Marketing Strategy for Packaged Milk Industry

Categories: Agriculture Industry Marketing Milk Swot Analysis

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India is one of the largest milk producers in the world. In recent years India has seen the tremendous increase in the demand of packaged milk instead of loose milk from vendor the main reasons for sudden shift in demand is mainly because, now a day’s people are becoming more and more health conscious and also now a day’s people have more disposable income as compare to earlier days. Also today if we see there are many brands which are giving very tuff competition to lose milk providers even in rural areas where earlier it was not possible to reach brands like AMUL, Mother’s Dairy, and other local brands are making their presence felt.

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During the year 2005-06 total milk production in the country was around 90MT and at the same time per capita availability of milk was around 229gms. From there till now Indian dairy industry has seen the tremendous growth and growing at the annual growth rate of (CAGR) of around 4% The total milk processing in India is around 35%, of which the organized dairy industry accounts for 13% while remaining is either consumed at farm level, or sold as fresh, non-pasteurized milk through unorganized channels.

In an organized milk industry, dairy cooperatives report for the major share of processed liquid milk marketed in India.

Milk is processed and marketed by 170 Milk Producers’ Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. Over the years, several brands have been created by cooperatives like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan).

Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur). According to the Ministry of Food Processing Industries, exports of dairy products have been growing at the rate of 25% per annum in terms of quantity and 28% in terms of value since 2001.

This is also one of the main reasons for increase in milk demand. It is not like that milk industry is only growing like every other industry this industry is also facing several problems and barriers which they need to overcome to become world’s largest milk producer as well as exporter. Also this interim report gives greater insights about the key driver, the challenges faced by the market, The SWOT and PEST Analysis of the packaged milk industry. In the end there interim report contains information regarding the Key Findings.

The methodology involves the use of secondary data analysis, which involves collecting the relevant data, organizing it and analysis the data. The project also involves collecting Primary data whenever required. Also use Tools like SWOT and PEST analysis in developing a new marketing and pricing strategy. INTRODUCTION Today India is one of the world’s largest and fastest growing markets for milk production. India’s milk industry is rapidly growing and is trying to keep pace with the growing population. In India there are about 170 milk processer currently producing the milk which operates majorly in 15 states of India.

Out of which major states are Gujarat, Andhra Pradesh, Punjab, Karnataka, Maharashtra, Kerala Rajasthan and Uttar Pradesh. During the year 2008-2009 total milk production in India was around 108. 5 million tones . And the industry is expected to grow by 4% annually. Out of the total milk production in India about 35% are used for dairy product and rest of the milk is sold as fresh or non pasteurized milk through different channels. Also milk producer are making good profit by producing milk powder. Indian milk industry is expected to produce 135 million tones of milk by the end of 2015.

India with total cattle population stood at 516 million which includes 235 million cows and 227 million buffaloes as on September 2008 and large number of cows and buffaloes are milk producing. India has seen tremendous growth in its milk production during last one decade which has increased by 4 percent. Indian milk industry also contribute major share in agricultural gross domestic product. Out of the total milk produced in indie 52 percent is buffalo milk 40 percent is produced by cows and remaining 8% is either produced by sheep camel or other animal.

Below is the total milk production as well as per capita availability from 1995 in India, as well trend till 2015 Production in India| Year| Production (Million Tonnes)| Per Capita Availability (gms/day)| 1995-96| 66. 2| 197| 1996-97| 69. 1| 202| 1997-98| 72. 1| 207| 1998-99| 75. 4| 213| 1999-2000| 78. 3| 217| 2000-01| 80. 6| 220| 2001-02| 84. 4| 225| 2002-03| 86. 2| 230| 2003-04| 88. 1| 231| 2004-05| 92. 5| 233| 2005-06 | 97. 1| 241| 2006-07| 100. 9| 246| 2007-08| 104. 8| 252| 2008-09| 108. 5| 258| 2009-10| 111. 8| 263| 2010-11| 115. 0| 267| 2011-12| 118. 3| 272| 2012-13| 121. 5| 277| 013-14| 125. 5| 281| 2014-15| 128. 8| 286| Source: Department of Animal Husbandry, Dairying & Fisheries, Ministry of Agriculture, Government of India| From the above table we can see that from the year 2005-06 every year Indian milk industry is growing at the annual growth rate of 4% which is a very significant increase there is no such year where Indian milk industry has seen the decline which is very good sign for the industry and if it’s continue to grow with the exact same growth rate then by the year 2015 Indian milk industry will overtake world largest milk producer USA.

