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A report on an industrial visit to
MOTHER DAIRY-GANDHINAGAR
SUBMITED BY : - TEJAS I. MANGLANI
FY BBA A
ROLL NO. 61
SUBMITED TO : - SHRI CHIMANBHAI PATEL INSTITUTE OF
BUSINESS ADMINISTRATION
YEAR 2008-09
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PREFACE
Todays age is an age of management. It is the backbone of any
organization, management is the critical factor. A which determines the
success or failure of the business unit. Success in management depends onthrough understanding the principals of management. The sell success of
management dies in applying professional management in all management
activities.
The B.B.A. degree course has its own distinguished & unique
salidauty like other professional courses. One of its basic requirements
during the terms for the student of B.B.A. is to undertake a visit to any
industry to take such training. It is an important part of syllabus and study.
The objective behind this type of practical training at first year is todevelop among students feeling of industrial environment & consciousness
of business partners. Students of B.B.A. must be well informed by industrial
activity because its a university criteria.
I am also B.B.A. student so, I had an opportunity to visit industry. In
our programme, we had visited a dairy industry namely MOTHER
DAIRY at Gandhinagar. We were welcomed by them & given us necessary
information about Mother Dairy.
I have prepared this report, which contains all the details of each
department. I have studies in detailed the various process & operations
taking place in this unit general information about is also included.
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Acknowledgement
First of all I am very thankful to God for giving me this opportunity to
visit MOTHER DAIRY and I believe that anything that happens is only
by God.
I am also thankful to following persons.
Co-ordinator of institute: - Prof. Seema Hariramani to arrange this
visit.
Prof. in charge of our visit: - Prof. G. R. Arora to guide and being
very helpful on visit with us.
Employees of the company & specially MR. A. K. Das and MS.Dimple Patel to provide us such important things & information about
their firm (industry) .
I am also very thankful to my parents for giving me permission and
allow me took admission in B.B.A. faculty and allow me to go for
visit.
Index
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INTRODUCTION
DIAL-A-MARKET . TO INDIA
BEGINS WITH A MILK STRIKE
The first Amul co-operative was the result of a meeting of farmers in
Samarkha (Kaira district, Gujarat) on January 4, 1946, called by Shri
Morarji Desai under advice from Sardar Vallabhabhai Patel, to fight
rapacious milk contractors.
Decision: Milk producers' unions in villages, federated into a district
union, should alone handle the sale of milk from Kaira to the government -
run Bombay Milk Scheme. The government, British then, resisted the move.
The farmers called a milk strike. After fifteen days the government
capitulated.
The Amul people confounded the scoffers by processing a variety of
high-grade dairy products, several of them for the first time from buffalo
milk, and marketing them nationally against tough competition.
Today, India is 'The Oyster' of the global dairy industry. It offers
opportunities galore to entrepreneurs worldwide, who wish to capitalize on
one of the world's largest and fastest growing markets for milk and milk
products. A bagful of 'pearls' awaits the international dairy processor in
India. The Indian dairy industry is rapidly growing, trying to keep pace with
the galloping progress around the world. As he expands his overseas
operations to India many profitable options await him. He may transfer
technology, sign joint ventures or use India as a sourcing center for regional
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exports. The liberalization of the Indian economy beckons to MNC's and
foreign investors alike.
In this 21st Century, the Indian dairy industry has set its goal to better
manage its national resources for enhancing milk production and upgrading
milk processing through newer technologies. Multinational dairy giants can
carve a niche for themselves in this challenging task a win-win situation
that can be won!
Dairy industry in India has come a long way from dependence to self-
reliance as the total amount of milk produced more than tripled from 23million tones back in 1973 to 81 million tones in 2000.
Interestingly, it's the single largest contributor to India's GDP and
involves as many as 80 million small farming households. The social impact
of developing the dairy industry has thus been profound. With the opening
up of the Indian market to an influx of foreign goods, much concern has
been expressed over the state of the Indian dairy industry.
Indian milk farmers are paid on the basis of the value of fat in the milk.
In the last one year, due to lower realisation ofghee prices, there has been
approximately 15 per cent erosion in the milk value realized by the farmers.
A further drastic decrease in the milk fat price would be enough for the
farmer to exit the dairy industry. If the undervalued imports are not checked,
then all the gains achieved by Operation Flood may be wiped out.
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INDIAS MILK PRODUCT MIX
NAME OF VARITY % OF USED MILK FOR PRODUCT
{1}FLUID MILK 46.00%
{2}GHEE 27.50%
{3}BUTTER 6.50%
{4}CURD 7.00%
{5}KHOA 6.50%
{PARTIALLY DEHYDRATED CONDENSED MILK}
{6}MILK POWDER INCLUDING IMF 3.50%
{7}PANEER & CHANNA{COTTAGE CHEES} 2.00%
{8}OTHERS, INCLUDING CREAM & ICE-CREAM1.00%
TOTAL 100%
India has the world's cheapest milk but unfortunately costliest of milk
products. It may be due to cost diseconomies, process inefficiencies and
poor yield. In post-WTO regime cheap foodstuff need not necessarily mean
poor quality. It could be a very high quality product from the developed
countries, available at low prices due to lower tax barriers. I think we have
already started to feel the heat of such market changes with multinationals
and domestic majors like Amul improving their product mix and package.
