIVERY QUALITY -Fresh and pure milk Quality Excellence from cow to consumer . COST -Least selling price for market milk in the country Minimum price spread be tween the purchase price and selling. PRICE -Remunerative price to the producers. DELIVERY -Prompt & assured delivery at any time and any place. There are days in the cities of Karnataka, when there is no water or power supply in the homes of consumers, but there are no days without supply of NANDINI milk.

VETERINARY SERVICES: . Genetic up-gradation of livestock . Control of Diseases, Mastitis control, regular vaccination, etc. Kousali Institute of Management Studies, Dharwad. 15


. Veterinary health cover to all animals Regular and Emergency Services . Artificial Insemination Initiated Cluster AI facilities During 2005-06, no. of A I done 13.3 lakhs when compared to 11.4 lakhs AI done in 2003-04-Increase of 16.5% . Embryo transfer technology to upgrade cattle wealth. FEEDS AND FODDER: . Fodder crop seeds supplied to farmers. . Urea treatment of straws & Urea Molasses Blocks. . Four cattle feed plants all ISO certified and operating with more than 100% capacity utilization. . The Federation has sold 1,54,249 MTs of cattle feed during 2004-05. CLEAN MILK PRODUCTION: . Training producers on hygienic management, milking methods and handling of milk. . Milk Producers provided with SS pails, Saff kit, etc. . Electronic Weighing Machines, Automatic Milk Collection Units and Bulk Milk Coolers in DCS. . Community Milking Parlors . SS Cans and Milk Collection Materials. . CMP Promotional Materials and documentary Films. CLEAN MILK PRODUCTION IMPLEMENTED: . Number of Milk Unions involved 11 . Number of districts covered 12 . Number of Milking parlors 94 (5,785 Number of animals milked twice in a day Total 55,000 liters of milk collected per day) . Number of BMCs established 112 (capacity of 2.19 LLPD) with 24 BMC Tanker routes in operation. . Quality of milk collected from BMC centers with an MBRT time from 5-6 hrs and SPC count

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