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Apex Institute of Engineering & Technology, Sitapura, Jaipur.

Summer project Report On STUDY OF URMUL DAIRY IN INDUSTRIAL DEVLOPMENT OF BIKANER. For UTTARI RAJASTHAN SAHAKARI DUGDH UTPADAK SANGH LTD. URMUL DAIRY, BIKANER. Submitted towards the partial fulfillment of Master of Business Administration awarded by Rajasthan Technical University, Kota. Submitted By: Aamir Khan Mugal. M.B.A. (2007-2009.)

M.N Institute of Management Studies

(Approved by AICTE & Affiliated to RTU Kota)

The Dairy Industry is aptly called one of the foundation stones of economic growth having a vast potential compared to the sectors. Through the Indian dairy industry emerged among the last yet it soon captured the momentous and presently it is proving its worth in terms of revenue and employment generation. The Uttari Rajasthan Dugdh Utpadak Sangh Ltd. Popularly known as URMUL is one of the pioneer milk, cooperative unions in India with a wide dairy network of 534 milk societies. The project taken up by the researcher involved collection of primary data and analysis of data, the project dealt with evaluation of human resource climate at the head office of URMUL Ltd. It is for the first time that; such a project has been taken up for organization. The research aimed at studying the satisfaction level of employees regarding various human resource policies and identifying the areas needing improvement. This report I the compilation of introduction to the organization and industry, project overview, facts and findings. Analysis and interpretation and conclusions made by the researcher. The researcher hopes that the organization is benefited from the suggestions made on the basis of the findings of the study.

I express my sincere thanks to my project guide, Ms SONAL PUROHIT Designation For guiding me right from the inception till the successful completion of the project. I sincerely acknowledge him/her for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he/she/they had provided to me with all stages of this project. I would also like to thank the supporting staff of Marketing Department, for their help and cooperation throughout our project.

[ Pradeep Kumar Siyag]

Executive Summary
'The researcher undertakes us project in a unit of milk procurement industry in India, STUDY OF URMUL DAIRY IN INDUSTRIAL DEVLOPMENT OF BIKANER
Only theoretical knowledge stands nowhere and cannot have any positive and meaningful result until and unless supplemented with the real practice of business environment. Project study is the implementation of the theory in practice to learn what actually management is. The project study of a management student plays an important role to develop him or her into a well-groomed professional. It is an excellent opportunity for them to give theoretical concepts a practical shape in the field of application. It gives him an idea of dynamic and versatile professional world as well as an exposure to the intricacies and complexities of the corporate world. The researcher has had an excellent opportunity of being a part of BSNL Ltd. towards fulfilling the requirement of his project study. During his project study, the researcher was assigned a topic-Customer Satisfaction Level toward Saras Products . For this, the researcher studied the literature regarding customer satisfaction level of URMUL then he prepared one questionnaire for customers. After that, the researcher went to the market and collected the data then detailed analysis was done and finally conclusion was drawn and the findings are presented in this project report.

CERTIFICATE FROM THE GUIDE. This is certify that Mr. Aamir Khan Mugal student of M.B.A. Programme has completed his summer training of 7 weeks from 5th July to 20th August 2008 and prepared this report on STUDY OF URMUL DAIRY IN INDUSTRIAL DEVLOPMENT OF BIKANER under my guidance.

Date: _________ Place: _________

Mrs. Sonal Purohit Lecturer M.B.A. Department.


S. NO.

TITLE Certificate of director

Certificate of supervispor

Certificate of company guide








Introduction to company Research methodology





Fact and finding

Deta interpretation


SWOT ANALYSIS OF SARASS URMUL DAIRY. Suggestion and recommendation




1 Introduction To Industry
1.1 Indian Dairy Scenario . Lot of Indian people start day with tea & milk. Milk is an essential factor of our daily life. In India milk business is very old business. Dairy business adopt modern concept in 1970 with the help of National Dairy Develop Board through Operation Flood Plan. In first section of this plan, selected ten states. In which Mother dairy was setup in Delhi, Mumbai, Chennai and Calcutta. Our country is on first position in production of milk. But in field per capita availability of milk we are very behind. In America per capita availability of milk is almost 900 gm while in India it is almost 200 gm. The ideal average per capita availability of milk should be at least 250 gm. 1.1.1 General Review. Indian dairy emerging as sunrise industry and contributes significantly in generating small and marginal farmers of rural India, besides providing food security. India is blessed with huge bovine population of 196 million cattle and 80 million buffaloes accounting for 51% if Asia and 19% of world bovine population the largest in the world. Milk production in India has increased from 20 million tones to during 1970 to 77 million in 1999 which accounts for 20% of the worlds milk production and stood first in the worlds milk production and registering an annual growth rate of 5 % per year. Indias dairy industry generates an annual business of nearly Rs. 88,000 crore. Dairy sector provides regular employment to 9.8 million people in principal status and 8.6 million people in subsidiary status, which together constitute 5 percent of total work force. Dairy development owes much to the Anand pattern of cooperative. The dairy infrastructure now comprises 23 states federation, 170 district milk unions and around 1,00,000 village cooperative societies, through which rural milk production and procurement system have been effectively linked to urban markets consumption centers. Of every 100 liters of milk produced, 44 liters were retained by the rural fold and 56 liters were the marketable surplus for the urban area. Of which only 10 liters was handled by the organized sector cooperative and remaining by traditional sector. Operation flood brought milk revolution in the country by transforming dairying into a core economic activity. The main challenges before the Indian dairy sector to improving quality, developing international accepted products and stepping up global marketing strategy. The future of the Indian dairy industry is promising, since its de-licensing in 1992, the interest of multinationals and Indian corporate in the industry has been growing, and the industrys growth potential is high as there is sufficient domestic demand and good scope for exports of milk and milk products.

India is emerging as one of the largest and fastest growing consumers market in the world with high-income elasticity of demand of dairy product. Indian dairying is energy-efficient, labour intensive and ecological sound. Over 80% of milk sold in urban & semi urban areas is non-pasteurized from unorganized sector. The overall market for liquid milk is growing 4 percent per annum. 1.1.2 The Indian Dairy Sector - Fact Sheet. From a milk deficient country in the early 1960s, India has emerged as the worlds largest producer of milk. By 2003, milk production touched the 88 million tones (MT) mark. By 2002-03, under the National Dairy Development Board (NDDB), and Operation Flood, 11.4 million cattle farmers had been organised into 103,281 dairy cooperatives. Their collection of milk was estimated at 84.6 million liters and their earnings were in the region of Rs 50 billion. Twenty-two state federations were affiliated to NDDB till 2002-03. However, except for Amul, most of the state federation brands are regional. These include Verka in Punjab, Nandini in Karnataka, Vijaya in Andhra Pradesh, Saras in Rajasthan, Anchal in Uttaranchal, Mother Dairy in Delhi and Calcutta. Though they dominate the liquid milk market in their own states, due to lack of standardizations, the value-added products, such as butter, cheese, etc. of these brands, have not been able to gain a national presence. Amul and, now Mother Dairy, are the only two brands that have acquired a national presence. Nearly 46 per cent of the total milk production i.e. 42.5 million tones is consumed as liquid milk. 47 per cent is converted into traditional products like cottage butter, ghee, paneer, khoya, curd, etc. Only 7 per cent of the milk is used in the production of western products like milk powders, processed cheese, and processed butter. The unorganised sector accounts for more than 50 per cent of all milk and dairy products. Out of a total production of milk and dairy products worth Rs 1600 billion in 2003-04, traditional dairy products accounted for Rs 990 billion and the organised sectors share is about Rs 230 billion. About 60 per cent of the installed processing capacity is in the cooperative sector.

