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CHAPTER -3
Dairy Industry
74
DIARY INDUSTRY IN INDIA
Many Indian people start their day with a cup of tea and a glass
of milk as an essential item of their daily life. In India, milk business is
a very old business. Dairy Business adopted modern concept in 1970
with the help of the National Dairy Development Board through the
Operation Flood Plan. In the first phase of this plan ten states were
selected on population wise.
Our country is at the first rank in production of milk. But in the
field per capita availability of milk we are much behind. In America
per capita availability of milk is almost 900 gm., whereas in India it is
almost 200 gm. The ideal average per capita availability of milk should
be at least 250 gm.1
Indian dairy is emerging as the sunrise industry and contributing
significantly in generating small and marginal farmers of India,
besides providing food security.
India is blessed with huge bovine population of 196 million
cattle and 80 million buffaloes accounting for 51% of Asia and
19% of world bovine population the largest in the world.2
Milk ion in India increased from 20 million tonnes to 70 million
tones from 1970 to 1999 which accounted for 20% of the world's
milk production and stood first in the world's milk production
and registering an annual growth rate of 5% per year.
1 H. Mathur , "Indian Dairying : Prospects and Opportunities”, Dairy India (2007) pp. 43-49.2 K.G. Karmalar, and G.D. Banerjee,: "Opportunities and Challenges in the Indian Diary Industry”
Technical Digest, Issue No. 9, pp 24-27
75
India dairy industry generates an annual business of nearly Rs.
88,000 core.
Dairy sector provides regular employment to 9.8 million people
in prima status and 8.6 million people in subsidiary status, which
together constitute 5 percent of the total work force.
The dairy infrastructure now comprises 23 states federations,
170 District milk unions and around 1,00,000 village
cooperative societies, through which rural milk production and
procurement system have been effectively linked to urban
market consumption centre.
Of every 100 liters of milk produced, 44 liters were retained by
the rural fold and 56 liters were the marketable surplus for the
urban area. Of which only 10 litters were handled by the
organized cooperative sector and the remaining by traditional
sectors.
The Operation Flood I and II brought of 1982 the milk
revolution in the country by dairying into a core economic
activity. The main challenges before the Indian dairy sectors
were to improve the quality, develop international accepted
products and step up global marketing strategy.
The future of Indian dairy industries has been promising, since
its delicensing in 1992, the interest of multinational company
and Indian corporate growing and the industry's growth potential
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was high as there was sufficient domestic demand and good
scope for export of milk and milk products.
India is emerging as one of largest and fastest growing consumer
markets in the world with high income elasticity of demand of
dairy products. Indian dairy is energy efficient, labour intensive
and ecologically sound.
Over 80% of milk sold in urban and semi urban areas is non
pasteurized from unorganized sector. The overall market for
liquid milk is growing at the rate of 4% per annum.3
Similarly, in Rajasthan, there is a cooperative federation known
as the Rajasthan Co-operative Dairy Federation (RCDF) which
provides milk to the whole of Rajasthan with the help of dairy
unions, established in the different parts of the state.
Co - Operative Unions:-
Recently the Indian Cooperative Movement got a much needed
facelift. With competition snapping at its heels, the sector which has
been governed by arcane laws until the recent past will see a special
provision inserted in the Companies Act, 1956. All the cooperative
unions would be renovated cooperative companies; they will come
under the purview of the Registrar of Companies, instead of the
Registrar of Cooperatives.
3 Ashish Keshav Lal Makwana, Dairy Plant Management, (Delhi : Bricks Publication ISBN,2011) p.1
77
Dairy cooperatives account for the major share of processed
liquid milk marketed in the country. Milk is processed and marketed
by 170 milk producers' cooperative unions, which federate into 15 state
co-operative milk marketing federations.
The Dairy Board's programmes and activities seek to strengthen
the functioning of dairy cooperatives, as producer-owned and
controlled organizations. NDDB supports the development of dairy co-
operatives by providing them financial assistance and technical
expertise, ensuring a better future for India's farmers. Over the years,:
brands created by cooperatives have become synonymous with quality
and value. There are the Brands like Amul (GCMMF), Vijaya (AP),
Verka (Punjab), Saras (Rajasthan).
Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are
among those that have gained customer's complete confidence.
Some of the major dairy cooperative federations include:-
Andhra Pradesh Dairy Development Co-operative Federation Ltd
(APDDCF)
Bihar State Co-operative Milk Producers Federation Ltd
(BSCOMPF, Patna)
Gujarat co-operative Milk Marketing Federation Ltd (GCMMF)
Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)
Himachal Pradesh State Cooperative Milk Producers Federation
Ltd (HPSCMPF)
78
Karnataka Cooperative Milk Producers Federation Ltd (KMF)
Kerala State Cooperative Milk Marketing Federation Ltd
(KCMMF)
Madhya Pradesh State Cooperative Dairy Federation Ltd
(MPCDF)
Maharashtra Rajya Sahkari Maryadit Dugdh Mahasangh
(Mahasangh)
Orissa State Cooperative Milk Producers Federation Ltd (OMFED)
Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)
Punjab State Cooperative Milk Producers Federation Ltd
(MILKFED)
Rajasthan Cooperative Dairy Federation Ltd (RCDF)
Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)
The Dairy Cooperative Network:-
Includes 170 milk unions
Operates in over 338 districts
Covers nearly 1,0)8574 village level societies
Is owned by nearly 12 million farmer members
Apart from making India self sufficient in milk, these dairy co-
operatives have established our country as the largest milk-producing
nation in the world.
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THE CO-OPERATIVE SECTOR (Anand Pattern)
The starting of cooperative dairying in India can be associated
with the establishment of Kaira Cooperative at Anand (now popularly
known as AMUL) in Gujarat in January 1946. The cooperative
dairying is also referred to as Anand pattern. Anand pattern is a
successful formula developed by Shri Tribhuvandas Patel which is
adopted by the farmers of Kaira district of Gujarat to collectively
procure, process and market their surplus milk. Anand pattern, grew
out of exploitation of milk producers by Polson Dairy. Anand pattern is
a system that is collectively owned, operated and controlled by milk
producers. It ensures a remunerative price of raw milk to the milk
producers and high quality milk and milk products to the consumers. It
aims at utilization of resources in the most profitable manner at all
stages of milk production, processing and marketing. The
maximization of profit and production through cooperative effort is the
motto of the Anand pattern.
Three Tier Structure
1. The Village Society: Milk producers formed the Anand pattern
village Dairy Co-Operative Society (DCS). Any producer can become
a DCS member by buying a Share and committing to sell milk only to
the society. Each DCS has a milk collection centre where members
take milk everyday. Each member's milk is tested for quality with
payments based on the percentage of Fat and SNF. At the end of each
year, a portion of the DCS profits is used to pay each member a
patronage bonus based on the quantity of milk poured.
