Comfed Sip

CONSUMPTION (SHARE) OF SUDHA PANEER IN HOTELS AND
RESTURANTS OF PATNA TOWN .
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

OF THE DEGREE OF POST GRADUATE DIPLOMA IN MANAGEMENT
CHANDRAGUPT INSTITUTE OF MANAGEMENT
PATNA
BY
Amit Kumar Singh
28/05/2015
CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA
(Chandragupt Institute of Management Patna)
Page 1
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DECLARATION
This is to certify that, this report entitled CONSUMPTION (SHARE) OF SUDHA

PANEER IN HOTELS AND RESTURANTS OF PATNA TOWN submitted by Amit
Kumar Singh to Chandragupt Institute of Management Patna, as a requirement for the
award of the Post Graduate Diploma in Management, is a bonafide record of research
work carried out by him under our supervision. The contents of this report, in full or in
parts, have not been submitted to any other Institute or University for the award of any
degree or diploma.
(Mrs.Vandana)
------------------------------ (Sign)
(Mr.Bidhanesh Mishra)
------------------------------ (Sign)
Date: ___________________
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ACKNOWLEDGEMENT
The satisfaction that comes through the successful completion of any task would be incomplete
without mentioning the names of people who made it possible, because success is the epitome of
hard work & guidance. So with gratitude, I acknowledge all those guidance and encouragement
that served as a beacon of light and crowned my efforts with success so far.
I avail this opportunity to express with utmost sincerity my thanks to all the people of
"COMFED" for giving me this opportunity to undergo my summer internship in this prestigious
organization.
I am deeply grateful to Mrs. Vandana , Assistant Manager, for her support, suggestion and
enthusiasm which helped me in the successful completion of this report and to have thorough
knowledge of the subject and its application.
I would like to thank Prof. Bidhanesh Mishra,, faculty mentor, for providing me the key inputs
for the project and extending his continuous support during the tenure.
I also express my gratitude to Dr. V. Mukund Das, Director, Chandragupt Institute of
Management, Patna for giving me an opportunity to work with COMFED.
Amit kumar Singh
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SYNOPSIS
The project "Consumption (Share) of Sudha Paneer in Hotels and Restaurant of Patna town"
aims in understanding the current market share of Sudha paneer in the sector of Hotels and
Restaurants of Patna. This project also attempts to find out the share of Sudha paneer and factors
which influence the purchasing behavior i.e. why or why not they use this milk product from
Bihar State Milk Co-operative Federation (COMFED), commonly known as " SUDHA". The
growth of Hotels and Restaurants as an industry provided an ocean of opportunities to the
service suppliers. In recent years Patna has recorded a tremendous grow rate especially in this
sector. Many food chains both national and international has shown their interest in Patna city.
Being a tier-2 city there is a lot of scope for the developments in this sector. The food lovers are
now getting blessed with a good quality food.
The necessity of this project rooted on the fact that the hotel and restaurant is going to be the
promising and prominent industry of future. The organized segment is growing at a speed of 2025% per year. India being the second largest populated country in the world, there is abundant
opportunities
of food industry to grow and flourish and on contrary only having the
opportunities is not enough, these opportunities needs to be cracked within the stipulated time to
enjoy the success. This report focuses on a developing city which is expected to offer a good
response to the industry concerned.
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India being a young country, most of the people are in age group of 20-35 years. This age group
is also termed as spending years . The NCAER reports call them as Achievers and Aspirants.
The practical implication of this project is to create an understanding of Paneer as a future milk
product as a meal in this emerging industry replacing the non-vegetarian items in the menu of
hotels and restaurant all around the globe and especially in India. The focus is to find the market
share of Sudha paneer in this sector and to find out the solutions to increase the market share.
Quality of food is a crucial aspect in current lifestyle. People are more concerned on the hygiene
factor along with taste. They are ready to pay more for taste along with hygiene and service
quality. This gives the chance for the quick service restaurants to construct their path of success
by proving a quality service to the customers.
The research design is Descriptive and data collection is from primary as well as secondary. The
sample size is 47 and tagged population was the emerging sector of Hostel and Restaurant. Data
analysis is questionnaire based containing 15 questions both open ended and closed ended and it
is found that the market share is very low and there is a great scope of improvement to tap the
market. Purity and taste are found to be the major factors which is responsible for the usage
while Price is a negatively affecting the sales. This report finds the reason for low market growth
and suggests the feasible and possible solution to overcome this problem so that Sudha can tap
and capture this untouched market and turn this sector to become their loyal and prime customer.
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This research will find the reasons for the low consumption of Sudha products especially paneer
in the hotels and restaurants of Patna town. Sudha which is a recognized dairy brand in Bihar is
trying to expand in neighboring states has a vision to expand on the national map. This research
will also provide an idea to target the segment of population i.e. the hotel and restaurant industry
in Patna which on later may be implemented in other cities of Bihar. Sudha being a leading dairy
industry in organized sector has yet to achieve a lot of potential market which are still untouched
and not conquered by its competitors.
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Table Of Contents
Introduction
Industry Profile........................................................................................................10
National Dairy Development Board (NDDB):.............................................12
Introduction Of The Organization .....................................................................15
Area Of Operation..........................................................................................16
Physical Performance...................................................................................19
Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd. (VPDUSS) ...............25
Present Status.............................................................................................26
Awards And Honours..................................................................................29
Introduction Of The Product- Paneer ..............................................................30
Hotel And Restaurant Sector In India .............................................................31
Market Segmentation................................................................................32
Analysis
SWOT Analysis ..............................................................................................33
Ansoff
matrix..................................................................................................34
Plan Of Data Analysis:...................................................................................35
Analysis Of Data............................................................................................36
Factor Analysis...............................................................................................38
Market Research:...........................................................................................45
Findings..................................................................................................................50
Recomendations.....................................................................................................51
Conclusion..............................................................................................................52
References..............................................................................................................53
Annextures: ......................................................................................................54-61
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List Of Figures
Figure1: Dairy Cooperative Societies in India(Year Wise)....................................13
Figure 2: Dairy Cooperative Societies in Eastern India(in Numbers)....................13
Figure 3: Milk Procurement in India 2013-14.........................................................14
List Of Tables
Table1: List of Cooperatives Of COMFED.............................................................17
Table2: Products of COMFED................................................................................18
Table3: Year Wise Milk Procurement of Cooperatives Of COMFED ...................19
Table4: Committees and Membership Year Wise....................................................20
Table5: Artificial Insemination( in numbers.)........................................................................21
Table6:Milk Procurement of Cooperatives Of COMFED......................................24
Table7: Factors obtained after Factor Analysis......................................................42
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INDUSTRY PROFILE
Indian Food Industry:INDIA is one of the worlds largest producers as well as consumers of food. India is set to
become worlds most populated country by 2030 with around 1.53 billion people and 19 %+ of
worlds population by the same time. Mass production is production by masses has been the
mantra behind Indian context of agricultural development and a strong conviction of Mahatma
Gandhi. Being the second largest agriculture and food producer next to China, India has a great
potential to top the table in this sector. India also known as "Land of villages" has around three
forth of the population living in rural areas. The people from rural India are heavily dependent
on agriculture for their livelihood. It is expected that the total production will double in the
coming decade. The increase in population and urbanization may lead to higher demand of food
products in India. So, there is a lot of scope of both employment and development in this
emerging sector.
Dairy as an Industry in India :

