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Presented by,

S.Arul,
BTF-10-003.
India-Worlds largest milk producer.
17% of total milk production.
Worlds 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.