INDUSTRY OVERVIEWDairy Product Sector in North East India
Dr M. Islam BarbaruahDirector, Vet Helpline India Pvt.Ltd
IIE, Guwahati, India
The volume of milk consumptionin South Asia is growing at 2-3
per cent. The growth rates of over5 per cent for many dairy product
categories in India are muchhigher than the mature markets of
the developed world and this isprompting several global players
to target entry into the Indianmarket. – The Hindu
IIE, Guwahati, India
Approx 48% of Milk output in India is used toproduce a variety of Indian dairy products
Milk& Milk
Products
Meat&
Egg
TotalFood
FamilySize
RURAL 42.56 16.14 288.80 5.00URBAN 74.18 26.77 410.10 5.00
Per Capita Monthly Consumption Expenditure ( In Rupees )
55th NSS ( July 1999 – June-2000)
THE STATISTICS – AT A GLANCEIndia’s Total Milk Production & Per Capita Availability of Milk
(2001-02)84.6 MT & 226gm respectively.
L.Milk Ghee Curd Makkan Khoa MilkPowder
Cheese Others
46% 28% 7% 6.5% 5.5% 3.8% 2% 1.2%
Milk Utilization Pattern – 1989-90
IIE, Guwahati, India
Over 45 per cent of the country's milk is retainedat farm level in rural regions; another 42 per centis handled by the unorganized sector. A mere 13per cent goes for value addition by the organized
sector.
The combined size of the butter and cheesemarket at Rs 630 crore. Against this, the
packaged liquid milk market is valued at Rs7,200 crore, while that of curd and curd-basedproducts, made by the unorganized sector, isset at Rs 12,000 crore. Value of ethnic sweets
is still higher at Rs 27,000 crore.
SOME FACTS
IIE, Guwahati, India
The country became the world'slargest milk producer in 2001. Yet notone player from India features in thelist of global top 20 dairy companies.
SOME OF THE KNOWN COMPANIES ACTIVE IN THIS SECTOR
• Britania Industries Ltd•Cadbury India Ltd
•Gujarat Co-op Milk Marketing Federation•Hindustan Lever Ltd
•Nestle India Ltd•Parle Products Ltd
•ITC Agro Tech•Satnam Overseas Group
•Marico Industries Ltd•Smithkline Beecham Consumer Health Care Ltd
•Perfetti Van Melle India etc.
IIE, Guwahati, India
Do you Know?
According to Unconfirmed Estimates:
Organized sector represented by brands “Purabi” and “DairyFresh” besides “Government Central dairy”
together markets only in an average of 12000 lit of Milk perday within Guwahati as processed milk.
Guwahati market requirement of liquid Milk is 1,25,000 lit per day.
Branded dairy products produced & marketed by local playerWAMPUL & G.R.Dairy Products is slowly gaining market sharein Guwahati and providing consumers an alternative to those
marketed by majors like AMUL and Nestle.AMUL processed milk “AMUL Taaza” sale within
NE India is 450 -500 MT per day.IIE, Guwahati, India
PURCHASE OF MILK – IN GUWAHATI CITY
From Published source
IIE, Guwahati, India
PENETRATION OF MILK PRODUCTS IN GUWAHATI
Unconfirmed estimates put sale of Curd in Guwahati City byunorganized sector at 3000 to 5000 lit per day (summer) and that
of cream at >100 lit per day.
From Published source
IIE, Guwahati, India
MAJOR DAIRY PRODUCT PRODUCINGORGANIZATIONS IN NORTH EAST INDIA
DIMAPUR ( KOHIMA ) DISTRICT CO-OPT MILKPRODUCERS UNION LTD. (KOMUL)
Dimapur, NagalandBrand : KOMUL
TRIPURA CO-OPERATIVE MILK PRODUCERS' UNION LTD.Agartala
Brand: GOMATI
G R DAIRY AND FOOD PRODUCTS (P) LTDKhanapara, GuwahatiBrand : DAIRY FRESH
WEST ASSAM MILK PRODUCERS CO-OPERATIVE UNION LTDGuwahati
Brand : PURABI
IIE, Guwahati, India
PURABI BRAND OF PRODUCTS
IIE, Guwahati, India
DIMAPUR ( KOHIMA ) DISTRICT CO-OPT MILK PRODUCERSUNION LTD. (KOMUL)
Sweetened Card
Pasteurized Lassi
Cow Ghee Packed Milk
Ice Cream Paneer
PRODUCT PROFILE
IIE, Guwahati, India
SOME OBSERVATIONS
There are 678 registered manufacturingunits of Milk Products in India. Most of
them are in to milk powder and ghee. It isimportant to note that they uses 29 million
litres of Milk per day against installedprocessing capacity of 73 million litres per
day.
Existing product profile at global dairy majorsalready active in India indicates eventual growth
for the organized sector. The trend in comingyears will be towards more value-added products.
IIE, Guwahati, India
SURVIVING THE COMPETITION FROM MNC’SAND OTHER DAIRY MAJORS
It is not the strongest of the species that survive, nor the mostintelligent, but the one most responsive to the CHANGE
Charles Darwin
Be Informed – Know your Customers & Market
Focus on – Innovation and Quality
Be Techno-savvy
Innovative distribution and customerconvenience
Realistic Marketing Plan : Clear vision , Goal Fixation &Continuous Performance Monitoring
IIE, Guwahati, India
IIE, Guwahati, India