3.) Operation flood. The transition of the Indian milk industry from a situation of net import to that of surplus has been led by the efforts of National Dairy Development Board's Operation Flood. Programme under the aegis of the former Chairman of the board Dr. Kurien. Launched in 1970, Operation Flood has led to the modernization of India's dairy sector and created a strong network for procurement processing and distribution of milk by the co-operative sector. Per capita availability of milk has increased from 132 gm per day in 1950 to over 220 gm per day in 1998.And now in the year 2009 Per capita availability of milk has increased from 286 gm per day. The main thrust of Operation Flood was to organize dairy cooperatives in the milk shed areas of the village, and to link

them to the four Metro cities, which are the main markets for milk. The efforts undertaken by NDDB have not only led to enhanced production, improvement in methods of processing and development of a strong marketing network, but have also led to the emergence of dairying as an important source of employment and income generation in the rural areas. It has also led to an improvement in yields, longer lactation periods, shorter calving intervals, etc through the use of modern breeding techniques. Establishment of milk collection centers and chilling centers has enhanced life of raw milk and enabled minimization of wastage due to spoilage of milk. Operation Flood has been one of the world's largest dairy developments Programme and looking at the success achieved in India by adopting the co-operative route, a few other countries have also replicated the model of India's White Revolution PER CAPITA AVAILABILITY OF MILK IN INDIA

300 250 200 150 100 50 0

225 178 132 127 113 111 128

270 279 286 250 265

gm/day 1960 2009 1968 1973 1980 1990 2001 2002 2004 2006

1950 2008

* Operation flood was launched in 1970 PRODUCTION OF MILK IN INDIA

100 80 60 40 20 0 48.4 63.5 53.7 58.6 68.5 74.7






Production in million MT

1988-89 2002-03

1990-91 2004-05

1992-93 2006-07

1994-95 2008-09




(Source: DFPI, Annual Report-2008-2009)


100 80 60 40 20 0
India Pakistan



75 53 44 55 49 46 42 44 42 39 37 36

2008-2009 ( Approx.) (MT)

USA Brazil Netherlands Russia UK Italy Germany Ukraine Australia France Poland

New Zealand

PRODUCTION IN MILLION MTs) industries, World Trade Centre, Mumbai.)

( Source: Export prospects for agro-based

Dairy Products. The organized cheese market including its variants like processed cheese, cheese spreads, mozzarella, flavored and spiced cheese, is valued at around Rs 4.5 billion. Processed cheese at 60 per cent of the overall market (6000 tones) is estimated at Rs 2.7 billion and is growing at about 15 per cent annually. Cheese spread has a share of around 30per cent of the total processed cheese market. Demand for processed cheese is an urban phenomenon and the demand for cheese cubes, slices and tins is growing. The flavored cheese segment however has been declining. The demand for cheese is projected to grow from about Rs. 4.50 billion in 2003-04 to Rs. 6 billion in 2006-07 and to over Rs 11 billion by 2014-15. Cheese is becoming a popular item in the menu of all relatively affluent families. Slowly but surely, it will penetrate into the rural markets. While the cheese market was growing at 20.6 per cent during the 1996-97 to 2001-02 periods, the growth rate between 2004-05 and 2009-10 is estimated at 9.4per cent. Amul, the GCMMF brand, continues to dominate the market. Britannia Industries, which sells processed cheese under the Milkman brand, is another key player. Foreign brands like The Laughing Cow and the Dabur India-Bongrain joint venture, Dabon International's Le Bon has also grabbed a significant share of the market. Other foreign players too have prepared plans to launch their products. The market for dairy whiteners-creamers and condensed milk is valued at Rs 3 billion, with volumes of about 200 metric tones in 2004. The segment is growing at the rate of 8-9 per cent over a 5-year period. Volumes are projected to go up to 284 metric tones by 200809. Nestle India (Everyday), Britannia and GCMMFs Amul are the key players in this segment. Sapan, Vijaya, Mohan, Parag and other regional players too have entered the fray with their dairy whiteners and most are available in pouches and tetra packs. There are plans to introduce mini-portion cups as well. Amul has nearly 45per cent share of the market followed by Nestle at 23 per cent. Britannia is the No. 3 player. The ice cream market is estimated to be in the region of Rs 15 billion per annum, of which the organised sector is about Rs 9 billion (40 million liters). The unorganised market is shrinking. A key issue in the ice cream industry is the increase in excise levy there have been six such hikes in five years. From a specific levy of Rs 2 per liter in February 1994, it as been increased to 16per cent ad valorem (equivalent to Rs 12 per liter) in 2000-01. GCMMFs share in value terms is estimated at 27 per cent of the organised market, while Hindustan Levers share has declined to just 8 per cent. Mother Dairy has a share of 7 per cent and Vadilal too has 7per cent share. Background. India with 134mn cows and 125mn buffaloes has the largest population of cattle in the world. Total cattle population in the country as on October'00 stood at 313mn. 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 buffaloes. Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The co-operative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle.

While world milk production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output and 57% of total Asia's production. The top five milk producing nations in the world are India, USA, Russia, Germany and France. Although milk production has grown at 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 in milching. Inadequate availability of fodder in all seasons. Unavailability of veterinary health services.

4.) Future Outlook.

India is the largest milk producer and is all set to become the world's largest food factory. Milk production is a relatively efficient way of converting vegetable material into animal food. In a situation of increased international prices, lower availability of food aid and foreign exchange constraints, in most developing countries milk and milk products will not play the same role in nutrition as in the affluent societies of developed countries. In other countries dairy industries have attempted to reach lower income consumers by varying the compositional quality or packaging and distribution methods or blending milk in vegetable ingredients in formula foods for vulnerable groups. Effective demand will come mainly from middle and high income consumers in urban areas. The growth of disposable incomes, change in family structures, more women joining the work force and focus on healthy-nutritious and quality products are likely to result in demand for a shift towards dairy products that are not just functional and convenient but also meet the consumers inspirational needs. At another level, the re-packaging of traditional products, such as Dahi, points to the fact that the demand for convenience and quality exists among all segments of society, and not just among the well-heeled. Therefore, there is a huge potential for organised players to explore the prospects of offering traditional milk products such as khoya and khoya-based sweets. Since regional differences exist as has been witnessed in the case of Amuls Shrikhand which sells good volumes in the western region of the country but is not a fast moving item in other parts of the countries


Introduction to Organization
The Uttari Rajasthan Utpadak Sangh Ltd. Popularly known as URMUL is one of the pioneer milk, cooperative unions in India with a wide dairy network of 534 milk societies. The project taken up by the researcher involved collection of primary data and analysis of data, the project dealt with evaluation of human resource climate at the head office of URMUL Ltd. It is for the first time that; such a project has been taken up for organization. The research aimed at studying the satisfaction level of employees regarding various human resource policies and identifying the areas needing improvement. This report I the compilation of introduction to the organization and industry, project overview, facts and findings. Analysis and interpretation and conclusions made by the researcher.

The researcher hopes that the organization is benefited from the suggestions made on the basis of the findings of the study.

1. CO-OPERATIVE ORGANIZATION. Co-operative means mutual working. It is based on principle Each for all and all for each. In other words it is an organization of weaker section to face exploitation of rich persons. In other words co-operative form of organization is an association of persons where by people of ordinary means unite voluntarily to protect their economic and social interests. Thus it is a protective mean adopted by such persons. The aim of this movement is service and reasonable profits.

Formation & Management of Co-operative Societies Co-operative Societies can be formed under Indian Co-operative Act. The following conditions are essential for formation of the society. 1. There must be at least minimum ten members. 2. Every member should be adult or major. 3. The members should be resident of that village or the city, where society is setup 4. All documents of co-operative societies should be submitted to the registrar of cooperative society. Management The management of co-operative societies is based on democratic aspect. All members elect a working committee that looks after the work of the society. The members are not paid salary. Registrar of co-operative societies departments checks the accounts of society.

