PROJECT REPORT ON

MOTHER DAIRY

Submitted by:

SAURABH TYAGI FIP/BBA(G) IB/021

Faculty Of International Programmes

MOTHER DAIRY A PROJECT REPORT

Submitted to
Manav Rachna International University
In Partial Fulfillment of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By
SAURABH TYAGI
BBA(G) IB- V SEMESTER ROLL NO. FIP/BBA(G) IB/ 021

Manav Rachna International University

Faculty Of International Programmes

CONTENTS
Topics Acknowledgement Introduction Process of Development National Dairy Development Board Core Values Quality Standard, Strategy, Action Plan Ethical Principle Major Products Offered Process & Distribution Competitors 4 5 - 10 11 12 - 14 15 - 16 16 - 17 18 - 20 21 - 25 26 - 29 30

About Competitors SW OT Analysis Conclusion Bibliography

31 - 33 34 - 36 37 38

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ACKNOWLEDGEMENT

I would like to thank Miss Kanupriya Shekhar H.O.D. (B.B.A.) of F.I.P. and Mr. Sachin Punia for providing summer training which will certainly enhance my skills and knowledge and explore me to dynamic managerial world.

I would like to my heartiest thank to the staff of Mother Dairy who give me permission for this project and give me need full guideline and support and co operation for conducting the summer training and preparing this report.

The training procedure session has contributed to develop my personality. I lean this fact in natural environment. This training session give me opportunity to enhance professional skills and give me a way for a success and achieving ambition in life.

I am sure that the reader will find this report useful to enhance their knowledge in Mother Dairy & help them in various ways.

SAURABH TYAGI

Faculty Of International Programmes

Faculty Of International Programmes

Milk, one of the most nutritious beverages that you and your family can enjoy, makes a contribution to childrens diet. In addition to calcium, it provides other 8 important nutrients. Over the 70 percent calcium in our food supply comes from milk and dairy food. Without milk on the menu, its unlikely that kids will meet their daily calcium needs. Further minerals like phosphorous, sodium, potassium and magnesium are also present in appreciable quantities. Milk provides considerable quantity of thiamine, riboflavin, niacin, pyridoxine, biotin, folic acid, vitamin B12 etc. apart from vitamin C. Milk is the most widely used commodity in most of the households. Although people use it daily for drinking or making tea or coffee. Earlier milk used to available in loose form delivered by the milkman. The quality of milk was not guaranteed, also adulteration was an issue. Due to the fast expansion of cities and lack of time with the people, poly pack milk is fast gaining precedence. Also the quality of milk is assured by the selling company. The quality is in accordance with the norms of FAO (FOOD AND AGRICULTURAL ORGANISATION) which takes care of the quality of food products sold all over the world. This industry has a largest market. So its marketing is playing a major role in this organization. In this business competition is more.

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 INDIAN DAIRY INDUSTRY: AN OVERVIEW

The Indian Market - A Pyramid

India's dairy market is multi-layered. It's shaped like a pyramid with the base made up of a vast market for low-cost milk. The bulk of the demand for milk is among the poor in urban areas whose individual requirement is small, maybe a glassful for use as whitener for their tea and coffee. Nevertheless, it adds up to a sizable volume - millions of liters per day. In the major cities lies an immense growth potential for the modern sector. Presently, barely 778 out of 3,700 cities and towns are served by its milk distribution network, dispensing hygienically packed wholesome, quality pasteurized milk. According to one estimate, the packed milk segment would double in the next five years, giving both strength and volume to the modern sector. The narrow tip at the top is a small but affluent market for western type milk products.

Growing Volumes

The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the country's population. An estimated 50 per cent of the total milk produced is consumed here. By the end of the twentieth century, the urban population is expected to increase by more than 100 million to touch 364 million in 2000 a growth of about 40 per cent. The expected rise in urban population would be a boon to Indian dairying. Presently, the organized sector both cooperative and private and the traditional sector cater to this market. The consumer access has become easier with the information revolution. The number of households with TV has increased from 23 million in 1989 to 45 million in 1995. About 34 per cent of these households in urban India have access to satellite television channel. Faculty Of International Programmes 8

Today India is The Oyster of the global dairy industry. India is the lowest cost producer of per liter of milk in the world, at 27 cents, compared with the U.S 63 cents and Japans $2.8 dollars. India with 134mn cows and 125mn buffaloes has the largest population of cattle in the world. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffalos.

