Mother Dairy Industry Report, a Plant in Delhi India

INDEX

Acknowledgment Executive Summary Company & Its Profile Objectives & Observations Corporate Social Responsibility and Awards Pictorial Representation of Mother Dairy brands and its Competitors Swot Analysis of Mother Dairy Products Key Learning's Bibliography

EXECUTIVE SUMMARY

Visit to the prestigious “Mother dairy Fruits & Vegetables Pvt Ltd. In Patparganj was an eye opener in understanding the industry and its market , also the practical awareness of industry sector clarified the way organization behaves and its environment. Critical observations are done in ares like organizational culture, team dynamics, lay out and process.

Visit dated on July13th 2012, clearly explained how a particular industry runs in top position and how it helps society. Competition is high in all industries irrespective of sectors, but “Mother Dairy” with its dedication, hard work and eager to be the best made Mother Dairy #1 in industry. It shows sky is the limit for success. Mother Dairy quoted that running for money and choosing a short cut isn't a way for success. Mother Dairy is the brand symbol for “Mother Dairy” as it maintained same quality , quantity,taste,reputation for more than three and half decades.

COMPANY & ITS PROFILE

Mother Dairy is committed to deliver products which meet all regulatory, industrial, consumer Quality and Food safety requirements Mother Dairy continuous efforts focused on building a sustainable “Quality and Food Safety Program” across food chain, using state of the art processes and innovative technologies towards delivering wide range of “Dairy and Food” products.
Mother Dairy systems are designed to have process monitoring and controls at each stage of food chain towards Continual Improvements.
Mother Dairy, assure that their valued consumers are satisfied, each time they experience their product.
Mother Dairy, set up in 1974 under Operation Flood Programme, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India.
Mother Dairy's range of products include the brands Mother Dairy (milk, milk products, curd, ice cream,butter,etc.), Dhara(range of edible oils) and Safal (range of fresh fruits and vegetables, frozen vegetables, fruit juices).
Current Managing Director for Mother Dairy is Mr.S.Nagarajan.
Currently, it is one of the largest milk (liquid/unprocessed) plants in Asia.Presently ,in Delhi Mother Dairy sells more than 35 lakh litres of milk per day,out of which about 10 lakh litres of milk is sold as bulk vended milk and another 25 lakh litres of milk is sold in poly pack in five different variants. Apart fromDelhi, Mother Dairy markets its poly pack milk in Gujarat, Andhra Pradesh,Maharashtra, Western U.P, & Haryana.