However according to Department of Animal Husbandry, Dairying & Fisheries, Ministry of Agriculture, Government of India Indian milk industry will grow at the annual growth rate (CAGR) of around 5 percent from 2009-10 also one of the very interesting thing which we can analysis from the chart is that India’s population is also increasing but still we are able to fulfil the per capita requirement of people which is a very good sign for any industry. MAIN TEXT Global scenario ) World milk production: - India becomes largest milk producing nation in the year 2001 with total production volume of around 85MT followed closely by US. 2) Diary Animal: - Although achieving relatively similar total milk production, India keeps over three times the number of cattle as the USA. In addition, 94 million buffalo contribute to milk production India 3) Milk Yields:- one New Zealand cow produces as much as amount of milk that 5 Indian cows produces and one USA cow produces milk which ten Indian cow produces.

This difference is largely due to feeding management, genetics, scientific knowledge 4) Milk Prices: - India and New Zealand have similar milk price however European countries and USA have double the milk prices which received by their farmers. 5) Milk Production per Capita: due to high population and comparatively low milk yields of it’s diary animal India has a very low per capita milk production if compare to it counterpart like New Zealand and USA. Below is the milk production of the top countries in the year 2010.

In Million Tonnes It been cleared from above graph that after USA and Ireland India is one of the largest milk producer in the world. India has even surpassed Switzerland in milk production till the year 2005 India was behind Switzerland however post “Operation Flood” India is fast catching up with other European countries in terms of fluid milk production. One of the main reasons why USA and Ireland are doing so well in milk production is only because of their cold weather and the technology and cattle they used for the same.

Hence India also needs to use better technology and fodder for their cattle to overtake USA and Ireland. Also if we look into the other Asian countries India is largest milk producer in Asia. Taking this as an advantage India need to look in the competitive environment, initiatives need to be taken to create alertness regarding the unique functional and beneficial attributes of buffalo milk products as well as attention in the traditional Indian milk production with the objective of export promotion. National scenario As mentioned earlier, today India is one of the largest milk producing country.

Total milk produced in India during the year 2008-09 is 108. 5 MT. Also large part of milk which is consumed in India is not pasteurized, and sold in loose form by vendors. Major players in packaged milk are: 1) GCMMF 2) Saras 3) Warana 4) Gokul 5) Vijaya 6) Nandini 7) Aavin 8) Mother diary National diary development board issued following data which shows the production of milk in India during the year 2008-09 state wise: Estimates of Milk Production - State wise (000 Tonnes)| | | | State| 2008-09| Andhra Pradesh| 9570|

Arunachal Pradesh| 24| Assam| 753| Bihar **| 5934| Goa| 59| Gujarat| 8386| Haryana| 5745| Himachal Pradesh| 884| J & K| 1498| Karnataka| 4538| Kerala| 2441| Madhya Pradesh| 6855| Maharashtra| 7455| Manipur| 78| Meghalaya| 77| Mizoram| 17| Nagaland| 53| Orissa| 1672| Punjab| 9387| Rajasthan| 9491| Sikkim| 49| Tamil Nadu| 5673| Tripura| 96| Uttar Pradesh| 19537| West Bengal| 4176| A&N Islands| 26| Chandigarh| 47| D&N Haveli| 4| Daman & Diu| 1| Delhi| 285| Lakshadweep| 2| Pondicherry| 46| Chhattisgarh| 908| Uttaranchal| 1230| Jharkhand| 1466|

Source: Department of Animal Husbandry, Dairying & Fisheries, Ministry of Agriculture,| According to the data released by ministry of agriculture the largest milk producing state in India during the year 2008-09 is Uttar Pradesh followed byAndhara Pradesh one of the main reason that Uttar Pradesh is one of largest milk producing state in India is mainly because still large part of population is engaged in agriculture and livilstook, people still engage themselves in small activity the major surprise in that list is Gujarat, is at fifth place even after presence of big Brand like AMUL.

