INVESTIGATION ON SUPPLY CHAIN MANAGEMENT OF SUDHA DAIRY’S PRODUCTS AT BARAUNI
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Date
2021
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Publisher
Birsa Agricultural University, Ranchi
Abstract
The present study entitled “INVESTIGATION ON SUPPLY CHAIN
MANAGEMENT OF SUDHA DAIRY’S PRODUCTS AT BARAUNI ” was carried out at
Begusarai district of Bihar during 2020-2021. A detailed Survey of the study area was
conducted involving 20 farmers, 5 retailers and 50 consumers from each block of Barauni and
Gadhpura of Begusarai district selected through multistage randomized selection to study the,
existing supply chain of Sudha Dairy products along with effect of covid-19 and festivals on
sale of Sudha Dairy products.
The data were collected by personal interviews of the respondents through a structured
interview schedule. Demographic details of the Sudha dairy Samiti comprising details of the
farmers’ occupation, association with Sudha dairy, milk produced/day, selling price of milk,
number of cows and buffaloes, preference of milk variants among the consumer, choice of milk,
quality of Sudha brand, supply of milk, number of customers visiting Sudha outlet and SWOT
analysis of Sudha dairy were obtained and analysed.
The study indicated that Twenty respondents of Barauni and Gadhpura block were randomly
selected from the milk cooperative to know the farmer’s opinion regarding Sudha dairy. Most
of the farmers of Barauni block (90%), Gadhpura block (75%) and Begusari district (82.5%)
are engaged in both dairy and farming business. Most of the farmers of Barauni block (80%),
Gadhpura block (55%), and Begusarai district (67.5%) are associated with Sudha dairy more
than 10 years. 40% farmers of Barauni block produce 10-15 liter milk/day and 40% farmers of
Gadhpura block produce more than 15 liter milk/day whereas, 37.5% farmers of Begusarai
district produce more than 15% liter of milk/day. 40% farmers of Barauni block sell 10-15 liter
milk/day, 35% farmers of Gadhpura block sell 10-15 liter and more than 15 liter milk/day each.
In Begusarai district, 37.5% farmers sell 10-15 liter milk/day. Highest number of farmers of
Barauni block (75%), Gadhpura block (60%), and Begusarai district (67.5%) are selling their
milk to cooperative at Rs.32-34 per liter. 55% farmers of Barauni block and 85% farmers of
Gadhpura block have cross breed of cow 70% farmers of Begusarai district have cross breed of
cow. 40% retailers of Barauni block face more than 300 customers/day, whereas in Gadhpura
block, 60% retailers face 0-100 customers/day. In Begusarai district, 40% retailers face 0-100
customers/day at their outlet. Most of the dairy markets at Barauni and Gadhpura blocks and
Begusarai district are occupied with Sudha dairy. Maximum retailers (60%) of Barauni block
sell about 200-300 liter of milk/day, whereas in Gadhpura block and Begusarai district,
Maximum retailers sell upto 100 liter of milk/day. Most of the retailers of Barauni block (80%)
prefer to sell Sudha milk due to demand, most of the retailers of Gadhpura block (40%) prefer
to sell Sudha milk due to profit margin and demand. In Begusarai district, 60% retailers prefer
to sell Sudha milk due to demand. Maximum number of retailers of Barauni block (60%) and
Gadhpura block (80%) agree with increased milk demand is taken care by Sudha dairy during
festival time. In Begusarai district, 70% retailers agree with increased milk demand is taken
care by Sudha dairy during festival. Most of the retailers of Barauni and Gadhpura blocks of
Begusarai district feel that existing milk distribution policy of Sudha dairy is very good. Most
of the retailers of Barauni block (40%) and Gadhpura block (60%) feel that profit margin given
by Sudha dairy is very good. Most of the consumers of Barauni block and Gadhpura block
preferred Sudha grade of milk. Among them 24% of Barauni block and 22% of Gadhpura block
consumers prefer cow milk grade (Sudha dairy). In Begusarai district, 23% consumers prefer
cow milk. Most of the consumers prefer packed milk over loose milk at Barauni block and
Gadhpura block of Begusarai district. Highest number of consumers of Barauni block and
Gadhpura block and Begusarai district purchased 0-2 liter of milk/day. Maximum number of
consumers of Barauni block and Gadhpura block of Begusarai district feel quality of Sudha
milk is excellent. Most of the farmers of Barauni and Gadhpura blocks of Begusarai district
face financial crisis during covid-19. Farmers of Barauni and Gadhpura blocks of Begusarai
district sanitize their utensils for storing milk during covid-19. At the time of festival retailers
demand of milk at Barauni and Gadhpura blocks of Begusarai district get increased.
Maximum number of retailers of Barauni and Gadhpura blocks of Begusarai district sale of
milk at milk parlour/shop was decreased during covid-19. Only in hospital area demand of milk
was increased in comparison to market and near railway station during covid-19. All retailers
of Barauni and Gadhpura blocks of Begusarai district maintained sanitized condition during
covid-19. Highest number of consumers of Barauni block (46%) purchase 2-4 liter of extra milk
per day during festival. In Gadhpura block, 46% consumers purchase 0-2 liter of extra milk per
day during festival. In Begusarai district, 41% consumers purchase 2-4 liter of extra milk per
day during festival. Most of the consumers of Barauni and Gadhpura blocks of Begusarai
preferred packed milk during lockdown due to covid-19.