A COMPARATIVE STUDY OF MILK VENDOR OPERATIONS IN DIFFERENT REGIONS OF UTTAR PRADESH: AN EXTENSION PERSPECTIVE
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Date
2021
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ICAR-NDRI, KARNAL
Abstract
Vendors play a proactive role in milk procurement from farmers and distribution to consumers in a time bound manner thus constituting a vital element in the informal dairy sector. Studying their role and significance would strengthen the sustainable dairying in India. In this context, a study titled, ‘A comparative study of milk vendor operations in different regions of Uttar Pradesh: An extension perspective’ was undertaken to ascertain the motivation of vendors, effectiveness of vendorship, the economics of venture and constraints in practising milk vendorship. The study was conducted in 2020-21 with 120 randomly chosen vendors at the rate of 30 from each of four regions viz., Eastern, Western, Central and Bundelkhand representing the whole state of Uttar Pradesh. The collected primary data were analysed using frequency, percentage, correlation, regression and Garratt ranking techniques. The findings revealed that majority of the respondents represented middle aged group (55.83 %) and marginal land holding (58.00%). They were also practising dairy farmers (83.33%) with a medium herd size (40.83%). Family tradition (75.83%) sustained them in this venture with full cooperation of family members (98.33%). Their limited social participation and no participation in any training programme made them outside the purview of formal capacity building in scientific dairying. Among the four regions of the study area, vendors in Western region exhibited higher annual income and marketing efficiency. An index developed to evaluate the level of vendorship effectiveness indicated that 40.00 per cent respondents obtained medium index value followed by 35.00 per cent in low and 25.00 per cent in high index value respectively. The vendors were also found to provide credit, inputs and other support as requested by their client farmers. Vendors enhanced the milk sale price by almost 25 per cent after procuring milk from farmers. Their average net return per day from milk sale was found to be Rs.411.70. Stiff competition from other market players, increasing operational expenditure, switching loyalty of customers and seasonal fluctuation in milk availability were perceived to be the major constraints of vendors. They expected support and encouragement from government agencies for their better future. The study calls for recognition of vendors in formal dairy sector through regular extension programmes, incentives for quality milk supply and credit support from banks.