Article

Dairy co-operatives and milk marketing in India: Constraints and opportunities

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Abstract

Operation Flood and dairy co-operatives emerged in India as the largest rural employment scheme, enabling the modernization of the dairy sector to a level from where it can take off to meet not only the country'Â’s demand for milk and milk products but can also exploit global market opportunities. This study reviews the existing status of milk marketing and dairy co-operatives in India and provides recommendations to meet future challenges. The results of the study indicate that 80 percent of the milk produced by the rural producer is handled by an unorganized sector and the remaining 20 percent is handled by an organized sector. It is found that the dairy co-operatives play a vital role in alleviating rural poverty by augmenting rural milk production and marketing. Involvement of intermediaries; lack of bargaining power by the producers; and lack of infrastructure facilities for collection, storage, transportation, and processing are the major constraints which affect the prices received by producers in milk marketing. Milk quality, product development, infrastructure support development, and global marketing are found to be future challenges of IndiaÂ’'s milk marketing.

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... The per capita and per household arable land area in China over the past 70 years is shown in Figure 1. Secondly, "scattered" refers to the scattered operation mainly characterized by smallholder production, which is manifested by unorganized production and a lack of participation in the socialized division of labor [16]. "Weak" refers to the weak production and management capacity of farmers, who rely on factor self-sufficiency and follow traditional production methods resulting in low-quality products and market competitiveness [17]. ...
... The per capita and per household arable land area in China over the past 70 years is shown in Figure 1. Secondly, "scattered" refers to the scattered operation mainly characterized by smallholder production, which is manifested by unorganized production and a lack of participation in the socialized division of labor [16]. "Weak" refers to the weak production and management capacity of farmers, who rely on factor self-sufficiency and follow traditional production methods resulting in lowquality products and market competitiveness [17]. ...
Article
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“Small, scattered and weak”, i.e., small-scale arable land holdings, decentralized operation, and weak effectiveness are common agricultural development problems that most developing countries face. Promoting the moderate-scale operation and modernization development of agriculture under the premise of protecting social stability is a complex and systemic process. In the evolution of China’s agricultural business model and land system reform, the Land Shareholding Cooperative System (LSCS) emerged. However, few studies have focused on the relationship between rural land institution innovation and agricultural economic development. We found great potential in this approach in solving the dilemma of “small, scattered, weak” in agricultural development, while protecting farmers’ land property rights. We described the cases of Tangyue, Zhouchong, and Chongzhou in rural China through the research method to illustrate how this occurred. This approach takes full advantage of the combination of “cooperative” and “shareholding” while alleviating the incompatibility of the historical allocation of arable land with urbanization and agricultural development. Balancing the development of factor markets and protecting the welfare of members contributes to its effective implementation. This study provides valuable examples of agricultural development in similar areas and countries.
... So, there was no cost incurred for the particular cattle as they use the calf of the previous cow and grow it younger. Also, the other fixed cost which is required for the cattle, like sheds, stores, machinery, and equipment, were old, and most of the farmers were not using the equipment [19]. ...
... From the total small farmers, 62.5% had only cows, and 18.8% of farmers were having pure buffalo and mixed cattle. In medium farmers, 72.22% of farmers have the only cow, 19 ...
Article
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... After the initiation of the green revolution in India from the mid-1960s onwards, another institutional set-up that transformed the entire rural landscape was the operation flood programme that took place from 1970 to 1996 in three phases with financial support from the World Bank. A peculiar feature of the operation flood programme was development of the dairy sector through the establishment of three-tier producer-driven dairy cooperative societies (DCSs) at village level, milk union at district level and a federation of milk unions at state level across different parts of India, which has helped to increase milk production, augment rural income and provide milk at a reasonable price to the consumers (Birthal et al., 2019;Christie, 2020;Rajendran & Mohanty, 2004). The dairy cooperatives in India have extensive coverage in about 1.94 lakh villages with a membership of 17.22 million milk producers (National Dairy Development Board [NDDB], [2019][2020]. ...
... Since 1961, Nestle India Limited, one of the first private players in the organized dairy industry, has also been active in milk procurement and processing in Punjab. It procured approximately 1.3 million litres of milk per day from approximately 1.10 lakh farmers through a network of 1,916 milk collection centres (Punjabi, 2015;Sekhon & Kathuria, 2019;Vandeplas et al., 2013). The dairy industry in Punjab was also significantly impacted by the reforms. ...
Article
Small producers’ participation in milk collectives such as dairy cooperatives and producer companies is seen as one of the several ways to institutionalize the dairy value chains and leverage their production and marketing strengths. In this context, the study has explored procurement practices of a dairy cooperative vis-à-vis producer company that have recently ventured into direct procurement, processing and retailing of the milk in Indian Punjab and understood their economic impact on the milk producers in Indian Punjab. The findings of the study suggest that both the milk collectives offer higher prices to the producers, resulting in higher profitability than their counterpart non-member milk producers. The findings of the study suggest that the milk collectives need to take additional responsibilities in terms of advancing credit, introducing new production technologies to increase milk productivity and encouraging participation of women milk producers to make such linkages inclusive, effective and sustainable.
... While dairy cooperatives endeavor to support farmers with essential aid and benefits, distrust often lingers due to competitive pricing from other distributors. Despite cooperatives prioritizing farmer welfare with fixed prices and supplementary resources, this challenge persists [51]. In Punjab, India, dairy cooperatives are adapting their supply chain strategies in response to global market shifts and technological advancements, aiming to remain competitive and address changing consumer demands [52]. ...
... Despite cooperatives prioritizing farmer welfare with fixed prices and supplementary resources, this challenge persists. [51] In Punjab, India, dairy cooperatives are adapting their supply chain strategies in response to global market shifts and technological advancements, aiming to remain competitive and address changing consumer demands. [52] Understanding the varied price sensitivities among diverse dairy products becomes crucial in this landscape, where quick supply adjustments contrast with fluctuating demands influenced by price changes. ...
Chapter
Milk has an ever-growing demand in the society being a necessity of a to infant to a full-grown adult. From the part of livestock care to distribution of the end product, each and every process plays a significance in the health of dairy products consumed. Availability of assured quality of these products is the biggest challenge faced by the consumer today. Verticals of the dairy industry: healthcare of livestock, technology involved and market status are reviewed. Challenges in each vertical have been deduced and discussed. The adoption of various livestock management practices including breeding, feeding and healthcare practices across various parts of India have been discussed. In some parts lack of awareness is observed while in others ignorance is seen due to unavailability of resources and financial constraints. Technology acceptance, and its various factors, in the organized sector (20% of the whole) has worked towards effective utilization of milk production. Globally, various technological advancements are revolutionizing the dairy industry keeping in mind the goals of sustainability. India is the largest milk producer but still needs to import dairy products affecting the market. Socio-economical, technical and operational reasons behind these are also deliberated upon.
... This process is the supreme challenge for the dairy industry to satisfy the farmers by giving reasonable payment for receiving a continuous supply of raw milk. After receiving the payment for the milk, the farmers demand the highest pay from the dairy cooperatives and FPOs compared with unorganized sectors(Rajendran) 16 . Price fluctuations of milk and other dairy products can significantly impact the profitability of dairy cooperatives and FPOs. ...
Article
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Dairy Cooperatives are the foremosteconomic and production source of the Indian Dairy Industry. Currently, most of the villages and towns have dairy cooperatives in India.Production of milk and milk products is conquered by the unorganized sectors more than the systematized sectors. Dairy-based Farmer Producer Organizations (FPOs) are trading and marketing milk and milk products. The FPOs marketing and distribution channels are the same as dairy cooperatives. Marketing is not a simple thing nowadays, it faces many problems in the modern world. Dairy cooperatives and dairy-based FPOs have forcibly tangled in collective action to take along the milk and milk products to the market and marketing in a systematic way. The issues and challenges in marketing and distribution faced by the dairy cooperatives and FPOs arethe main concepts of this paper.Few issues may be presented.