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Being a large country with small milk producers even a slight signal of a
shortfall or surplus in production tends to influence its interests. While
developed countries may have evolved better institutional mechanisms to
protect the interests of farmers and processor, this is not the case with India.
Indian milk production, however, in contrast to other milk producing
countries, is characterized by lakhs (millions) of small and marginal farmers
including landless milk producers for whom it is not only a business but also
the main source of earning.
We can successfully meet the emerging challenges and harness the newopportunities if we ensure widespread adoption of the latest available
technologies for processing, packaging and marketing of milk and milk
products, organize milk producers and professionally manage their
organizations. I feel that there should be level playing games for all the
countries under WTO rules.
INDIA HAS EMERGED AS THE BIGGETS PRODUCER OF MILK
WITH AN OUTPUT OF 81 MILLION TONES IN 2000-01, OUTPACING
72 MILLION TONES PRODUCED IN THE UNITED STATES.
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ABOUT MOTHER DAIRY GANDHINAGAR
Mother dairy, owned by Gujarat co-operative Milk Marketing Federation
Limited (GCMMF) a state level apex co-operative organization of 1.9
million farmers of Gujarat, was commissioned in September 19, 1994 and
establish under operation flood III with a sole objective of receiving each
and every drop of milk from its member unions dairies.
The plant was set up by L&T on turn key basis and supported by a
consortium of world renowned dairy equipment and services supplied such
as APV-Denmark, LT NIRO Denmark, NUCON-New Zealand, Prepac-
France and Westphalia-Germany.
The total investment made into Mother Dairy is to the tune of
Rs. 150 crores including recently set up Ice Cream and Long-Life milk
facilities. The dairy operates in shifts round the clock and managed by 250
young professionals.
It has the ownership of 23 lacks milk producers of Gujarat.
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Mother dairy general information
Name of administration : - MOTHER DAIRY - GANDHINAGAR
Address : - MOTHER DAIRY,
BHAT VILLEGE,
GANDHINAGAR HIGHWAY,
GANDHINAGAR.
Head office : - AMUL,
ANAND,
GUJARAT.
Admin. Type : - CO-OPERATIVE
Marginal detail
Chairman : - DR. VERGEES KUMAR, GCMMF
M. D. : - MR. M B VYAS
General Manager : - MR. D R CHITLE
Auditors : - MR. SURENDRA PATIL
MR. ASHISH PATEL
MR. V S BHARANAGA
Bankers : - S.B.I, DENA BANK, U.T.I, UNION BANK
Apex decision making body: - GSMMF
Objectives:
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To meet the requirement of fresh & quality milk of
customers of Ahmedabad & Saurashtra region.
To handle the surplus milk of all members union of
GCMMF Ltd.
To cater the requirement of milk and milk products at
reasonable rate.
To safeguard the interest of the farmers and prevent
their exploitation by offering remuneration prices.
To provide employment to the people of rural areas.
Mission:
We are in the business of manufacturing and marketing
of food and dairy products to serve the best interest of
milk producers.
We are committed to satisfy our customer by meeting
their market milk requirement by optimum utilization of
available recourses and minimizing the losses.
We will achieve our above goal through using frontline
technology and all quality tools with our dedicated and
highly motivated team by providing them best working
environment.
MOTHER DAIRY GANDHINAGAR
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ENERGY POLICY
At mother dairy, they are committed to optimally utilize various forms of
Energy in a cost-effective manner to affect Conservation of Energy.
To accomplish this, they are planning to:
Monitor closely the consumption of Energy through an
effective Total Energy Management System.
Benchmark continuously our performance against the best in the
world.
Adopt Latest and Eco-friendly Technologies to minimize
the waste and protect environment without
compromising on product quality.
Make Energy Conservation a mass movement with the involvement of
all Employees bycreating awareness and training them.
Promote Reuse and Recycle of possible energy resources.
Carry out regular Internal and External audits to identify areas for
improvement.
Enrich our experience on energy conservation by
exchange of ideas with other industries/agencies.
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PRODUCTION
Indias modern dairy sector has expanded rapidly. From an insignificant
200,000 liters per day (lpd) of milk being processed in 1951, the organized
sector is presently handling some 20 million lpd in over 400 dairy plants.
Since the country is not faced with milk shortage, innovative use of
technology and proper resource management can help the industry to
achieve export competitiveness in terms of price and yield and quality.
Plant capacity for production
Name of the plant capacity/day
Milk processing 18 lakh liter.