Indian Dairy: Expanding Daily

Indias modern dairy sector has expanded rapidly. From an insignificant 200,000 litres per day (lpd) of milk being processed in 1951, the organized sector is presently handling some 20 million lpd in over 400 dairy plants. Already, one of the worlds largest liquid milk plants is located in Delhi, handling over 800,000 litres of milk per day (Mother Dairy, Delhi). India's first automated dairy (capacity: 1 million lpd) -- Mother Dairy, Gandhinagar -- has been established at Gandhinagar near Ahmedabad, Gujarat, in Western India. It is owned by Indias biggest dairy cooperative group, Gujarat Cooperative Milk Marketing Federation (GCMMF) in Anand, with an annual turnover in excess of Rs 23 billion (US $500 million). Amul-III with its satellite dairies, with total installed capacity of 1.5 million lpd has also been commissioned. India's first vertical dairy (capacity: 400,000 lpd), owned by the Pradeshik Cooperative Dairy Federation(PCDF) has been commissioned at Noida, outside Delhi.

The Winning Edge

Three aspects of Indias modern dairy sector are particularly noteworthy. A vast market for dairy products is being built as disposable incomes increase. Its focus is the increasingly affluent middle class, numbering some 300 million almost the population of the United States which is confined to well-defined urban pockets and is easily accessible. Milk occupies pride of place as the most coveted food in the Indian diet, after wheat and rice. Milk-based sweets are a culinary delight in all homes throughout the year. The milk production is pre-dominantly rooted in the cooperative system. It's focus is on the small rural farmer having one or two cows/buffaloes, yielding 2-3 litres of milk per animal. This system is the basis of Operation Flood, the worlds largest dairy development program. Faculty Of International Programmes 9

The preferred dairy animal is the buffalo. Some 65 per cent of the world buffalo milk is produced in India. It has 30 per cent higher total solids compared to cow milk an average of 16% vs. 12% for cow milk. Valued for its high fat content (7% vs. 3.5%), it is also high in calcium, phosphorus, lactose and proteins. Buffalo milk is the delight of the milk processor for its more profitable handling.

Potential for future growth:

Of the three As of marketing availability, acceptability, affordability. Indian dairying is already endowed with the firs two. People in India love to drink milk. Hence no efforts are needed to make it acceptable. Its availability is not a limitation either, because of the ample scope for increasing milk production, giving the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. It has been tried to make it affordable through small poly packs, glass, bottles etc.

Indian traditional milk products:

Makkhan- unsalted butter Ghee- butter oil prepaid by heat clarification, for longer shelf life. Dhai-a type of curd Paneer- milk mixed with lactic acid to coagulate. Khoa- evaporated milk, used as abase to produce sweet meals. The market for indigenous based milk food products is difficult to estimate as most of these products are manufactured at home or in small cottage industries catering to local areas.

Summary of utilization of milk in India:

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Items

Percentage in relation to Total milk production

44.5

Drinking milk

Ghee

32.7

Dahi

7.8

Butter

6.3

Khoa

4.9

Cream

1.9

Ice cream

0.7

Other products (mainly paneer)

1.2

Milk production:
Indias milk production increased from 88.1 million tones to in 2003-04 to 100 million tones in 2007-08. India is the largest producer of milk in the world.

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Per capita availability of milk presently is 231grams per day, up from 132 grams per day in 1950. Indias 3.8 percent annual growth of milk production surpasses the 2 percent growth in population; the net increase in availability is around 2 percent per year. Per capita availability: recommended-210 gm. India contributes 35% of total Asian milk.

Per capita availability in India:

1950 1997 2020 132 gm 214 gm 290 gm

Although milk production has grown as a fast pace during the last three decades (courtesy: Operation flood), milk yield per animal is very low. The main reasons for the low yield are: Lack of use of scientific practices. Unavailability of veterinary health services. Inadequate availability of fodder in all seasons. Non-descript cows had to be crossbred with exotic semen to increase their milk production to make them more efficient converters of feed.

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 Three Phases of development

The scheme sought to establish milk producers' cooperatives in the villages and make modern technology available to them. The broad objectives are to increase milk production ("a flood of milk"), augment rural incomes and transfer to milk producers the profits of milk marketing which are hitherto enjoyed by well-to-do-middlemen.