... Government initiatives like the Nand Baba Milk Mission aim to bolster the industry by enhancing production, infrastructure, and farmer incomes. Addressing these issues is vital for improving profitability, marketing efficiency, and overall sustainability in Hardoi's dairy landscape, making this study an essential contribution to understanding and advancing the district's dairy sector [5]. ...
Article
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The primary objective of this study is to thoroughly examine milk marketing dynamics within Shahabad Block, Hardoi District, Uttar Pradesh, focusing on the different channels used for milk marketing. The research aims to categorize cattle owners, investigate demographic trends among them, and understand how these factors correlate with milk marketing strategies and efficiency. This research employs a descriptive and analytical design to explore various aspects of milk marketing and cattle ownership. The study was conducted in the Shahabad Block of the Hardoi District, Uttar Pradesh, focusing on the current state of milk marketing and cattle ownership demographics. The methodology includes a survey of cattle owners in the Shahabad Block, classifying them into small, medium, and large-scale operations based on the number of cattle owned. The study also assesses the age, gender, education level, and social categories of cattle owners, alongside a comprehensive analysis of milk marketing channels, including costs, pricing spreads, marketing margins, and market efficiency. The survey found 250 cattle owners, with a predominance of small-scale operations (72%). A significant demographic of cattle owners is young, aged 18-35 (80%), with a notable distribution across male (140) and female (110) owners. Education level shows a correlation with the size of cattle operations, with lower education levels more common among smaller-scale operations. Socioeconomic analysis indicates that small-scale operations prevail across all social categories, including General, OBC, and SC/ST. Marketing analysis reveals a preference for the second channel involving producers, private dairy companies, retailers, and end users, providing insights into marketing efficiency and consumer preferences.
... Milk vendors have been found to play a key role in the etiology of foodborne zoonoses (Grwambi, 2020). In India, the infrastructure facilities for milk collection, storage, transportation, and processing raw milk are inadequate (Rajendran and Mohanty, 2004). Given the highly perishable nature of raw milk, handling of raw milk for hours without cooling allows pathogens in milk to multiply, increasing the risk of FBD for the consumer (Roesel Kristina, 2014). ...
Chapter
Full-text available
Milk vendors play an important role in India's dairy value chain; however, their food safety practices are poorly understood. From a milk safety perspective, vendor behavior is significant because it has the potential to affect both consumer and producer behavior. This study describes the types of milk vendors in two Indian states, in an attempt to investigate vendors' hygienic knowledge and practices toward safety and antimicrobial resistance (AMR).
... Milk vendors have been found to play a key role in the etiology of foodborne zoonoses (Grwambi, 2020). In India, the infrastructure facilities for milk collection, storage, transportation, and processing raw milk are inadequate (Rajendran and Mohanty, 2004). Given the highly perishable nature of raw milk, handling of raw milk for hours without cooling allows pathogens in milk to multiply, increasing the risk of FBD for the consumer (Roesel Kristina, 2014). ...
Article
Full-text available
Milk vendors play an important role in India’s dairy value chain; however, their food safety practices are poorly understood. From a milk safety perspective, vendor behavior is significant because it has the potential to aect both consumer and producer behavior. This study describes the types of milk vendors in two Indian states, in an attempt to investigate vendors’ hygienic knowledge and practices toward safety and antimicrobial resistance (AMR
... Dairy foods are among the most famous food worldwide, including a variety of milk sourced from animals such as buffalo, goats, cattle, camels and sheep. Products containing milk as the primary ingredient include butter, cheese, curd or ice cream (Rajendran and Mohanty 2004). It is well known that dairy products are essential for the nutrition and health of persons of different ages, including those particularly vulnerable to diseases, such as newborns and aged people (Doni 2019). ...
Article
The rise in milk adulteration and contamination, fraud incidents and improper handling necessitates effective traceability systems in the Indian dairy industry. Thus, this review investigates current trends, associated challenges, traceability and its fundamental applications to address food safety and quality issues. The paper covers the evolution of milk adulteration and contamination detection techniques from conventional to emerging. Such information and analytical technologies can improve transparency and safety in the dairy industry by implementing effective traceability systems. This review will explore the challenges and future opportunities associated with the current situation in the Indian dairy industry.
... Despite India's self-sufficiency in milk production, milk production is not consistently spread among its states; as a result, there is a significant demand-supply imbalance for milk and milk products in a few Eastern Indian states. Due to enhanced infrastructure facilities for milk production, the DCSs in the western and southern areas are performing better in terms of milk procurement and marketing compared to their counterparts in the northern and eastern regions (Rajendran and Mohanty, 2004). In terms of dairy cooperatives and milk production, Jharkhand is the least developed state in the nation. ...
Article
Background: Jharkhand State Cooperative Milk Producers' Federation (JMF) plays a vital role in the processing of raw milk purchased from Jharkhand State member-producers and contributes to the development of the dairy sector. The current study explores the essential components in JMF's dairy supply chain, focusing on the marketing unit, and provides a preliminary framework for making decisions regarding its ramifications. Methods: To compile a SWOT analysis of the milk marketing system in JMF, data were collected from dairy producer members, including dairy farmers, marketing unit executives, and key informants. This includes establishing the objectives of the dairy sector and the internal and external critical factors (CFs). Because SWOT analysis does not give an investigative basis for evaluating the priorities of CFs, the analytic hierarchy approach is utilised to determine the priorities of detected CFs. The CFs have also been ranked according to their importance. Results: This study's findings indicate that the SWOT-based methodology gives crucial sensitivity when evaluating marketing chain strategy for dairy cooperatives like JMF. The findings of this study show that wide range of quality dairy products, absence of strong sales and marketing experience, emerging new markets offering greater marketing potential, seasonal slump are the major strength, weakness, opportunity and threat of JMF, respectively.