This clearly shows that AMUL may be the biggest national brand in terms of milk and milk product but still there are many local brands which are giving tuff competition to brand like AMUL,Mother’s Diary and Nestle. And the state which are giving tuff competition to this brands are Maharashtra, Tamil Nadu, Karnataka, and Punjab which have their own local brands and brands like AMUL and Mother’s Dairy need to join hands with such local brands so that milk industry can grow at much higher growth rate.

MARKET SIZE Market size is very important for any business market size is nothing but it shows the number of buyer and seller in any market for any given product marker size helps producer to know the rate at which consumers are looking for their product or the demand for that particular product. Market size of any industry depends on the demand of their product if the demand is more the marlet size will be more and vice versa.

For any company to know how their business is growing the most fundamental statistic from where they can check whether their business is growing or not is the market size for their particular product Looking into the market size of Indian packaged milk industry following are some facts and figure which very clearly tells us the growing demand for packaged milk and potential and future trend. If we see a market size of Indian packaged milk industry it was growing at a very small rate before independence it only grew at 2%.

However post “operation flood” which was carried out by Mr. Varghese Kurien milk industry started to grow at a healthy rate of 6% PA. And looking into the current market size it is estimated to be around 36MT. According to ministry of agriculture and GCMF it is estimated to be 50 Billion dollar industry by 2020 which in itself is very huge and it shows the huge market size of milk industry out of total 28 states and 7 union territories major milk producing states are Uttar Pradesh, Bihar, Tamil Nadu, Maharashtra, Karnataka, and Gujrat.

Also India’s growing population plays a very important role in growth of milk industry and will continue to do so. MARKET SHARE In marketing , according to Carlton O'Neal, the percentage or proportion of the total available market or market segment that is being serviced by a company is called market share . It can be expressed as a company's sales revenue (from that market) divided by the total sales revenue available in that market. It can also be expressed as a company's unit sales volume (in a market) divided by the total volume of units sold in that market.

Increasing market share is one of the most important objectives of business. The main advantage of using market share as a measure of business performance is that it is less dependent upon macro environmental variables such as the state of the economy or changes in tax policy. Looking into the market share of packaged milk industry we need to look in two different forms one at national level because there are few national players and also we need to look at state level or Co-operatives that are very much present in different states Market Size at National Level

From the above graph it is very clear that AMUL which is a part of GCMF is top most brand at national level which has it presence all over the country with the market share of 69% followed by Mother’s Dairy which sells fluid milk under the same brand that is of Mother Dairy. One very interesting fact which should be taken into consideration is international brand like nestle has just 8% of market share this clearly shows the domination of AMUL over other national brand. Nestle has it presence in other dairy product like cheese ghee and curd.

And also above this local player there are also many loose milk provider vendors which are giving very tuff competition to packaged milk industry. KEY PLAYER There are many local players in packaged milk segment and only few national players. Out of national players Gujarat Co-operative Milk Marketing Federation is the most dominant one and then comes mother dairy. And there are many local brands like Gokul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu, etc).

Other national players include J K Dairy, Heritage Foods, Indiana Dairy, Dairy Specialties, etc 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 Cooperative Milk Marketing Federations. Over the years, brands created by cooperatives have become synonymous with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan).

Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confidence. Some of the major Dairy Cooperative Federations include: Sr No| CO-OPS| 1| Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF)| 2| Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED)| 3| Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)| 4| Haryana Dairy Development Cooperative Federation Ltd. HDDCF)| 5| Himachal Pradesh State Cooperative Milk Producers' Federation Ltd (HPSCMPF)| 6| Karnataka Cooperative Milk Producers' Federation Ltd (KMF)| 7| Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)| 8| Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)| 9| Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (Mahasangh)| 10| Orissa State Cooperative Milk Producers' Federation Ltd (OMFED)| 11| Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)| 12| Punjab State Cooperative Milk Producers' Federation Ltd (MILKFED)| 13| Rajasthan Cooperative Dairy Federation Ltd (RCDF)| 4| Tamilnadu Cooperative Milk Producers' Federation Ltd (TCMPF)| 15| West Bengal Cooperative Milk Producers' Federation Ltd. (WBCMPF)| Here we will see production, number of co-ops and their no of diary plant of each state so-ops body. Sr No| CO-OPS| Production| No Of Co-Ops| No Of Diary Plant| 1| (APDDCF)| 2437| 9| 12| 2| (COMPFED)| 780| 5| 10| 3| (GCMMF)| 6595| 12| 19| 4| (HDDCF)| 470| 6| 5| 5| (HPSCMPF)| 30| 3| 3| 6| (KMF)| 2130| 13| 15| 7| (KCMMF)| 900| 3| 9| 8| (MPCDF)| 1030| 5| 5| 9| (Mahasangh)| 3820| 23| 29| 0| (OMFED)| 135| 5| 5| 11| (PCDF)| 1680| 30| 16| 12| (MILKFED)| 1550| 11| 9| 13| (RCDF)| 1425| 16| 15| 14| (TCMPF)| 2700| 12| 15| 15| (WBCMPF)| 1272| 14| 6| KEY DRIVERS 1) Increase in Population: - As we all know milk is one of the basic need of any human being, and growing population is one the major driver in the growth of milk industry and if we also see the just concluded census we can see the increase in the population which again indicates that the milk industry has a huge potential and would have profitable business in the coming years. ) Health and safety concerns :- now a day’s more and more people are becoming more and more health conscious this is one of the reason in the growth of packaged milk market and looking at the trend this Indian packaged milk industry has a bright future 3) Increase in disposable income:- one more factor which helped tremendously in growth of packaged milk industry is the increase in the disposable income of people and their willingness to spend on quality and branded products. ) Product Line: - There are many other products which are made from milk like paneer, butter, ghee, curd and people are using these products. And this is one more reason of increase in milk production. Key Challenges / Barriers Every industry has its own sets of advantages and disadvantages under which they have to work; the packaged milk industry is no exception to this. Some of the challenges the industry faces are: 1) organizing milk producers under cooperatives ) provision veterinary services, feeds and fodders in a cost effective manner 3) promoting hygienic practices of milk production 4) increasing milk production and per capita availability 5) Producing and marketing high volumes of dairy products with low margins 6) meeting international standards and increasing exports 7) tackling the menace of production of artificial milk 8) promoting sheep, goat and camel milk 9) commercial production of traditional products 10) innovating product varieties 11) feedback towards appropriate government policies 2) reducing adverse environmental impacts of dairying 13) Lack of Use of scientific practices 14) Inadequate availability of fodder 15) Un-availability of vet nary health services If Indian milk sector able to overcome this problem then very easily India can be largest milk producing country in the world and can be able to do more export and increase the revenue Distribution System ; Structure Let’s see the distribution system of milk producer in India, from supplier to consumer. As we know that in India basically there are two types of sectors

Organized sector:-accounts for the 85% of raw milk Farmers Cooperatives ; Private Players Processing Unit Distributors Wholesaler Consumer Retailer Unorganized sector: - accounts for the 15% of the raw milk Farmers Milk Man Creamery Consumer From the above flow diagram we can see that for unorganized sector milk dirtily reaches to milk man from farmers many a times farmers are only the milk man who provide loose milks to the consumer so here there are not many intermediaries involved or not much steps are involved before milk reaches to the target consumer.

However if we look into the organized sector there are many process involved before milk reaches to the consumer this organized sectors are either the co-Operatives or brands like AMUL, Mother Diary, or Nestle in this distribution system milk is processed before delivering and this Co-Operatives have their own distributors or have their own outlets to sell the milk they process milk according to the demand because today people have different requirement some required full cream some required no cream or zero fat etc. nd also people prefer milk from organized sector reason behind that is the growing awareness among people about the healthy food and safety reasons. Market Entry Strategy For any news player to enter this market the market strategy they need to follow is market penetration, because already there are well settled trusted brand existing in market, so for any new player the main target should be reach to the each and every people and should come up with different product within the packaged milk to compete with the existing product.