80
2. The District Union: A District co-operative milk producers union
is owned by dairy co-operative societies. The union buys all the
societies' milk, then process and markets fluid milk and products.
Most of the unions also provide a range of inputs and services to
(DCS)s and to their members for. Cattle feed, veterinary care,
artificial insemination to sustain the growth of milk production and
the co-operatives business. Union staff train and provide consulting
services to support DCS leaders and staff.
3. The State Federation: The Co-operative milk producers unions in
a state form a state federation which is responsible for marketing
the fluid milk and products of member unions. Some federations
also manufacture feed and support other unions' activities.
Source : www.nddb.org.
81
The Anand pattern is an integrated structure that procures,
processes and markets produce supported by professional management.
Producers decide their own business policies, adopt modern production
and marketing techniques and receive services that they can
individually neither afford nor manage. The Anand pattern in their own
development through co-operatives where professionals are producers.
The Institutional infrastructure of village co-operative is dairy and
cattle feed plants. State and national marketing are owned and
controlled by farmers. Anand pattern co-operatives have progressively,
linked producers directly with consumers.4
The Co-Operative Movement prevailed in India well before
Independence, but the Co-operative Movement that started at Anand in
1946 under the leadership of Sardar Patel and Morarji Desai was unique
in its nature. This was so because it was to benefit not only the farmers of
Kheda District of Gujarat but also others. The motivating factor behind
such a movement was exploitation of the farmers by private Dairy
(Polson Dairy) at Anand who would purchase milk during plush season at
thrown way prices. Even the founders of Anand milk union (Annual)
might have not thought that their experiments at Anand would be
replicated not only in the rest of the state but also the country as a whole.
It has also evoked interest from abroad when started in 1946. Anual
started collecting there 250 liters of milk per day Today, it is the biggest
dairy plant in Asia collecting and processing on an average more than 800
lakh liters of milk per day (Pent 10.0) lakh liters per day.
4 Ashish Keshav Lal Makwana, Dairy Plant Management Bricks (Delhi : Publication ISBN,
2011)p. 13
82
While visiting the Anand milk union the then Prime Minister
Shri Lal Bahadur Shastri was so fascinated by the benefit of Anand
Pattern of milk collection that he asked Dr. Kurien to set up Anand
replica in the rest of the country. The result was the setting up of the
National Dairy Development Board with Head Quarters at Anand.
Since its inception NDDB has been the Nodal Agency for Dairy
development in the country through creating infrastructure for milk
collection. In processing and marketing, the Anand pattern has became
so popular that it has evoked interest from abroad and countries like
China, Sri Lanka and Nepal have shown interest in implanting the
same in their countries.
The Anand pattern is a two-tier system with the primary milk
producers, co-operative Society at the village level and the milk
producers union at the district level. The members pool their milk in
the societies both in the morning and evening and are paid on the basis
of the fat content of the milk. In addition to the regular payment for
milk, the producers annually receive a share of the profit earned by
their society as bonus in proportion to the transaction each member has
had with the society. The societies receive a major share of the Net
profit earned by the union as bonus. The attraction of the Anand
pattern is its very system which enables the farmers not to derive direct
benefits from their co-operative but also to place before the federated
union their grievances, demands and suggestions.
There is autonomy in the Administration, with least Government
interference. Each milk co-operative functions under an elected board
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of management. Though this elective process, the villages learn to lead
wisely with honesty, diligence and with a practical concern for the
interest of the milk producers and incidentally a strong foundation for a
Genuine Democracy is there. Co-operatives thus practise Democracy
by living it.
Another specialty of the Anand pattern, of course, is the bye-
laws which, among other things stipulate that only the farmers who
own cattle shall become members. That cuts down chances of mischief
mongers creating havoc with it. Without having any stake in its future.
Yet another secret of the Anand pattern is its pricing, payment,
procurement and production policies. The payment to the producers for
milk is strictly on the basis of the fat content, which attracts and
encourages quality milk supply to the co-operative.
The organizational structure for dairying in the past had
developed bureaucratically from top down, rather than from village up.
That structure did not know the farmers and was therefore unable to
respond to his needs and guard his interests. The Anand pattern in
contrast put the instruments of rural development in the hands of the
farmers and that made all the differences.
The milk co-operatives have not only created certain positive
impacts on the economy of the milk producers but also have made
them realize such impacts to a larger extent. The milk co-operatives are
not viewed by milk producers merely as milk collection centers where
they go for disposing of their surplus milk, but they are regarded as
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institutions, which play a vital role in uplifting the rural economy in
general and that of the milk producers in particular.
Dairy Industry in Rajasthan
Co-operative Dairy Federation (RCDF) :
Dairy Development was initiated by the State Government in the
early seventies under the auspices of (RSDDC) Rajasthan State Dairy
Development Corporation Registered in 1975. Two years later RCDF
assumed responsibility for many of the functions of RSDDC. It became
the nodal agency for implementation of operation flood in the state.
Rajasthan Cooperative Dairy Federation (RCDF) set up in 1977
as the implementing agency for dairy development programs in
Rajasthan was registered as a society under the Rajasthan Cooperative
Societies Act, 1965.
The district level milk producers unions have, in turn been
federated in their apex body popularly known as Rajasthan Co-
operative Dairy Federation Limited (R.C.D.F.) RCDF Ltd is situated
at. "Saras Sahkul" Jawahar Lal Nehru Marg, Jaipur. Management of all
the dairy plants, chilling Centers and cattle - feed compounding
facilities and management of exotic nucleons cattle breeding farm at
Bassi (Jaipur) are entrusted to this organization. It is responsible for
planning. Coordination and implementation of dairy development
program in the state. The success of project depends on well-planned
and organised systems of milk procurement, when the procurement
85
system is not well established the dairy plants remain underutilized at
various occasions during the season.
Organization is regarded as the mechanism through which many
operate. This represents a structure as well as a process. As a structure
organization is the network of horizontal and vertical dimensions
designed to accomplish common objectives it is a systematic
combination of people, functions and facilities, all working together to
accomplish some desired purpose. As a process, organization is
considered as a function of management; it is the dynamic process of
creating harmoninious relations. It involves divisions of work into
appropriate specialized units and assigning authorizing and
responsibility to individuals and groups. There is a three-tier structure
of milk co-operative in Rajasthan Dairy Co-Operative Societies (DCS)
at village level dairy co-operative unions at district/regional level and
Rajasthan co-operative dairy Fed. Ltd. at the state level. All these
societies and unions are working under the overall supervision of the
RCDF Ltd. As per the bye-laws of the federation. There is a Board of
directors to carry out and mange the affairs of the federation. The
constitution of the board of directors is as follows:
1. Nine members are to be elected amongst the chairman of
affiliated unions.
2. Registrar, co-operative societies, Rajasthan
3. Two nominees of the state government (Secretary Dairy
Development and Secretary finance).
