Presented by,

S.Arul,
BTF-10-003.
 India-World’s largest milk producer.
 17% of total milk production.
 World’s largest consumer of dairy products.
 Annual growth rate 5.01%.
 132 million tonnes in 2012-13.
 White revolution and New Economic
Policy(1992).
 30 per cent of Indian dairy production is
handled by the organised sector and 70 per
cent by the unorganised sector.
 Milk from cow to the retail outlet in a standard form
with consumer preference.
 Raw milk, standardised milk, pasteurised milk,
homogenised milk, skimmed milk and other MILK
PRODUCTS.
 Market milk from small scale level to industry level
involves these sterps include: collection, processing,
storing and marketing.
 Dairy cattle are brought in twice a day and milked.
 The cattle from farm are fitted with microchip collars
that register each individual cow as she enters the
milking shed.
 This microchip identification allows the production
figures to be collected and collated by computer for each
cow.
 Each cow has her complete production figures kept for
each lactation.
 Milking is done.
 Milk is stored at 4 c.
 At the milk industry ,
milk are pumped to the holding tanks where series of
tests.
 Pasteurisation of milk
 Homogenisation of milk
 Cream seperation
 Standardisation of milk
 Dairy as a co-operative sector.
 Kaira District Co-operative Milk Producers
Union(KDCMPU) –fore-runner.
 Anand Milk Union Industry(AMUL).
 8.5 lakh liters of milk per day.
 National Dairy Development board(NDDB) in 1965
replicate this pattern throughout country.
 Primary Dairy Cooperative society- village level consists
of members who supply milk to the society at regular
basis.
 District Cooperative Milk Producers Union-district level.
Primary societies are members.Procurement, processing
and marketing is done.
 Cooperative federation-State level. Centeralised
marketing,purchase and quality control.
 Cheese: processed cheese, cheese spreads, mozzarella,
flavoured and spiced cheese, is placed at around Rs 3
bn.
Growth rate around 15%.
AMUL brand 60% share in global market.
 Ice-cream:Estimated turn-over around Rs.10 Bn/ Yr. 60
Mn litres. Growth rate 15%.
 Dairy-Whiteners: Turn-over around Rs.2750 Mn.
 Strength:
Enhanced milk production
Improved purchasing power of the consumer.
Highly trained and qualified manpower.
 Weakness:
Tropical climate conditions.
Seasonal fluctuations in milk production pattern.
Lack of marketing avenues.
 Oppurtunties:
Increasing demand of fluid milk.
Expanding market for traditional dairy products.
By-products utilisation.
 Threats:
Introduction of foreign products in Indian market.
Poor microbiological quality of milk.
 Dynamics of market channels must be carried on.
 Marketing efficiency.
 Buying and selling behavior of consumers.
References:
 Marketing milk industry in India/ Indian society of Agr-
Business professionals.
 Milk and Dairy Sector/ R.K.Gupta.
 Annual Report / Department of Animal Husbandry,
Dairying And Fisheries.