2. Brief history:Uttari Rajasthan Sahkri Dugdh Utpadak Sangh Ltd, famous as URMUL was established on august 28, 1972. A cooperative body registered under cooperative act 1956. With the onset Urmul covered Bikaner, Shri ganganagar and Churu districts. However in mid eighties separate Urmul were established for Churu and Shri ganganagar district with the objective to ameliorate

the socioeconomic status of the rural population by providing them market of their milk at their door step, irrespective of their geographical condition. Before the establishment of the plant at its present site i.e., upto1976 D.M.S. (Delhi milk scheme) used to collect milk in these districts and it collected maximum of 20,000 liters of milk per day. Urmul started its business from 9th July 1973 with the initial membership of 64 societies and collected 1500 liters of milk per day. The milk union acquired its own facilities during the year 1977. Presently there are 704 registered and 491 proposed societies covered by 43 milk routes and collecting about 72.0 thousands liters of milk per day against the installed capacity 150 thousand liters of milk. As a commitment for uplifting the socioeconomic status of rural farmers, Urmul pays highest procurement price in the northern region to their milk producers. Out of the every rupee that Urmul earns, about 75 paisa goes to the farmers as a price of milk at their doorstep. Urmul had paid Rs.23.083 cores of the milk producers during the year 2007-2008. No one had ever thought that there could exist a tremendous amount of milk in the hot thar desert of Bikaner district. Villages are flushed with milk in this district. During august 1983 Urmul collected 269 thousands liters of milk in a day which was a record collection. Urmul dairy plant started functioning from 26th January 1977. Till then the plant had been continuously flooded with milk and has proven to be has important milestone in the march from green revolution to white revolution. The dairy had been pioneer in milk collection Rajasthan. The plant has five chilling center located at Loonkaransar, Baja , Khajuwala and Dungargarh with the handling capacity of 80,000 liters, 30,000 liters, 30,000 liter, 10,000 liters and 20,000 liters respectively. In order to improve the allover lot of village population effectively, the Urmul, in 1984, established rural non govt. organization knows as URMUL TRUST talking up all kinds of activates, mainly focused on primary health , primary education, income generation for the poor general awareness and women development programmes spreading all over Rajasthan. It also provides food, fodder and water security.

Urmul Dairy Bikaner (Past physical performance.) Key components Registered DCS Proposed DCS Functional DCS Farmer members Pourer member Milk procurement Cattle feed sale unit Nos. Nos. Nos. 000 000 TKGP D MT 0102 553 568 384 37.3 16.3 98 1554 9 616 27 14 0203 584 637 433 38.4 0 19.1 0 118. 40 2705 8 544 24 8.40 0304 594 588 383 38.7 9 12.8 3 64.9 8 2745 9 257 23 16.2 0405 638 614 415 39.9 0 14.7 9 94.9 0 1416 6 486 22 1.24 0506 652 545 409 40.3 6 12.4 8 68.8 5 1393 0 450 17 16.8 06-07 0708 654 704 505 413 373 359 40.65 41.8 7 12.37 13.7 4 57.10 57.7 6 9126 1054 3 373 97 18 15.26 18 9.52 08-09 up to July 08 712 348 353 42.04 12.89 74.39 5116 107 16 0.00

Fodder seed QTL. sale Milk marketing TLPD Packed to JPR TLPD

Ghee sale Mawa sale Paneer sale Cheese sale Chach sale Butter sale Lassi sale Shrikhand sale Dahi sale Rasgulla sale SMP sale


1179 68 58 22 204 24 9 3 40

1270 18 64 42 355 33 20 1 82

7 742 54 75 77 453 17 25 0 136

1017 7 80 87 460 32 32 1 91

1 877 18 75 70 584 39 47 1 105 54

787 19 82 222 531 32 44 2 75 25 120

713 5 93 262 527 17 56 2 43 33 196

234 1 30 109 266 9 45 1 16 0 26

PRESENT STATUS Urmul dairy plant is 5 kms away from the main city, located on the Shri Ganganagar road. The rated capacity of the plant is 1.5 lac liters of milk per day. Bikaner dairy is the main supplier of milk among the units of R.C.D.F. to D.M.S. and mother dairy, Delhi. To lessen the dependency on Delhi, Urmul diversified its business by going into the production of various products, which are being marketed locally. The products manufactured at the plant are Butter, Ghee, and Skim milk powder, Cheddar Cheese Paneer, Mawa besides milk being packed in sachets. Urmul started manufacturing Mawa, Butter Milk, Lassi and Dahi which has gained a very much positive response from the local market. Urmul had decided to start Mawa production looking to the following aspect: a) b) c) d) The enormous quantity of milk, which is diverted in the flush season to Khoa production in the rural areas causing great dip in the milk procurement. To control the price variation of Mawa which causes great inconvenience to urban consumers? As per estimate, 36 metric tones of fire wood is burnt to convert milk to Khoa in Bikaner district alone which adds to the deforestation of the desert. By way of Khoa production Urmul wanted to save the forest from destruction. The plant is managed and operated by well-qualified, competent and experienced managerial cadre and highly motivated work force to provide the highest quality of products.

Govt. of India has sanctioned a project namely DHEENO-DHAPO according to this project there is provision for credit availability for 6190 milch animals, distribution of 300 bulls to different societies for natural service, purchase and distribution of 1000 SS cans which will be supplied to 100 DCS. Provision to provide 236 AMCS to 236 DCS and 59 Bulk Coolers at cluster points would be set up. Societies will be Supplied detergent and disinfectants to enhance the clean milk productions practices there is also provision for 3 mobile testing labs to keep a

check on adulterated milk collected at DCS level and chilling centers also. This project is being implemented under guidance of Rajasthan Cooperative Dairy Federation Ltd., Jaipur and coordination with the local district administration.

Looking to the growth and increasing trend of milk procurement it is expected that by the year of 2004, URMUL shall on an average procure 2.01 lac liters of milk per day with peak handling of 2.50 lac liters. Enhancing market for cheese, a specialty and premium product. As a long term measure for enhancement of milk production a project costing Rs.5.00 crores for genetic improvement of RATHI cows has been taken up.


We believe that our delighted costumer is the only key for overall development of the organization aiming at total upliftment of our member milk producers and their families. This we achieve by--- Educating milk producers for clean milk production. Manufacturing and supplying milk, milk products and services of consistent quality at competitive price. Adopting innovative and modern technologies and systems. Adoption of high safty and environment friendly standards with the help of application of HACCP principal. ]

3. RANGE OF PRODUCTS:Milk is natures perfect food for all ages. It has almost all the vital nutrients needed for growth and well being of human body. Milk is the natural source of calcium and essential amino acids. It is good for bone formation. It is particularly beneficial for people recovering from sickness, for sportsmen, for old people, for pregnant women and for growing children. The doctor recommends a minimum daily intake of 250 ml. Or one and a half glass of milk for every person. Normal cow milk has 4%fat and buffalo milk 6% fat. There is another important constituent of milk- solids not fats these solids not fat. (Or SNF, as it is commonly called) comprise of proteins, minerals, carbohydrates and vitamins. For milk to be nutritionally balanced, it has to contain both fat and solids- not- fat in right proportion.


FAT 6.0% 4.5% 3.0%

SNF 9.0% Min. 8.5% Min. 8.5% Min.




9.0% Min.

Milk is available in Bikaner city in Gold Shakti, Taza and smart verities. Milk strictly conforms to PFA standards to comply with the legal requirement and to provide wholesome nutritive food to our consumers. This means when you are buying Saras milk, you are sure you are getting value for your money. You are sure you are getting the natures perfect food your family you are sure you are getting your full 500 ml, 100ml, in every pack. You are sure you of getting a milk which has longer life because of its superior bacteriological quality. The loose milk available from local vendors in Bikaner city often does not conform to pfa standards. It has fat and less solid-not-fat than required. Remember that if your milk contains 0.5% less fat or SNF, you are paying up to 60 paisa per pouch extra. Besides, it is not uncommon to find artificial preservatives, not permitted by law being added to loose milk. This has been authenticated in a recent campaign run by this Sangh, in which it was found that more than 60% to 70% of milk sold by private traders and loose milk think again! By compromising on the quality of milk you may be depriving your children of essential life building proteins and nutrients that only pure, high quality milk offers. That is why: INSISTON MILKONLY! BECAUSE ONLY SARAS MILK GIVES YOU TRUE VALUE FOR YOUR MONEY MILK-PURE, FRESH & CREAMY

4. PRODUCTION MANAGEMENT:The Installed capacity of Urmul Dairy was 1.5 LLPD. The Dairy Plant was commissioned in the year 26 Jan.1977 under OF 1. With the multiple increases in marketing of milk and milk products and also in milk procurement, the capacity of the plant was increased to 2.5 Lakh Lt. per day in with internal human and financial resources. The production facilities are available and maintained in most hygienic manner as per laid down procedures of Quality Management System. Considering the growth in procurement and marketing, Urmul Dairy has prepared and initiated Expansion Plan for expanding the capacity to Five Lakh Ltr. per day., with the help of NDDB Jaipur Dairy also has Aseptic Packaging Station, which is a 'State of Art Technology' and of very few in the country. The plant has been well maintained till date by our own technical staff. This fact has been well accepted and acknowledged at recently held Milk Seminar at Goa, when Urmul Dairy was awarded for 'Best Machine Utilization'. Urmul Dairy has always stood to its commitment of fulfilling the demand of Indian Forces posted at front in the hour of need. The conditions of production facilities and production environment are being maintained in perfect conditions till date.