4. One nominee of the financing agency (IDC).
5. Managing Director of the Federation as ex- officio member.
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6. Every year the first board meeting elects the chairman amongst
themselves. The chairman continues to hold office till New
Chairman is elected as per the bye - laws. All the members of
the board including the chairman of the federation are honorary.
Objects of RCDF Ltd. :-
The ultimate object of the establishment of dairy federations was
to promote the interests of the milk producers through dairy
development on co-operative lines. Initially 28 objects were decided at
the time of establishment out of them, some major objectives and aims
are to,
1. undertake surveys for assessing potentials of milk production in
any area of the state;
2. formulate and co-ordinate schemes for the development of dairy
cattle and dairy industry and set-up dairies and plants to
manufactures of milk products;
3. formulate and co-ordinate schemes for the development of dairy,
cattle artificial insemination and feed-mixing plants on behalf of
the milk unions;
4. plan overall products as programmes of the federation and its
members;
5. formulate and implement dairy development schemes as may be
directed by the government from time to time;
6. promote the infrastructure for taking up programme of dairy
development, milk, products, marketing of dairy products, cattle
feed and other inputs etc;
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7. Purchase or assist milk unions in purchasing various materials,
plants and equipment etc. and manufacture and enter into
collaboration for the same;
8. arrange for the marketing of the dairy products of the federation;
9. prescribe and enforce standards of quality of the dairy products to
be marketed by the federation;
10. work as administration of milk unions in the event of their super
sessions;
11. advise and assist milk unions in financial, managerial,
administrative, technical and allied matters and enter into any
agreement with them;
12. arrange training programmes for the staff of the federation milk
unions and farmers;
13. carry out activities for promoting production, procurement,
processing and marketing of milk and milk products for the
economic development of animal husbandry/ farming
community;
14. make development and expansion of such other allied activities as
may be conducive to the promotion of the dairy industry,
improvement protection of milch animals and economic
betterment of those engaged in milk production;
15. build the organise and provide technical inputs;
16. erection of Dairy, chilling plants, cattle feed plants for unions;
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17. study the problems of mutual interest of the Federation and milk
unions;
18. impart training and orientation to dairy co-operative members;
19. advise, assist and guide milk unions;
20. undertake audit and accounts supervision; and
21. to encourage fodder production etc.
To promote the infrastructure for taking up the program of dairy
development, milk production, milk processing, manufacturing of milk
products, marketing of dairy products, cattle feed and other inputs etc.
and run the diary plants. It manages the marketing of milk products and
cattle feed and also co-ordinates various other dairy development
activities.
As per the policy decision taken by the state Government to pull
RCDF out of Red, which was suffering from accumulated losses of Rs.
43.0 crore till March, 1991.
Sources : Progress Report of RCDF, 2009 to 2014
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ORGANIZATIONAL STRUCTURE OF FEDERATION
As narrated in this chapter, there is a three-tier structure of milk
co-operative viz. co-operative societies (DCS) at village level, dairy
co-operative unions at District/regional level and co-operative dairy
federation at state level. All these societies and unions are working
under the overall supervision of the Federation.
Three Tier Structure
The dairy co-operative movement operates on three tier system
wherein farmer members own dairy co-operative societies (DCS)
which own district milk producer's union. The unions collectively own
the RCDF.
It is a vertically integrated structure that establishes a direct
linkage between those who produce the milk and those who consume
it.
Federation- Provides service and support to unions. Marketing within
and outside state, Liaison with government and NGO agencies,
mobilisation of resources and coordinating and planning programmes /
projects.
Union - Develops village milk cooperative network, procures milk
from DCS, processes and markets. Sale of cattle feed and related
inputs, promotion of cross breeding through AI and NS, promotion of
fodder development and general support and supervision to DCS.
DCS - Provides input services (AH, AI) to its members and
procurement of milk.
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RCDF, Organization Structure
Source : www.rcdf.com
RCDF- Working Plans and Schemes
RCDF has 18 Dairy plants with processing capacity 0f 19 LLPD
and 65 MTPD Powder Plant at 6 Milk Unions.
RCDF has set up 27 chilling centers with a capacity of 6.30 lac
kgs. per day in the areas where processing plant is not available.
18 ice factories with a capacity of5.1 lac litre per day are hired
as an alternative facility for chilling in the areas where chilling
plant facility is not available.
1319 BMCs installed at village level with chilling capacity of
23.10 lac ltr. Per day.
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Growth in milk procurement - 15% Marketing - 10% per
Annum.
4 Cattle feed plants with total capacity of 600 metric tons per
day has been set up in order to fulfil the rising demand of the
milk producers.
Capacity of all 4 cattle feed plants' are being increased from
600MTPD to 1200 MTPD per day with investment of Rs. 40.00
crores.
Setting up of a new Cattle feed plant capacity 150 MTPD each at
Bhilwara and Pali under progress.
2,15,184 metric tons of cattle feed has been distributed in the
year 2012-13 to the milk producers. Upto Dec 2013 1,67,718
metric tons of cattle feed has been distributed to the milk
producers.
To increase the working potential of the milk producers and the
cooperatives RCDF has also initiated the training facilities at the
7 different districts of the state.
Establishment of centralized quality control laboratory at the
head office to ensure the compliance of the parameters set by
various food laws like AGMARK, ISI, PFA ,FASSAI etc. has
been a notified step by RCDF towards quality check.
92
Apart from the above milestones, there are different schemes
being implemented by the Dairy Federation under Central Government
Sponsored Plans. The list includes the following:
(a) Integrated Dairy Development Program (IDDP being running
successfully in the 9 districts of the state.
(b) Swachh Dugdha Utpadan Yojna in the 10 different districts of
Rajasthan state.
(c) Various projects of Milk collection and processing, Bulk Milk
Chilling Plants and infrastructure development have been taken
up with the assistance received under the Rashtriya Krishi Vikas
Yojna.
(d) Women Dairy Project has also been taken up for upliftment of
social and financial status of women in the state.
Also there are schemes being operated by the federation for the
welfare of the milk producers namely,
(a) Saras Suraksha Kawach
(b) Saras Samuhik Aarogya BeemaYojna
Also RCDF is also working for the betterment of the cooperative
sector by providing different financial packages to the people below
poverty line, by giving different types of subsidies and reimbursement
of damages to the milk producers under scheduled caste and schedule
93
tribes class. It is also providing financial management services to the
all the 21 milk unions of the Rajasthan state.
To provide prompt grievances redressal services to the producers
as well as consumers, RCDF has also established a 24 hours helpline
centre.
Sources : Progress Report of RCDF, 2009 to 2014
ACTIVITIES
1. Marketing
The marketing activities of the Federation include providing
support to the Milk Unions in milk and milk products marketing,
within and outside the State. RCDF is presently marketing milk and
milk products under Saras brand :
Fresh milk of different compositions and long shelf life Tetra
Pak Milk is being marketed in rural and urban areas. The Federation is
a major supplier of Tetra Pak Milk (UHT) to the armed forces.