Pouch packing 08 lakh liter.
Milk powder plant(old) 60 MTMilk powder plant(new) 100 MT
Ghee 60 MT
Ice-cream 01 lakh liter.
Long life milk (UHT) 2.5 lakh liter.
Pizza cheese 10 MT
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PROCESS OF COLLECTING MILK FOR PRODUCTION
Reception
Weightage Process
Mixing of milk
Sample
Testing
Final
The milk received from unions is being weighted.
Than the mixing of milk in trucks takes place.
After that the in charge person took sample and tests it.
If he thinks it is ok than it is sended to pasteurize machine for further
process.
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Cheese Production Process
Raw milk
Pasteurization
Rennet milk
Cutted into cubes
Storage in cold room (storage)
Ripening
Final product out
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Curd process
Raw Milk
Standardization
Pasteurization
Maintaining balanced micro flora
Packing
Storage in cold room
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Milk process
Received milk
Testing
Chilling
Standardization
Packing
Storage in cold room
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Milk powder production process
Pasteurized raw milk
Powder plant
200 fer. Milk boil
Change into tidiness
Continue to boiling process
Become a type of powder
Packing process
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Ice-cream Production Process
Pasteurized Raw Milk
Milk Homogenize
It comes to tanker from pipeline
Flavor mixing
Anomia freezer {machine}
Storage of product
Van distribution {-13c}
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Ultra heat treatment production process
Pasteurized milk
Hygienic milk
Heating for 1 second
Urgently chilled (so bacteria can finished)
So it would Homorganic
Vacuum Tetra Packing
Checking Packs Leakage
Storage Automatically
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Milk pouch packing
Pasteurized milk
Balance Tank (part of machinery-where are plastic roles)
Milk double deck machine
Final pouch comes out
100 pouches/ minute
24 pouches/ canter
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Marketing
The biggest brand in dairy industry AMUL in India has almost
covered every area of India to distribute its product.
Now, in Gujarat = Ahmedabad it had opened 54 Amul parlors in
many different locations like gardens, parks, highways, etc. It is one of its
advertisement policy/strategy.
List of products Marketed:-
Breadspreads:
Amul Butter Amul Lite Low Fat Breadspread
Amul Cooking Butter
Cheese Range:
Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese Amul Gouda Cheese
Amul Malai Paneer (cottage cheese) Frozen and Tinned
Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
Amul Amrakhand
Amul Mithaee Kulfi Mix
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-kulfi.html8/3/2019 A Report on an Industrial Visit To
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UHT Milk Range:
Amul Taaza Milk
Amul Gold Milk
Amul Slim-n-Trim milk
Amul Chocolate Milk
Amul Fresh Cream
Amul Snowcap Softy Mix Amul Taaza Double Toned Milk
Pure Ghee:
Amul Pure Ghee
Sagar Pure Ghee
Amul Cow Ghee
Infant Milk Range:
Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food
Milk Powders:
Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener
http://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.html8/3/2019 A Report on an Industrial Visit To
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Fresh Milk:
Amul Fresh Milk
Amul Gold Milk
Amul Shakti Toned Milk
Amul Taaza Double Toned Milk
Amul Lite Slim and Trim Mil
Curd Products:
Amul Masti Dahi (fresh curd)
Amul Butter Milk
Amul Lassee
Amul Ice creams:
Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch,
Tutti Frutti) Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond,
Kesar Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)
Utterly Delicious (Vanilla, Strawberry, Chocolate, Chocochips, Cake
Magic )
Health : Isabcool
http://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.html8/3/2019 A Report on an Industrial Visit To
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Market Domestic & International
Domestic market:-
Mother Dairy usually makes production for AMUL and that production of
all product trades into the Ahmedabad, Saurashtra & inside of Gujarat only
and some of the product also exported to other states.
International Market:-
AMUL also exports products to other countries like china, Japan,
Bangladesh, etc. But its sales export in international market is very small.
Competitors in market:-
The biggest competitors for AMUL in dairy industry are the loose milk
traders. As we can see in the following diagrame there is 55% of people uses
pouch milk and 45% of people uses loose milk. So the biggest competitors
according to AMUL are all the loose milk traders.
Type of milk consumed by people Shifting of consumers fromAMUL to other brands
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Advertisement
Marketers who believe that only English sounding brand names wouldsucceed in post-British India were proved wrong by AMUL.
In production networking and advertising have been much admired.
Te current Amul Butter advertising campaign(utterly butterly delicious
Amul) with its topical one-liner and preference for outdoor media, has now
run for 30 years probably the longest running campaign in India and the
winner of the largest number of awards.
The popular Amul Butter Girl of the ads quickly found a place on
The packing.
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Supply chain
Final product
1} Storage
2} Dealers
3} Parlors/ Retailers
4} Consumers
It is a very simple supple chain of a product. After the final touch to
the product directly goes to the parlors or the retailers through the dealers in
a safe and cold van.