Phase I:
Phase I of Operation Flood was financed by the sale within India of skimmed milk powder and butter oil gifted by the EC countries via the World Food Program. As founder-chairman of the National Dairy Development Board (NDDB) of India, Dr Kurien finalized the plans and negotiated the details of EEC assistance. He looked after the administration of the scheme as founder-chairman of the erstwhile Indian Dairy Corporation, the project authority for Operation Flood. During its first phase, the project aimed at linking India's 18 best milk sheds with the milk markets of the four metropolitan cities of Delhi, Mumbai, Calcutta and Madras.

Phase II:
Phase II of the project, implemented during 1981-85 raised this to some 136 milksheds linked to over 290 urban markets. The seed capital raised from the sale of WFP/EEC gift products and World Bank loan had created, by end 1985, a self-sustaining system of 43,000 village cooperatives covering 4.25 million milk producers. Milk powder production went up from 22,000 tonnes in the pre project year to 1,40,000 tonnes in

1989, thanks to dairies set up under Operation Flood. The EEC gifts thus helped to promote selfreliance. Direct marketing of milk by producers' cooperatives resulting in the transfer of profits from milk contracts --increased by several million liters per day.

Phase III:
Phase III of Operation Flood (1985-1996) enabled dairy cooperatives to rapidly build up the basic infrastructure required to procure and market more and more milk daily. Facilities were created by the cooperatives to provide better veterinary first-aid health care services to their producer members.

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NATIONAL DAIRY DEVELOPMENT BOARD:

The National Dairy Development Board (NDDB) was founded in 1965 to replace exploitation with empowerment, tradition with modernity, stagnation with growth, transforming dairying into an instrument for the development of India's rural people. NDDB began its operations with the mission of making dairying a vehicle to a better future for millions of grassroots milk producers. The mission achieved thrust and direction with the launching of Operation Flood", a programme extending over 26 years and which used World Bank loan to finance India's emergence as the world's largest milk producing nation. Operation Flood's third phase was completed in 1996 and has to its credit a number of significant achievements. As on March 2006, Indias 1, 17,575 village dairy cooperatives federated into 170 milk unions and 15 federations procured on an average 21.5 million liters of milk every day. 12.4 million Farmers are presently members of village dairy cooperatives. Since its inception, the Dairy Board has planned and spearheaded India's dairy programmes by placing dairy development in the hands of milk producers and the professionals they employ to manage their cooperatives. In addition, NDDB also promotes other commodity-based cooperatives, allied industries and veterinary biological on an intensive and nation-wide basis. The National Dairy Development Board -- initially registered as a society under the Societies Act 1860 -- was merged with the erstwhile Indian Dairy Corporation, a company formed and registered under the Companies Act 1956, by an Act of India's Parliament - the NDDB Act Faculty Of International Programmes 14

1987 (37 of 1987), with effect from 12 October, 1987. The new body corporate was declared an institution of national importance by the Act. Dr. Amrita Patel Chairman National Dairy Development Board Shri Deepak Tikku Managing Director National Dairy Development Board

Operation Flood's success led to NDDB evolving similar programmes for other commodities. Where potential synergies exist, NDDB has created commercial firms to exploit these for the benefit of rural producers. Some of NDDB's commercial operations include: Indian Immunologicals Limited (IIL), Hyderabad, IDMC Limited (IDMC), Anand, Mother Dairy Fruit & Vegetable Private Limited (MD F&V), Delhi and Dhara Vegetable Oil and Foods Company Limited (DOFCO), Vadodara . In its larger interest to promote the development of cooperatives NDDB has set up seperate units and works in close association with a number of national level institutions. Some of these include: Sabarmati Ashram Gaushala (SAG), Bidaj, Animal Breeding Centre (ABC), Salon, Institute of Rural Management, Anand (IRMA), National Cooperative Dairy Federation of India (NCDFI), Anand and Foundation for Ecological Security (FES), Anand.

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Subsidiaries
Indian Immunological Limited, Hyderabad IDMC Limited, Anand Mother Dairy Fruit & Vegetable Private Limited, Delhi

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Mother Dairy Core Values:

Let us have a look at certain important aspects of Mother dairy.