94
RCDF is also marketing various fresh milk products in Saras
brand, which are, Chhachh, Lassi, Shrikhand, Flavoured Milk, Paneer
and Dahi. Long life products such as Cow ghee, Ghee, Table
Butter, Skimmed Milk Powder and Tetra Pak Milk (Taza Milk and Fit
and Fine) are also being marketed.
Saras Milk Parlours serving a complete range of milk products
are operational at 554 points and there are 18,880 booths and shop
agencies in Rajasthan.
Sources : Progress Report of RCDF, 2009 to 2014
2. Technical Input
In addition to the provision of regular and remunerative
market for milk to the farmers, the dairy cooperative development
programme also provides input and services for promoting animal
health and production enhancement of milch animals
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A. Animal Health Programme (AH) :
Veterinary services like the first aid, medical treatment and
vaccinations are being provided to the members by the milk
unions. First aid is provided at the village at the DCS.· Regular
scheduled services are provided by mobile units and at veterinary
camps. Emergency services provide veterinary care at the farmer's
doorstep.
B. Breed Improvement
1. Artificial Insemination Programme (AI): Artificial Insemination
Programme has been undertaken by RCDF. To supply the frozen
semen to the AI Centres of Milk Unions as well as to A.H.
Department, an ultramodern Frozen Semen Station is established at
Bassi which supplies the Semen of high pedigree exotic and native
breeds.
2. C Bulls of improved breeds are provided at dairy cooperative
societies where AI activities are not much feasible.
C. Cattle Feed
Balanced cattle feed is being manufactured by four cattle feed
plants viz. Ajmer, Bikaner, Jodhpur and Nadbai. The milk unions make
feed available to the farmers via village cooperative societies. The
available ranges of Cattle Feed are balanced cattle feed, high energy
feed and Cattle feed supplements like Urea Molasses Bricks (UMB)
and Mineral mixture.
96
Sources : Progress Report of RCDF, 2009 to 2014
D. Fodder Development :
Under the recent major input programme the fodder
development activities have been taken up by RCDF through which the
major fodder crops and their seeds are grown on Rojhri, Bassi and Pal
Farms and seed is supplied to the dairy farmers on no profit-no loss
basis. The major fodder crops are Lucerne, oat, bajra, barseem
Sorghum Sudan Grass etc. The federation also procures quality seeds
from other agencies and provides them to the farmers.
Training and Extension :
Seven milk unions viz Ajmer, Bhilwara, Bikaner, Jaipur,
Jodhpur, Kota and Udaipur are operating centres where training is
provided for several areas related to DCS operations viz DCS
97
secretary, Management Committee member, AI workers, milk tester,
first aid worker, chairman orientation, dairy animal management and
various refresher courses etc.
To enhance active participation of the producer members in the
DCS, to create awareness about improved animal husbandry practices
viz feeding, crossbreeding, animal management and stimulate fodder
production, extension activities are carried out at DCS and at milk
unions. Under farmers' induction and orientation programme, visits to
the dairy plants are arranged to demonstrate the process and disposal of
the milk collected from the producers. Producers are also taken to visit
the model Indian dairy cooperatives-Anand Milk Cooperative Union
(AMUL) in Gujarat and they in turn educate other milch animal
owners in their area about the practices and benefits of cooperatives.
Audio-visual aids, field demonstrations, extension camps are used to
explain feeding, breeding, fodder development and clean milk
production practices.
Automation
The milk collection and testing systems at village DCS have
been automated with the installation of Electronic Milk Testers (EMT)
and Auto Milk Collection Stations (AMCS). At present 12,087 EMT
and AMCS are operational at DCS level.
Milk reception, weighment and testing at dairy plants and
chilling centres have been modernized with the installation of
Automated Raw Milk Reception Dock (RMRD).
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Product
Skimmed
DTM
Toned
Standard
Full Cream
Skimmed Milk (Slim)
Double Toned Milk (Fit n' Fine)
Toned Milk (Shakti)
Fresh Milk Products Long Shelf Life Milk Products
Chaach
Lassi
Dahi
Paneer
Shrikhand
Icecream
Flavored milk
Gulab Jamun
Ghee
Cow Ghee
Table Butter
SMP
Cheese
White Butter
Rasgulla
Sources : Progress Report of RCDF, 2009 to 2014
99
Quality Assurance
RCDF possesses a specialized central quality control labaratory
which monitors adherence to quality standards through random
sampling of milk, milk products, cattle feed, packing material etc. Each
dairy plant has its own laboratory to which RCDF staff provides advise
and technical support.
Established in the year 1990 the Central Quality Control
Laboratory in RCDF is engaged in monitoring the quality standards of
milk and milk products, packaging material, cattle feed and effluent
treatment so as to ensure their conformance with laid down respective
standards of P.F.A., B.I.S., Ag-mark and Pollution Control Board.
Ambit of activities cover all aspects right from collection of milk to
finished products by programme such as clean milk production, ISO-
9002 and HACCP-15000 certification. In addition to this all the major
milk plants and cattle feed plants too have their own laboratories to
ensure the QAP and TQM at first place.
Commitment to production of quality products has resulted in
the dairy plants. at Ajmer, Alwar, Bhilwara, Bikaner, Ganganagar,
Jaipur , Kota , Udaipur being registered under ISO-9002 and
HACCP-15000 systems.
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Sources : Progress Report of RCDF, 2009 to 2014
Schemes and Projects of RCDF for Dairy Development
Centrally Sponsored Feed and Fodder Development Scheme –
Project sanctioned from Department of Animal Husbandry and
Dairying, Ministry of Agriculture, GOI, New Delhi. Feed and Fodder
Development Scheme – Government of India has sanctioned 2000
hand driven, 1000 motor driven chaff cutters with 75% grant and 15
silage making unit with 100% grant during 2010-11 with outlay of Rs.
240.75 lac. GOI has released Rs. 120.00 lac during 2010-11 under the
scheme and fresh release of Rs. 120.75 final instalment during 2012-13
and UC of Rs. 119.67 lac has been submitted against the released
amount of Rs. 120.00 lac for the year 2010-11. Physical progress as
follows :-
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1. Hand Chaff Cutter - 1140 No.s
2. Power Chaff Cutter - 527 No.s
3. Establishment of Silage making units - 7 Nos.
RCDF allotted Rs. 120.75 lac to 14 milk unions in the year
2012-13 which had been revalidated for 2013-14.
Fodder Seed Production and Distribution Programme :-
GOI sanctioned a project under Centrally Sponsored Feed and
Fodder Development during 2012-13 amounting to Rs. 9.75 crore for
fodder seed production and distribution being implemented by Seed
Processing Plant, Bikaner through RCDF. The scheme envisages
fodder seed production / procurement on by back arrangement from the
farmers under the supply of minikit to the farmers free of cost. There is
a provision of 75% grant from GOI and 25% grant from State
Government under the scheme.