... r xk; 9-82% vkS j xS j&of.kZ r HkS a l ns 'k ds dq y nw /k mRiknu dk 13-49% ds fy, tokcns g gS a A Ø‚lcz s M xk; dq y nw /k mRiknu dk 29-91% gS A cdfj;ks a ls mRikfnr nw /k ns 'k Hkj es a dq y nw /k mRiknu dk 2-93% gS A dq y nw /k mRiknu dk ,d fgLlk ¼1-92%½ fons 'kh xk;ks a ls vkrk gS A ns 'kh] fons 'kh ,oa la dj uLyks a dh xk;] HkS a l] cdjh ds ek/;e ls jkT;okj nq X/k mRiknu 2021&22 dk o.kZ u rkfydk 1 es a fd;k x;k gS A Hkkjr es a Ms jh m|ks x dk bfrgkl 1950 vkS j 1960 ds n'kd es a ifjfLFkfr;ka fcYdq y vyx Fkha A Hkkjr ,d ,s lk ns 'k Fkk tks nw /k dh deh ls ihfM+ r Fkk tks iw jh rjg ls vk;kr ij fuHkZ j Fkk vkS j ns 'k dh okf"kZ d mRiknu of) dbZ o"kks a Z ls udkjkRed jgh Fkh ¼Khan and Prashari, 2014½A Lora =rk ds ckn igys n'kd ds nkS jku nw /k mRiknu es a okf"kZ d pØof) nj 1-64% Fkh] ys fdu 1960 ds n'kd ds nkS jku ;g ?kVdj 1-15% jg xbZ ¼Kunte and Patankar, 2015½A xz kQ 1% Hkkjr es a nw /k mRiknu vkS j çfr O;fä nw /k miyC/krk ¼BAHS] 2022½A xz kQ 2% xk;] HkS a l vkS j cdfj;ks a dk dq y nw /k mRiknu es a ;ks xnkuA Development of Dairy Industry-An Identify of India's Self-reliant: A Review ;g fxjkoV ml n'kd ds nkS jku gq bZ tks Lora =rk ds o"kZ ds ckn vkbZ FkhA o"kZ 1950&1951 es a ns 'k Hkj es a nw /k dh vkS lr nS fud [kir çfr O;fä ek= 124 xz ke Fkh ¼Drace, 1970½A ;g vka dM+ k 1970 rd fxjdj 107 xz ke çfr fnu gks x;k Fkk] ftlls ;g nq fu;k es a lcls de vkS j U;w ure vuq 'ka flr iks "k.k ekudks a ls dkQh uhps FkkA Hkkjr es a Ms jh m|ks x vius vfLrRo ds fy, la ?k"kZ dj jgk FkkA nq fu;k es a i'kq dh lcls cM+ h vkcknh gks us ds ckotw n] ns 'k es a gj lky 21 fefy;u Vu ls Hkh de nw /k dk mRiknu gks rk gS ¼Delgado et al., 2001; Rajendran and Mohanty, 2004½A 1964 es a LoxhZ ; ç/kku ea =h yky cgknq j 'kkL=h dh xq tjkr ds vk.ka n ftys dh ;k=k ds ckn] 1965 es a ns 'k Hkj es a Ms jh lgdkjh lfefr;ks a ds ^^vkua n iS VuẐ^ ds fuekZ .k dk leFkZ u djus ds fy, jk"Vª h; Ms jh fodkl cks MZ ¼,uMhMhch½ cuk;k x;k Fkk ¼Kunte and Patankar, 2015½A M‚ oxhZ t dq fj;u] ftUgs a iw js Hkkjr es a ^^'os r Øka fr ds tud^^ ds :i es a tkuk tkrk gS A os jk"Vª h; Ms jh fodkl cks MZ ¼NDDB½ ds igys v/;{k ds :i es a dk;Z fd;k ¼NDDB] 2022½A M‚-dq fj;u us viuh Vhe ds lkFk ifj;ks tuk ds 'kq Hkkja Hk ij dke 'kq : fd;kA bl ifj;ks tuk es a iw js ns 'k es a fLFkr nw /k'kkyk es a vkua n&iS VuZ lgdkjh lfefr;ks a dh LFkkiuk dh dYiuk dh xbZ FkhA bu nw /k'kkykvks a ls nw /k lgdkjh lfefr;ks a }kjk mRikfnr vkS j [kjhns tkus okys nw /k dks 'kgjks a rd igq a pk;k tk,xkA v‚ijs 'ku ¶yM v‚ijs 'ku ¶yM ¼vks ,Q½ dk;Z Øe ds ek/;e ls ftls pj.kks a es a ykxw fd;k tkuk FkkA ^^vkua n iS VuẐ^ vfuok;Z :i ls ,d lgdkjh la jpuk Fkh ftles a xz ke&Lrjh; Ms jh lgdkjh lfefr;k¡ ¼DCS½ 'kkfey Fkha ] tks ftyk&Lrjh; ;w fu;uks a dks c<+ kok ns rh gS a ] tks cnys es a jkT;&Lrjh; foi.ku la ?k dks c<+ kok ns rh gS a ¼Khan and Prashari, 2014½A 1970 es a ,uMhMhch us iw js Hkkjr es a v‚ijs 'ku ¶yM dk;Z Øe ds ek/;e ls vkua n iS VuZ lgdkjh lfefr;ks a dks iw js Hkkjr es a QS yk fn;k x;k ¼Candler and Kumar, 1998½A 1-pj. ...
Article
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Dairy industry is a self-reliant India’s identity. The dairy sector in India has come a long way since the days of the White Revolution launched by late Prime Minister Shri Lal Bahadur Shastri in 1965. The National Dairy Development Board (NDDB) was established in 1965 to implement the Operation Flood program which aimed to make India self-sufficient in milk production. Today, India is the world’s largest milk producer, with milk production of about 221.06 million tonnes in 2021-2022. The dairy industry in India is not only an important source of income for millions of farmers and rural households, but it also plays a vital role in the country’s economy. It contributes to more than 4% of the country’s GDP and provides employment opportunities to millions of people, both directly and indirectly. The dairy sector in India also plays a critical role in ensuring food security for a large population and provides a source of animal protein for a large vegetarian population.
... They account for 146.3 million tonnes of milk during 2014-15. Though India has emerged as the largest milk producer in the world but only 20 % of its milk production is being processed by the organized sector (Rajendran and Mohanty, 2004). Until 2002, cooperatives were the dominant players in milk procurement in the organized sector. ...
Article
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With the increased participation of private players in milk procurement in the form of contractual arrangement, a study was undertaken to know the socioeconomic and psychological characteristics of 120 dairy contract farmers in Namakkal district of Tamil Nadu. The ex-post facto design research design was employed for the study and the data were collected from December 2014 to March 2015. The study revealed that majority of dairy contract farmers were male, marginal farmers, belonged to old age and low income group. Majority of the respondents were from nuclear family and had family size of up to 5 members. More than half of the family members of the respondents belonged to medium education and had crop farming plus dairy farming as their occupation. More than half of the respondents had medium level of dairy farming experience and had upto 3 years of contract farming experience. More than half of the respondents were member in one social organisation and had low level of extension agency contact. More than two-third (69.17 %) of the respondents produced and sold milk up to 20 litres and vast majority (90.83 %) of the respondents family consumed up to 2 litres of milk. More than half of the respondents belonged to high level of cosmopoliteness (52.50 %), risk orientation (60.00 %) and scientific orientation (79.17 %) categories. These characteristics of farmers should be considered while organizing extension programmes for contract dairy farmers.
... Transparent and efficient administration also played a key role. The cooperative is structured as a three-tier system, which is now followed by the dairy cooperatives in India (Rajendran & Mohanty, 2004), with village cooperatives and the apex state level body at the bottom and top level and the district level federations at the middle level. Though the society is now present across the country with numerous outlets and linkages with retailers and is also present in 37 different countries exporting milk and milk products worth INR 1,500 million every year, the society has always the interests of the primary producers at the centre of their focus. ...
Book
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The book aims to promote family farmers' cooperatives towards ending poverty and hunger in South Asia. The major recommendations include: i) Implementation of the South Asia Regional Action Plan of UN Decade of Family Farming; ii) Increase the public and private sectors’ investment in the family farming and farmers’ cooperatives; iii) Emphasize the multidimensional approach of program implementation to the poor and marginalized people; iv) Promote the Future Smart Food System such as nutrition sensitive agriculture and the utilization of the neglected and underutilized nutrition rich crops; and v) Effective cooperation among different agencies in the country (local, sub-national, and national levels), farmers’ cooperatives, development partners, South- South countries, and North- South countries.
... The basic concept behind the project was to increase the rate of commercialisation of milk production by providing, on the one hand, an assured market for milk to the rural producers by linking rural milk sheds with urban milk markets, and on the other side, to extend to them inputs like artificial insemination for cross-breeding and upgrading, compound cattle feed, veterinary care, etc., for enhancing the productivity of milch animals (Nair, 1985). The project aimed to enable each city's liquid-milk scheme to restructure and capture a commanding share of its market, identifying and satisfying the needs of milk consumers and producers, facilitating long-term productive investment in dairying and cattle development; and ensuring a sufficient supply of personnel to handle each facet of the project (Rajendran & Mohanty, 2004). ...
