Study of s WT-5
Probing the reason(s) for low sales & suggesting remedial
Kalyan Sundar Banerjee
Analysis of Milk Industry
Indian Dairy Industry – Facts & Figures Analyzing the product – Milk Operation Flood
National Dairy Development Board
About Mother Dairy
Other Major Players
Delhi‘s (NCR) Milk Market Objectives of Research
Findings of the Research
SWOT Analysis of Mother Dairy & Others
At the very outset we would like to express our heartfelt
gratitude to ‗Mother Dairy India Ltd.‘ for allowing us to
contribute, though modestly, in the functioning of WT-5, which
has the unique distinction of being the most competitive milk
market of Asia by way of our research project which we all
found very interesting & challenging.
Our thanks are due to Mr.K.P.S. Chauhan who was very kind
in explaining to us the challenge that lay ahead of us & also for
allowing us to make liberal use of his knowledge, resource &
We feel grateful to Mr. Venkatramani, for allowing &
encouraging us to pursue our research with utmost objectivity,
fairness & flexibility.
We feel indebted to Mr. Kumar & Mr. Anil Grover for
explaining to us the intricacies & peculiarities of milk business
which came handy on various occasions & allowed us to retain
our focus & finish our research with the satisfaction of a job
We would also like to thank all those people at ‗Mother Dairy
India Ltd.‘ who though being total strangers to us lifted our spirit with their cheerful smiles & gave us the courage &
inspiration to work zealously on the project assigned to us &
do justice to it.
I am extremely thankful to my Faculty Guide Dr. Anurika vaish
at Indian Institute of Information Technology for her invaluable
Guidance and Suggestions during my Training.
We all would also like to express our gratitude towards our
parents from whom we have inherited all the desired virtues &
to whom we look up to as living inspirations.
Last, but by no means the least, we would like to pay
obeisance to the Almighty God for bestowing on us his
blessings & also for being on our side when the challenge
seemed insurmountable & the going was tough. Our
unshakeable faith in Him allowed us to take this research to its
Name of the company: ―Mother Dairy India Ltd.‖
Title of the project: Probing the reason(s) for low
sales & suggesting remedial
Type of project: Research based marketing
project. Duration of project: 6 weeks (from May 1 to June 15,
Number of team members: 5
Area under research: WT-5 (West Delhi)
Analysis of Milk Industry
Traditionally, in India dairying has been a rural cottage industry. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century.
In earlier years, many households owned their own ‗family cow‘ or secured milk from a neighbour who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problems of sanitation etc. restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas.
Gradually farmers living near the cities took advantage of their proximity to the cities & began supplying milk to the urban population; this gave rise to the fluid milk-sheds we see today in every city of our country.
Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration.
The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organised dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand.
Indian dairy sector is still mainly an unorganised sector as barely 10% of our total milk production undergoes organised handling.
Indian Dairy Industry –Facts &