Rastriya Krishi Vikas Yojana (RKVY):-
Rastriya Krishi Vikas Yojana is a central scheme with 100%
grant from the department of Agriculture, Ministry of Agriculture, GOI
being implemented through the state. The Project amounting to Rs.
29344.99 lac with 100% grant has been sanctioned under the
scheme to strengthen infrastructure for dairying in Rajasthan for the
years 2008-09 to 2012.13.
The districts covered under the scheme are Ajmer, Alwar,
Bikaner, Bharatpur, Bundi, Kota, Bhilwara, Chittorgarh, Churu,
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Dholpur, Sriganganagar, Jodhpur, Nagour, Pali, Jaipur, Dausa,
Jaisalmer, Jalore, Jhalawar, Baran, Sikar, Sawai-madhopur, Karouli,
Rajsamand, Sirohi, Tonk, Udaipur and Hanumangarh. The
activities covered under the scheme are installation of 760 BMCs,
Solar System for eight Chilling centers, under establishment of Cold
Chain - Milk Cold Store Deep Freeze, Prefab Cold Stores and
Refrigerated vans, Strengthening of Infrastructure - Steam Generation
System, Expansion of Alwar Dairy, Strengthening of IT system,
establishment of Membrane technology, under establishment of New
Infrastructure - establishment of Milk Processing dairy plant at
Jaisalmer, Bharatpur, Karouli and Nagour, Establishment of Cattle
Feed Plant at Bhilwara, Installation of Quality Control Equipment,
Establishment of Cattle Feed Plant at Pali, Establishment of Milk
Powder Plant at Jaipur and Setting up a new dairy plant for Jaipur city.
Dev Narayan Yojana:-
Under the State scheme, the Chopra Committee had identified
13 tehsils of 5 districts where the backward class of the Gurjar
community is thickly populated as detailed follow:-
Sawaimadhopur Khandar and Sawaimadhopur
Karouli Sapotara and Nadoti
Dholpur Saipau and Bari
Alwar Alwar, Thanagazi, Bansur and Rajgarh
Jhalawar Aklera, Jhalrapatan and Khanpur
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In the above mentioned tehsils dairy activities were also selected
for economic development of Gurjar backward class as the Gurjar
Community is associated with Animal Husbandry activities. The
scheme for dairy development sanctioned from department of Social
Justice and Empowerment is under implementation through concerned
milk union affiliated with RCDF. The total outlay of the scheme is Rs.
994.50 lac. The activities sanctioned under Dairy sector are as below:-
1. Organization and revival of 650 Women DCS - organization/
revival of 50 WDCS in each tehsil
2. Establishment of 650 Electronic Milko Tester - establishment of
EMT at each organized/revived DCS
3. Testing equipment for 650 WDCS – Milk testing equipments at
each organized/revived DCS
4. Aluminium Milk cans for 650 WDCS – Four aluminium milk can
set to each DCS for milk collection
5. Installation of 40 Bulk Milk Coolers – Installation of Bulk Milk
Coolers for the districts, Alwar 13, Jhalawar 12, Sawaimadhopur
8 and Karouli 7
6. Milk transport subsidy for milk collection of 65000 kgs per day–
subsidy of Rs.1/-per kg. on transportation of milk
7. Distribution of 130 up-graded Bulls – distribution of bulls for
natural service in - Alwar 40, Bharatpur 20, Jhalawar 30,
Sawaimadhopur 20 and Karouli 20 under the scheme.
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Vision Ahead
1. RCDF envisages the farsighted vision to maximize the dairy
development in the Rural Rajasthan in the next few years. It also
foresees modernization and expansion of the basic infrastructure
by providing the facilities like chilling centers, processing centers
etc. in all the milk unions and setting up new dairy plants in order
to bridge the gap of demand and supply of milk and milk products
in the state.
2. To achieve the target of milk collection from present average of
20 LLPD upto the year 40 LLPD upto the year 2020-21.
3. To construct a new ultra modern Metro Dairy Project with the
capacity of 15 LLPD expandable upto 25 LLPD milk processing
with the cost of approximately Rs. 300.00 crores near Jaipur upto
the year 2017-18.
4. RCDF is planning to setup a 150MTPD cattle Feed plant near
Jaipur
5. All milk unions are proposed to be registered under ISO 2000-
HACCP.
6. All Tehsils and Districts HQs are facilitated with Saras parlour in
the State of Rajasthan.
7. The development in dairy sector is being warmed up under Rajiv
Gandhi Integrated Dairy Development Mission.
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8. The maximum marketing outlets are being opened in Delhi-NCR
territories.
The RCDF operates under the brand name SARAS in Rajasthan.
It is a well established and well known Brand of Rajasthan.
Profile of the Jaipur Dairy
Towards the fulfilment of the national objective of making India
self sufficient in milk production, a small step was taken in March
1975 and Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd., Jaipur
(popularly known as Jaipur Dairy) was registered under the
Cooperative Act, 1965 to work in Jaipur District. Initially this union
did not have the processing facilities. It started with a modest
beginning of procuring 250 liters of milk per day.
Jaipur Dairy sells its milk and milk products through a network
of over 5200 retail outlets spread over Jaipur city and near by 100
towns. The retailers are the most important segments of Jaipur Dairy
and are given all care and attention. They are regularly trained on
various aspects of customer satisfaction. We have ensured that the
consumer should not travel / walk more to fetch milk for his / her daily
consumption. With this intention, strong network of retail outlets has
been made. Supply of liquid milk is made twice a day for benefit of the
consumers. Liquid milk is despatched to rural area through a
contracted fleet of insulated vehicles. Jaipur Dairy was among the first
8 dairies to be selected by NDDB for countrywide launch of
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Mnemonic symbol campaign. Now we have shifted to our symbol to
make our brand more prominent and popular in Rajasthan.
Milk and milk products are sold through a network of a mix of
its own, shop agencies, various institutions and Saras Milk Parlors.
Jaipur Dairy has taken utmost care to satisfy and delight its
customers and consumers. We have launched many consumers’
incentive and sale promotion schemes during the last few years like
‘Double Dhamaka’, ‘Triple Dhamaka’, Saras Dhoom, ‘Home Delivery
Schemes’ etc. The ‘Customer Satisfaction Index’ is an indicator of the
performance of the Jaipur Dairy.
Jaipur Dairy has also started marketing ghee in rural areas
through dairy cooperative societies. The results of the same have been
overwhelming and presently we are selling over 85 MT per month of
ghee through DCSs.
ACTIVITIES
This Dairy procures milk through its strong network of over
1200 Village Level Dairy Co-operatives spread in Jaipur and Dausa
districts. Dairy arranges transportation of milk from doorsteps of milk
producers to the receiving point at dairy plant and its chilling centers.
Payments of milk are disbursed to the milk producers on ten-day basis.