Mother Dairy light up millions of farmers lives with prosperity andself reliance. Everyday , they procure and market over three million litres of milk. The milk keeps the nation healthyand help farmers live of dignity. So, at Mother Dairy people don't just buy milk. They contribute to the nation's growth, litre by litre.
Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairy’s constant endeavor to ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and uphold institutional structures that empower milk producers and farmers through processes that are equitable.
Milk is received through insulated road/tankers at very low temperature thus retaining the freshness of the milk. The milk then undergoes 23 stingent quality tests before it is accepted for processing.
Mother dairy sources significant part of fresh milk from state co-operatives and Mother Dairy owned New Generation Co-operatives(NGC).Milk received from individual producer is checked for all basic quality parameters meeting company specifications & requirements at respective collection & chilling centers.
Milk is supplied to the dairy units through insulated milk Tankers at <4 deg C through road/tankers, thus retaining the freshness of milk.
All incoming Milk received at Dairy units undergoes 23 srtingent Quality cheks before it is accepted for processing .these include organoleptic (Taste,odor&Appearance), physio-chemical(e.g. Temperature ,Foreign matter, % Fat, %SNF,% Acidity,%Protein etc.), microbiological (e.g.MBRT), also presence of any adilterations in milk (e.g.Formalin, urea, starch, sugar, glucose, maltodextrin, nitrate, salt, hydrogen peroxide, nutralizer, ammonium compounds and Fat adulterations).
Commodities, ingredients &packaging material used for our products are checked, approved and released by quality functions as per company specifications and requirements.
It is Mother Dairy's constant endeavor to
(a) Ensure that milk producers and farmers regularly and continuously receive remunerative prices
(b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable.
At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is an ISO 9001:2008 (QMS), ISO 22000:2005 (FSMS) and ISO 14001:2004 (EMS) certified organization. Mother Dairy has Certificate of Approval from Export Inspection Council of India also. Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology, Government of India.
The company derives significant competitive advantage from its unique distribution network of bulk vending milk booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Mishti Doi, Paneer, Dahi, Ghee, Cheese, UHT Milk, Probiotic Products, Lassi & Flavoured Milk and most of these products are available across the country.
Safal is the market leader in the organized fruit & vegetable retail business in Delhi NCR where it sells an average of 300 MT/day through a network of 350+ exclusive retail outlets under brand name Safal/ Safal Pure Veg, supported by a state-of-the-art large and ultramodern Central Distribution Facility located in Delhi with an annual capacity to handle and process 2,00,000 MT of fresh fruits and vegetables.
Safal today operates the largest number of F&V Stores in Delhi NCR and has further expansion plans in place. Retail Outlets are also present in Bangalore under the brand name Safal Daily Fresh.
Safal has a prominent presence in Export market spread across 40 countries viz., USA, Europe, Russia, Middle East, Asia and Africa and exports Fresh Fruits & Vegetables (Grapes, Banana, Gherkin, Onion, etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc. A state-of-the-art fruit processing plant of fruit handling capacity of 15,000 MT annually, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 50,000 MT annually.
The Dhara range of edible oils is marketed by Mother Dairy. Today it is one of the leading brand of edible oils and is available across the country in over 2,00,000 outlets. The brand is known for its PURITY and focuses on the indigenous oil.
Mother Dairy is committed to deliver products which meet all regulatory, industrial, consumer Quality and Food safety requirements to our valued consumers.
Their continuous efforts focused on building a sustainable “Quality and Food Safety Program” across food chain, using state of the art processes and innovative technologies towards delivering wide range of “Dairy and Food” products.
Their systems are designed to have process monitoring and controls at each stage of food chain towards Continual Improvements.
They, assure that their valued consumers are satisfied, each time they experience their product. They achieve this by,
•Implementing robust Mother Dairy Management System, which is an Internal System, developed to meet the all Process Requirements based on National & International Standards.•Implementing International Management System Standards (ISO)•Bench Marking, Best-In-Class requirements•Process Optimization : Constantly working on latest innovative Technologies•Capability Development across the Organization•Auditing & Assessments : Mother Dairy has established a frame work for Auditing & Assessments of Complete Food Chain •Consumer Satisfaction

It is their endeavor to create a culture of “Total Quality” where continuous improvement of their people, processes and products becomes a way of life.At Mother Dairy Innovation Centre, They have a dedicated team of Scientists who are constantly collaborating international standards and best practices for Quality & Food Safety in its products.

Products: S.No | Product Name | Brand Name | Items | 1 | Milk and its products | Mother Dairy | Packaged milkPackaged Milk(Full Cream,Standardised,Toned,Double Toned Skimmed and Pro-biotic),Butter, Dahi,Ghee,Cheese,Ice-Creams, UHT Milk,Lassi &Flavoured Milk. | 2 | Edible Oils | Dhara | Refined vegetable oil, Refined Soya Bean oil,Refined Sunflower Oil,Refined Rice Bran Oil,Kachi GaniMustard Oil,and Filtered Ground Nut Oil. | 3 | Fresh and Frozen Fruit and Vegetable Products | Safal | Fruits,Vegetables,Rice,Processe items(jams,juices,ketchup,pulp) |

Packaged Milk is available in 5 different variants:
1. Full Cream Milk – milk fat 6%, SNF 9%
2.Standardised Milk - milk fat 4.5%, SNF 8.5%
3. Toned Milk - Milk fat 3%, SNF 8.5%
4.Double toned milk - milk fat 1.5%, SNF 9%
5. Skimmed milk - milk fat 0.5%, SNF 8.7%

OBJECTIVES & OBSERVATIONS:-

From the industry visit we came to know how a product gets manufactured and distributed. Lectures from the key members of organization we came to know how Mother Dairy stood #1 in industry. We have understood market of Mother Dairy in terms of its yearly production. By this visit we came to know the way employees work in an industry. We came to the safety precautions that they use while a work is in a plant. We came to know the temperatures in which Milk is heated and cooled. Employees of Mother Dairy resembles they way Mother Dairy Fruits & vegetables Pvt Ltd works. The machinery we have seen in the plant are very huge in terms of size. Greenery is at its 100% in the plant. Manufacturing area is very hygienic and a comfortable work place to employees. Their work for society and focuses on consumer satisfaction. It is a non profitable company. The employees have the order not to touch the milk with bare hands. They get their machines and silos cleaned every weekend to ensure that the Milk produced is safe for the customers.