Milk producing animals have been domesticated for thousands of years. Initially, they were part
of the subsistence farming that nomads engaged in. As the community moved about the country,
their animals accompanied them. Protecting and feeding the animals were a big part of the
symbiotic relationship between the animals and the herders.
Dairy is one of the most prominent part on the Indian food industry in term of development.
India shares 18 percent of the production of milk worldwide and continued to be the largest milk
producing nation in the world, with milk production anticipated to be 137.6 million tonnes in
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2013-14 an increase by about 3.9 per cent over the previous year. The estimated per capita
availability of milk increased to 302 grams per day which is more than the world average of 294
grams per day. Per capita availability of milk in developed countries is estimated at 831 grams
per day and in Asia the same is estimated at 186 grams per day. India has the highest livestock
population in the world. 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. 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.
As per NDDB, the Indian dairy industry is all set to experience high growth rates in the next
eight years with demand likely to reach 200 million tones by 2022 from 138 million tonnes in
2014. Presently, around 20% of the milk production comes from the organized sector comprising
co-operatives and private dairies. The paramount factors driving the growth in the dairy sector
include rising disposable incomes, advent of nuclear families and fast/instant food gaining
ground in India. Other factors such as structural changes in food habits, expansion of fast food
chains and popularity of pizzas and pastas aided the usage of milk variants of mozzarella cheese,
processed cheese and flavored milk etc.
Operation Flood Era:

Dairy sector witnessed a spectacular growth between 1971-1996, i.e. Operation Flood era. An
integrated cooperative dairy development programme on the proven model of Anand pattern was
implemented in three phases. The National Dairy Development Board was designated by the
Government of India as the implementing agency. The major objective was to provide an assured
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market round the year to the rural milk producers and to establish linkage between rural milk
production and urban market through modern technology and professional management. Milk
production grew from 21 million tones in 1970 to nearly 69 million tones in 1996 and 138
million tones in 2014,. Some ten million farmers were enrolled as members in about 73000 milk
cooperative societies. By 1996, milk cooperatives attained a dominating share of the Indian dairy
market - butter 96%, pasteurized liquid milk over 90%, milk powder 59% and processed cheese
85%. India was reckoned as a major threat in the dairying world. In retrospect, it was by no
means an easy task. Let us all salute the visionary and the architect of the white revolution in
India, Dr. Verghese Kurien, without whose dynamic leadership all this may not have been
possible. The dairy cooperative movement has continued to grow in the post Operation Floodera.
National Dairy Development Board (NDDB):

National Dairy Development Board was founded in 1964 in response to the
Prime Minister Lal Bahadur Shastris call to transplant the spirit of Anand in
many other places. The motive behind this was to accelerate the growth of
dairy as an industry in India . The key role was to promote, finance and
support the institution and individuals producing milk and milk products.
NDDB's
mission
was
mainly
focused
on
strengthening
the
farmer
cooperatives and policies regulating the growth of such institution anywhere

in India.
National Dairy Development Board (NDDB) has created a vast employment
opportunities in rural areas by strengthening the farmer cooperatives. It has
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uplifted the socioeconomic scenario and the contribution of women is also

appreciable in the development of dairy as an industry.
Dairy Cooperative Societies

(In numbers)
155,634
162,186
12-13
13-14*
96,206
63,415
13,284
80-81
90-91
00-01
Dairy Cooperati ve Societies
(In numbers+)
Figure 1: Dairy Cooperative Societies in India(year wise)
Source: NDDB annual report 2013-14
Page 13
Dairy Cooperative Societies in Eastern India

18000
16000
14000
12000
10000
8000
6000
4000
2000
0
1
Assam
Bihar
Jharkhand
Sikkim
Tripura
West
4
Nagaland
Odisha
Figure 2:Dairy Cooperative Societies in Eastern India(in numbers)
Milk Procurement in India 2013-14

16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
In 1000 kg Per day
Figure 3: Milk Procurement in India 2013-14
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INTRODUCTION OF THE ORGANISATION

Bihar's rural landscape has undergone a salient 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'.
Sudha is a household name in Bihar. It conjures up images of milk and milk products in plenty.
Cooperative Milk Producers Federation of Bihar (COMFED) that owns it and sells its products
under the brand "Sudha" is set to expand and popularize its business. Bihar State Milk Cooperative Federation Ltd., (COMFED) is an apex body for dairying for the State of Bihar
Page 15
engaged in Milk Procurement through Dairy Cooperative Societies & marketing of milk, milk
products under the brand name "Sudha".
The Bihar State Milk Co-Operative Federation Ltd. was established on 18th April 1983 as the
implementing agency of operational Flood programme of dairy development on Anand pattern
in Bihar. In the early, milk produced in Bihar was mainly utilised to fulfil the household need.
After the implementation of Five year plan many steps were taken in the field of dairy
development followed by setting up a dairy in Barauni with a capacity of 2000 litres per day. In
year 1972 Bihar State Dairy Cooperation (BSDC) was established and later on merged with
COMFED.
At present Sudha is un-doubtly the market leader of milk and milk products in the state of Bihar.
The company's product under the umbrella brand is able to increase its reach to the customers as
compared to the other players in this field like Amul, Mother dairy, Nestle and local playes like
Raj dairy and many more.
Area of Operation:
For setting up the cooperatives COMFED followed the "ANAND" pattern. This is a three tier set
up, in which milk procurement units is at village level, Unions at the district level and Federation
at the state level is working as unit.
Milk Unions/Projects/Units
Districts
Vaishal Patliputra Milk
Patna, Vaishali, Nalanda, Saran and Sheikhpura
Union(VPMU), Patna
DR Milk Union(DRMU), Barauni
Begusarai, Khagaria, Lakhisarai and part of Patna

Districts
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Tirhut Milk Union(TIMUL),
Muzaffarpur, Sitamarhi, Sheohar, East Champaran,
Muzaffarpur
West Champran, Siwan and Gopalganj
Mithila Milk Union(MMU),
Samastipur, Darbhanga and Madhubani
Samastipur
Shahabad Milk Union(SMU), Ara
Bhojpur, Buxar, Kaimur and Rohtas
Vikramshila Milk Union(VIMUL),
Bhagalpur , Munger, Banka, Jamui and part of
Bhagulpur
Khagaria Districts
Magadh Dairy Project(MDP), Gaya
Gaya, Aurangabad, Jehanabad, Arwal and Nawada
Kosi Dairy Project(KDP), Purnia
Purnia, Katihar, Araria, Kishanganj, Saharsa,

Supaul and Madhepura
Jamshedpur Dairy
Saraikela Kharsawan, East Singhbum and West
Ranchi Dairy
Singhbum
Ranchi, Ramgarh, Hazaribagh, Simdega, Gumla,
Khunti, Chatra, Palamu, Koderma, Lohardaga,
Bokaro Dairy
Latehar and part of Giridih District