Procurement and input activities include Farmer's Organization,
Input Services like Animal Health Coverage, animal breeding
programme, Supply of balanced cattle feed and improved high yielding
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fodder seeds to the members, Cooperative institution building , Women
Dairy Cooperative Leadership programme and Training of DCS
manpower and its Managing committee members etc.
Processing facilities of the dairy plant presently include
multidimensional activities like chilling, pasteurization,
standardization, sterilization, production of Ghee, Butter (Salted /
Unsalted), Skimmed Milk Powder(SMP), Indigenous fresh Milk
Products (Paneer, Shrikhand, Chhach (Plain / Salted), Lassi, Mawa
(Khoa)and Dahi (Plain / Mishti) and Aseptic Milk (which was handed
over to Jaipur Dairy only in 1997-98).
To improve the quality of raw milk, the Dairy has commissioned
chilling centers and installed Bulk Coolers at various places in the milk
shed.
EMPOWERMENT
We have entered the 21st century; still the backbone of Indian
economy is primarily agriculture and animal husbandry. Most of the
activities are related to these two fields which mostly looked after by
women but these contributions have not been recognized at any level.
In dairy and animal husbandry sector, a woman plays a very
important role. But behind the screen, Jaipur Dairy also identified and
the significance of her role and started emphasizing on recognized
increasing women participation by increasing women membership and
the member of women on the D.C.S. management committee. It could
yield only a mild positive impact. Jaipur Dairy in 1991 started
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Rajasthan Women Dairy Project, supported by the Ministry of HRD
Govt. of India. Under this project exclusively women dairy cooperative
societies were organized, where members, management committee
members, chairperson secretary etc, were all women. The object of
these projects was the social and economic development of rural
women. This project had such on Literacy Programme, Health and
Sanitation Programmes, Employment programme, Awareness of
Generation programme.
All these activities were to be performed on women Dairy
Cooperative Society Platfarm.
This program yielded very good results, beside considerable
increase in income, increase in literary level better adaptability of
Health and Hygiene practices. There is tremendous increase in
woman's awareness. Now she has become more confident, better
decision maker, self reliant, ambitious and vocal. All these features
were observed and felicitated by the then US President, Mr. Bill
Clinton during his visit to Naila (Jaipur) where our dairy women
demonstrated not only the working of an automatic milk collection
station with computers but also discussed with him the story of their
storage and success.
To systematize this impact and future strengthening women
dairy cooperatives in Jaipur Dairy, started women dairy cooperatives in
leadership of the development programme and cooperative institution
building program with the help and support of National Dairy
Development Board, Jaipur. The objective of this program is again the
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strengthening of W.D.E.S. and its numbers by increasing women
participation in all activities of W.D.E.S. These peregrine facilitated by
local resource person who is again a woman, selected out the same
level local, literate, vocal ,acceptable locally, vibrant and having
leadership ability. This program has also given good results in the form
of owning of organization, role perception and loyalty to D.C.S.
AUTOMATION
The basic unit of the Jaipur Dairy is village level milk producer's
Cooperative society. These village Dairy Cooperatives provide a
remunerative market to producers. It collects supplies surplus milk
from milk producers and send this collected milk to Jaipur Dairy. Milk
supplied by the producers was weighed, samples drawn for quality
testing and payment was made on the basis of quantity and quality of
milk (Fat %). The Dairy Cooperative started with traditional manual
operated centrifugal machine for fat testing. This system was
expensive, hazardous and time consuming and producers were not
aware of fat content of milk supplied by them .During the year 1984-85
the Electronic Milk Tester (EMT) was installed at about 50 DCS. Since
it gave instant digital display of fat content of the milk. But due to
nonavailability of maintenance support and funds during the period of
about 10 years, new expansion could not be made. In the year 1996 a
strategy was made to have more stress on automation of milk reception
at village level of Dairy Cooperative as well as at Jaipur Dairy Plant.
Since EMT found immediate acceptance and faith in it. It was felt that
accuracy and consequent transparency could result in growth of milk
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procurement. The large number of EMT installed at DCS's in phased
manner, but the remaining work like weighing, recording of data
registers, calculation of amount payable and accounting was all done
manually.
Further Electronic Weigher which along with Electronic Milk
Tester (EMT) was attached to a processor which printed a payment slip
for every sample were installed at DCS. This enabled the prompt
payment to the milk suppliers, but the problem of maintaining records
accounting continued to exist. This problem became more acute, as the
success resulted in increase in membership, milk collection and
therefore accounting activities were also increased. This initiated the
Management of Jaipur Dairy to take a further bold step ahead of
providing a paradigm shift in technology by introduction of Smart
Automatic Milk Collection Station (SAMCS) at village level. This also
sought to exploit the potential of the PC for computerizing the other
activities of the society, namely accounting, profit distribution,
inventory management of trading items, provision of services and other
data.
As a result of this vision, Jaipur Dairy introduced the PC based
Milk Collection Station. The Milk Collection Station performs on-line
capturing of Fat content of the milk and the weight of the milk supplied
and immediately prints the payments slips. It simultaneously stores the
data for further use in the accounts of the society. This data could also
be put to use for calculation of profits, and its distribution as it was
directly linked to the milk supplied over the year.
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The PC could also be put to use for automation of other
activities of the society like management of inventory of trading items
of the Society, accounting of various veterinary services, animal
breeding, animal health care services provided by the society. The
generation of such a data-base would lead to another application in
future, namely, the Data mining for study of cattle-breed management,
milk collection improvement, health-care, economic, educational and
other statistics of the milk producers at the village level affiliated with
the society.
This data could further be transmitted and pooled through
Internet Connectivity at the decision making level for further policy
planning, control and effective monitoring. Presently more than 85% of
DCSs in our milk shed have either AMCS or EMT. Besides the
automation of village level Dairy Cooperatives the milk Can Reception
System at the Jaipur Dairy dock i.e. the Raw Milk Reception Dock
(RMRD) has been modernized with the installation of an RMRD
Automation Network System, which is the first of its kind in India.
The automation system records weight data from the two
reception docks automatically, with entry of various parameters like
Route Code, DCS Code, Sample Number, Number of Cans, Types of
milk etc. Similarly recording of Milk Quality Analysis data consisting
of Fat% and SNF% is also provided. On completion and collection of
the weight and analysis cycle for a particular route, both the data are
processed and collected for printing the Truck Sheets. The data i.e.
both the merged and individual ones are available for further
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processing. In addition, processed data on milk can summary, route
summary, daily summary etc., can also be obtained. The software has
provisions for numerous formats and has the usual MIS features. The
software is user friendly and has inbuilt features for quality and
quantity validation and checking. It also has user secured features for
user auditing and performance monitoring. This is a special feature as
it prevents manipulation by means of the 'password' authorization
control, which is configurable only by competent authorities. Apart
from automizing the Man Dairy Dock, we have installed the same
system at all of our chilling centers' reception dock also.