SOME MOTHER DAIRY BRANDS IN THE MARKET:-

Standardised Milk Toned Milk Skimmed Milk

Full Cream Milk Cow Milk Double Toned Milk UHT Toned Milk Plain Dahi Lassi

Butter Cheese

Cow Ghee Ice creams

Rice Bran Oil Fruits Vegetables

Frozen Corn Juices Jams

Pickles Gold Basmathi Rice Classic Rice

Product Making Process:-

Processing of Milk
At Mother Dairy,processing of milk is done through state-of-the-art microprocessor technology which integrates and completely automates all functions of milk processing and ensures high product quality, reliability and safety. The various stages of milk processing are given below. Clarification
The chilled milk from the silos goes to the clarifier after pre-heating. The clarifier spins the milk at very high speed, removing all dust particles that are invisible to the naked eye.
Standardization
Milk from different breeds of cows and buffaloes may vary in its composition. Hence, to make milk uniform in composition, before supply to the market,it is standardized by raising or lowering its fat and SNF percentages present in the milk to a desired level, so as to deliver the milk to consumers as prescribed norms of FSSAI
Homogenization
In this process, the milk is processed at a very high pressure during which the large fat globules present in milk are broken down in to tiny droplets. The milk fats get evenly distributed in the milk and milk become whiter and thicker. Milk is homogenized for consumers who to not like cream layer on top. Homogenization improves palatability of milk and is easily digestible.
Pasteurization
The milk is then pasteurized,named after Louis pasteur, a French scientist who invented the process for use in wine. Pasteurization was first applied to milk by Dr. Soxhiet of Germany. This involves heating the milk at 72 degree celsius for 15 seconds and then rapidly cooling it down to 4 degree celsius . This process kills all the pathogenic bacteria present in the milk making milk safe for consumption. Pasteurization, unlike boiling does not affect the nutritional value of the milk.

Distribution of Milk
After processing, milk is dispatched in hygienic & sterilised milk tankers or packed in food grade material and transported under cold chain to our nearest milk shops. Everyday, as part of quality assurance, milk samples are collected from milk shops randomly and are tested.
The above processes help us in maintaining our stringent quality control standards, in order to ensure that the milk you get is fresh, pure and healthy.
After dispatching, it is important to keep a note of its availability. Company's milk tanker are fitted with wireless set or GPS. This helps in close monitoring of milk distribution. The control room is very vital for efficient distribution of milk to all the retail outlets across the city. It organizes the tanker routes so that shops do no run out of milk.
As soos as the person in the control room learns that a shop is running out of milk, he contacts the tanker nearest to the shop on wireless which then delivers the milk to the shop.

Distribution Formats For Bringing Mother Dairy Closer To Your Home
Milk Shops:
Spread across the length and breadth of the city, the Mother Dairy booths are one of the more familiar landmarks of any neighbour. With fresh supply of milk and other products,these booths ensure your nutrition needs are always well taken care of.

Franchise Shops:
Specially conceptualised to reach previously untapped areas, these Franchise shops are a boon to customers who've never experienced the healthy options of the brand before.

Kiosks:
A recent innovation,these kiosks cater to a specific area such as housing societies etc. With the purest milk readily available all the time,these kiosks make sure your health needs are always at an arm's length.

Insulated Containers:
These extemely low-cost containers are operated by private retailerswho can store up to 600 litres of milk in one go. While their convenient size enables the brand to attain a greater reach.
Container-on-wheels:
A fabulous innovation, container-on-wheels or simply 'COW' are the mobile solutions to our health needs. While it guarantees a greater exposure for the brand, it also presents the economically weaker section of society a viable source of income.

Bulk vended milk/Token milk:
Mother dairy Bulk Vended Token milk is healthy and tasty to the last drop. Homogenised to evenly distribute the cream content, it's thicker and a lot to digest. It's the magic of homogeniation that makes our kheer tastier and our shake frothier. It is fortifies with vitamin A
Packing:
Packaging of milk has unergone remarkable innovations in the past few decades, Tamper proof, hygenic and labled pouches/packs have replaced the traditional bottle. These innovative methods of packing milk have rendered it free from adulteration and tamperingand have also made it possible to provid consumers with different variants of milk labled and colour codedto their requirements.