Core Values

Excellence

Innovation

Customer Focus

Mother dairy's Core Values are aimed at developing a customer-focused, high-performance organization, which creates value for all its stakeholders.

a) Focus on customersAt Mother dairy we believe that customer focus is very important. We give importance to deliver both value & quality to the customer. b) ExcellenceMother dairy will strive for excellence in whatever we do. We will take the right path to do whatever we do and excel in the same.

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c) InnovationWe will constantly innovate and strive to better our processes, products, services and management practices.

Quality Standards:
At Mother Dairy, processing of milk is controlled by process automation whereby stateof-the-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology, Government of India.

Strategy:
Identify and address quality related problems at every stage from the producer at the village cooperative, to the dairy plant and the process of final delivery to the consumer. Facilitate improvement of hygiene, sanitation, food safety and operating efficiency in the dairy plants and sensitise dairy personnel to product quality aspects as per international standards Action Plan: Faculty Of International Programmes 18

Phytosanitary, bacteriological and organoleptic quality at all stages. Development of a comprehensive database on raw milk quality at every stage from producer to consumer.

Identification of key intervention technologies for each stage Orientation of Union technical inputs and other support services to emphasise compliance to national and international quality standards

Encouragement of quality incentives supported by educational programmes for Dairy Cooperative Society staff, transporters and farmer producers

Establishment of village-level chilling as first stage in cold chain reaching to the plant and on to the consume Establishment of village-level chilling as first stage in cold chain reaching to the plant and on to the consumer

Facilitating dairy cooperatives in ISO-9000-2000 (Quality Management Systems), ISO HACCP (Safety Management Systems) certification and maintain the required plant conditions under the accreditation on a sustainable basis

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Ethical Principles-

Ethical Principles

Transparenc y

Loyalty

Integrity

Respect

Transparency Transparency is an important part of the culture. The employees, shareholders, clients,

customers and vendors are given only true information about the company and the business. In return company expect the same transparency from our people & associates. Loyalty Mother Dairy has earned the trust of thousands its clients and millions of its customers across the globe. The company has established loyal and enduring relationships with the clients, employees, shareholders, suppliers and stakeholders. Integrity Mother Dairy will not engage in unethical, illegal or unfair business practices - and the company expect the partners to observe the same high standards of ethics that have been Faculty Of International Programmes 20

the hallmark of the company. Wherever the company do business, it will not tolerate business practices that are not based on the core principles of trust, integrity and fairness. Respect Mother Dairy offers equal opportunities for all employees regardless of their race, national origin, creed, political beliefs, personal opinions, gender, lifestyle choices or age. As respect is an inalienable part of the commitment to improve the quality of daily life for those we serve, Mother dairy is strongly committed to creating a work environment based on mutual respect for all individuals and building a culture that appreciates and values the experience and skills of our people.

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Mother Dairys constant endeavor to:

Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices. Uphold institutional structures that empower milk producers and farmers through processes that are equitable.

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PRODUCT MIX OF MOTHER DAIRY:

Mother Dairy Foods Processing Ltd offers the following products: Mother Dairy markets dairy products like Liquid Milk, Ice Creams, Flavored Milk, Dahi, Lassi, Mishti Doi, Ghee, White Butter, Table Butter, Cheese, SMP, Dairy Whitener, and UHT Milk. Dhara range of edible oils. Today it is a leading brand of edible oils and is available across the country in over 2, 00, 000 outlets. The brand is currently available in the following variants: Refined Vegetable Oil, Refined soybean oil, Refined sunflower oil, Kachi ghani mustard oil and Filtered groundnut oil. The Safal range of fresh Fruits & Vegetables, Frozen Vegetables and Fruit Juices at a national level, through its sales and distribution networks, for marketing food items. It has a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. Fresh produce from the producers is handled at the Companys modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.

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DAIRY PRODUCTS:
Milk: Mother dairy sells various milk variants like BVM, Full cream, Toned, Double toned, Standardized, Cow and Skimmed. Mother Dairy milk (Bulk Vended Milk) is fortified with vitamin A @2000 IU per liter of milk as a part of social accountability. This program was started with the Mother Dairy, Delhi, since February 1980and there after Mother Dairy is continuing this program on their own as a social responsibility without having any financial assistance from the Government as well as since it is felt that BVM is generally consumed by the middle / lower middle / poor strata of the society.

