Study of Mother Dairy’s WT-5
Probing the reason(s) for low sales & suggesting remedial measures thereof.
Kalyan Sundar Banerjee
Analysis of Milk Industry
Indian Dairy Industry – Facts & Figures
Analyzing the product – Milk
National Dairy Development Board
About Mother Dairy
Other Major Players
Delhi’s (NCR) Milk Market
Objectives of Research
Findings of the Research
SWOT Analysis of Mother Dairy & Others
At the very outset we would like to express our heartfelt gratitude to ‘Mother Dairy India Ltd.’ for allowing us to contribute, though modestly, in the functioning of WT-5, which has the unique distinction of being the most competitive milk market of Asia by way of our research project which we all found very interesting & challenging. Our thanks are due to Mr.K.P.S. Chauhan who was very kind in explaining to us the challenge that lay ahead of us & also for allowing us to make liberal use of his knowledge, resource & patience. We feel grateful to Mr. Venkatramani, for allowing & encouraging us to pursue our research with utmost objectivity, fairness & flexibility. We feel indebted to Mr. Kumar & Mr. Anil Grover for explaining to us the intricacies & peculiarities of milk business which came handy on various occasions & allowed us to retain our focus & finish our research with the satisfaction of a job well done. We would also like to thank all those people at ‘Mother Dairy India Ltd.’ who though being total strangers to us lifted our spirit with their cheerful smiles & gave us the courage & inspiration to work zealously on the project assigned to us & do justice to it. I am extremely thankful to my Faculty Guide Dr. Anurika vaish at Indian Institute of Information Technology for her invaluable Guidance and Suggestions during my Training. We all would also like to express our gratitude towards our parents from whom we have inherited all the desired virtues & to whom we look up to as living inspirations. Last, but by no means the least, we would like to pay obeisance to the Almighty God for bestowing on us his blessings & also for being on our side when the challenge seemed insurmountable & the going was tough. Our unshakeable faith in Him allowed us to take this research to its logical conclusion.
Name of the company:
“Mother Dairy India Ltd.”
Title of the project:
Probing the reason(s) for low sales & suggesting remedial measures thereof. Type of project:
Research based marketing project.
Duration of project:
6 weeks (from May 1 to June 15, 2005)
Number of team members: 5
Area under research:
WT-5 (West Delhi)
Analysis of Milk Industry
Traditionally, in India dairying has been a rural cottage industry. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. In earlier years, many households owned their own ‘family cow’ or secured milk from a neighbour who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problems of sanitation etc. restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. Gradually farmers living near the cities took advantage of their proximity to the cities & began supplying milk to the urban population; this gave rise to the fluid milk-sheds we see today in every city of our country. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry has made rapid progress since Independence. A...
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