Bokaro, Dhanbad and Giridih
Table1: List of Cooperatives of COMFED
Source: COMFED annual report 2014-15
The products are available in market under brand name "Sudha". These Products are produced
keeping in view the taste and preferences of consumers. Our main products are as follows:-
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Sudha Gold
Sudha Shakti
Sudha Healthy
Sudha Smart
Sudha Lite
Sudha Cow Milk
Ghee
Ice-Cream
Lassi
Misti-dahi
Peda
Panner
Sudha Special
Kalakand
Rasogulla
Gulabjamun
Plain-curd
Balusahi
Rashkadam
Soan papdi etc.
Table2: Products of COMFED
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Physical Performance
Milk Procurement
In year 2014-15 the total milk procurement was 16.90 lakhs litres with a growth of 13
from
the previous year. In the area of milk procurement COMFED is ranked 6 th in the country. The
total milk procurement cooperative wise is as follows.
2010-11
Milk Union
Patna
Barauni
Muzaffarpur
Samastipur
Shahabad
Bhagalpur
Magadh
Kosi
Ranchi
Total
136(48)
104(35)
70(28)
103(35)
50(15)
6(0)
0
0
2(0)
471(161)
2011-12
2012-13
222(96)
250((116)
162(53)
178(55)
129(61)
189(106)
185(112) 183(105)
160(47)
194(52)
10(00)
21(00)
11(06)
30(12)
0
0(00)
17(03)
05(02)
896(378) 1050(448)
in lakhs litres per day
2013-14
2014-15
382(184)
292(150)
260(177)
341(171)
333(105)
87(62)
71(34)
10(10)
07(02)
1783(895)
441(218)
344(202)
300(200)
395(210)
333(105)
101(101)
80(36)
20(20)
07(02)
2021(1094)
Table 3 : Year wise Milk procurement of cooperatives of COMFED
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Milk Procurement Enhancement Program

The technical inputs program is one of the crucial activities of the milk unions / COMFED and is
the major strength responsible for the success of dairy cooperatives. The main technical inputs
given to milk producers include breeding facility, animal health cover, feed & fodder and
extension/training services. The inputs provided to the farmers are elaborated below.
The physical performance indicators are showing a steady growth. The policy decisions taken to
make it a truly farmers organisation is shown the achievements listed below.
DCS Organisation and Membership
Sudha milk and milk product has become a symbol of quality. As on date nine out of ten dairy
plants are ISO:9001:2000 , FSSAI and HACCP:IS:15000 :1998 certified. Organisation of Dairy
Cooperative Societies (DCS) and Membership
Particulars
DCS Organisation
DCS Functional
Membership ('000)
1987-88
1669
1462
65.60
1997-98
2884
2306
147.20
2003-04
4018
3285
213.58
2006-07
5819
4540
284.42
2010-11
9760
6937
533.16
2014-15
18385
14189
942
Table 4 : Committees and membership year wise.
Artificial Insemination (AI) Program

Artificial insemination with frozen semen using liquid nitrogen (LN) technology is done by static
(single) and mobile (cluster) AI workers who are self-employed persons specially trained by
COMFED. The progress of establishment of AI centres is as follows.
AI's Performed
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Particulars
Total(in lakhs)
2009-2010
16.36
2010-11
11.34
2011-12
11.85
2012-13
15.66
2013-14
18.44
2014-15
20.30
Table 5 : Artificial insemination in numbers.
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 are being utilised and
some persons are provided training at ERDTC, Siliguri, a NDDB managed training centre.
Animal Health Program
Main activities under animal health (AH) program include prophylactic vaccination, deworming,
mastitis control program, organisation of veterinary/infertility camps and treatment of veterinary
first ais cases. Resume of different components of AH program is as follows.
Prophylactic Vaccination
Around 2038 Veterinary First Aid (VFA) centres have been established which do the
vaccinations. Prophylactic inoculations are mainly done against Foot & Mouth Disease (FMD),
Haemorrhage Septicaemia (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 2011-12 about 16.25 lakh
vaccinations have been done. State Govt. is now supporting this programme and mass
vaccination campaigns are being done.
Mastitis Control Program

This program has been taken up with the technical assistance from NDDB. Under this program,
screening of milch animals is done using "Mastect". The doubtful or sub-clinical cases are given
treatment. Awareness amongst the milk producers is created for disinfecting the udders and teats
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after milking with a view to check the infection of animals. Milk unions provide necessary
disinfectant and teat cups to the milk producers on cost basis.
Deworming
Worm infestation in the milch animals affects the productivity adversely. Hence, for improving
the productivity and health of animals, deworming with broad-spectrum anthelmintics is
arranged regularly by the milk unions.
Veterinary Camps
The milk unions organise 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
milch animals, this is very important affecting the economy of dairying activity. Both green
fodder and balanced cattle feed are required to be fed in appropriate quantities for optimising 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 computerised nutrition
balancing system with the help of National Dairy Development Board.
Adult Cattle feed (ACF) and Bypass Protein Feed (BPF) is manufactured by our cattlefeed plants
(CFP) located at Patna, Ranchi and Muzaffarpur. The total installed capacity of these plants is
260 Metric Tonnes 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
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livestock feeds to meet the requirement of Govt. farms in Bihar and Jharkhand. During 2011-12,
the sale of cattle feed to DCS was 61.10 thousand MTs.
Green fodder is equally important in animal nutrition. Besides providing important nutrients, it
helps in reducing the intake of balanced cattlefeed 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 2011-12 about 15873 MTs of straw has been treated.
Training / Manpower Development programme

Capacity building / skill upgradation has been given maximum emphasis in implenting 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 Compfed.
Training of milk producers, DCS staff and MCM has been mainly arranged at the Compfed
training centre at Patna. Training programs organised at Compfed's training centre include
programs of Society Operation for Secretaries, Orientation of MCM, AI & VFA training, Dairy
Animal Management, Legal Literacy & Women Empowerment. Refreser courses and tailor made
programs as per need of milk unions is also organised.
Name of the Program
Secretaries
MCM
DAM
Al
Other
Total trained
5662
29909
3528
2441
7645
Women
631
6264
636
159
3265
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Total
49185
10955
Table 6 : Milk procurement of cooperatives of COMFED
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 - Preponding arrival time of
milk vehicles at chilling centres / dairy docks, use of Stainless Steel milk cans, sanitization of
milk cans, vigorous testing of adulterants etc.
Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd. (VPDUSS)

Brief history:
Patna was one of the milk shed identified under 'Operation Flood-1' for implementation of the
programme. A two hundred thousand litres per day capacity Feeder Balancing Dairy (FBD) and
100MT per day capacity cattle feed plant (CFP) were set up under this programme.
A Corporation known as Bihar State Dairy Corporation was formed in year 1972 for speedy and
effective implementation of Operation Flood programme in the state. The Dairy Corporation was
to develop the Dairy Cooperatives both at village level and milk shed level on 'Anand Pattern'
Page 24
and it was expected that the milk shed level cooperative would take over the entire infrastructure
created in due course.
The Corporation positioned a multi disciplinary procurement and input wing in 1975 after their
recruitment and training. A Spear Head team (SHT) was deputed from National Dairy
Development Board (NDDB) from the same year for helping the Corporation in organising and
developing the cooperatives. Though the progress in the initial years was encouraging , the
programme, for obvious reasons could not achieve the goals for which t was established .
Subsequently, the State Government felt it worthwhile to request the Dairy Board for taking over
the infrastructure created on management basis. The National Dairy Development Board took
over the management of the infrastructure with effect from 1st October 1981, under the banner of
Patna Dairy Project (PDP).
Progress of Patna Dairy Project:

The NDDB immediately after taking over the project positioned an integrated Spear Head Team
to restructure the milk procurement activities and also for streamlining the work of FDB and
CPF .Under the management of NDDB the project had not only made excellent progress but had
been able to establish the fact that the cooperatives could function equally well in Bihar too and
what is essential is the proper atmosphere and guidance.
Along with the organisation of milk procurement activities and management of both the plants
on commercial lines, NDDB took special care to develop the Vaishal Patliputra Dugdh Utpadak
Sahkari Sangh Ltd. (VPDUSS), the milk shed level cooperatives for taking over the project once
the Diary Board withdraws its management. NDDB handed over the arrangements of Patna
Dairy project (PDP) to Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd. (VPDUSS) with
effect from 1st July 1988.
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Progress under Vaishal Patliputra Dugdh Utpadak Sahkari Sangh Ltd.:

The major tasks before the Vaishal Patliputra Dugdh Utpadak Sahkari Sangh (VPDUSS) was to
see that the excellent infrastructure developed by the NDDB is not only maintained but also see
the space for development is not hampered. The Vaishal Patliputra Dugdh Utpadak Sahkari
Sangh Ltd. (VPDUSS) has been able to accomplish these tasks to a greater extent . The
comparative progress of the project over the recent years is enclosed in Annexure. The capacity
of FBD has been enhanced from one lac litres per day to 2 lacs. per day and 1 lac litres per day
dairy plant has been established at Hajipur (Vaishali).
Present status:
Milk Procurement :
There are at present 2631 nos. of functional Dairy Cooperatives Societies (DCS) in the areas of
PDP covering the Districts of Patna, Vaishali, Saran and Sekhpura with a total membership of
132789. The daily average procurement is 282624 litres during the last financial year. There are
257 Women cooperatives societies exclusively managed and run by women folks. While the
union has a fairly good number of functional societies, emphasis is given to consolidate the
functioning of the primary societies by increasing the members participation.
Technical Inputs:
The Union, in addition to providing a ready and stable market for the rurally produced milk at
the door step has been providing the inputs required for milk production enhancement viz.
Artificial Insemination (AI) with frozen semen, Veterinary First Aid(VFA), Vaccination, Supply
of balanced feed, supply of fodder seeds, supply of Urea Molasses Block (UMB) etc on no
profit no loss basis. The response from the milk producers for all these inputs has been
Page 26
exceedingly encouraging and the Union is the process of extending these facilities to more and
more societies and farmers.
Feeder Balancing Dairy:

The Feeder Balancing Dairy with a capacity to handle 2 lacs. litres of milk per day has facilities
for manufacture of milk powder, butter, ghee, ice cream, peda, paneer, plain /mishti dahi,
lassi,matha and kulfi. The table below shows the manufacturing of these products year wise.
Milk products
Butter
Ice cream
Plain/Mishti Dahi
Lassi
Matha
Paneer
Kulfi
Year
October, 1993
September, 1994
October,2001
April, 2003
2007
2011
Cattle Feed Plant:

The capacity of Cattle Feed Plant has been enhanced from 100 metric tonnes to 150metric tonnes
per day. The role of balanced feed is not only increasing milk production but also sustaining the
same ensuring regular conception need not to be over emphasised. Realising the same the union
has been making consistent efforts for popularising the consumption of balanced feed by the
milk producers. In addition to catering the needs of dairy cooperatives societies cattle feed is also
through dealers in rest of the state foe better capacity utilisation of the plant. Further realising the
importance of introduction of latest technologies in this field, the production and sale of by
protein feed was started from the year 1989-90.
Milk Marketing :
The marketing of milk in sachets was introduced from year 1981 itself. However initially the
thrust was for organising the milk procurement activities and to stabilise at reasonable level.
Page 27
Nevertheless there was some natural growth in the milk marketing over the years. However, for
various reasons there was some stagnation for few years in the quantity of milk marketed.
Quality & Productivity activities:

The Dairy Plant Management Programme (DPM) was introduced in year 1992 followed by
Quality Assurance Programme (QAP) in year 1993 with the help of NDDB. This resulted in
bringing about a positive change leading to viability of the project coupled with lowering of
operational cost on one hand and improved quality of products on the other. Consequent to the
liberalisation and globalisation of Indian economy in early 1990's it was felt that the organisation
should strive to make its global outlook, approach and system of highest standards. Accordingly,
it was decided in the year 2001 that the organisation should go for ISO certification both in
quality management system and food safety. This process was successfully completed leading to
ISO-22000:2005 certification by Indian Register Quality System (IQRS) 2013.
The project is the brain child of Sudhir Kr Singh (Managing Director). He is also heading other
several organizations. He is also an office bearer of industrialist apex body called Bihar
Industries Association. He has a vast experience in working in steam engineering , industrial
automation & instrumentation , Heat recovery & energy conservation systems & power
generation systems.
He has been associated with Patna Dairy movement since 1994. The first order of his career was
from Patna dairy . Since then he has been closely associated with the dairy industry right from
milk procurement, product processing , product marketing & distribution network . He has been
very closely following the cooperatives milk society management .
Page 28
Awards and Honours:

The project has been honoured with "Best Productivity Performance" Award for the four years
2000-2001, 2001-2002, 2005-2006, 2006-2007 by National Productivity Council, New Delhi.
The Chamber Commerce Association of Patna has honoured VPMU by providing "Vanijayakar
Ratna/Bhamashah Samman in the month of January 2010. The International Business Council
has honoured "Indira Gandhi Excellence Award" in December 2013. The Union was also
honoured with " Best Public Utility Service and System Award " in 1982.
Introduction of the product- Paneer

Paneer is a South Asian variety of soft cheese obtained by acid and heat coagulation of milk. It is
a non-fermentative, non-renneted, non-melting and unripened type of cheese. Paneer is popular
throughout South Asia, used in raw form or in preparation of several varieties of culinary dishes
and snacks. Paneer is a rich source of animal protein available at a comparatively lower cost and
forms an important source of animal protein for vegetarians. Good quality paneer is
characterized by a marble white colour, sweetish, mildly acidic taste, nutty flavour, spongy body
and closely knit, smooth texture. According to the PFA (2010), paneer means product obtained
from cow or buffalo milk or combination thereof, by precipitation with sour milk, lactic acid, or
citric acid. It shall contain not more than 70% moisture and the fat content should not be less
than 50% expressed on dry matter". Bureau of Indian Standards (BIS 1983) imposed maximum
of 60% moisture and minimum of 50% fat in dry matter for paneer. The main raw material which
is used for preparation of paneer is milk obtained mostly from mammals like cow, buffalo, goat
Page 29
and sheep. Now-a-days some additives like Calcium compounds, Sodium compounds,
emulsifying salts etc are also used to improve the quality characteristics of paneer. Different
processes like Ultra filtration, Microfiltration, Reverse osmosis/Nano-filtration etc are used in
manufacturing paneer from milk. The composition of paneer is as follows:
Nutrients
Paneer (100 g)
Energy (Kcal)
289
Proteins (g)
14
Fats (g)
25
Carbohydrates (g)
Cholesterol (mg)
66
Calcium (mg)
480
Commercial production of paneer by popular dairy brands:

Many of Indias top dairy brands launched paneer on commercial scale. The paneer is currently
marketed by many brands such as Amul, Britannia, Mother Dairy, Sudha etc. Amul is the top
brand for the production of paneer in India. Paneer is available in three pack sizes viz. 100 g,
200g, 500g and 1kg in tamperproof heat sealed poly-pouches to ensure the quality as claimed
by manufacturer. Soya paneer is becoming an alternate option of milk based paneer which is
obtained from the protein obtained from Soyabean.
Page 30
In Bihar Sudha is the market leader with an average sales of approximately 9 mt per month. The
table below illustrates the Paneer market in Patna.
Company
Amul
Sudha
Raj
Shops
Dairy near Patna railway station
Price ( per kg)

310
280
265
240-280
200
Hotel and Restaurant Sector in India:

According to the reports of Federation of Indian hotel and restaurant, this industry comprises of
4500 crores approximately. Indias Hotel and Restaurant sector is benefiting from Indias
relatively strong economic growth, stable political scenario, foreign investment, rising incomes,
high aspiration level, a young population, and changing consumer consumption patterns. While
opportunities for foreign food exporters in the sector are improving, the market for imported
food products continues to be relatively small due to high tariffs, ongoing import restrictions, and
strong competition from domestic foods. Furthermore, Indias fragmented and multi-layered food
supply chain system continues to slow the growth of the modern food service sector. However,
investment in supply chain infrastructure and logistics presents a significant opportunity as the
retail and HRI sectors modernize, creating greater demand for safe and efficient product delivery
from port or farm to fork.
Market Segmentation
Patna being a tier-2 city is on a verge of development is almost every field. In the last decade this
city has recorded a tremendous all-round growth and development. A large percentage of
restaurant and hotels in Patna is unorganized and is captured by street stall and kiosks
Page 31
maintaining low hygiene and low standard and using cheaper raw materials for the preparation of
meals. They are considered as a hangover place for the food lovers in different localities of Patna
such as Maurya lok, places around Gandhi Maidaan and other places. The organized sector
includes full service restaurant, bars and lounge, kiosk and carts and quick service restaurants.
There are many full service restaurants and bar in Patna like The Panache, The Maurya, Lazeez,
Mezbaan, Mamta, Purple Lounge and many more who are well known for their food and
services.
SWOT Analysis :
Strengths
o
o
o
o
o
o
o
Enhanced milk production with consequently increased availability of milk.

Improved purchasing power of the customer.
Improved transportation facilities for movement of milk and milk products.
Large number of dairy plants (cooperative).
Vast natural resources offer immense potential for growth and development of dairying.
Large number of Livestock in Bihar.
Involves around six lakh farmers and provides indirect employment to many others.
Weaknesses:
o
o
o
o
o
Seasonal fluctuations in milk production pattern.

Species-wise variation (buffalo, cow, goat etc.) in milk quality received by milk plants.
Lack of marketing avenues for the dairy produce.
Lack of good infrastructure and modern techniques.
Threats:
Introduction of foreign products in Indian market. Increasing chemical contaminants
as
well as residual antibiotics in milk.

o
Poor microbiological quality of milk.
o
Excessive grazing pressure on marginal and small community lands resulting in complete
degradation of land. Extinction of the indigenous breeds of cattle due to indiscriminate use of
crossbreeding programmes to enhance milk production.
Page 32
The liberalization of the Dairy Industry is likely to be exploited by multi-nationals. They will be
interested in manufacturing milk products which yield high profits. It will create milk shortage in
the country adversely affecting the consumers.
Opportunities
Established and expanding market for traditional dairy products.
Increasing demand for fluid milk as well as value added products. By product Utilization for
import substitution.
Employment generation and rural development.
Growing demand for milk and milk products.
Availability of large resources of unconventional feeds and fodders.
Availability of animal production technologies for faster development and effective
implementation.
There should be an integrated structure of marketing for milk and milk products.
Integrated structure for livestock marketing through regulated markets.
Improved collection of data on contract basis through agencies.
Development of software for project formulation for dairy enterprise.
Ansoffs matrix
Ansoffs matrix suggests four alternative marketing strategies which hinge on whether products are
new or existing. They also focus on whether a market is new or existing. Within each strategy there
is a differing level of risk. The four strategies are:
1. Market penetration This involves increasing market share within existing market
segments. This can be achieved by selling more products/services to established
customers or by finding new customers within existing markets.
Page 33
2. Product development This involves developing new products for existing markets.
Product development involves thinking about how new products can meet customer
needs more closely and outperform the products of competitors.
3. Market development This strategy entails finding new markets for existing products.
Market research and further segmentation of markets helps to identify new groups of
customers. It may also be known as Market Extension. In this strategy, the business sells
its existing products to new markets. This can be made possible through further market
segmentation to aid in identifying a new clientele base. Here, same is the case with
paneer being an established product in a new market of hotels and restaurants.
4. Diversification This involves moving new products into new markets at the same time.
It is the most risky strategy. The more an organisation moves away from what it has done
in the past the more uncertainties are created. However, if existing activities are
threatened, diversification helps to spread risk.
Paneer
Hotels
and
Restaura

Hotels
and
Page 34
Data Analysis:
Methodology:
Study of Research problem
Statement of the problem

This study finds the Consumption(share) of Sudha paneer in the hotels and restaurants of Patna
town.
Objectives of Study
The main objective of this project is to find the market share of Sudha paneer in
restaurant and hotels of Patna town.

To identify the preference of the hotels and restaurant owners regarding the Paneer
procurement in the prepration of Paneer based meals in their hotels and restaurant.
To take the feedback from the Owners and Chefs that or why not they are using the
Sudha paneer.
To identify the factors which are responsible in the purchasing process of paneer.
To find the target market for Sudha paneer.
Limitations of the Study:
Page 35
It was very difficult to make people to participate in data collection due to their busy
schedule.
The time factor was constrained.
The feedback provided by them may or may not be true, etc.
Research methodology
Research Design: Descriptive
Data Sources:
Primary Data: Questionnaire

A market survey was done on the basis questionnaire consisting of 15 questions.
Secondary Data: Data given by COMFED office .
Research Tool: Questionnaire, Ms Excel, SPSS etc.

Sampling Methodology:
Sample Frame: Hotels and Restaurants in Patna with a minimum consumption o 10 kg's
of Paneer per day.