Article
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Animal husbandry, particularly dairying, was a leading supporter of the agricultural sector in the state. The present study aimed to investigate the costs and returns of local cow milk production in the Punjab state of India. About 420 dairy farmers were randomly surveyed in 2019. The total cost of local cow milk production was ₹143.64 per day per local milch cow. The net returns, based on per day per animal, were found positive but negligible. However, the net returns per litre were calculated as ₹1.04 in rural Punjab. The-poor management practices adopted by the dairy farmers were responsible for negative net returns from local cow milk production. The specialized dairy training courses could develop entrepreneurship among dairy farmers in rural areas of Punjab.
... Marginally higher than fourfifth of the milk is sold to unorganised marketing channels and one-fifth of the milk is handled by organised milk marketing channels. Milk marketing through unorganised sectors is likely to dissuade small milk producers from expanding milk production (Rajendran and Mohanty, 2004). ...
Article
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Background: Dairying is an integral part of farming system of India. In 2019-20, milk production in Punjab was 13,347 thousand tonnes and growth rate was about 5.60 per cent per annum. Milk production is only profitable if there are proper marketing facilities. The objective of the present study is analyzing the determinants that affect the choice of milk marketing channels by the dairy farmers of Punjab. Methods: The present study is based on primary data, collected through a detailed schedule from 420 dairy farmers in 2019 belonging to different farm size categories from 21 villages situated across three different agro-climatic zones of Punjab state of India, using a multi-stage sampling technique. Binary Logistic Model has been used for the purpose of analysis. Result: The significant variables affecting the choice of milk marketing channels by the dairy farmers are found to be the presence of milk collection centre in the village and herd size of the dairy farmer. The value of Cox and Snell R-square indicates that around 17.00 per cent of the variations in the choice of marketing channels are attributed to the variations in the explanatory variables included in the study.
... Milk vendors have been found to play a key role in the etiology of foodborne zoonoses (Grwambi, 2020). In India, the infrastructure facilities for milk collection, storage, transportation, and processing raw milk are inadequate (Rajendran and Mohanty, 2004). Given the highly perishable nature of raw milk, handling of raw milk for hours without cooling allows pathogens in milk to multiply, increasing the risk of FBD for the consumer (Roesel Kristina, 2014). ...
Article
Full-text available
Background Milk vendors play an important role in India's dairy value chain; however, their food safety practices are poorly understood. From a milk safety perspective, vendor behavior is significant because it has the potential to affect both consumer and producer behavior. This study describes the types of milk vendors in two Indian states, in an attempt to investigate vendors' hygienic knowledge and practices toward safety and antimicrobial resistance (AMR). Methods A cross-sectional study was conducted in the states of Assam and Haryana, India. In selected villages, all the milk vendors identified at the time of visit were interviewed. A questionnaire was used to assess the knowledge and practices on antibiotics, milk safety and hygiene. The milk samples were tested for presence of antibiotic resistant bacteria using antibiotic susceptibility testing. Results In total, 244 milk vendors were interviewed during the survey. Out of these, 146 (59.8%) of the vendors traded raw milk, while 40.2% traded pasteurized milk. Vendors were categorized depending on whom they supplied milk to. Five categories were identified: (a) those who sold at grocery shops; (b) those who sold on roadside (roadside vendors); (c) those who sold from door to door; (d) those who sold to sweet makers/tea stalls, and (e) those who sold from own home/other entity. The level of training among vendors on milk hygiene was non-existent and the knowledge related to antibiotics was low. Most of them [210/244 (86.07%)] agreed that boiled milk is always safer than raw milk but almost half [119 (48.77%)] of them admitted that sometimes they drink milk without boiling it. Most vendors believed that they could identify whether milk is safe or not for consumption just by its appearance and smell. Out of 124 milk samples collected from surveyed milk vendors and tested for the presence of antibiotic-resistant bacteria, 80 (64.52%) were tested positive. Conclusion This study highlights the low levels of knowledge regarding food safety among milk vendors. It shows the predominance of informal milk vendors in the surveyed states and prevalence of AMR bacteria in milk traded by them. Training may be a beneficial strategy for addressing the issue.
... Marketing procedures and challenges in the dairy business were discussed by many [3], [4], [5], [6]. Some of the challenges in the dairy bulk marketing are as follows. ...
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While technology can help any organization in a number of ways, effective utilization of technology increases the return on investment. This paper considers one such case where the technology is used for protecting the interest of dairy farmers and buyers by discovering the Equilibrium Prices. This paper discusses methodology for Forward Auctions adopted by NCDFI, an apex cooperative dairy, for its eMarket operations. Results of an empirical test that demonstrates the relevance of the adopted model and merits of the system also discussed in this paper. At the end, the paper also discusses future research and application areas.
... But, due to competitive market players, these cooperatives are in position to handle only about 17% of the merchandisable milk (Rathod et al., 2012). In a cooperative system most of the unions also provide a range of inputs and services to the village societies like feed, veterinary services, artificial insemination and other services (Rajendran et al., 2004). ...
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The present study aimed to know the effectiveness of livestock services delivered by the veterinarians working under state regional cooperative milk producers’ union (SRCMPU) and farmers views on these services. An ex-post-facto research design was adopted for the study. A total of fifteen veterinarians working under SRCMPU, Kerala, and thirty livestock farmers dependent on SRCMPU for the livestock services were selected. Data collection was done through using structured interview schedule method. The result from the study revealed that majority of the veterinarians and livestock farmers perceived curative services (60.00% and 46.66%), production services (53.33% and 63.33%), preventive services (53.34% and 56.66%), extension services (60.00% and 50.00%) and miscellaneous services (60.00% and 60.00%) as average. About satisfaction level, majority of the livestock farmers had medium level of satisfaction towards curative services (66.66%), production services (43.33%), preventive services (60.00%), extension services (50.00%) and miscellaneous services (60.00%). It is concluded from the result that there is need to improve the quality of livestock services from both veterinarians and farmers point of view. It is the need of hour to analyze and interpret the current scenario of service delivery systems of state regional cooperative milk producers’ union through assessing the constraints perceived by them in livestock service delivery.
... However, tropical countries like India had 109 million dairy buffaloes which contribute 50% of total milk production of country need to be screened for its metabolic disorders (FAO STAT 2013). In India, selling rate of milk purely depends on the fat percentage level and solid not fat level (Rajendran and Mohanty 2004). Due to obvious reasons, most of milk producer remain engage to fed high concentrate diet to fetch more fat percentage in milk. ...