This has resulted in other sister organizations like MP Federation and Mother Dairy to enter into long time agreement with Urmul Dairy for manufacturing the products under their respective brand names.

5. ENGINEERING:The lifeline of Urmul dairy i.e. steam, water and refrigeration is provided and maintained by the Engineering section. Apart from this, this section does regular maintenance both preventive and corrective, only. Considering the perishable nature of milk, the engineering section has to be on its toes always. The section is managed by well- qualified and experienced manpower, which are at par with any professional organization.

6. QUALITY:Urmul dairy has got a sophisticated quality Control Laboratory, which is equipped to carry out almost all the chemical and bacteriological tests related with milk and milk products. The QC lab also carries quality tests for various packaging material, ingredients, and chemicals used in Urmul Dairy. The services of the QC labs are also used for carrying our consumer awareness programs like "Dudh Ka Dudh Pani Ka Pani". We also have facility for general public for getting their milk/ghee samples tested in our QC lab free of cost.

7. HUMAN RESOURCE DEVELOPMENT:Urmul dairy has always considered its staff member as an asset. Various programs are run on continuous basis for keeping the morale of employees high. Without the positive support of the employees, the success story of Urmul Dairy would not have been possible. Yearly Get-together of all officers and employees is one of the most important events of Urmul Dairy. For the last few years, more emphasis is being given on employees training in the field of Attitude, Customer Relations, Positive Thinking, Time Management, Stress Management, and Team Building etc. apart from technical subjects. Employees are being made aware of such subjects either by nominating them to various training organizations and workshops & seminars. Also experts are being invited to conduct in house workshops & seminars. Urmul Dairy has a HRD cell also, which circulate good and readable articles to employees for self-development.

8. MARKETING:Urmul dairy sells its milk & milk products through a network of over 3000 retail outlets spread over Bikaner city and near by 3 districts. The retailers are the most important segments of Urmul Dairy and are given all care and attention. They are regularly trained on various aspects of Customer satisfaction. We have ensured that the consumer should not travel / walk more to fetch milk for his / her daily consumption. With this intention, strong networks of retail outlets have been made. Supply of liquid milk is made twice a day for benefit of the consumers. Liquid milk is dispatched to rural area through a contracted fleet of insulated vehicles. Urmul Dairy was among

the first 8 dairies to be selected by NDDB for countrywide launch of Mnemonic symbol campaign. This has further given a big boost to the image of SARAS brand milk. The milk and milk products are sold through a network of a mix of own, shop agencies, various institutions and Saras Milk Parlors. Urmul Dairy has taken utmost care to satisfy and delight its customers and consumers. We have launched many consumers incentive and sale promotion schemes during last few years like Double Dhamaka, Triple Dhamaka, Home Delivery Schemes etc. The Customer Satisfaction Index is an indicator of the performance of the Urmul Dairy. Urmul Dairy has also started marketing ghee in rural area through dairy co-operative societies. The results of the same have been overwhelming and presently we are selling over 70 MT per month of ghee through DCSs.

9. WOMENS EMPOWERMENT:We have entered in the 21st centaury; still Back bone of our Indian economy is primarily agriculture & animal husbandry. Most of the activities, & related to there two fields are done by women but have contribution is not recognized at any level. In dairy & animal husbandry sector, she is playing very important role. But behind the screen, Urmul dairy also identified the significance of her role & started emphasizing on participate increasing women participation by increasing women membership & no of women in D.C.S. management committee. It could yield only a mild positive impact. Urmul Dairy in 1991 started RAJASTHAN WOMEN DAIRY PROJECT, supported by Ministry of HRD G.O.I .Under this project exclusively women dairy cooperative societies were organized, where member, management committee member, chairperson secretary etc, were all women. Object of these projects was society economic development of rural women this project had following programming Literacy Programme, health & Sanitation Programme, Employment Programme, Awareness Generation Programme. All these activities were to be performed on women Dairy Cooperative Society Plate form. This program yielded very good results. Beside considerable increase in income, increase in literary level better adoptability of Health & Hygiene practices, there is tremendous increase in her AWARENESS. She is more confident, better decision maker, self reliant, ambitious & vocal. To system this Impact and feature strengthening women dairy cooperatives Urmul dairy started women dairy cooperative leadership development. Program and cooperative institution building program with. The help & support of National Dairy Development Board, Jaipur. Objective of this program is again strengthening of WDES & its numbers by increasing women participation in all activities of WDES. Modus apparent for awareness is training at various levels. These peregrine facilitated by local resource person who is again a women, Selected out the same level onus, local , literate , vocal ,acceptable locally ,vibrant & having leadership ability. This program has also given good result in the form of owning of organization, role perception & loyalty to D.C.S.

Woman empowerment is continuous process. Only this we can say is A promise to keep, A Dream to fulfill, And Miles to go

10. AUTOMATION:The Basic unit of Urmul dairy is village level milk producer's Cooperative society. These villages Dairy Cooperative provide a remunerative market to producers. It collects supplies surplus milk from milk producers and sends this collected milk to Urmul Dairy. Milk supplied by the producers are weighed, samples drawn for quality testing and payment is made on the basic of quantity and quality of milk (Fat % ) .The Dairy Cooperative started with traditional manual operated centrifugal machine for fat testing. This system was expensive, hazardous and time consuming and producers were not aware of about fat content of milk supplied by them .During the year 1984-85 the Electronic milk tester (EMT) was installed at about 50 DCS. Since it gave instant digital display of fat content of the milk. But due to non availability of maintenance support and funds during a period of about 10 years, new expansion could not be made. In the year 1996 a strategy was made to have more stress on automation of milk reception at village level Dairy Cooperative as well as at Urmul Dairy Plant. Since EMT found immediate acceptance and faith in it was felt that accuracy and consequent transparency can result in Growth of milk procurement. The large no of EMT installed at DCS's in phased manner, but the remaining work like weighing, recording of data registers, calculation of amount payable and accounting was all done manually. Further Electronic Weighted which along with Electronic Milk Tester (EMT) attached to a processor which prints a payment slip for every sample was installed at DCS. This enabled a prompt payment to the milk suppliers, but the problem of maintaining records accounting continued to exist. This problem become more acute, as the success resulted in increase in membership, milk collection and therefore accounting activities was also increased. This initiated the Management of Urmul Dairy to take a further a bold step ahead of providing a paradigm shift in technology by introduction of Smart Automatic Milk collection Station (SAMCS) at village level. This also sought to exploit the potential of the PC for computerizing the other activities of the society, namely accounting, Profit distribution, inventory management of trading items, provision of services and other data. As a result of this vision, Urmul Dairy has introduced the PC based Milk Collection Station. The Milk Collection Station performs on-line capturing of Fat content of the milk and the weight of the milk supplied and immediately prints the payments slips. It simultaneously stores the data for further use in the accounts of the society. This data could also be put to use for calculation of profits, and its distribution as it is directly linked to the milk supplied over the year. The PC could also be put to use for automation of other activities of the society like management of inventory of trading items of the Society, accounting of various veterinary services, animal breeding, animal health care services provided by the society. The generation of such a data-base would lead to another application in future namely the Data mining for study of cattle-breed management, milk collection improvement, health-care, economic, education and other statistics of the milk producers at the village level affiliated with the society.

