1. INTRODUCTION Dairy is a primary livelihood source for major rural communities in India because growing demand for milk and market access at doorsteps. The major problems faced by the farmers are lack of fodder and problems of low milk yielding. Due to decrease in forest area there is substantial decrease is fodder production. Introduction of high yielding dwarf varieties of crops have furthered hampered the availability of fodder. The lag in supply is being tried to restore with commercial feeds which in turn increases cost of production of milk. To increase the quantity of milk artificial milk boosters are mixed with urea in the commercial feeds which has harmful effect on the quality of milk produced and the lifespan of the livestock. It also leads to lethal diseases like cancer and other coronary alignments in human beings. Animal health has a direct impact on the production and quality of milk. Besides forage and water animals require salts and essential trace elements for productivity and maintenance of health. Indian dairy farmers lack scientific knowledge of maintaining the milk animals. Salt and minerals are essential part of the daily diet of all livestock if they are to perform cost effectively. It plays a major role in the diet and is essential for efficient feed utilization. Additionally, it stimulates 1
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1. INTRODUCTION
Dairy is a primary livelihood source for major rural communities in India because
growing demand for milk and market access at doorsteps. The major problems faced by
the farmers are lack of fodder and problems of low milk yielding. Due to decrease in
forest area there is substantial decrease is fodder production. Introduction of high yielding
dwarf varieties of crops have furthered hampered the availability of fodder. The lag in
supply is being tried to restore with commercial feeds which in turn increases cost of
production of milk. To increase the quantity of milk artificial milk boosters are mixed
with urea in the commercial feeds which has harmful effect on the quality of milk
produced and the lifespan of the livestock. It also leads to lethal diseases like cancer and
other coronary alignments in human beings. Animal health has a direct impact on the
production and quality of milk. Besides forage and water animals require salts and
essential trace elements for productivity and maintenance of health. Indian dairy farmers
lack scientific knowledge of maintaining the milk animals.
Salt and minerals are essential part of the daily diet of all livestock if they are to perform
cost effectively.
It plays a major role in the diet and is essential for efficient feed utilization. Additionally,
it stimulates saliva production, promoting digestion and making fodder more palatable.
Deficiencies are most likely in rapidly growing animals and also in lactating stock.
Salt deficiency can lead to:
1.1. Loss of appetite and poor intakes
1.2. Depressed growth rates in growing and fattening stock
1.3. Poor milk production in lactating livestock
Visible symptoms of salt deficiency are often seen in the form of cravings for salt,
drinking urine and the licking of gates, walls, stones and soil are examples of this.
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Literature Review
Rural population accounts for 70% of the total Indian population and it is increasing at a high
rate in comparison to urban population. The buyers of rural and urban areas differ in their
characteristics while buying any product. The reasons behind this differentiation are many,
like:
• Age and life-cycle stage
• Occupation
• Economic situation
• Life style
• Personality and self concept and
• Psychological factors like perception, cognition, and motivation.
Buying decision of the consumer of different age, occupation differs from rural to urban area.
The rural area is more bounded by the traditions, customs, and values which bring a gigantic
change in the life style and personality of the consumers of rural area in comparison to urban
area where people are more attracted towards the western culture. Low per capita incomes of
the consumers in the rural area restricts them for low consumption patterns as compared to
urban population where the consumers are more brand conscious and are ready to pay high.
The major difference in rural and urban market is, rural market is under developed and the
consumers are also less aware about the new trends and brands as compared to the urban
consumers. The medium of communication for rural, is also different in comparison with the
urban market. Words of mouth, print, radio, puppetry, melas and folk theatres are few of the
medium of promotion where as television and print media advertisement are the leading
source of promotion for urban market. Language diversification is also a problem as India
never had a common language which could be understood by the masses; it is a barrier in
effective communication in the rural market as languages vary from state to state, place to
place and district to district.
The strength of rural marketing lies in the 4 A approach i.e. affordability, acceptability,
availability, and awareness of the consumers, though the weakness like low per capita
income, illiteracy and etc. can be overcome as more and more companies are taking interest
into rural marketing in India to capture the untapped market. Opportunities for rural
marketing are the vast size of rural market in India, around 128 million households; huge
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potential market for FMCG and durables, rise in the literacy rate of rural population, easy
reach of mass media and television has influenced the consumer behavior. Threats for the
rural marketing are its unpredicted nature as compared to urban market.
2. PRODUCT
2.1 Applications
When salt ad minerals intake is below that required to meet the animal’s need, the animal
adjusts by conserving salt. Urine output of sodium and chloride nearly stops. A continuous
low salt intake affects the health of animals through a loss of appetite and weight. Feed
utilization decreases and it takes more feed per unit of gain or product produced. Animals
soon develop a craving for salt. They may consume considerable amounts of dirt, wood,
rocks and other materials, if they do not have access to salt blocks. Lactating animals are
most susceptible to a salt deficiency because milk contains a considerable amount of sodium
and chloride.
Our salt and mineral block gives them adequate amount of minerals and other trace elements
that help them remain healthy and affect the quantity and quality of the milk produced.
2.2 Compliances and quality standards
Compliance with PFA Act is necessary whereas registration under AGMARK is advisable.
BIS has specified quality standards vide 546 IS 546:1975.
3.0 MARKET POTENTIAL
Animals are spiritually and emotionally related with our Indian cultural. The dairy Industry is
constantly increasing due to increase in milk and milk products demand and out of door
market availability. This has increased the demand of milk from dairy farmers. They face
lack of scientific knowledge and lack of availability of fodder. Moreover, the most essential
minerals are not found in the available fodders. This effects the health of cattle which in-turn
reduces the quantity of milk. Deficiency of such elements, especially sodium and calcium ,
results in loss of appetite and weight. Feed utilization decreases and it takes more feed per
unit of gain or product produced. Milk boosters effect the milk contents and makes it
contaminated with harmful substances that can cause cancer and other diseases in human
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bodies. This Mineral and salt bock will complete their requirement. Make and keep them
healthy, help them develop good immune system, increase the quality and quantity of milk
and increase their fertility.
Some NGO’s have trained and educated farmers about it and concluded that:
1. The awareness and knowledge on cattle lick salt was increased among villagers.
2. The villagers are showing interest on cattle lick salt.