CORPORATE SOCIAL RESPONSIBILITY AND AWARDS
The very genesis of Mother Dairy organization was a result of the initiative to provide value to farmers and safe milk to consumers. Corporate Social Responsibility (CSR) is thus an integral part of the business model we operate on.
Multitude of social development and other initiatives have been nurtured by Mother Dairy from its earliest days. At Mother Dairy, it's commitment to ethical conduct and social responsibility is core to their way of doing business, and is strongly aligned with their vision to create and increase value for farmers and to provide affordable, safe, healthy and tasty products to their consumers.
Mother Dairy sources significant part of its requirement of Liquid Milk from Dairy Cooperatives. Similarly Safal sources its requirement of Fruits and Vegetables from farmers/growers association and Dhara helps the Oilseeds Grower Cooperatives by sourcing the production of the wide range of Dhara edible oils from them.
This ensures that the farmers get the appropriate prices for their yield and quality. Mother Dairy also works towards improving the standards of the farmers by educating them about better farming techniques, hygienic practices and modern methods of dairy farming. This initiative by Mother Dairy is directed towards making the farmers independent and financially self sufficient.
Mother Dairy promotes the Bulk Vended Milk, better known as 'Token' milk. Mother Dairy pioneered the concept of hygienically processed milk that is retained hygienic to the consumer in an unpacked condition. Mother Dairy sells approximately 10.5 lakh litres of token milk in Delhi alone and thus ensures more than 5 tonnes less consumption of plastic in Delhi everyday.

AWARDS:-

3rd Best Employer of India - World HRD Congress (Apr-2010)

SAP Ace Award 2010 - Best Run Award in Consumer Products
SAP ACE Awards have recognized the efforts of the company and their business excellence achieved through the implementation of SAP, for its customers across India. Adding to this, Mother Dairy was also the first company in large-scale SAP software implementation in the Indian dairy and fresh foods sector.
Business Leadership (Fruit & Vegetable)
Franchise India (Dec-2010) - Safal was conferred the coveted Business Leadership Award at the Franchisee Expo – Franchisee India 2010. The award recognises efforts in creating an integrated model & bringing in catalytical change in the retail segment to further organise the Fruit & Vegetable sector. The Award is a testimony of Safal’s leadership in the segment. Safal pioneered the concept of organised fruit and vegetable retailing in the country and is today a dominant player with over 400 outlets operational in Delhi and NCR.

PICTORIAL REPRESENTATION OF PARLE BRANDS AND ITS COMPETITORS

SWOT ANALYSIS OF MOTHER DAIRY PRODUCTS
STRENGTH
Sizeable market share in the country. Offers variety of products under its brand. Different types of milks are available. An experienced team of sales and marketing executives. Deep and effective coverage Largest distribution system. WEAKNESS high prices compared to competitors can go for advertisement OPPORTUNITY Retaining loyal retailers or wholesalers. Improving supply system for established brands. Sale can be increased by alloting more outlets Information can be known by GPS system Good scope for juices flavoured milk, if launched and properly promoted by Mother Dairy. THREAT Highly advertise brands such as Amul ,Britannia,etc., Ever increasing competition from new brands and local farmers.

KEY LEARNINGS FROM VISIT

We got an opportunity for learning the way how a Milk industry works We have learn the process in which Mother Dairy produces its products We have lean how a dedicated work place looks like We have learn the way an employer behaves We came to know how Mother Dairy gained its reputation Hardworking attitude in each every aspect of Mother Dairy can bee seen in a visit Environment protection is very important We have experienced heavy machines We came to know how Mother Dairy has found its own way into the Indian hearts and home. It spreads happiness and joy among the all ages of the people. Mother Dairy shown to the world that hard work and dedication is key to success. We came to know how Mother Dairy helps society and how it helps towards development of nation. Mother Dairy is not listed in the stocks as it is a Pvt Ltd. Profit margins are when compared to its competitors Mother Dairy has it exports in overseas Mother Dairy have had maintained its quality and taste since three and a half decades.

BIBILOGRAPHY

www.motherdairy.com www.scribd.com www.wikipedia.com www.maps.google.com www.google.com