Market Success Stories

Dairy & Livestock Sector

Dr. Dinesh T. Bhosale

Regional Technical Manager
(South and South-east Asia)
Alltech Biotechnology P. Ltd.
 Where we stand?
• Number one in milk production
• Number two in freshwater aquaculture
• Number four in egg production
• Number five in poultry meat production
• Number five in soybean production
• Number two in human population
 Market Success Stories
• Why we should discuss market success
stories?
• What we can learn from these market
success stories?
• Can we use market success stories from
one sector to another sector?
• What is the best mechanism to
communicate these stories to farmers?
Indian Dairy Sector
 AMUL
• Members:12 district cooperative milk producers' Union
• No. of Producer Members:2.5 million
• No. of Village Societies:11,962
• Total Milk handling capacity:9.91 million litres per day
• Milk collection (Total - 2005-06):2.28 billion litres
• Milk collection (Daily Average 2005-06):6.3 million
litres
• Milk Drying Capacity:511 metric Tons per day
• Cattlefeed manufacturing Capacity:2340 Mts per day
 AMUL
• More than 60 products.
• Exported to more than 20 countries.
• Founded in 1946.
• “AMUL Pattern” in co-operative sector.
• National Dairy Development Board
• White Revolution
• IRMA
• GCMMF - One brand
 AMUL
Year Sales turnover US$ millions
(Rs. Millions)
1994-95 11140 355

2000-01 22588 500

2003-04 28941 616

2005-06 37736 850

AMUL
 Warana Co-operative
WARANA- A successful name in the cooperative movement;

A successful name in the operation flood;

A successful name in the agricultural field;

A successful name in the sugar lobby;

A successful name in the education field;

A successful name in the banking field;

A successful name in the consumer services; industries

and

A successful name by itself!

750 crores
15,000 direct employment
 Warana
• Warana Milk Co-op started in 1968.
• Dairy farmers: 55,000
• Daily milk procurement: 3.5
• Annual Turnover: 290 crores
• Cattle feed production: 2400
• Milk products like Shrikhand, lassi,
Bournvita, butter, ghee, cheese, milk
powder apart from milk.
 Warana
• Women empowerment
• Rural Employment
• Warana Departmental stores
• Schools and Colleges
• Warana Bank
• Gardens
• Children Orchestra
• Sports
• School for Mentally handicapped
• Foundation for youth employment
 Warana
• Warana village wired project (ICT) in 1998
• The main aims of the project at the time of launch were:
• using IT to boost the productivity of existing cooperative
societies,
• more transparency in their working,
• providing villagers agricultural, medical and educational
information through networked `facilitation booths' in 70
villages,
• bring the world to their doorstep through the Internet,
• tele-education at primary and higher levels and
• map-based information systems for better administration.
 Warana
• Benefits to milk co-operatives
• Apart from accounting (billing) purposes, computers enabled directly
feeding in data on volume and fat content from weighing and fat
measuring machines, thus reducing errors in measurement and
recording.
• An increase in trust was a direct outcome of the introduction of
computers in village dairy management. Especially for women, and
non-literates, it increased the level of trust in the management, and
was an important reason for some dairy farmers to shift to dairies
with computers.
• saving of time, precious especially for women who deliver milk in the
morning and evening, when they have other household tasks to
complete. Waiting in queues for a long time is a thing of the past,
since the whole process of measuring fat, volume, and recording the
data, is done much faster.
 Warana
• Dairies have been able to start or provide other services which was
earlier not possible due to complications in fund collection,
accounting etc. Almost all village dairies have sister cooperatives
which include a credit cooperative society, and a society for
providing inputs (fodder). Computers have enabled linking these so
that fodder purchase can be given on credit and deducted from mil
payments. Loans for purchase of cattle, for starting additional small
businesses, or for consumption have also been facilitated.
• At least four of the around 20 kiosk operators have independently
taken up job works in rural areas such as developing software for
local enterprises including dairies, managing the software for
enterprises, or taking up data entry jobs.
• · Several of the dairies that have computers have now come
together to integrate their villages and to the milk factory on their
own, and at their own cost.
Suguna Poultry
 Suguna Poultry
• Suguna's Success of an Extraordinary Vision
Incorporated as a company in 1994
• The success of Suguna is a glorious testimony of the
power of human visionary zeal, innovation, determination
and co-operation.
• “Poultry Integration” is a concept introduced and
achieved by Suguna.
• Suguna has been successful in the integration of tens of
thousands of farmers, thereby enhancing their life-styles.
• Suguna has steadily and positively grown on its core
ideals of Total Quality Management, constant Innovation,
impeccable hygiene and understanding Customer
needs.
 Suguna Poultry
• Vision
• To maintain and strengthen a leadership position in the
poultry markets countrywide, ensuring that Suguna
creates value for its customers, farmers, traders,
vendors and employees.
• Mission
• 25% Market share in India
• 20% Annual Income from Exports
• Switch over consumers from Live Bird to Processed
Meat
• 25% income from Suguna’s branded products
• Recognizing human values
• Social commitment
Suguna Poultry
 Suguna Poultry
• What Suguna Poultry does to Society is to give quality
and protein enriched value added products at affordable
price.
• What Suguna Poultry does to Farmers is to provide
high and regular income generating opportunity.
• What Suguna Poultry does to Nation is to generate
rural and indirect employment continously.
• What Suguna Poultry does to Exchequer is to inflow of
foreign exchange through exports of poultry products.
• What Suguna Poultry does to Everybody is to give
happiness.
Suguna Poultry
We need more success stories!
 What we learnt from these stories
• Acts as trend setters.
• More stories like these are possible in any parts
of India and in any sector.
• These stories have not only benefited farmers,
entrepreuners, but also consumers.
• These stories took least support from
Government machinery.
• These stories helped to increase rural economy
and employment.