Sample Size:47
Sampling Method: Field work
Questionnaire development and pretesting

The questionnaire was developed to know the preferences of owners and chefs of different hotels
and restaurants about the Sudha paneer. It was a mixture of open ended and close ended
questions both. The responses were recorded on a likert scale ranges from 1 to 5, i.e. strongly
agree to strongly disagree. A pretesting was done by cognitive laboratory interviews with four
members of a focused group who shared their opinion.
Analysis of Data
Analysis of data was done on MS-excel and SPSS software.
Page 36
Reliability test:
The initial step was to find the reliability of data collected for the Factor analysis. The reliability
test is done on analyzing the value of Cronbach's alpha .
Cronbach's alpha
Internal consistency
0.9
Excellent (High-Stakes testing)
0.7 < 0.9
Good (Low-Stakes testing)
0.6 < 0.7
Acceptable
0.5 < 0.6
Poor
< 0.5
Unacceptable
Result: The following output were obtained and interpreted for the analysis of data.
Case Processing Summary
N
%
Valid
47
100.0
a
Cases Excluded
0
.0
Total
47
100.0
List wise deletion based on all variables
in the procedure.
Reliability Statistics
Cronbach's
Cronbach's
Alpha
Alpha Based
N of
Items
on
Standardized
.676
Items
.676
Interpretation
Page 37
The value of Cronbach's Alpha obtained in the output was 0.676 which is greater than 0.6, which
confirm the reliability of the data for further analysis.
Factor Analysis
Factor analysis aims to reduce the number of variables by giving the most prominent variables
which simplifies the data and used for analysis in project related to market research. The detailed
analysis of data is done using Factor analysis using SPSS and the graphs and charts obtained
from the analysis of the questionnaire. Sudha is a well known and well established dairy brand in
Bihar and it has a good customer base. Factor analysis gives the answer to the manufacturer that
what exactly makes a consumer to buy their product. The valid factors which came out with
discussion from the consumer and the manufacturer were as follows:
Brand Image
Taste
Freshness
Availability
Price
Packaging
Purity
Results and Interpretation of the SPSS output:

Kaiser-Meyer-Olkin(KMO) measures the sampling adequacy. Values between 0.6 and 1.0
indicates that the factor analysis is appropriate for using as the sample data are adequate enough.
The value of KMO obtained is 0.638, which means that further calculation can be done.
Bartlett's Test of Sphericity sig test examines the hypothesis that the variables are correlated in
the population or not. The value of Bartlett's Test of Sphericity sig. is required to be less than
0.05, and the obtained value for the same is 0.00. This allows to reject the null hypothesis of no
correlation between the variables. In other words, the correlation matrix is an identity matrix.
Page 38
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling
.638
Adequacy.
Bartlett's Test of
Sphericity
Approx. Chi-Square
df
Sig.
51.973
15
.000
Correlation Matrix:
Correlation Matrixa
Quality
Quality
Correlation
Taste
Freshness
Purity
Brand
1.000
.096
.381
.308
.334
.304
Price
.096
1.000
.313
-.004
.020
.170
Taste
.381
.313
1.000
.353
.208
.511
Freshness
.308
-.004
.353
1.000
.424
.430
Purity
.334
.020
.208
.424
1.000
.017
Brand
.304
.170
.511
.430
.017
1.000
.261
.004
.018
.011
.019
.016
.488
.448
.126
.008
.080
.000
.001
.001
Quality
Sig. (1-tailed)
Price
Price
.261
Taste
.004
.016
Freshness
.018
.488
.008
Purity
.011
.448
.080
.001
Brand
.019
.126
.000
.001
.454
.454
A correlation matrix is triangle matrix stating the correlations between all possible pairs of
different variables used in the analysis. The diagonal elements of the matrix are 1 and are usually
omitted.
Page 39
Eigen value:
The Eigen value represents the total variance explained by each factor
Total Variance Explained
Componen
t
Initial Eigen values

Total
Extraction Sums of Squared Loadings
% of
Cumulative
Variance
Total
% of
Cumulative
Variance
Rotation Sums of Squared Loadings

Total
% of
Cumulative
Variance
2.386
39.759
39.759
2.386
39.759
39.759
1.862
31.034
31.034
1.192
19.863
59.622
1.192
19.863
59.622
1.715
28.588
59.622
.897
14.946
74.568
.694
11.559
86.127
.476
7.930
94.057
.357
5.943
100.000
Extraction Method: Principal Component Analysis.
Component Matrix:
Quality
Price
Taste
Freshness
Purity
Brand
The
Rotated Component Matrixa

Component
1
.611
-.209
.767
.766
.794
.604
Extraction Method: Principal Component Analysis.
2
.317
.706
.745
.212
-.131
.707
Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 3 iterations.
two
important components obtained from the Component matrix with values greater than 0.7 are
"Taste" and "Purity" with values .745 and .767 respectively.
From the above data we can see that the "Price" factor is negatively affecting the sales.
Page 40
Factors
Label
Factor 1
Purity
Factor 2
Taste
Table7: Factors obtained after Factor analysis.
Screen plot.
A screen plot is a plot of the Eigen values against the number of factors in order of extraction.
Page 41
Market Research:
After doing some number crunching on Data collected from the questionnaire by the application
of Ms-Excel , the following interpretation were drawn:
Q.1. How much is the daily consumption of Paneer in your restaurant?
Page 42
This question was asked to know the total consumption of paneer in the hotel and restaurant
sector in Patna. From which the share of each company was calculated.
Company
Consumption
Sudha
Others
Self made
Total
in kg
195
295
750
1240
Sudha; 16%
Others; 24%
Self made; 60%
Company
Number
Sudha
Others
Self made
Counts
3
12
32
of
Sudha; 6%
Others; 26%
Self made; 68%
This Pie chary clearly shows that self made paneer is the first preference followed by other local
players and only 16 percent of total consumption is from Sudha and only 6 percent of total hotels
and restaurants in Patna prefers to use Sudha paneer.
Q.2. If self made ,then from where do you procure the milk?
Company
Number of counts
Sudha
24
Others

Raj
2
Page 43
Raj; 6%
Others ; 21%
Sudha; 73%
From the above diagram it can be depicted that Sudha milk is used by 73% of the users who uses
self made paneer.
One of the reason may be that production and yield of self made paneer costs low as compared
to buying the Sudha paneer. Prduction of paneer is a easy process and can be made easily at a
lower cost too.
Q.3. If not Sudha, then why do you use others ?

Attribute
Number of Counts
Price
35
Overall
quality
4
(Chandragupt
Institute of Management
Patna)
Taste
Others
Page 44
Taste; 9% Others; 2%
Overall quality; 9%
Price; 80%
It is very much clear from the pie chart above that 80% of the respondents are using other paneer
because they feel taht the price of Sudha paneer is very high. Only 9% of the respondents thinks
that the overall quality and taste of Sudha paneer is not good. Price is a major reason for which
self made paneer is preferred over Sudha and Amul .
Q.4. How did you came to know about these products?

Attribute
Number of Counts
Word of Mouth
13
Advertisement
31
Promotional Scheme
Page 45
From the above data which is collected from the questionnaire, 'Advertisement' is found to be
the main source of promotion for sales of Sudha paneer .
Q.5. Does advertisement affect your buying?