This data could further be transmitted and pooled through Internet Connectivity at the decision making level for further policy planning, control and effective monitoring. Presently more than 85% of DCSs in our milk shed have either AMCS or EMT. Besides the automation of village level Dairy Cooperatives the milk can Reception System at the Urmul Dairy dock i.e. the Raw Milk Reception Dock (RMRD) has been modernized with the installation of an RMRD Automation Network System, which is first of its kind in India. The automation system records weight data from the two reception docks automatically, with entry of various parameters like Route Code, DCS Code, Sample Number, Number of Cans, Types of milk etc. Similarly recording of Milk Quality Analysis data consisting of Fat% and SNF % is also provided. On completion and collection of the weight and analysis cycle for a particular route, both the data are processed and collected for printing the Truck Sheets. The data i.e. both the merged and individual ones are available for further processing. In addition, processed data on milk can summary, route summary, daily summary etc., can also be obtained. It also has user secured features for user auditing and performance monitoring. This is a special feature as it prevents manipulation by means of the 'password' authorization control, which is configurable only by competent authorities. Apart from atomizing the Man Dairy Dock, we have installed the same system at all of our chilling center's reception dock also. Recently, Urmul Dairy has initiated an ambitious project of 'Online Data Integration System (ERP solution) of all activities of the organization. This project has been enthusiastically implemented and expected to be in full operation within six months.

11. OTHER ACTIVITIES:This Dairy procures milk through its strong network of over 1200 Village level Dairy Cooperative spread in Bikaner, Hanumangarh, Churu, Ganganagar district. Dairy arranges transportation of milk from doorsteps of milk producers to the receiving point at dairy plant and its chilling centers. Payments of milk are disbursed to the milk producers on ten-day basis. Procurement and input activities include Farmer's Organization, Input Services like Animal Health Coverage, animal breeding Programme, Supply of balanced cattle feed and improved high yielding fodder seeds to the members, Cooperative institution building, Women Dairy Cooperative Leadership Programme and Training of DCS manpower and its Managing committee members etc. Processing facilities of the dairy plant presently include multidimensional activities like chilling, Pasteurization, standardization, sterilization, production of Ghee, Butter (Salted / Unsalted), Skimmed Milk Powder(SMP), Indigenous fresh Milk Products (Paneer, Shrikhand, Chach (Plain / Salted), Lassi, Mawa (Khoa)& Dahl (Plain / Mishti) and Aseptic Milk (which was handed over to Urmul Dairy only in 1997-98). To improve the quality of raw milk, the Dairy has commissioned chilling centers and installed Bulk Coolers at various places in the milk shed.



The milk union takes care of all actives of milk enhancement programmes including cooperatives, milk procurement, processing, input activities and quality assurance etc. The basic aim is the improvement of socio-economic status of rural masses by strengthening and up-gradation of live stock development activities in the milk shed including creation of stock development activities in the milk-shed including creation of required infrastructure with active participation of local people. Presently there are 704 registered and 491 proposed societies covered by 43 milk routes and collecting about 72.0 thousands liters of milk per day. The milk union through its 1205 dairy cooperative societies in the villages is covering

almost 700 villages. These societies are benefiting about 51797 families by providing remunerative marketing for the milk they sale to the cooperatives. Besides, a door step market for the milk they produce, union also provide Animal Health care, breeding, balanced cattle feed and quality fodder seed. The main activities are: 1. Cooperative Services Milk Procurement 2. Productivity Enhancement & Training 3. Market Development 4. Quality & Plant Management


Expand the area of operation by organizing new dairy societies in untapped and potential area Revival of closed DCS having good milk potential Increase the pourer members jointly by management committee members/ resource person. Installation of Automatic milk collection station and milk tester to ensure transparency in operation, thereby increasing the faith of milk producers on DCS. Provide exposure to members of DCS regarding proper DCS functioning by taking them to ideal DCS in the milk-shed or out side milk-shed. Installation of bulk cookers on DCSs to improve quality of milk and also tapping to remote potential villages. DCS Development. Organizing training Programme for MC members regarding their role and accountability for effective management. Train the DCS workers for effective working and to maintain book of accounts. Awareness Programme for members. Countering Competition. Initiation of door-to-door collection system in the vendor infested area. Union to initiate differential pricing in vendor infester area. Organize Anti-vendor campaign in vendors infested villages. Procurement Transportation. Increase the milk procurement in existent routes by gap filling (new DCS organization) thereby reducing cost. Collection of milk through tankers onetime after installing bulk coolers in interior areas. Organization of Women Dairy Cooperatives. Organize awareness programmes for women in order to motivate for DCS activities. Formations of self help groups in the cooperatives. It will generate woman employment in rural areas and Dairy will work as cottage industry for rural masses.


1) Animal Health & Dairy Management. All DCS will be covered by first Aid Center to provide primary health services.

Resource person would be trained for First Aid, vaccination, deworming, artificial inseminations and dairy management (recording of milk and registration of animals). Vaccinations & Deworming would be carried out. Rearing of Calf Center would be developed for indigenous breed improvement. Modem cattle shed would be established with cooling system in the desert areas. 2) Animal Breading. Strengthening and upgrading of local cattle breed (Thar paarkar / kankraj / Murrah would be done by Distributing of bull for Natural breeding in remote areas) Castration of bulls would be done. Cluster A.I. Centers would be increased for more coverage of breed able animals. 3) Induction of Animals. Self help group would be formed at woman DCS Arrangement in coordination with Bank and financial institutions. 4) Feed & Fodder. The different varieties of cattle-feed based on requirement of various categories of animals will be introduced and popularized. Varietals Demonstrations will be organized to demonstrate fodder crops. Marketing of certified seeds for fodder at DCS would be made. To improve the nutritive value of law quality roughages urea treatment will be demonstrated. Distribution of UMB and Mineral mixture to improve digestibility of roughages will be promoted.

1) Maintain consistency of milk. Clean milk production at DC level Procurement and sales ratio to be reduced. 2) Focus on Rural Market. Covering more towns with organizing new marketing route. Develop the cold chins at retailer level 3) Distribution. Expansion of retail outlet Insulated and Refrigerated vehicles for maintaining cold chains Increase no. of distributors 4) Booth Management Programme. Booth as source of Advertisement

Home delivery of milk by mobile Stress on around the clock opening of booth. 5) Consumer Awareness. Door to door contact by sales force Milk testing campaign Dairy visit by hose wife and children. 6) Sales promotion schemes for retailers. 7) Establishment of milk Parlours in push colonies of milk shed tourist places and highways with all milk products.

8) Large growth expected in consumption of packaged dairy products due demographic factors so we have to introduce the curd/ Ice-cream/ UHT milk/ Paneer/ Lassi/ Chach/ Shrikhand. 9) Huge market for liquid milk 80% of milk is sold in un-pasteurized; this be imparted.

to Yoghurts/ awareness is to


Looking to the world scenario of globalization of trade under W.T.O. agreement and need of the time. We have to produce quality milk for which quality milk is needed as a raw material. Hence we have to undertaken clean milk production right from the udder of the milch animal up to processing plant.


Training farmers for clean milk production. Creating chilling facilities at DCS level Bulk coolers. To propagate use of detergent & sanitizers for achieving high quality standards.
To create facilities for testing of milk quality both chemically as well as bacteriological to achieve desired quality standard.

To propagate stainless steel e equipments for enforcing effective cleaning. Mass campaign educate and train people involved in the milk production Saving on transport cost. To minimize spoilage and curdling of milk. Energy saving in milk processing. Saving on cane replacement.

Research Methodology

Chapter 3


Research in common parlance rears to search o f knowledge. One can also define research as a scientific and sy st e m a t i c research f o r pertinent information of a specific topic; it is the pursuit of t r u t h w i t h the help o f s t u d y , observation, comparison and experiment

Duration of the summer training The research Study was Conducted during the Period of 45 days
Objectives of the Study The objective of the study that was undertaken by the researcher can be bifurcated into 2 parts

Major Objective1. To understand customer acceptance of SARAS products in local market 2. To know the customer profile of SARAS products 3. To identify most effective advertising strategy and sales promotion scheme for SARAS products 4. To know about the satisfaction level of customer towards SARAS products in comparison to other brand 5. To know about the awareness level of customers about various products of SARAS 6. To make them aware about new product camel milk of SARAS introduced by URMUL DAIRY BIKANER

Minor Objective1. Readiness of retailers for the SARAS products 2. Problem in carrying out day to day operation and their outlook towards the project 3. To find out channel effectiveness in term of coverage 4. Focusing on procurement rate and margin of booth holders 5. To analyze the satisfaction level of employees about their salary, incentives and working condition


Here we have descriptive research design .Descriptive studies are undertaken when the researcher is interested in knowing the characteristics of certain group such as age, sex, education level or income. SAMPLE SIZE 200 SAMPLING PROCEDURE- Convenience sampling RESEARCH INSTRUMENT- Schedule (structured)

Scope of study The study was conducted from to in Bikaner City.