Recently, Jaipur Dairy has initiated an ambitious project of
'Online Data Integration System (ERP solution) of all activities of the
organization. This project has been enthusiastically implemented and
expected to be in full operation within six months.
The Installed capacity of Jaipur Dairy was 1.5 L.L.P.D. The
Dairy Plant was commissioned in the year 1981 under OF 1. With the
multiple increase in marketing of milk and milk products and also in
milk procurement, the capacity of the plant was increased to 2.5 lakh lt.
per day in 1998-99 with internal human and financial resources. The
production facilities are available and maintained in most hygienic
manner as per laid down procedures of Quality Management System.
For ensuring quality Jaipur Dairy had installed:-- 30 BMC(Bulk Milk
Coolers) and 111 are in progress besides 7 chilling facilities are in
Jaipur totaling 4,35,000 Lt per day.
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Considering the growth in procurement and marketing, Jaipur
Dairy has prepared and initiated the Expansion Plan for expanding the
capacity to 5 lac ltr. per day., with the help of NDDB Jaipur Dairy also
has Aseptic Packaging Station, which is a 'State of Art Technology'
and of very few in the country. Powder Plant capacity is also enhanced
to 15 MT/day.
The plant has been well maintained till date by their own
technical staff. This fact has been well accepted and acknowledged at a
recently held Milk Seminar at Goa, when Jaipur Dairy was awarded for
the 'Best Machine Utilization'.
Jaipur Dairy has always stood to its commitment of fulfilling the
demand of Indian Forces posted at front in the hour of need. The
conditions of production facilities and production environment are
being maintained in perfect conditions till date.
This has resulted in other sister organizations like MP
Federation and Mother Dairy to enter into long time agreement with
Jaipur Dairy for manufacturing the products under their respective
brand names.
MARKETING
Jaipur Dairy sells its milk and milk products through a network
of over 4500 retail outlets spread over Jaipur city and near by 100
towns. The retailers are the most important segments of Jaipur Dairy
and are given all care and attention. They are regularly trained on
various aspects of customer satisfaction. It is ensured that the consumer
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should not travel / walk more to fetch milk for his / her daily
consumption. With this intention, strong networks of retail outlets have
been made. Supply of liquid milk is made twice a day for benefit of the
consumers. Liquid milk is dispatched to rural area through a contracted
fleet of insulated vehicles. Jaipur Dairy was among the first 8 dairies to
be selected by NDDB for countrywide launch of Mnemonic symbol
campaign. Now they have shifted to their symbol to make the brand
more prominent and in populer Rajasthan.
The milk and milk products are sold through a network of a mix
of own, shop agencies, various institutions and Saras Milk Parlors.
Jaipur Dairy has taken utmost care to satisfy and delight its
customers and consumers. Many consumers’ incentive and sale
promotion schemes have been launched during last few years like
‘Double Dhamaka’, ‘Triple Dhamaka’,Saras Dhoom, ‘Home Delivery
Schemes’ etc. The ‘Customer Satisfaction Index’ is an indicator of the
performance of the Jaipur Dairy.
Jaipur Dairy has also started marketing ghee in rural areas
through dairy cooperative societies. The results of the same have been
overwhelming and presently they are selling over 70 MT per month of
ghee through DCSs.
DISTRIBUTION
The Jaipur Diary plant because of its location and large market
has catered to the needs of a large number of varied consumers in the
city. The plant has maximum sales of fluid milk as compared to other
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units of RCDF. For each area there is a separate distributor, the milk is
supplied twice in a day, in the morning and evening to each
distribution point.
There are mainly three types of outlets from where milk is
distributed to consumers.
1. Jaipur Dairy's Booths
2. Shop Agencies.
3. Cabins
As mentioned above, a separate distributor is appointed for each
area, as a precautionary measure, to have a check on the monopoly of
the distributors (a few years back the contractor refused to distribute
milk unless his demands were conceded because he was the only
distributor for the entire city). Each vehicle carries 300 crates for
distribution.
Entire work of milk distribution, collection of empty crates,
collection of sale proceeds etc. is performed through transporters cum
distributors who are appointed through tender process.
Apart from making supply to the booths, shop agencies and
cabins, union also supplies milk to various institutions like hospitals,
hotels and other establishments directly or through the city milk
transporters. During festivals or marriage season, special arrangements
are made by the Union for supply of milk as per the requirements of
the city consumers.
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The distribution system of milk comprises two channels.
Bulk Vending Booths with refrigerated storage facilities.
Milk in sachet packed with the help of modern polypack
machines.
The distance between the booths should not be less than 500
meters. The system enables the Jaipur Dairy to distribute milk upto
1.36 lakh litres per day. In addition to liquid milk, milk products like
SMP, WMP, Table Butter, Ghee, Shrikhand etc. are also distributed
through the same channels. The pasteurised milk, Tetra pack and other
products are distributed in Delhi and other towns of India.
At the time of the allotment of the distributorship, the retailers
have to deposit a security money with the Jaipur Dairy.
There is a provision to return the spoiled milk and milk packets
in exigencies. If it is spoiled due to the distributor's fault, a penalty of
Rupee one per litre is imposed on the distributor and if it is due to the
retailer's fault a penalty of fifty paise per liter is imposed on the
retailer.
The Jaipur Dairy has introduced the home delivery scheme
which is known as "SARAS DWAR SEWA". Under this scheme
consumers can get milk at their door. For home delivery, selected
retailers are being motivated through ads in news papers
There are eight milk bars in Jaipur city for retail selling of milk
and milk products. The milk bars are managed by Jaipur Dairy. As a
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retailer, the shop agencies are given importance. The shop outlet
system is encouraged and the allotment system is made simplified.
Emphasis is laid on institutional sales also. They are contacted
through direct mail, advertisement and personally. Previously, the
concept of sales target was not there. However, now the concept of
target sales has been introduced for sales force and distributors. Also,
target based evaluation and incentive schemes have been introduced.
Special Distribution Efforts Undertaken
24 Hours shop.
SARAS DWAR SEWA': Home delivery for bulk users/
onsumers.
Rural milk distribution network: Covering more than 30 towns
on 4 No. route.
Special distribution drive in walled city.
Chain for exclusive Saras outlets.
Milk mandi intervention.
Special attention on peripheral areas of towns.
Insulated vehicles under new contract.
Distribution of Amul Ice-cream.
Pager being provided to field staff.
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Distribution Network of Jaipur Dairy
a) Urban Distribution Network
b) Rural Distribution Network
Urban Distribution Network
a) Milk Distribution Network
Earlier Distribution Network
1. Fourteen Distributor in 2003 for Milk supply.
2. Two Vehicles for Department supply.
Current Distribution Network :
1. Twenty Seven Zones.
2. Twenty Seven Distributors one distributor for one Zone.
3. One Vehicle for retail Stores Milk and Milk products supply.
4. Three Vehicles for department supply i.e. Army Supply,
Hospital Supply etc.
b)Fresh Product Distribution Network
Earlier Distribution Network:
1. Fifteen Distributors in 2003 for Fresh Product Supply in Jaipur City
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2. Two Distributor for exclusive Saras Parlour supply.