Yes
34
No
10
Can't Say
Can't Say; 6%
No ; 21%
Yes ; 72%
From the above pie chart it can be depicted that advertisement plays a major role in decision
related to purchase of any product by the customers.
Page 46
Q.6. If yes, then which type of promotional advertisement catches your eyes?
Attribute
No' of
Video Advertisment
counts
19
Print Media
Bill
Boards
and 9
Hoardings
Page 47
Bill Boards and Hoardings; 26%

Video Advertisment; 56%
Print Me dia; 18%
Video advertisement comes out to be the most preferred medium of advertisement . 56% of the
respondents like video adds followed by Billboards and hoardings(26%) and Print media (18%) .
Q.7. If Sudha launches flavoured Panner, then you will buy it or not?
Attribute
No' of
count
Yes
s
41
No
Can't Say
Page 48
Can't Say; 9%
No; 4%
Yes ; 87%
This was an imaginary question completely based on the thinking, perception and liking of the
respondents. And surprisingly 87% showed their interest in flavored paneer (if Sudha launches it)
.
FINDINGS
The contribution in daily consumption of Sudha paneer in the segment of Hotel and
Restaurant sector in Patna town is only 16% which is very low.

Only 6% of the Hotels and Restaurant are using Sudha paneer.
In factor analysis the Price factor is negatively affecting the sales, i.e. many of them are
not using Sudha paneer because they feel that the price of Sudha paneer is high as
compared to self made and other local players.

73% of the self made users are using Sudha milk for the preparation of paneer .
72% of the respondents are influenced by the advertisement of any form and out of these
72% , 56% are influenced by Video Advertisment.

If Sudha launches Flavored paneer , 87% of the respondents showed their interest in
buying it.
While conducting survey some of the respondent showed their interest in Sudha and
were ready to become the regular customer of Sudha.

It is found that the main competitors i.e. Amul and Raj dairy have also very low market
share.
Page 49
RECOMMENDATIONS:
Market expansion : Hotel and Restaurant industry is the emerging sector in terms of
consumption of dairy products. Milk products based menus attract a lot of food lovers.
Sudha may focus more on this sector as there is a lot of scope to increase their market
share by the first mover advantage strategy.

Communication adaption : Sudha may develop a direct marketing system focusing
especially on the Hotel and Restaurant in and outside Patna.

Advertisement : The current era of marketing the products is highly influenced by
advertisement in any form. Many national and local dairy companies are doing their
promotion on T.V,telephones, Print media, e-media etc. Sudha already promotes it
product in many ways but it may increase its advertisement via Videos on television,
news paper, billboards etc focusing the segmented market .

Public relation programs : Sudha may sponsor different events and contests organized
in hotels and restaurant like cookery shows, New year and Christmas celebration parties
etc. Amul is sponsoring T.V shows like Amul Master Chef to increase their visibility.
Product invention : Sudha may manufacture new paneer based product like flavoured
paneer in order to capture the market.Bricks of 5kg, 10 kg and more may be made for
especially for the bulk users which would cost low for both the company and users.
Sales promotion : In order to increase the market share in the Hotel and Restaurant
sector, the company may offers discount on price for the bulk and regular buyers.
Page 50
Telemarketing : Sudha may launch an App from the marketing of its product which may
be used for ordering and payments along with other information and offers.
CONCLUSION:
The share of Sudha paneer is very low in hotel and restaurant industry in Patna. This issue needs
a prime focus by the company. According to the customer analysis, Purity and Taste are the
leading factors which can be attributed to the current sales of Paneer in Hotels and Restaurants of
Patna. Price is a major drawback as a result of factors analysis. It is imperative that SUDHA
should keep up the purity and taste and uphold its brand image.As per the consumption of Paneer
in hotels and restaurant Sudha is not preferred because of Price factor. Sudha is not been able to
convert these sectors as a loyal customer.
There is vast scope of improvement and development of new pricing and marketing strategy
which needs to be implemented very shortly to capture and tap this promising and untouched
market. So, now along with the marketing of its star product i.e. milk, it's time for company to
focus on its milk products also. Many foreign and national dairy companies like Amul, Nestle,
Mother Dairy are entering in Bihar. In the coming years it is expected to be throat cut
competition not only on country level but also on state and district level.
Page 51
REFERENCES:
https://www.google.co.in
http://www.nddb.org
http://www.patnadairy.org
http://www.sudha.coop
Page 52
ANNEXURE 1
QUESTIONNAIRE
Name of the Restaurant/Hotel: ______________________________________________
1. How much is the daily consumption of Paneer in your restaurant?
______________________________________
2. Which brand of Paneer do you use?
(a) Sudha
(b) Amul
(c) Self made
(d) Others
3. If slef made ,then from where do you procure the milk?
(a) Sudha
(b) Amul
(c) Raj Milk
(d) Others
4. If not Sudha, then why do you use others brands?
(a) Price
(b) Quality
(c) Availability
(d) Taste
(e) Others
5. What attribute makes you to use Paneer of Sudha?
(a) Price
(b) Quality
(c) Availability
(d) Taste
(e) Others
Have you ever used the Sudha Paneer, If yes then please rate the following five questions on a
likert scale (1- completely agree, 5- completely disagree);
6. The quality of Sudha paneer is good.
(a) 1
(b) 2
(c) 3
(d) 4 (e) 5
7. The price of Sudha paneer is high.
(a) 1
(b) 2
(c) 3
(d) 4 (e) 5
8. Paneer of Sudha tastes good.
(a) 1
(b) 2
(c) 3
(d) 4 (e) 5
9. Vacuum packaging keeps the paneer fresh.
(a) 1
(b) 2
(c) 3
(d) 4 (e) 5
10. There is no harmful additives in sudha paneer.
(a) 1
(b) 2
(c) 3
(d) 4 (e) 5
11. The brand name of Sudha assures a good quality product.
(a) 1
(b) 2
(c) 3
(d) 4 (e) 5
12. How did you came to know about these products?
(a) Advertisements
(b) Friends advise
(c) Word of mouth
13. Does advertisement affect your buying?
(a) Yes
(b) No
(c) Can't say
14. If yes, then which type of promotional advertisement catches your eyes?
(d) Others
Page 53
(a) Print media

(b) Video ad. (c)Billboards & hoardings
(d) Others
15. If Sudha launches flavoured Panner, then you will buy it or not?
(a) Yes
(b) No
(c) Can't say
Any suggestions for the company to improve its satandards.
____________________________________________________________________________
______________________________________________________________________
ANNEXURE 2
Milk Products
S. No.
Milk Products
1.
2.
3.
Ghee 200 ml (Poly)

Ghee 500 ml (Poly)
Ghee
500
ml
30.
31.
32.
Rasogulla 100 gm
Rasogulla 250 gm
Rasogulla 500 gm
4.
5.
6.
(Cartoon)
Ghee 15 Kg (Tin)
Table butter 50 gm
Table butter 100
33.
34.
35.
Rasogulla 1 Kg Tin
Rasogulla 5 Kg Jar
Rasogulla 10 Kg Jar
7.
gm
Table
36.
Gulab Jamun 100 gm
8.
9.
gm
Paneer 100 gm
Paneer 200 gm
37.
38.
Gulab Jamun 250 gm

