Dairy Co Operatives

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HARSHAL PEDAMKAR

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The Co-operative movement started in India in the last decade of the 19thCentury

Maximum people live in villages

Rearing of cattle animal is also an additional source of income of the villagers

India produces only five percent of the total quantity of milk

There came a need to develop dairy

co-operatives

A dairy cooperative is a business, which is owned andcontrolled by the dairy farmers who produce the milkused by the cooperative.


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It was in 1904 when the seed of cooperation was sown inIndiawiththe passage of first Cooperative Act. Since then, the cooperativemovement has made rapid strides in all fields of socio-economicactivities. In the fields of agriculture credit, fertilizer disbursement,sugar production, handloom, etc, the cooperatives have created a

strong niche. However, the contribution of cooperatives to Indiasdairy industry is enormous. The cooperatives have ushered in milkrevolution in the country.

India is the leading producer of milk in the world.

The daily per capita milk consumption has increased tremendously.
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These co-operatives are not controlled by the government.

The germs of milk revolution were laid down way back in1946

Soon it had its first dairy plant under the brand name of

AMUL The Operation Flood Program has had a tremendous impact.

contributed to the socio-economic development of rural milkproducers. It has made the poor less poor.

The biggest strength of dairy cooperatives is their labourintensiveness


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DairyFederation

District Union

Village Dairy Co-operativesSocieties


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To encourage co-operation

To arrange sale of milk

To arrange for sale of good variety of

cattle feed

To help farmers financially

To help in marketing and branding


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Performance of supply of inputs through the

network of dairy co-operatives is not satisfactory

Technology not satisfactory

Lack of proper organisation No proper management

Farmers were give low priority

No proper wages

No proper trainings

No proper competition


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Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd. Themanagement is done by the Gujarat Co- operative Milk Marketing Federation Ltd(GCMMF). It is located in the town Anand which is in the state of Gujarat and it has set upitself as a model for development in the rural areas. Amul started the Revolution White of India which has helped to make the country

the biggest manufacturer of milk and its by products in the whole world..


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50 years after it was first launched

The total capacity for handling milk is around 10.16 million litreseveryday.

It is the largest organisation

Its a body created by farmers,

3-TIERS OF OPERATION


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CATEGORY MARKETSHARE

MARKETPOSITION

Butter 85% 1

Milk Powder 40% 1

Cheese 50% 1

Ice cream 24.75% 2

Sweets 50% 1

Chocolate Drinks 90% 1

Chocolate 10% 3


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COMPETITORS PRODUCTS

MILK AND CURD MOTHER DAIRY, OTHER

LOCAL COMPANIES

BUTTER , CHEESE, OTHER

MILK PRODUCTS

BRITANNIA

ICE-CREAM KWALITY, VADILAL,LOCAL

COMPANIES

CHOCHOLATE CADBURY, NESTLE

OTHER CO-OPERATIVE

SOCIETIES

MAHANANDA,VIJAYA,MILM

A


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Sales Turnover Rs (million) US $ (in million)

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 75165 1608


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Amul Relief Trust:Donation of Rs.50 million for thereconstruction of damaged school buildings inKutch, Gujarat.

Amul Yatra :The distributors and salesmen weretaken on a visit to Anand.


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AMUL, Asias largest milk brand, has leveraged a strongcustomer franchise by introducing an array of noncarbonatedmilk-based products and thus, remained contemporary andrelevant to the emerging market segments .

Amuls growth rate in international market is 34%.

Amul goes global- Apart from its products in India, Amul isalso becoming succesful in abroad as well.


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Dairy Co Operatives

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