Article
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Around 60% dairy animals developed moderate to severe hepatic lipidosis at the time of parturition or during early lactation stage. Most of clinician suspect the hepatic lipidosis during above time window only. However, negative energy balance or feeding of high concentrate diet can lead to hepatic lipidosis at any phase of life. The aim of the present study was to evaluate the potential for diagnosis of hepatic lipidosis by means of hemato-biochemical parameters and ultrasonography of the liver at any stage of life. Here, ultrasonographic back fat thickness measurement was correlated with ultrasonographic features of hepatic lipidosis. A total 60 buffaloes were included under the study and sampled for hematological and biochemical parameters. Hematological parameters did not exhibit any significant difference between healthy and hepatic lipidosis-affected buffaloes. Biochemical parameters like beta hydroxy butyric acid, non esterified fatty acid, aspartate amino transferase, gamma glutamyl transferase and alkaline phosphatase revealed a significant increase, while triglyceride, cholesterol, and glucose declined significantly in hepatic lipidosis-affected buffaloes. Total protein, albumin, and total bilirubin levels did not exhibit any significant difference. Based on ultrasonographic findings, the hepatic lipidosis-affected buffaloes were further sub divided into mild, moderate, and severe groups. Portal vein diameter and depth of portal vein were also estimated in current study. Ultrasonographic examination could diagnose 53.33% hepatic lipidosis cases in buffaloes. Among it, 37.50% buffalo had mild hepatic lipidosis, 33.33% had moderate hepatic lipidosis, and 29.16% had severe hepatic lipidosis. Depth of portal vein significantly increased in hepatic lipidosis cases. However, portal vein diameter exhibited a non-significant difference in mild, moderate, and severe groups of hepatic lipidosis. Back fat thickness also revealed a non-significant difference in mild, moderate, and severe hepatic lipidosis. Above study indicate that B mode ultrasonography of the liver can be employed to differentiate various grades of hepatic lipidosis in buffaloes. Biochemical parameters like NEFA, BHBA, AST, GGT, ALP, TG, cholesterol, and glucose can be helpful to screen the hepatic lipidosis at farm level. Graphical abstract
... The dairy cooperative society's milk processing units and its marketing and distribution systems help alleviate rural poverty by encouraging rural milk production and marketing (Rajendran & Mohanty, 2004). Several dairy cooperative societies have sprung up in recent years with dairy products having gained appeal as a source of revenue in a number of emerging economies, supporting many livelihoods thereby. ...
Article
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Dairy Cooperative Societies (DCSs) maintain the availability and supply of clean processed milk in accordance with consumer needs, as well as the provision of essential milk products of the appropriate standard to consumers at competitive prices. In this study, numerous aspects responsible for the success of India’s Dairy Cooperative Society (DCS) have been taken into account before developing a composite index. The criteria addressed include milk union support, DCS support, governance and management support, allied support, and common support factors for DCS performance evaluation. The current study is projected to empower the dairy industry by offering a tool that can evaluate the relative success of DCSs and assist milk unions and dairy organizations in tailoring their assistance to their specific requirements. We deployed the Analytical Hierarchal Process (AHP) to determine the weights of specified criteria and sub-criteria impacting DCS performance; these weights were deployed to determine the relative performance of a DCS using the composite index developed in the study. Criteria such as governance and management support given to members, and support received from milk unions have significant weightage- 0.3002, 0.2854, and 0.2715, respectively. We also deployed the suggested technique to conduct a comparative analysis of 98 DCSs identified from six Indian provinces constituted under NDP I (National Dairy Plan, Phase-I). Finally, the results of the sensitivity analysis have been presented to validate our proposed method.
... These cooperatives collect an average of 15 million litres of milk each day. Fresh liquid milk, packed and branded, is marketed in over 1000 cities and towns in India by these cooperatives; annual sales turnover exceeds 80 billion Indian rupees [6]. There are found changes in livestock composition, expanding network of dairy cooperatives and increased participation of private players in milk marketing and processing [2]. ...
Article
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Dairying is considered as an effective instrument in bringing socioeconomic transformation. The present study aims to analyse the basic amenities and living conditions of the dairy farmers in rural Punjab. The present study is based on primary data, collected through a detailed schedule from 21 villages belonging to three districts of Gurdaspur, SBS Nagar and Mansa, situated in three different agro-climatic zones, i.e. Shivalik-Foothills, SouthWest Dry and Central Plains respectively of Punjab state. A majority of houses of the dairy farmers are owned as well as pucca. Regarding the basic amenities in house, a big number of the dairy farmers have separate kitchen and proper bathroom as well as lavatory facility in their house. A few dairy farmers use gobar gas and LPG as kitchen fuel. Maximum number of the dairy farmers using gobar gas belongs to large farm size category. All dairy farmers have access to electricity. Around three-fourth of the dairy farmers have inverters in their houses. A large number of the dairy farmers depend upon electric pump as their drinking water source, followed by public water works and do not have Reverse Osmosis (R.O.) facility for purifying drinking water.
... Besides that he highlighted impact of globalization on dairy milk producers, impact of contract farming for well fare of small dairy farmers' and current knowledge about the impact of institutional innovation in a broader perspective need to be analysed and introspected. Rajendran and Mohanty (2004) noted that Involvement of intermediaries; lack of bargaining power by the producers; and lack of infrastructure facilities for collection, storage, transportation, and processing are the major constraints which affect the prices received by producers in milk marketing. Milk quality, product development, infrastructure support development, and global marketing are found to be future challenges of India's milk marketing. ...
Book
India is the largest milk producing country in the world since 1999 and its current milk production is 176.3 million tonnes. In Indian economy livestock sector is considered as the growth engine of agriculture sector, while the share of agriculture in the overall GDP is decreasing, the share of livestock is increasing in the agriculture GDP and it contributes to about 25% of Agriculture & Allied GDP. The small and marginal dairy farmers of the country are invariably the integral part of Indian dairy. Though, the milch population in the country is very large, persisting problems related to scarcity of feed, fodder, poor focus on animal health and animal nutrition, unavailability of sustainable markets, lack of skill, climate change, etc. have severely deterred the growth of dairy farmers. Nowadays, several developments have been witnessed in the field of Dairy processing, New Product Development, Dairy Extension, Scientific Animal Husbandry Practices, Veterinary services, Dairy Education, ICT applications, and so on. In order to channelize all the favourable developments affecting the Indian Dairy sector in a coordinating and meaningful manner, it was decided to organize a one day National Seminar on the topic “New Developments in Dairy Sector: Issues and Strategies for Increasing Income of Rural Milk Producer of India” on 16th November 2019. The theme of the seminar is quite appropriate for today’s dairy sector. The seminar is an opportunity to all leading academicians, Postgraduate and doctoral scholars, dairy technologists, Veterinarians, independent entrepreneurs from all over the country to reflect upon the current scenario, share contemporary best practices, share new research outcomes and contribute tremendously towards the theme of the Seminar. This book is a compilation of various research articles, review articles, case studies, conceptual papers contributed by eminent practitioners, researchers and scholars associated with Indian dairy sector. There are around 79 chapters in the book. We wish the reading proves valuable to all of you.
... They confirm that training intervention by D.V.K. has significantly increased milk production as well as income received for milk sales. The study also confirms that 93% of farmers are satisfied with D.V.K. training which has helped increase herd size [12] [13]. ...
Article
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India is the world's largest milk producer, accounting for 22% of the world's milk supply in 2017. Five Indian states produced over 50% milk in 2016. The Indian dairy sector also played a major role in raising the socioeconomic status of the rural landless, besides small and medium farm households. Besides, this sector helps reduce rural poverty by providing employment opportunities for rural workers, particularly women. Several factors have contributed to India's rising milk production, including the role of cooperatives. The present study examines the dairy industry's output and employment performance. Data show that the dairy industry contributes around two percent of the total manufacturing industry output while generating around one percent of the entire manufacturing industry employment jobs. The studies further examine the performance of private, public, and cooperative dairy firms. Data confirm that the Indian cooperative sector contributes about 30% of total revenue, with Indian private companies and government companies/subsidiary companies contributing 23.5% and 11%, respectively. In contrast, foreign firms contribute around 8.6%. Additionally, the study examines the government's role in India's milk production while controlling for natural disaster factors. The results show that state government expenditure for dairy development and implementation of dairy-related policies enhanced milk production and per capita availability in the Indian states.
... Livestock production contributes considerably to improving the economic status of the rural poor in India, especially small and marginal farmers who own more than 0.70 of the livestock wealth. For example, smallholder dairy farming has become a livelihood option for 0.44 of rural households and contributes to reducing poverty in rural India (Rajendran and Mohanty, 2004). Typically, the smallholder farmer has a small herd of 1-3 cattle (Thimnavukkarasu et al., 2019). ...