Ice Creams:

Real milk abundant toppings, and an utterly delectable taste. Thats the taste of the Mother dairy fascinating taste of rich and creamy ice cream. Mother dairy ice creams are now being enjoyed across the market of Delhi/NCR, Mumbai, Kolkata, Punjab, Rajasthan, U.P & Uttaranchal. Ghee:

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Mother dairys pure ghee made from buffalo milk and has a every quality that you look while purchasing a ghee. Mother dairy ghee is available in one liter and half liter carton and also in one liter tines. All the packs are carefully packed to ensure that the rich flavor and aroma of Mother dairy ghee gets sealed in.

Proboitic:

The proboitic range is available in three ranges; Active proboitic dahi Active proboitic lassi Active plus fiber rich curd

Dahi: Faculty Of International Programmes 25

Mother dairy dahi is made from pasteurized standardized milk which contains 4.5% fat and 10% SNF. It taste great and it also aid digestion. Available in 200gms, 400gms, and mishti dahi is also available. Butter: Mother dairy butter is delicious, creamy and is so easy to spread. It is available in 100gms, 500gms. Cheese: Individually available in three formats: wrapped slices, cubes and spreads. Flavored milk: It is made from double toned milk and available in Kesar, Elachi, Chocolate and Vanilla flavors.

FRUITS AND VEGETABLES:

Fresh fruits Fresh vegetables Processed foods IQF vegetables

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EDIBLE OIL:
Dhara mustard oil Dhara groundnut oil Dhara refined vegetable oil Dhara health refined sunflower oil

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Process of procurement & distribution of milk:

Distribution of milk is the final stage of milk market industry. Others are preparatory to placing the products into the hands of the consumer. The quality alone will not assure its wide distribution which should be planned and executed intelligently. Distribution facilities consist of: The physical equipment and the personnel required for transporting the product from the milk storage room to the consumer. Sales promotion personnel. Advertising:

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Checking the quality of milk:

At the dairy, stringent hygienic standards are maintained. The milk in the tankers is first checked for quality and freshness and then unloaded into huge insulated stainless steel storage tanks. The presence of impurities like urea, neutralizer, and germs like bacteria are checked. All these tests ensure that only good quality milk is accepted. Once empty, the tankers are thoroughly cleaned and sanitized using acid and alkali. The tankers are then finally rinsed with water. These tanks have capacity of 1 lack liters each.

Processing of milk:

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Unprocessed milk may contain small dirt particles invisible to the naked eye. In order to remove these particles the milk has to be processed. The milk is then pasteurized to make it safe for human. This process destroys any disease causing bacteria and also increases the self life of the milk. During pasteurization the milk is heated to 72 degree Celsius for 15 seconds and then rapidly cooled down to7 degree Celsius. This process, unlike boiling, does not affect the nutritional value of the milk.

Fortification with Vitamin A:

Toned milk during processing is fortified with Vitamin A. The deficiency of Vitamin A can lead to night blindness and skin horning.

Homogenization:

At mother dairy the milk is also homogenized. This ensures that the customers get uniform amount of cream in their milk. Mother dairy shops sell homogenized toned milk which contains minimum 3% fat even though you cannot notice it.

Dispatching of milk:

After processing, the milk is chilled and stored in silos and further chilled to about 2C, by the glycol chilling system, and then dispatched to the milk shops in insulated road milk tankers. When the tanker arrives at the shop the milk is transferred into a large refrigerated tank. Faculty Of International Programmes 30

Quality control all the way:

A final quality check of the mill is also made at the shop itself. This ensures that the milk reaching the customers is of same quality as dispatched from the dairy.

Consumer information:

To raise the consumers awareness regarding adulteration of milk, Mother dairy has thrown open its testing labs. In its laboratories consumers can see for themselves how impurities and adulterants are easily detected. Mother dairy also has two mobile labs that can test milk in the residential colonies. All this is part of a commitment to provide the consumers with the purest milk nature has to offer.

Caring for the environment:

Solar panels: In an effort to conserve fuel, mother dairy utilizes the abundant solar energy to preheat the water going into the boilers. This also minimizes the pollution caused by burning of fuels like coal, oil etc. The water used for cleaning equipments and tankers is treated at the effluent treatment plant in the dairy before being discharged into the sewage system.