Also after seeing the behavior of consumer more and more consumer nowadays are becoming health conscious and they prefer zero fat milk or milk without cream. Also new player need to have very good supply chain management to start with. Because to reach out to the people living in rural area they need to have a strong distribution network, for doing that what this new player can do that is they can have a good relationship between farmers and retailers in rural area the same philosophy used by AMUL in its initial days. Still AMUL uses same philosophy in many rural areas.

For any new product it will be better if they come up with a product like “instant tea” in which consumer just need heat it and have tea. And should target people who are having fast life or bachelor or BPO people etc. Lets see the new market strategy with “Porter’s 5 forces” Porter 5 forces analysis is a framework for industry analysis and business strategy development formed by Michael E. Porter of Harvard Business School in 1979. It draws upon Industrial Organization (IO) economics to derive five forces that determine the competitive intensity and therefore attractiveness of a market.

Attractiveness in this context refers to the overall industry profitability. An "unattractive" industry is one in which the combination of these five forces acts to drive down overall profitability. A very unattractive industry would be one approaching "pure competition", in which available profits for all firms are driven down to zero. Three of Porter's five forces refer to competition from external sources. The remainders are internal threats. Threat of new entrants is high because there are no entry barriers Bargaining power of suppliers is low because the supplier are rural milk producer

Bargaining power of customers is high because of various competitors Competitive rivalry is high due to other brands and local players Threat of substitutes is high because of availability of other product SWOT ANALYSIS SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.

The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories: Internal factors – The strengths and weaknesses internal to the organization. External factors – The opportunities and threats presented by the external environment to the organization. Strength 1) Demand: Continues growth in population and income of people has ultimately increases the demand for packaged milk.

As more and more people now moving to urban area 2) Margin: quite reasonable packed liquid milk 3) Large product line: different types of packaged milk 4) Availability of raw material: easy availability of raw material| Weaknesses 1) Perish ability: pasteurization has overcome this weakness. But still lot of work needs to be done in this area 2) Logistics: major problem faced in rural area because of bad roads and bad transport system 3) Milk Yield from diary animals| Opportunities 1) Value addition: there is phenomenal scope for innovation in product development, packaging and presentation. ) Packaging: Another area that can be improved is the range of packing machines. Better packaging can assist in retaining the nutritive value of products packed and thus broaden the shelf life. 3) Export potential: India as a country has a huge potential to become the largest country in terms of milk export. According to the Ministry of Food Processing Industries, exports of dairy products have been growing at the rate of 25% per annum in terms of quantity| Threats 1) Milk vendors and unorganized sector: major threat for packaged milk is vendor supplying loose milk and unorganized sector| Regulatory Advantage ; legal frameworks

As we all know packaged milk is such a product which is consumed by people so can cause various deases if not looked properly and there are some producer who to earn more profit do all such activity which can cause severe health problem so to curb such issues government of India has made certain laws which every producer has to follow to ensure continuous business and also there are certain criteria which a new producer has to fulfill to get the license for starting the milk business and each and every producer who ever dealing with the milk production need to follow certain rules and regulation laid by government of India

No person shall be a producer or processer of milk unless that person holds a producer or processer license issued under the marketing of agriculture product act by minister of agriculture and rural development. Also according to ministry if agriculture and rural development, the land surrounding a milk house must be: Configured and maintained in a manner that prevents contamination of milk . Kept of refuse and animal and vegetables waste, and should be well drained Operations should be carried on it to be performed under sanitary conditions Prevents injury to and damage by dairy animals

The inspection shall be carried out by a team of three experts constituted by the applicant from a panel of experts or by a firm of quality auditors having professional experience of at least ten years in the fields of food technology, dairy technology, dairy engineering, animal husbandry and dairying and pollution control employed in institutions of repute in these fields. Such panels shall be notified by the Central Government from time to time. Every holder of registration certificate shall inform of any additions or alterations made to the premises to the registering authorities within 30 days from the completion of addition/alteration.