Article
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Livestock plays a crucial role in food and nutrition security. However, livestock production accounts for 0.18 of global greenhouse gas emissions. India has one of the highest livestock densities globally, mainly produced under traditional systems. Specifically, the emission and particularly nitrogen losses from cattle in traditional systems cannot be ignored. Nitrogen emission is substantial when cattle roam free and waste is not collected or managed efficiently. This paper reviews the literature to piece together the available information on nitrogen emissions from cattle in India to synthesize the evidence, identify gaps and contribute to further understanding of the problem. At the same time, the paper highlights the solutions to reduce nitrogen pollution from cattle production in India. The main findings are that most cattle in India are not reared to provide meat protein. The implication is that reactive nitrogen per capita consumption is lower than most developed countries. However, there are substantial inefficiencies in feed conversion, feed nitrogen use and manure management in India. As a result, nitrogen losses and wastage are considerable in the different production systems. Furthermore, the review suggests that social, cultural and economic factors such as convergent social behaviour, urbanization, regulations, changing consumption patterns, the demand for cheap fuel sources, culture and religion influence the production systems and, consequently, the emissions from livestock. Suggested solutions to reduce nitrogen pollution from cattle production in India are improving livestock productivity, adopting better feeding, manure and pasture management practices and using behavioural nudges.
... This sizeable livestock population plays a multitude of roles of ensuring food security, poverty alleviation, evading climate change and engaging women in agriculture in a large number [7]. Despite India's large livestock population and its global position with highest milk production (176.35 million tonnes in 2018-19); the productivity of Indian cattle is low compared to the global average and even lower than the European countries [8]. The reason can be different; from inappropriate and inadequate nutrition to breeding and lack of adaptability problem [9]. ...
Article
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Fodder availability in cold arid regions is from 40 to 50 percent of real need, but in some areas it exceeds 50 percent [1]. Alfalfa, which is the sole fodder accessible to farmers and is dried and given to animals throughout the winter, is insufficient to meet the winter fodder shortfall. The region has a 73 percent fodder deficiency, according to reports [1]. The region's large fodder shortfall explains why the fodder development initiative is so important. Ladakh's freezing desert terrain has a lengthy, harsh winter that lasts 7-8 months and is devoid of any vegetation. During the winter, the entire animal rearing depends on the stored feed. Keeping these facts in view a field experiment entitled "Evaluation of fodder maize (Zea mays L.) Cv. African tall and its response to different rates of farmyard manure (FYM) and Biofertilizers under cold arid conditions of Kargil" was carried out at Original Research Article Bhat et al.; IJPSS, 33(24): 458-465, 2021; Article no.IJPSS.79724 459 the research farm of Mountain Agriculture Research and Extension Station Kargil for the years 2015-16 and 2016-17 on silty clay loam soil low in available nitrogen and medium in available phosphorus and potassium with neutral pH. The experiment comprised of two factors viz., Bio fertilizers (B1: Azotobactor, B2: Phosphorus solubilising bacteria (PSB), B3: Azospirillium, B4: Azotobactor + PSB, B5: Azospirillium + PSB) and three FYM rates (R₁= 10 t ha⁻¹, R₂ =20 t ha⁻¹ and R₃ = 30 t ha⁻¹) was laid out in a Randomized block design replicated thrice, given nitrogen, phosphorus and potassium as per recommended package. The results revealed that highest plant height, number of leaves, stem girth and fodder yield were realized from the treatment comprising of FYM @30 t ha⁻¹ + Azotobactor + PSB treatment among all the treatments. Also crude protein and crude fibre were recorded to be higher with the treatment of FYM @30 t ha⁻¹ + Azotobactor + PSB.
... This sizeable livestock population plays a multitude of roles of ensuring food security, poverty alleviation, evading climate change and engaging women in agriculture in a large number (Ali, 2007;Gill and Smith, 2008;Smith et al., 2013;Patel et al., 2016). Despite India's large livestock population and its global position with highest milk production (176.35 million tonnes in 2018-19); the productivity of Indian cattle is low compared to the global average and even lower than the European countries (Rajendran and Mohanty, 2004;Pratap and Jha, 2005). The reason can be different; from improper and inadequate nutrition to breeding and lack of adaptability problem (Pratap and Indian J. Anim. ...
... India is highest producer of milk in the world with a record of 187.7 million tons in 2018-19 with a growth rate of 6.5% (Economic Survey, 2019), (Basic Animal Husbandry Statistics, 2019). There are several channels of milk marketing in India and more than half of milk is marketed by unorganized sector (Rajendran and Mohanty, 2004), (Maaz et al., 2020). These channels of marketing form dairy supply chain through which milk ultimately reach the consumer. ...
Article
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The objective of this study is to examine risks, returns and performance of farmer-producers in the dairy supply chain and to empirically test the relationship between risk, returns and performance of farmers-producers for Telangana state. This study is based on primary data consists of 213 farmers from the state of Telangana. The results revealed that organized (institution) selling had lower risks and lower returns when compared to unorganized (personal) selling. Farmers prefer cooperatives societies, though they offer lesser price compared to other channels, owing to overall benefits which are mostly intangible. Risk had positive impact on returns and negative impact on performance, whereas, returns had positive impact on performance.
... Liquid milk and ghee cumulate to 73.5% of the dairy products being produced in India (Indian Mirror, 2020). Milk production is a widely explored sector in India with most of the research focusing on direct markets/practitioners (Rajendran and Mohanty, 2004). The dairy supply chain (SC) starts with farmers and ends with customers through several intermediaries such as the dairy cooperative societies, plants, distributors, dealers, and/ or retail outlets. ...
Article
Dairy manufacturing is one of the oldest sectors that involve the production of liquid milk, ghee, curd, butter, etc. The sector has witnessed transformation with ages by serving people with many dairy-based products as needed. Dairy farmers have been resilient in handling the pandemic with the support of the government through societies. Yet, risks could be handled better by redefining the traditional production process and attracting more farmers to join societies. The present study is structured into three phases. The first phase assesses the economic impact of the pandemic on the Indian dairy sector in terms of gross production value. The second phase involves a case study conducted on a dairy manufacturing unit using a simulation approach. Recommendations based on supply chain. The final phase involves an empirical study with dairy farmers to understand various aspects of dairy farming. Implications have been provided to improve the sustainability of the sector.
... In this paper, an 'informal' pathway is defi ned as where some or all the actors involved in milk production, collection, processing and distribution operate outside the sector that is regulated and where taxes and subsidies apply. Despite of impressive growth in milk production during the past three decades, productivity of dairy animals continues to remain very low and milk marketing system is primitive (Rajendran and Mohanty, 2004;Sarkar and Ghosh, 2010). Currently, more than 80 per cent of the milk produced in the country is marketed by the unorganised sector (private organisations) and less than 20 per cent is marketed by the organised sector (government or cooperative societies). ...