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COMPETITORS

Competitors of mother dairy are as follows:

AMUL DELHI MILK SCHEME PARAS PARAM GOPALJEE

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AMUL
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade. In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports drink Stamina. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1504 million (2008-09). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Faculty Of International Programmes 33

Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): 09): Milk Drying Capacity: Cattlefeed manufacturing Capacity:

13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million litres per day 3.05 billion litres

Milk collection (Daily Average 2008- 8.4 million litres 626 Mts. per day 3500 Mts per day

DELHI MILK SCHEME:

DMS was setup in 1959 with the primary objective of supplying wholesome milk to citizens of Delhi at reasonable prices, as well as for providing remunerative prices to milk producers. It manufactures and sale milk products like Ghee, Table Butter, Paneer and flavored milk is also undertaken as an allied activity. The initial installed capacity of Delhi Milk Scheme for processing/packing was of 2.55 lack liters of milk per day. However, in order to meet the increased demand for milk in the city, the capacity was expanded in phases to the level of 5 lack liters of milk per day. Delhi Milk Scheme has been mainly procuring raw milk from the State Dairy Federations of the neighboring Societies to augment the supplies. states and some quantity of milk from the Co-operative

PARAS:
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Paras considered as one of the premium brand in India. A list of our nutritious and premium quality products includes milk, pure ghee, skimmed powder milk in bulk and consumer pack, dairy whitener, white butter casein edible and industrial grade. Paras is in milk business for more than 40 years. An organization involved in quality milk collection practices since 1960. today handling capacity 1.9 millions liters.

PARAM:
It is a renowned company in India for production of milk products including skimmed milk powder, whole milk powder, casein, lactose, poly pack milk, poly pack curd, flavored milk and the company has a annual turnover of more than 1.5 billion. Its main markets are North America, South America, Eastern Europe, Southeast Asia, Africa, Oceania, Middle East, Eastern Asia and Western Europe. Total annual sales volume US$10-50 million.

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SWOT ANALYSIS OF MOTHER DAIRY

Strengths:
Demand profile: Absolutely optimistic. Margins: Quite reasonable, even on packed liquid milk. Flexibility of product mix: Tremendous. With balancing equipment, you can keep on adding to your product line. Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization. Technical manpower: Professionally-trained, technical human resource pool, built over last 30 years. Support of NDDB is the major strength.

Weaknesses:
Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Surely, many new processes will follow to improve milk quality and extend its shelf life.

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Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. But with the overall economic improvement in India, these problems would also get solved.

Problematic distribution: Yes, all is not well with distribution. But then if ice creams can be sold virtually at every nook and corner, why cant we sell other dairy products too? Moreover, it is only a matter of time before we see the emergence of a cold chain linking the producer to the refrigerator at the consumers home!

Competition: With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche.

Scare mother dairy outlets.

Opportunities:
Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. Addition of cultured products like yoghurt and cheese lend further strength - both in terms of utilization of resources and presence in the market place. A lateral view opens up opportunities in milk proteins through casein, caseinates and other dietary proteins, further opening up export opportunities. Faculty Of International Programmes 37

Yet another aspect can be the addition of infant foods, geriatric foods and nutritional. Mother dairy should open more outlets to get to the maximum demand.

Threats:
Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. Increasing competition from the other brands. Strong supply chain management by the competitor. Entry of AMUL in Delhi region posses the greatest threat to mother dairy.

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CONCLUSION
Loose milk is preferred by the customers. Mother dairys milk is also facing the problem of curdling and smell. the final outcome of the project is that to increase the sale and to increase the customer base, mother dairy will have to work on the various parameters like QUALITY, TASTE and SMELL. Milk market is totally unpredictable and the organization should be over cautious of complains that come in the milk as it includes the sentiments of a mother for her kid and she would not prefer to give anything to her kid of which she is not 100% confident. So company should take every step to solve this problem which gives a customer satisfaction. Due to non availability in few areas. Mother dairy is facing intense competition due to late entry because competitors have strongly captured the market. Moreover it was observed that customers are not satisfied with the taste of mother dairy.

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BIBLIOGRAPHY
Websites:
www.motherdairy.com www.indiadairy.com www.safalindia.com www.nddb.com www.amul.com www.wikipedia.com www.google.com

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