Data sources
Primary data:- A survey was conducted in Bikaner in 2 phases. The first phase included the interviewing of consumers .The second phase included Retailers, Booth Agents and Saras Parlors. THE SECODRY DATA SOURCES ARE AS FOLLOWS (a) Physical progress reports of RCDF (b) NDDB reports on Dairy Industry in India (c) Research approach

The widespread geographical area of Bikaner required a lot of time, so data is collected from key areas of Bikaner. .Lack of time was also a limiting constraint for researcher. .The researcher has tried to obtain most authentic information from the customers, but it cannot be expected to be 100% true. Wrong information provided by the respondent. Sample size which is selected for research may not prove to be adequate for condition. Limited experience of the researches is the field of research may have been to some error. Ambiguity in procedure to accomplish the objective of research.



Every people use the milk product in his daily routine. But every people may not be using each product of milk depending on its utility and other factor. The utility of each product are different for each people. Because there are various factors, which affect the market share of milk product, thats why to know these various factors we conducted a study. This study was conducted to know the response or view towards price, availability of product, quality, awareness and purchasing patterns of the products which provided by the URMUL. The sample size for the study was 300 customers. The area covered for the collection of data was the Bikaner city under different colonies, areas, booths. For the collection of the data, the questionnaire was used as a tool. And the study covered the major findings and suggestion. The graph below shows the awareness of customer & market share of the milk product:-

Gender Wise Segmentation(Out of 300)

Female, 60, 20%

Male, 240, 80%



From the above chart it is clear that from the entire study 60 female which is 20% & 240 male which is 80% customer was the aware of Urmul dairy products.

A Wise Segmentation (Out of 300) ge

56 & Above, 57, 19% 15-35, 153, 51%

36-55, 90, 30%



56 & Above

From the above chart it can be easily interpreted that 51%of the respondents are between 15-35 age groups & rest 30% & 19% are belongs to 36-55 & 56-above age groups respectively.

Types Of Urm Products Prefered ul

9% 13%



Saras M ilk




The above graph shows clearly that majority of respondent has using the Saras milk, however less no. of respondent using others.

Prefrence Of V erity Of Saras

39, 13% 51, 17%

69, 23%

141, 47%

Double Toned M ilk

Toned M ilk

Standred M ilk

Cow M ilk

The above graph shows clearly that majority of respondent has using the Toned milk, however less no. of respondent using others

Factors Influencing Custom er





24% 47%

Adv ertisement


Av ailability




From the above chart it is clear that quality of products is attracts more than the other factors.

Prefrences On Places for Buying Urmul Products.

21, 7%

9, 3%

69, 23%

201, 67%

Depart. Store

Urmul Booths

Home Delivery


The above graph shows clearly that majority of respondent used to purchase milk from Saras booths 67%, while 23% have given preference to departmental store.

Price Attributes For Saras Milk.

Lower, 33, 11% Higher, 129, 43% Resonable, 138, 46%




46% of respondent feel that the price of Saras milk is reasonable while 43% for higher and 11% feels that price of milk is lower than others.

The findings have been given on the basis of the information collected from various customers only and the valid findings are as - Each customer uses milk however some of them also using Saras milk simultaneously. Saras milk prices are very reasonable compare to other brands. Urmul booths are the first preferred place for purchasing the milk and other products for 67 % of customers. Majority respondents are satisfied with Saras milk. Most of the respondents are satisfied with price, quality & availability.

How Much members in your family

2 Up to 3 3to6 above 6

2 Up to 3 3to6 above 6

16 70 102 12


1. There is a general feeling that descriptive studies are very simple. This is not necessarily true. 2. This study is limited to only Bikaner City.


In the yester decades, we have taken some efforts, particularly in the management of milk and products. The skimmed milk powder, tinned Rasgulla and chocolates in attractive packages have received positive responses not only in the domestic market but also in the overseas market. However, we need qualitative-cum-quantitative improvements on almost all the fronts. In this respect, the key managerial decision areas are the following: How to frame the product mix? How to structure the distribution channel? How to manage the pricing? How to design the promotion mix?


1. The Product Mix: - In the product mix of milk, the important managerial decision areas are the following: Selection of cows or she buffaloes: - In the product mix of milk, the vital managerial decision area to select the particular quality of Cows of She-buffaloes which providing milk in the larger quantity. Breeding to improve the quality: - For this, the producers should also consider the climatic condition and the quality of water and fodder available. The Sanchore found in Jodhpur. Yield of milk: To bring an improvement in the milk supply, it is essential that multifaceted arrangements are made, e.g., high quality fodder, healthy water, adequate medcare and so on. Seasonal variation in production: - This variation is mainly affected by the incidence or calving of milch animals during different months of the year. 2. The Channel Management or Distribution Channel: - To be more specific the distribution of milk needs efficient personnel and fast transportation. Establishment of co-operatives nearer to the milk production centers where the storage facilities should be scientific and adequate. No communication gap between the milk production centers and the milk consumption center. The functionaries, viz., producers, wholesalers and retailers, should have a co-ordination. 3. The pricing strategies: - The general law of demand and supply is applicable. As and when the supply is higher, the price is lower and vice-versa. In the pricing management of milk, the following points deserve: The intermediaries between the producer and consumer (collector and distributor), should accept reasonable margin. There should be gradation of milk and the prices for different categories should be fixed accordingly. The regulatory support exercised by the government would make the pricing strategies rational. 4. The Promotion Mix: - The advertisements of Anand, Saras and Cadburys in almost all leading journals, newspapers and magazines. In addition, they also display their advertisement through radios, TVs and other devices. It would be important to mention that formation of cooperative or dairy farming would be essential also with the viewpoint of bearing the promotional expenses. Of late, the milk products like chocolates, skimmed milk, condensed milk, and cheese etc. offer gifts, off-price and premium facilities so as to attract the prospects and benefit the functionaries

Presently we are selling our product to anyone and everyone who uses milk. However not all consumers have similar needs and hence, they exhibit various preferences and choices. Based on the results of our cluster analysis, we have broadly segmented the market into two distinct user groups.

1) The Value for money segment. A typical consumer belonging to this segment: Is from upper middle or high income category Is presently paying above Rs.10 for a liter of milk Is ready to pay more for better quality milk Wants other non-product benefits like home delivery and assured supply. 2) The Price Conscious segment. A typical consumer belonging to this segment: Is from low or middle income category Is presently paying less than Rs.10 per liter of milk Is ready to compromise on quality for a lower price Ready to forego non-product benefits like home delivery if price is lower. A further segmentation is possible, but we suggest this be done at later stages. For example Growing children who are off mothers milk may be targeted by adding product attributes like vitamin A to the milk The health conscious consumer (including those who are recommended by the doctors) who prefers low fat milk. Both these segments can be accessed much more easily if we are able to reposition Saras as pure, healthy, and nutritious milk.