The Government of India notified the Milk and Milk Product Order on June 1992. As per the provisions of this order, any person/dairy plant handling more than 10,000 liters per day of milk or 500 MT of milk solids per annum needs to be registered with the registering authority appointed by the Central Government. With the Enactment of Food Safety Standard Act-2006, at present the work related to MMPO-92 is under Food Safety and Standard Authority of India (FSSAI), M/o Health ; Family Welfare. The production, distribution and supply of milk products is controlled by the Milk and Milk Products Order, 1992.

The order sets sanitary requirements for dairies, machinery, and premises, and includes quality control, certification, packing, marking and labeling standards for milk and milk products Key Opportunities ; Findings After analyzing Indian packaged milk industry the most important finding which I came across is India’s huge export potential As Indian milk industry is one of the largest in the world but still if we compare Indian milk industry with that of Switzerland and other we still have lot of ground to cover in terms of export.

So here below are the certain points which, if we worked on then Indian milk industry can have a huge export potential 1) Location Advantage:- India is located among those countries who has major milk deficit and they are major milk importer like Bangladesh, Oman, UAE, Singapore etc. 2) Cost of Production:- in India major factor is low cost of production of milk, which will help India in exporting milk at lower cost as compare to other countries 3) Quality:- After Switzerland India is considered to be best milk producing country. India can really catch on this opportunities and increase their export ) Productivity:- India milk production is also very large and can work on certain things like using of new technology and quality fodder and can increase their milk production to match the international demand 5) Has high potential to invest in diary sector as well, by having different product 6) Indian local milk producing sector can join hands with player like “Amul” ; “Mother’s Dairy” can give tough competition to foreign players like “Nestle” ;” Kwality” 7) Co-ops sector can pay more attention towards packaged milk as it is easy to deliver and cost saving ) Big players should penetrate rural market more which help the market to open and will result in more competition and more competition will ultimately lead to quality and god product. CONCLUSION The packaged milk industry in India has seen a great deal of activity in the last decade. That is essentially because of the increase in population and increase in the disposable income, also now a day’s people are becoming more and more health conscious. The packaged milk industry is 37MT valued at Rs 477bn, and is expected to reach 51. 8MT valued at Rs 667. by 2015, growing with a Compound Annual Growth Rate (CAGR) of nearly 5 percent. The major brands which is present at national level are AMUL ; Mother’s Dairy it been also observed that every state has a strong presence of local brand which is also one of the major problem in increasing the export of milk and also providing tuff competition to national players and hindering the growth of the national player. Still there is lot of need for improvement in packaged milk industry. Many problems are still faced by milk producing industries like: 1) Lack of Use of scientific practices ) Inadequate availability of fodder 3) Un-availability of vetnary health services Also India has huge potential to become world largest milk producer. Limitations Difficulties in finding secondary data in certain areas. Primary research is based on a certain limited area so the results are not optimum REFERENCES 1) http://www. aavinmilk. com 2) http://www. nabard. org 3) http://economictimes. indiatimes. com 4) http://india. gov. in 5) http://www. indianmirror. com 6) http://www. kashvet. com 7) http://www. amul. com 8) http://www. kmfnandini. coop/ 9) Visit to Karnataka milk federation 10) http://mofpi. nic. n/ -------------------------------------------- [ 1 ]. http://dahd. nic. in/ [ 3 ]. http://www. dairyfarmguide. com/milk-production-in-india-0101. html [ 4 ]. http://www. cso. ie/releasespublications/documents/agriculture/current/milksup. pdf http://www. flex-news-food. com/console/PageViewer. aspx? page=32942 http://articles. economictimes. indiatimes. com/2010-07-27/news/27578822_1_milk-production-milk-prices-cattle-feed [ 5 ]. http://dahd. nic. in/ [ 6 ]. http://www. dsir. gov. in/reports/ittp_tedo/agro/AF_Animals_Milk_Dairy_Intro. pdf [ 7 ]. http://india. gov. in/citizen/co_operatives/cooperatives_dairy. php