Article
Dairying has become an important secondary source of income for millions of poor and rural families and has assumed the most important role in providing employment and income generating opportunities particularly for marginal and women farmers. This paper examines the milk marketing chain with to references selected eastern and western states of India. The primary data were collected from the 2160 sample milk producers/farmers from nine states of India comprised of seven eastern states and two western states of India. The disposal pattern indicates that in case of all the DCS households, they sold milk to dairy cooperative society and got payment on weekly interval. The milk rate realized by the milk producer was around Rs. 22-28 in case of cow milk and around Rs. 39 in case of buffalo milk. The NDCS households opted to sale their milk to private milk plant which was maximum 17 kms away from the households for which they incurred around Rs. 6-11 cost as transportation cost. The payment was provided as per requirement and milk rate realized which was around same as in case of DCS members. Few of NDCS members have sold the milk to private vendor/shop/middlemen as well as to catering services. Thus, unlike of almost 100% sale to dairy cooperative society by DCS households, NDCS households had to sale to variety of customers, where in rates are relatively lower and other facilities may not have available as provided by dairy cooperatives. Thus, in case of NDCS households, marketing channels remains traditions and maximum marketable surplus in milk are sold through informal channels. This is in sharp contrast to sale of milk by DCS households to dairy cooperatives. The major constraint in milk marketing is the involvement of the unorganized sector. Changing the dairy-cooperative laws and regulations can reduce the unorganized sector’s role in milk mar-keting. Strengthening the infrastructure for milk collection, transportation, processing, packaging, pricing, and marketing through dairy co-operatives can also change the minds of the milk producers. Establishment of organized network of market can benefit the livestock farmers in getting due share for their products. Networking of village level dairy co-operatives can benefit all the stakeholders on several fronts. Strengthening of market linkages through expansion of cooperatives and facilitating new models of dairy farming would go a long in further improving milk yield in the State.
... Indeed, in the government affidavit to the Supreme Court regarding milk safety, loose milk from the unorganized sector was nonconforming of standards in 83% of cases. Inadequate infrastructure for procurement, processing, transportation and marketing are some of the basic constraints faced by the Indian dairy sector (Rajendran and Mohanty, 2004). These constraints, typical of a dualistic (formal and informal) dairy sector, lead to low food safety standards. ...
Article
Purpose Information is often available to consumers through their social networks. Focusing on dairy consumers in India, this paper aims to present evidence of peer effects in consumers’ attitudes towards various food safety attributes and food safety practices. Design/methodology/approach Unobserved individual heterogeneities are crucial confounders in the identification of social (endogenous) effects. The identification is based on exploiting within-consumer variation across different aspects of attitude (or practices) related to food safety. Findings This paper uses a novel identification strategy that allows for average effects across attributes and practices to be estimated. Using the strategy, though this paper cannot estimate endogenous effects in each attribute or practice, this paper is able to identify such effects averaged over attributes or practices. Research limitations/implications Cross-sectional study, caste affiliation is not defined at the right level of granularity. Practical implications The results suggest that information campaigns aimed at creating awareness about food safety can have social multiplier effects, and this also translates into changes in the practices followed to mitigate food safety risks. Social implications In health-related awareness and practices, there are well-established cases of multiplier effects. The most significant example of this is the Pulse Polio campaign in India, where an awareness drives through social multiplier effects had such a significant impact that in 2012 India was declared polio-free. Perhaps, a similar campaign in matters related to food safety could be very fruitful. Originality/value The methodology and the issue are unique. Little exists in assessing social networks in the context of food safety.
... The district cooperatives have vans equipped with a trained veterinary surgeon and medicines stationed in different centres to cater to the needs of the members of the co-operatives. Beside, despite of impressive growth in milk production during the past three decades, productivity of dairy animals continues to remain very low and milk marketing system is primitive (Rajendran and Mohanty, 2004;Sarkar and Ghosh, 2010). Currently, more than 80 per cent of the milk produced in the country is marketed by the unorganised sector (private organisations) and less than 20 per cent is marketed by the organised sector (government or cooperative societies). ...
... The cooperative movement led to inclusion of more than 14.78 million farmers under its ambit of 1,48,965 village level dairy corporative societies by March 2012 (Thakur-Verma, 2013). It is found that the dairy co-71 operatives play a vital role in alleviating rural poverty by augmenting rural milk production and marketing (Rajendran and Mohanty, 2004). ...
... KCMMF was assigned with coordinating the procurement, processing and marketing of milk and milk products as well as organizing the milk producers under the cooperative fold. Phase III (1985)(1986)(1987)(1988)(1989)(1990)(1991)(1992)(1993)(1994)(1995)(1996) of enabled dairy co-operatives to expand and strengthen the infrastructure required to procure and market increased volumes of milk (Rajendran and Mohanty, 2004). In 1981, the first Anand Pattern Co-operative Society (APCOS) was registered and such societies continued to multiply at a faster pace in all parts of Kerala. ...
Article
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This study is an attempt to explore the dairy sector of Kerala from an innovation system perspective. The objective is to analyze and study the dynamics of change catalyzed by the interaction of various actors, institutional mechanism and policy setting. Four unique stages are identified in the evolution of a dairy innovation system. The results suggest that the innovation system of this sector is growing, though its performance is yet to reach impressive levels. More actor engagement, institutional restructuring and policy orientation to address the emerging challenges are demanded to stimulate its performance and competitiveness. The study will be useful for policy makers to track the evolution of dairy innovation system in the State and to understand the factors influencing its dynamics.
Article
Ice Creams are new age food and prefer to have at all moments of happiness and celebration either at home or office. Today ice creams are identified as a nutritious supplement and fashion food. As a strategic business unit in dairy foods, ice creams play a key role in contributing the revenue. IT also requires the same amount of efforts in terms of marketing and service quality at sales points namely ice cream parlours. The number of brands has entered in to the market and each one follows a different strategy to reach out the customers. One such strategic practice is to attract consumers through brand personality or celebrity advertisements. The benefits associated with celebrity endorsements in the marketing of ice creams are better when compared to generic media ads is the feel of many in the industry. By considering the this view, the present study is conducted with a view to find out the role of celebrity ads on the consumer buying behaviour in ice creams is studied. The study conducted in Chennai city is selected as sample area. The study adopted descriptive methodology. The sample size is fixed at 660 by using a scientific method. The data collection is done using a pre tested structured questionnaire. For the purpose of data collection sample respondent are met at ice cream parlours and commercial offices of the branded ice creams. The core objectives of the present study are 1. To study the marketing practices adopted in ice cream industry in the sample area. 2. To find out the factors influencing Marketing effectiveness of ice creams in the sample area. It is found that, the ice creams marketing have lot of potential in the market to expand and explore. The ice creams become a part of diet in the menu of urban dwellers. The same can be extended to rural areas in the years to come.
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This is an Open Access Journal / article distributed under the terms of the Creative Commons Attribution License (CC BY-NC-ND 3.0) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. All rights reserved. Cooperatives contributed to the growth of rural households in 85 percent of rural areas, as well as in banking, lending, agro-processing, storage, marketing, dairy, and fishing. The study concentrated on the specific literature produced on various cooperative societies between 2004 and 2022. The report analyses a few current 27 literature reviews on cooperative organisations. According to studies, ACs have a beneficial effect on rural development that is sustainable. Only research publications published in reputable journals were examined in the current paper; an unpublished source was left out. Due to good queuing system management and the cooperative societies' efficiency in providing credit, the cooperative societies had a high approval rate, service rate that was in line with arrival rate, resulting in low traffic intensity, and zero idle time.