Before attempting to develop any strategy for liquid milk marketing by the PFDUSS, let us try to understand what our brand stands for, or better, how do the consumers perceive it. We are all aware that if we put our brand and that of our competitors on a scale to test the quality (or the functional attributes), we would be way ahead. This to some extent has been reinforced by the successful Dudh ka Dudh Paani ka Paani Programme being run in various localities in Jodhpur. Therefore, that functionally our product is superior (with a higher SNF content as compared to the dudhias, and being hygienic and unadulterated) is a proven fact. But do the consumers of milk think the same? Through the findings of our survey and the informal comments during interviews with the respondents, the frequently heard comments were: Is me se malai nikali hui hai. Meaning thereby that cream has been taken out of this (i.e. Saras) milk. Ye Dudh Taza nahi hai. Meaning, the milk is not fresh. The surprising or should we say alarming fact is that some of the users of Saras milk agree with the above the statements. Some other comments like, you mix powder in the milk, the milk smells, were mainly from the non users who had based their opinion on whatever they had heard from others or had last used Saras five of six months ago (when these statements were true!). Therefore in spite of our product creditable functional attributes, what matters is the perceived attributes of our brand, which ultimately decides whether the consumer will purchase our product or not. If we notice what the consumers feel about our competitors (Dudhias) milk, they say that it is fresh and creamy. On pointing to the fact that most of them do believe that the dudhias milk is adulterated to some extent, the response was at least it is fresh. Analyzing both these findings we see that

a) We cannot change the fact and thus the perception that the dudhias milk is fresher than ours. b) Many consumers are still satisfied with the quality of milk their dudhias supply in spite of him mixing water (some dudhias do supply creamier milk via-a-via Saras albeit at higher prices). Therefore we cannot take our competitor head on either on freshness or on the creaminess factor. If we take a look at our present positioning, our advertisements project Saras as: Malaidaar (full of cream) Shudh (pure) Taza (fresh) Which are in direct confrontation with the perceived image of our brand. Therefore instead of wasting our resources in changing the perceived image of our brand, we suggest that Saras be repositioned on a health platform, which is truly and better reflected by its functional attributes. Thus Saras should be positioned as Shudh (pure) Paushtik (nutritious) Swasthvardhak (healthy) Milk. Our finding supports this suggestion that 63% of all our respondents believe that packed milk is healthier than loose milk. The Dudh ka Dudh Paani ka Paani Programme has also highlighted this fact among the consumers. With more and more cases of supply of adulterated milk being seized and published, we can successfully project Saras as a healthy and hygienic alternative to the increasingly health conscious consumer. More over as we shall see later, this platform will open newer market segments for us in the future.

There was a shortage of field staff in the marketing department, which was later strengthened by transferring some of the staff to the marketing division. They should be assigned clear responsibilities and should be made accountable for fulfillment of these responsibilities. Along with this, however, they should be also given some authority to deal with the booth agent and the consumers at their level. Some of these responsibilities could be: First of all they should be assigned areas and booths which would be under their jurisdiction and over which they will have responsibility. They should chock the timings of milk delivery by the transporter at the various booths. They should keep a check on the operation timing of the booths. Since it is difficult ensure the timings of the road side booth agents (which are a plenty), the field staff should at least ensure that the tin booths and the stone booths or parlous should open for a fixed amount of time everyday. It has been seen that a lot of consumers who come to buy milk go empty handed as the agent has closed his shop. The field staff should maintain a monthly sales trend of all the booths falling under their jurisdiction. This will help in setting future sales targets for the agents. It will also highlight the performance of booth agents. There is absolutely minimal interaction between the dairy and its agents at the present. For a strong distribution network, a cordial relationship should be maintained with the agents. The new field staff should get into relation building with the agents. The new field staff should get into relation building with the retailers. Interacting with them from time to

time, trying to solve their problems, if any, etc. would encourage the retailers to become loyal agents over time. Some of the consumers complained about higher prices being charged by the agents. We suggest that display of prices be made mandatory at all the tin booths and the Parlous. The roadside agents should be given a display card indicating the prices. For purchases made after 8 am, and in the evenings after 6 pm, the retailers should be allowed to charge 50 paisa extra per 500 ml pouch. This information should also be displayed along with the prices, so that there is no confusion in the minds of the consumers. One of the major complaints made by the booth agents was the arbitrariness in allotting new booths very near to existing ones. Although the aim of the dairy is to maximize sales, we must not forget that the only way a booth agent can earn greater profits is by increasing his volumes. So when a newly appointed next door agent eats into his painstakingly developed customer base, he is bound to feel dejected. Therefore we suggest that there should be a minimum distance of 0.5 Km. between the booths at least in the initial period. We should give the agent enough time to increase his sales and meet the targets fixed for him. Only if he fails to do so, new agents are appointed. While opening new booths, his should be kept in mind. Many agents either dont know about the mobile system or do not use it for reasons mentioned above in the findings. The field staff should ensure that the transporter passes on the commission to the agents who are supplied milk through the mobile system. Strict action should be taken against the transporter if he is found guilty of doing so. There are number of tea stalls in all the three towns (Jodhpur, Jaisalmer and Barmer). The union should try to bring this important segment into its customer base. This would result in greater sales volumes. Since there is a perception that tea made of Saras is vary good, we think that a number of tea stalls would be willing to directly purchase milk from the dairy (we found a number of tea stalls in Jodhpur buying milk from nearby Saras booth agents). There is an immediate need of field staff at Barmer. At present there is no staff at all to look after the city sales. We identified the areas where booths could be opened initially. We think that the dairy should sell its other products directly through its booth agents who have a tin booth or a Parlor. This would provide more incentives to the retailers as the margins in other products (like Lassi, Chach, Shrikhand, flavored milk etc.) is high and more retailers would be interested in opening tin shops and the existing ones would keep their booths open for a longer period in a day. This would result in an increase in the time for which milk is available. This would be especially beneficial in summers when most of these products (like Lassi, Chach, Shrikhand, flavored milk etc.) sell. We have seen that most of the consumers prefer to buy milk twice in summers (once each in morning and evening). We also know that our evening supply is minimal and needs to be boosted to capture the consumers who buy milk in the evenings. Thus along with these products which the retailer would indent for due to their high demand, milk in the evening supply can be pushed to these retailers.

During our interactions with the retailers we found that there was not much effort made by them to increase sales, as the efforts were not commensurate with the rewards. Hence Saras was selling mainly due to consumer pull and the retailer push to move sales was negligible. Therefore steps should be taken at the retailer level so that they too take interest and push the product.

Firstly sales targets should be fixed for every booth agent. This should be done after doing a trend analysis of the sales figures for every booth. The target should be reasonable and should be fixed with along with the consent of the booth agent concerned. We dont think that increasing commission would result in a substantial increase in sales. Moreover, the union is not in a position to further reduce its margins due to the precarious financial position. Therefore a differential rate of commission applicable only to the targets should be introduced. For example, if an agent presently sells 200 LPD and has been set a target of achieving sales of 250 LPD, then on achieving sales more then 200 LPD, he should be given a higher rate of commission. Thus if he able to sell say 255 LPD, he should be paid a commission of 40 paisa per liter on the extra 25 liters that he has sold. If he is able to sell more than the target (i.e. higher than 250 LPD), a higher rate of commission (50 paisa per liter) should be given. If the retailer is able to achieve target sales continuously for a period of one month, a gift may be given to him recognizing his efforts. This would provide encouragement to other agents too. As we have seen that the margin in standard milk is more (refer to pricing), an introductory offer of higher commission of 50 paisa per liter may be offered to the retailers to push the product in the market. For the extra sales target that the union as set for the booth agents, buy back should be offered. This would minimize the risk for the agent and they will try their best to boost sales. However, this should only be continued for short intervals (say 10 to 15 day periods), as it might become a habit with the agents. Many agents would not be in a position to deposit the money in advance for the extra volume of milk being indented. They may also argue that they do not have the extra cash to indent for the increased targets sales. Thus the union may offer a credit facility for the extra sales target set for the agents. The money can be collected in the evening (or the next day in case of evening sale). These promotional measures may be administered at Barmer too. There is a considerable lack of awareness about the type of milk and the process of manufacturing of milk among the retailers. Retailer visits to the plant should be organized and they should be educated and informed of the products that they are selling The visibility of booths (Tin booths and parlours) should be increased by painting them in blue, yellow and red colors (same as that on the milk pouched). The area around the booths should be kept clean to project the image of hygiene product.


The promotion of Saras could be done in the garb of social marketing. The union has already undertaken a similar promotion in Dudh ka Dudh Paani ka Paani Programme. An advertisement could highlight the ills of taking adulterated milk (e.g. mixing urea in milk lead to kidenu stones etc.), and then project Saras as a pure, healthy and nutritious alternative. Another advertisement could project the findings of the Dudh ka Dudh Paani ka Paani Programme, together with newspaper clippings of adulterated milk being caught in various places. A simple statement reading marzi hai aapki, aakhir sharer hai aapka could be placed in large fonts below these findings and clippings. And below this project Saras as an alternative.

