PRODUCTION PATTERN, MARKETING AND BRAND POSITIONING OF DAIRY PRODUCTS A CASE STUDY IN AJMER DAIRY OF RAJASTHAN
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Date
2023
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Abstract
India is the highest milk producing countries of the world. India contributed 24 per cent of the milk production to the world. As to sustain the nation the government of India started dairy development in 1965 following Anand pattern in the country. Currently the nation had 228 District Milk Producer Unions in the countries which employed more than 170 million of people.
Rajasthan is the leading milk producing state in the country with contribution of 15.05 percent. The state government initiated dairy development in the early seventies. RCDF (Rajasthan Cooperative Dairy Federation) became the nodal agency for implementation of Operation Flood and other dairy development programmes in Rajasthan. The federation had 24 District Milk Unions collecting milk from 18,213 village dairy cooperative societies. The federation had daily milk procurement of about 3148 thousand kilogram and liquid milk marketing of about 2247 thousand litres of milk per day with registered membership of 8,80,793 milk producers.
Ajmer Dairy was established in 1972 as a subsidiary unit of Rajasthan Cooperative Dairy Federation (RCDF). Initially the union procured 500 litres of milk per day. Over the years Ajmer dairy had made significant growth in all the fields, i.e., procurement, processing and production of various milk and milk products and marketing thereof under the brand name of “SARAS”. Currently Ajmer dairy ranked third highest in the milk procurement and second highest in liquid milk marketing. The union processes a number of milk and milk products which are very popular at different parts of Rajasthan. Saras milk was the main product of the plant with 857.75 lakh litre of production with a product share of 61 percent. Saras lassi had the lowest share (1 per cent) due to seasonal demand and nature of production. Ghee, paneer, ice-cream, sweets, curd, etc. are the other products manufactured at the plant. The union had a turnover of 727 crore rupees in the year 2022 and made payment of 503.5 crore rupees to the milk producers. The union marketed its milk products through 36 different routes. The union had installed 509 booths, 1915 shops and 79 parlours in Ajmer and its adjoining tehsils.
The union marketed its milk and milk products through two channels. The results of the study of marketing channel indicated
Producer Union Consumer was the most common channel used by the dairy plant in the study area.
For this study, a total of 60 members of consumers were drawn randomly from Ajmer city to assess the brand value of Ajmer dairy in the market.