Article
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भारतीय समाजात खाद्यपदार्थ, धर्म, संस्कृती आणि अर्थव्यवस्थेसह अनेक पैलूंमध्ये दुग्धव्यवसाय एक महत्त्वपूर्ण भूमिका बजावते आहे. भारतामध्ये 300 दशलक्ष पेक्षा जास्त गोवंशासह जगातील सर्वात मोठा दुग्ध जनावरे असलेला देश आहे. दुधाचे उत्पादन आणि वापर या दोन्ही बाबतीत भारत सर्व जगामध्ये प्रथम आहे. उत्पादित बहुतेक दुधाचा वापर देशांतर्गत केला जातो. 20 व्या शतकाच्या मध्यापासून ते उत्तरार्धापर्यंत ऑपरेशन फ्लडने भारतीय डेअरी उद्योगाला जगातील सर्वात मोठ्या उद्योगात रूपांतरित केले आहे. पूर्वी भारतात दूध उत्पादन मुख्यत्वे घरगुती स्तरावर केले जायचे. आज घडीला भारतातील डेअरी उद्योगाचा आर्थिक विकासावर मोठा परिणाम झालेला आपणास दिसून येतो आहे. देशात बहुतेक दूध म्हशीपासून येते, गायीचे दूध दुसरे आणि शेळीचे दूध तिसऱ्या क्रमांकावर येते. संबंधित अध्ययनाच्या माध्यमातून भारतातील दुग्धव्यवसाय आणि त्याची प्रगती असेच त्यांच्यापुढील आव्हाने याचे अध्ययन करण्यात येणार आहे. सरकारी प्रयत्नाचा आढावा या माध्यमातून मुख्यत्वे घेतला जाणार आहे.
Conference Paper
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Indian agriculture system is an economic contributor from the crop and cattle population. Agricultural animals play a vital role in the economies of most of the developing countries and it is the most important economic activity in rural areas. It provides the society food specifically, animal protein in human nutrition, income, employment and foreign exchange opportunities. The dairy industry is closely linked to the socioeconomic fabric of rural population in India. The major obstacle to the efficiency of the marketing system is the presence of intermediaries who take advantage of the weakness of producers. The low milk production, the low marketed production and the lack of marketing infrastructure make the marketing of milk and milk based by products insignificant. Due to inefficient marketing facilities, dairy farmers are forced to sell their milk at non reasonable price. This research investigated the marketing problems of rural dairy farming business. Assistance from private dairies, organization of groups, establishment of collection centre, participation of women in milk cooperatives, higher price for milk, prompt payment for milk, establishment of processing centres and more government investment are the suggestions for milk marketing.
Article
Dairying has played a significant role in providing a livelihood to farmers in India. About 80 million rural Indian households are engaged in milk production with a very high proportion being landless, small and marginal farmers. The study aims to analyse the challenges faced by the dairy industry in generating employment and expanding their business. The paper has taken data from annual survey of industries over 20 years and a case study with a detailed interview of a cooperative society working in the dairy sector. The analysis is based on autoregressive distributed lag model. With the help of analysis, the study found that the dairy industry has the potential to generate employment. During the interaction for the case study, it was observed that firms in the dairy industry undertake the production of value-added products to yield profits which is limited due to low investments. However, the lack of advertisements of these products results in restrained sales and limits income of the farmers. Therefore, the study suggests that the private sector should be encouraged through product link incentive scheme and the government should intervene as a facilitator for their growth and expansion on international levels.
Article
India has come a long way in achieving milk security since it attained independence in 1947. During the 1950s India had to import about 55,000 tons of milk powder. By the year 2018–19 it had become one of the largest producers of milk in the world. The credit for this goes to the successful promotion of dairy cooperatives (DCs) in India. However, milk productivity in the country has continued to lag behind global averages. To increase milk productivity in India, the National Dairy Plan (NDP) was launched in 2011–12. Limited research appears to have been conducted on the effect of NDP on DC performance. Therefore, this article analyzes the effect of NDP on DC performance by conceptualizing DCs as hybrid organizations. However, there is limited research on how the hybrid character of cooperatives affects their performance. Regression analysis using 2-stage doubly robust, augmented inverse probability weighted (AIPW) estimator based on the potential outcomes framework on DC data collected via surveys and secondary reveals that NDP is imbibing characteristics of hybrid organizations in Indian DCs. Hybridity is statistically significant after controlling for village-level and DC-level variables. Financial hybridity is significant for four dependent variables: unit profit, quality of milk, human capability-building and community support. Autonomy, the other measure of hybridity, is significant for two dependent variables: growth of sales and unit profit. In other words, Indian DCs with hybrid characteristics actually pursue three different kinds of objectives: a) maximization of market-based logics (pursuit of self-interest, economic efficiency and profit maximization); b) maximization of community-oriented logics (pursuit of values such democracy, solidarity and autonomy); and, c) maximization of public benefit (public-sector led local economic development). The above discussion shows that Indian DCs are characterized by synergetic outcomes and not by trade-offs which contrasts with theoretical literature.
Article
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Dairy farming is an important activity of rural people in India. It has an important role in the sustenance of landless and poor people in the village economy. The government of India has started dairy cooperative societies to enable proper remuneration of milk and milk products to people. Dairy cooperative societies are joint ventures of the government and the local people for the daily collection of milk from dairy farmers. These cooperatives are not only an important channel for milk collection from grassroots level but also supply the collected milk to other parts of the state ensuring regular supply to the urban consumers.The present study analyzes the role of dairy cooperative societies in the socioeconomic development of the dairy farmers. The study was conducted in Moradabad district. A village was selected for detailed study based upon primary field survey. The study shows than approximately 60 percent of the total production of milk is being transacted through the dairy cooperatives in the sampled village. This regular remunerations, necessary medical support and high demand of milk has resulted in socioeconomic development of the people engaged in dairy farming. Thus the study reveals the vital role of dairy cooperative in marketing of milk and providing the necessary support for the dairy farmers leading to their socioeconomic development.
Article
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The present study investigates the effectiveness of distribution channels in the marketing perspective of a co-operative dairy plant. The study was conducted to improve the effectiveness of the distribution channel by identifying the pitfalls in the present system. The descriptive type of research is employed, and the questionnaire method was used to collect the agents’ data. Analyzing the collected data, it is understood that the distribution channel is satisfied with the service in the organization, and it is also insisted that the need for further improving the delivery service of the distribution channel would certainly lead to a better outcome.
Article
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Dairy is in important sector in India. The Dairy sectors providing employment opportunities through directly and indirectly, benefited for 15 millions of people. This paper attempt to study the growth of dairy industry, economical contribution, rural development, recent trends in dairy sectors, and problems of dairy cultivation has been discussed. It has been found that the level of growth in dairy, demand in market situation. The study has suggested the development of cooperative dairy industry in a sustainable manner; the co-operative dairy plants should formulate long-term vision and strategy. The study has observed that value addition in dairy sectors should be done without compromising the micro and macro level of planning activity in rural areas.
Chapter
The urban–rural gap in economic development in India makes rural poverty reduction an urgent task, and the aim of this study is to ascertain the mechanism of a community-based inclusive business in poverty reduction and sustainable rural development. This study focuses specifically on AMUL, the community-based dairy cooperative society contributing to small-scale producers’ organizations and rural development. As a paradigm of India’s dairy cooperative movement, AMUL has become the largest player in the Indian dairy market. Using AMUL as a case study, we derived the following conclusions. The basic units of AMUL are rural communities, which form a joint association to promote mass production and marketing and increase competitiveness. By building nationwide marketing channels, AMUL has established a system that returns most of the profit to the small-scale producers. Because AMUL is a cooperative society rather than a multinational or commercial corporation, producers rather than shareholders benefit most.
Technical Report
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Dairying plays a vital role in rural economy by providing employment and income generating opportunities particularly for small, marginal and women farmers and landless labourers. Bullocks and milch animal are the main support of agricultural operations and also a major source of supplementary income to the marginal and small farmer and landless agricultural labourers. On the other hand, the by-products of agricultural produce happen to be the chief ingredients of food for cattle and milch animals. The requisite labour for keeping dairy animals is also available from within the farmer’s family. A very large portion of female labour force of cultivator households gets self-employment in several occupations allied to cattle and buffalo rearing
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