Saras Dairy Milk

Other Dairy Milk


Similar advertisements should be displayed on hoardings located at strategic crossings and areas. The Doodh ka Doodh Paani ka Paani Programme should be intensified and should be extended to Barmer and Jaisalmer. We suggest that the field staff along with the agents of that area should follow up the with the house holds whose holds whose samples are tested and try to convince them to try Saras at least once (trial purchase). The union should target doctors and convince them about the quality of Saras. They should persuade doctors to recommend the use of Saras for children and for others on grounds of health and hygiene. The union should sponsor competitions like healthy baby contest, sports contests etc. in association with prestigious clubs (lions club, rotary club etc.). This will enhance the image of the union. The union may negotiate with a local newspaper to swap advertisements with them. The milk pack could carry the advertisement of the newspaper and the newspaper in turn could advertise Saras on the front-page top box.

MIXTURE MILK General Tips to Find out Mixture Milk:



Method to Examine

Quality of Mixture



Examine by lactometer

Interdependent Solidity less then 1.4


Potato starch Arrowroot

or Milk + Iodine (2 to 4 Dark Blue colour drops)


Sodium bi carbonate

3 ml milk + stoic acid

Pink colour

Tips of Mixture Milk


A VIEW OF ALL DAIRY PLANTS OF RAJASTHAN. Total number of plants in state is 16. Total milk collections by all plants are almost 11, 50,000 liter per day. The detail of districts plant wise is as below: Dairy Plant Procurement Rate Milk Transportation (Rs/Kg Fat) Expenses (Rs.) Average Milk Collection of per day

Aimer Kota Jaipur Alwar Banswara Bharatpur Jalor/Sirohi Jodhpur Pali Sikar Tonk Udaipur Bhilwara Bikaner Churu ShriGnaganagar

214(Highest) 200 122 205 204 193 182 198 184 199 197 213 207 203 191 206

0.57 1.66(Highest) 0.32 0.55 0.97 0.58 1.00 0.70 0.59 0.75 0.91 0.69 0.74 0.63 0.77 0.83

74000 22000 400000(Maximum) 97000 8000(Minimum) 9000 19000 74000 35000 26000 15000 46000 100000 90000 17000 100000

Details of Districts Plant wise In state this year the total production of milk has been 40 percent compared to last year production. Last year till December total collection of milk was only 13 lack liter while this year total collection of milk is 18 lacks 56 thousand liter. 15 December 2006 only in Jaipur dairy the collection of milk was 5 lack 90 thousand in which 3 lack 56 thousand liter supplied in city and remaining milk send to its mother dairy..

Data Analysis&Interpretation Analysis

Out of 200 respondents 16 had 2 family members, 70had up to 3 family members,110 had up to 36 family members and 12 had 6 and above family members. Out of 200 respondents 110 consumed milk below 2 liters, 76 consumed up to 2-4 liter 14 consumed 4-6and nil consumed more then 16 liter. Out of 200 respondents 185 had know about the dairy products,5 had not know, and 10 had little bit

Out of 200 respondents 112 had purchases the milk through home delivery, 60 had urmul both, 28 had local vender, nobody had purchases the milk in a departmental store Out of 200 respondents 115 had prefer chachh curd, 44 had saras milk,34 had saras ghee, and 7 had prefer other product of dairy Out of 200 respondents 160 had prefer double tond milk,30 had tond milk,10 had gold milk Out of 200 respondents 5 had attract the advertisement thought,30 had price 120 had availability 30 had quality,10 had packaging and 5 had other Out of 200 respondents 4 had thought about saras product lower price,40 had reasonable, and 156 had higher Out of 200 respondents 37 had prefer 250 ml. milk packaging,150 had 500ml. 30 had 1ltr. and 3 had 2 ltr.



Established infrastructure Good procurement base Availability of trained manpower First mover advantage High brand awareness & packing Vest Distribution channel Product planning Storage facility


High overheads Lack of market orientation No product range Inadequate coverage of market No sales promotion Evening supply deficient Management of pricing Decision process Lack of transport Facility Lack of reward & reorganization system. Promotion policy is not clear.

Vast untapped market potential Lucrative markets in satellite towns Increasing dissatisfaction among users of dudhias milk Growing health consciousness among consumers Using the standard Weights, Grade and Standardization Market Research, Inspection & Development

Low entry barriers Flexible competitors Growth limited to Rajasthan only Market research is not done in structure way. Marketing expansion limitations. No work pressure.


So far as our observation is concern URMUL DAIRY is the best concern in MILK. The Organization has done its best level to satisfy the need to the customer. We see that they have good market coverage i.e. 45 % in MILK. Market and there is wide possibility of its bright future. This Study concluded that there is a no proper advertisement schemes for URMUL DAIRY product and most of the customer are expecting to improve the quality and reduce the price. Involving in the production of cline and hygiene consumer product of milk, Urmul we swell established, dividend paying and number one company in dairy sector in INDIA. The company has a golden history of its success, during its long life. the main reason behind its great success is that company always believes in quality. First and always try to provide the best from lot of its customers. Our study reveals that URMUL having a sound level of consumer satisfaction has given due attention to its marketing and on the other hand has a tremendously balanced account department. The reason behind success of URMUL is that has left any loopholes in any of its department. It has got a qualified and experienced personnels, effective products. Now days,

technologies, research and development, and innovations in all the fields of global world are touching great heights. This is a good and perspective signal for a bright future for company to start a new ERA of global business. It can be see that with the dynamic board of director and balanced by forward looking management, URMUL has achieved tremendous growth and development. Training at URMUL helped us to build up not only our theoretical knowledge but also enhanced our practical experience. We wish that URMUL will always see success in near future there by concluding that I had a great experience working at URMUL.


1. Urmul dairy should try to improve the quality and achieve the satisfaction of Customer. 2. There is need to people the granular from milk. 3. Here we have some more suggestions for URMUL dairy to increase its Productivity, quality, supplying and also marketing. Under the title of Marketing of milk products. That is: Marketing mix of milk. Market segmentation. Re-Positioning. Distribution. Promotion. Other Promotional measure.


Schedule For the customers. (Tick On the right choice.) Name___________________________________________________ Age_________________________ Sex________________________ Address_________________________________________________ 1.) A) B) C) D) 2.) A) B) C) D) 3.) A) B) C) 4.) A) B) C) D) 5.) How much members in your family? 2 Up to 3 3-6 6 & above How much consumption of milk in your family? Below 2 lit. 2-4 lit. 4-6 lit. More than 6 lit. Do you know about SARAS or URMUL dairy products? Yes No Little bit From where, you purchase milk? Departmental store Urmul booths Home delivery Local vendors In SARAS products which product you prefer most? ( 16 ( 70 (102 (12 (110 (76 (14 (nil (185 (5 (10 (nil (60 (112 (28 ) ) ) ) ) ) ) ) ) ) ) ) ) ) )

A) B) C) D) 6.) A) B) C) 7.) A) B) C) D) E) F) 8.) A) B) C) 9.) A) B) C) D) E) 10.)

Saras Milk Saras Ghee Chach, Curd _Others In SARAS milk which verity you prefer most? Double toned milk Toned milk Gold milk In SARAS products which thing attracts you more? Advertisement Price Availability Quality Packaging Others What do you think about SARAS product price? Lower Reasonable Higher In which packing would you prefer SARAS? 250 ml. 500 ml. 1 lit. 2 lit. ______ Any kind suggestion for the improvement of SARAS, URMUL? _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________

(44 (34 (115 (7 (160 (30 (10

) ) ) ) ) ) )

(5 (30 (120 (30 (10 (5 (4 (40 (156 (37 (150 (30 (3

) ) ) ) ) ) ) ) ) ) ) ) )


Market research by questionnaire & observation. Phillip Kotler, Marketing management (Millennium edition.), New Delhi, Pearson Publications G.C. beri , Marketing research (Third edition), Dairy internal sources:1. Urmul research sheet. 2. Monthly reports. 3. Urmul literature. 4. Urmul magazines. Internet:www.sarasmilkfood.com www.google.com