Gulab Jamun 500 gm
butter
500
S. No.
Milk Products
Page 54
10.
11.
12.
13.
14.
15.
16.
17.
18.
Paneer 500 gm
Lassi 200 ml
Mango Lassi 200 ml
Matha 200 ml
Misti Dahi 100 gm
Mango Dahi 100 gm
Plain Dahi 200 gm
Plain Dahi 400 gm
Plain Dahi 500 gm
39.
40.
41.
42.
43.
44.
45.
46.
47.
Gulab Jamun 1 Kg Tin

Gulab Jamun 5 Kg Jar
Gulab Jamun 10 Kg Jar
Balusahi 100 gm
Balusahi 250 gm
Balusahi 500 gm
Balusahi 1 Kg Tin
Balusahi 5 Kg Jar
Balusahi 10 Kg Jar
19.
20.
21.
22.
(P)
Plain Dahi
Plain Dahi
Plain Dahi
Flavoured
5 Kg Jar
16 Kg Jar
18 Kg Jar
Milk 200
48.
49.
50.
51.
Surbhi 100 gm
Milk Cake 100 gm
Milk Cake 250 gm
Kalakand 100 gm
23.
ml (Kesar/Elaichi)
Flavoured Milk 200
52.
Kalakand 250 gm
24.
ml (C)
Peda 100 gm
53.
Sugar Free Kalakand 100
54.
55.
56.
57.
58.
gm
Sugar Free Peda 100 gm
Soanpapdi 250 gm
Soanpapdi 400 gm
Soanpapdi 2 Kg Jar
Plain Dahi 2 Kg Jar
25.
26.
27.
28.
29.
Peda 250 gm
Khoa Mithai 100 gm
Khoa Mithai 250 gm
Khoa Plain 500 gm
Gift Pack 1000 gms
ANNEXURE 3
OTHER DETAILS
Unit wise Milk Procurement

(in '000 Kgs per day)
Milk Union/ 1987 1997-
2003-
2006-
2010-
2011-
Page 55
Unit
Barauni
-88
20.5
98
65.93
04
135.0
07
173.6
11
333.08
12
314.12
7
Muzaffarpu 10.7
24.43
0
52.84
9
87.13
118.13
115.12
r
Samastipur
32.00
69.86
129.8
248.13
250.99
221.23
210.15
7
7.44
Patna
30.1
56.18
102.6
5
157.3
Shahabad
Vikramshil
8
1.41
8.77
2.81
6
29.99
3.27
3
45.41
7.78
123.75
35.05
129.44
35.73
a
Gaya
Kosi
Ranchi
Total
.68
71.0
.0.15
5.35
213.1
3.55
6.06
403.0
2.42
4.78
608.3
10.76
6.29
4.95
1101.3
7.50
7.13
4.74
1074.9
Name of the Plant

Patna
Barauni
Muzaffarpur
Samastipur
Processing Capacities
Capacity(TLPD)
150.0
300.0
150.0
250.0
Management
VPMU
BMU
TMU
MMU
Page 56
Arrah
Jamshedpur
Ranchi
Bokaro
Bhagalpur
Gaya
Purnia
Kaimur
Gopalganj
Darbhanga
Biharsharif
Total
100.0
100.0
100.0
100.0
60.0
35.0
10.0
10.0
10.0
20.0
400.0
1795.0
Chilling centre
Hajipur
Sitamarhi
Khagaria
Rosera
Kochas
Dumraon
Motihari
Total
Milk Chilling Centres

Capacity(TLPD)
60.0
20.0
40.0
20.0
10.0
10.0
20.0
180.0
Mgmt.
VP Milk Union
DR Milk Union
Mithila Milk Union
Vikramshila
Bulk Coolers
Nos.
34
22
19
17
Milk Union
Tirhut Milk Union
Shahabad Milk Unio
26
18
SMU
COMFED
COMFED
COMFED
COMFED
COMFED
BMU
SMU
TMU
MMU
COMFED
Mgmt.
VPMU
TMU
BMU
MMU
SMU
SMU
TMU
Capacity(TLPD)
97.0
89.0
85.0
57.0
41.5
47.0
Page 57
n
Magadh
Dairy 8
Project
Kosi Dairy Project
Total
32.0
7
151
32.0
480.5
Other Plants
Plant
CFP, Patna
CFP, Ranchi
CFP, Kanti,Muz'pur
Ice-cream plant,Patna
Capacity
100 MTD
100 MTD
60 MTD
3TLPD
ANNEXURE 4
Page 58
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CONSUMPTION (SHARE) OF SUDHA PANEER IN HOTELS AND

RESTURANTS OF PATNA TOWN .

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA

(Chandragupt Institute of Management Patna)

(Chandragupt Institute of Management Patna)

This is to certify that, this report entitled CONSUMPTION (SHARE) OF SUDHA

(Chandragupt Institute of Management Patna)

Amit kumar Singh

(Chandragupt Institute of Management Patna)

(Chandragupt Institute of Management Patna)

(Chandragupt Institute of Management Patna)

(Chandragupt Institute of Management Patna)

(Chandragupt Institute of Management Patna)

(Chandragupt Institute of Management Patna)

Dairy as an Industry in India :

Operation Flood Era:

(Chandragupt Institute of Management Patna)

National Dairy Development Board (NDDB):

cooperatives and policies regulating the growth of such institution anywhere

(Chandragupt Institute of Management Patna)

uplifted the socioeconomic scenario and the contribution of women is also

Dairy Cooperative Societies

Figure 1: Dairy Cooperative Societies in India(year wise)

Source: NDDB annual report 2013-14

(Chandragupt Institute of Management Patna)

Dairy Cooperative Societies in Eastern India

Figure 2:Dairy Cooperative Societies in Eastern India(in numbers)

Source: NDDB annual report 2013-14

Milk Procurement in India 2013-14

In 1000 kg Per day

Figure 3: Milk Procurement in India 2013-14

Source: NDDB annual report 2013-14

(Chandragupt Institute of Management Patna)

INTRODUCTION OF THE ORGANISATION

(Chandragupt Institute of Management Patna)

Vaishal Patliputra Milk

Patna, Vaishali, Nalanda, Saran and Sheikhpura

Begusarai, Khagaria, Lakhisarai and part of Patna

(Chandragupt Institute of Management Patna)

Tirhut Milk Union(TIMUL),

Muzaffarpur, Sitamarhi, Sheohar, East Champaran,

West Champran, Siwan and Gopalganj

Mithila Milk Union(MMU),

Samastipur, Darbhanga and Madhubani

Bhojpur, Buxar, Kaimur and Rohtas

Vikramshila Milk Union(VIMUL),

Bhagalpur , Munger, Banka, Jamui and part of

Magadh Dairy Project(MDP), Gaya

Gaya, Aurangabad, Jehanabad, Arwal and Nawada

Kosi Dairy Project(KDP), Purnia

Purnia, Katihar, Araria, Kishanganj, Saharsa,

Saraikela Kharsawan, East Singhbum and West

Latehar and part of Giridih District

Source: COMFED annual report 2014-15

(Chandragupt Institute of Management Patna)

Soan papdi etc.

Table2: Products of COMFED

Source: COMFED annual report 2014-15

(Chandragupt Institute of Management Patna)

Table 3 : Year wise Milk procurement of cooperatives of COMFED

Source: COMFED annual report 2014-15

(Chandragupt Institute of Management Patna)