Current Distribution Network:
1. 28 Distributors for fresh product supply in Jaipur City.
2. Two Distt. for exclusive Saras Parlour supply.
3. One mobile vehicle for M.B 186 (RCDF), 147(Secretariat), 116
(Vidhansabha) supply.
c) Ice-cream Distribution
1. Three Distributors for Ice-cream supply in Jaipur City.
(Mandatory by franchiser system)
2. One vehicle for M.B 186 (RCDF).
d) Ghee Distribution Network
Earlier Distribution Network:
1. Fifteen Distributors for Ghee Distribution.
2. Jaipur Dairy has also started marketing ghee in rural areas through
dairy cooperative societies.
Current Distribution Network:
1. Twenty Eight Distributors for Ghee distribution.
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2. Jaipur Dairy has started marketing ghee in rural areas through dairy
cooperative societies. The results of the same have been
overwhelming and presently over 85 MT per month of ghee
through DCS's.
Retail Outlet Network
Jaipur Dairy sells its milk and milk products through a network
of over 1800 retail outlets spread over Jaipur city and near by 50 towns
in 2003 and currently Jaipur Dairy has a network of over 4500 Retails
outlets over Jaipur City and near by 100 towns. Outlets of Saras
Categorization as under:
Booths
Shop Agencies
Institutions
Saras Parlour
Retail Outlet Network in Urban Areas
Booths - 585
Jaipur Dairy Own Booth - 200
Private- 385
Shop Agency- 3295
Parlours Eighty Two run by Private Party.
Milk Booth- 186 ( RCDF) Parlour run by Jaipur Dairy
Milk Booth- 1581
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Modern Trends- Eight
1. Spencer
2. Reliance Fresh
3. Metro
4. Easy day
5. Hyper City
6. Vishal Mega Mart
7. Big Bazar
8. Big Shopper's
Canteens - Four
1. Vidhansabha
2. Secretariat
3. Amer run by Jaipur Dairy
4. MNIT run by Private party through Jaipur Dairy
Departments : Thirty Eight which is listed in Jaipur Dairy
Retail Outlet Network in Rural Areas
Shop Agency - 1300
Parlours- 6 Rural Parlours and 2 Highway Parlours
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Rural Distribution Network
Milk Distribution Network
Earlier Distribution Network:
Eleven Distributors for Eleven Routes.
Current Distribution Network:
Twenty Eight Distributors for 28 Routes ( One Distributor for
one Route).
b) Fresh Product Distribution Network
Distribution for Delhi Supply
Distribution of SARAS products in Delhi One Sole Distributor and
two distributors.
One Milk Parlour is also run by Jaipur Dairy at Bikaner House
Delhi.
Distribution for Hill Station Supply
Distribution of UHT (MAP-Six month life) milk in North East five
Station and North corner twelve station, Rajasthan - Twenty
Stations.
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Organization Structure of Jaipur Dairy
Three Tier Structure
The Dairy Co-operative Movement operates on a three tier
system wherein farmer members own dairy co-operative societies
(DCS) which own district milk producer's union. The unions
collectively own the RCDF.
It is a vertically integrated structure that establishes a direct linkage
between those who produce the milk and those who consume it.
Federation- Provides service and support to unions. Marketing within
and outside the state, Liaison with government and NGO agencies,
mobilisation of resources and coordinating and planning programmes /
projects.
Union - Develops village milk cooperative network, procures milk
from DCS, processes and markets. Sale of cattle feed and related
inputs, promotion of cross breeding through AI and NS, promotion of
fodder development and general support and supervision to DCS.
DCS - Provides input services (AH, AI) to its members and
procurement of milk.
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Chart-1
Organization Structure of Jaipur Dairy
Chairman
Managing Director
Manager Plant Manager P & I Manager APS Dy. ManagerQuality control
Dy. Manager Marketing
Dy. Manager Dy. Manager Dy. Manager
Dy. Manager Asst. Manager
Asst. Manager Asst. Manager Asst. Manager
Sales Representative
Supervision
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The dairy co-operatives comprise the following institutional
properties :
Democratically elected board of DCS, milk unions and Federation
from among their members.
Adoption of such bye laws which ensure democratic process on the
principles of cooperation.
Management and ownership of assets by the cooperatives.
Autonomy in pricing, marketing and appointment of personnel.
Employment of professionals.
Total control of the organisation is in the hands of its members.
Training and Extension
Seven milk unions viz Ajmer, Bhilwara, Bikaner, Jaipur,
Jodhpur, Kota and Udaipur are operating centres where training is
provided for several areas related to DCS operations viz DCS
secretary, Management Committee member, AI workers, milk tester,
first aid worker, chairman orientation, dairy animal management and
various refresher courses etc.
To enhance active participation of the producer members in the
DCS, to create awareness about improved animal husbandry practices
viz feeding, crossbreeding, animal management and stimulate fodder
production, extension activities are carried out at DCS and at milk
unions. Under farmers' induction and orientation programme, visits to
the dairy plants are arranged to demonstrate the process and disposal of
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the milk collected from the producers. Producers also taken to visit the
model Indian dairy cooperative-Anand Milk Cooperative Union
(AMUL ) in Gujarat and they in turn educate other milch animal
owners in their area about the practices and benefits of cooperatives.
Audio-visual aids, field demonstrations, extension camps are used to
explain feeding, breeding, fodder development and clean milk
production practices.
BULK MILK COOLERS (BMC)
Bulk Milk Cooler popularly known as BMC is one of the Latest
Kind of Technology/equipment used in Milk Procurement System. Its
basic objective is to preserve the quality of milk poured in, by cooling
down the temperature of milk to 4'C. There by checking the growth of
bacteria responsible for the deterioration of the quality of milk.
Therefore no sources/ curdling of milk, which saves a lot of monetary
loss to DCS and its milk producers.
Besides this, use of this BMC System has reduced the
expenditure cost on purchase of milk cans/lids. Moreover, giving
comparatively more time to pour milk to milk producers, residing at
farther distance from BMC DCS resulting in increase in the number of
a milk producers, as well milk procurement. It also helps the DCS in
getting accurate values of milk Quantity, Fat% and SNF. All these
factors lead to the increase in viability of BMC DCS. Now
this financially sound DCS can give additional milk purchase price to
its milk producers, during the lean season. Jaipur Milk Union is having
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a very large network of about 216 Bulk Milk Coolers at 203 DCS with
a Chilling Capacity of 4.40 lac ltr. milk per day. These BMCs have
been received under various Schemes like Clean Milk Production
(CMP) and Rashtriya Krishi Vikas Yojna (RKVY).
