Marketing of liquid milk: a case study of Ahmedabad milk market

Abstract

Indian dairy industry can be divided into two types of enterprises: Liquid Milk and Milk Products. In the procurement and marketing of liquid milk, there is strong presence of co-operative and traditional private channels though the organised sector private enterprises also exist. The packaged liquid milk market alone is of the order of Rs. 12, 000 crore and has been growing at the rate of 10 per cent annually (Sodhi, 2005). On the other hand, in the marketing of (western) dairy products, there are only organised large co-operative, multinational and domestic private sector enterprises. The orientation of the large private dairy sector has been, historically, towards milk product marketing.