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CONTENTS
FMCG PRODUCTS
HCMMF: An Overview
STRUCTURE OF AMUL
AMUL PATTERN
QUESTIONNAIRE
BIBLIOGRAPHY
The Kaira District Cooperative Milk Producers Union Limited was established on December
14, 1946 as a response to exploitation of marginal milk producers in the city of Anand (in
Kaira district of the western state of Gujarat in India) by traders or agents of existing dairies.
Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in
Anand often milk went sour, especially in the summer season, as producers had to
physically carry in individual containers. These agents decided the prices and the off-take
from the farmers by the season.
Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the
producer was either left with surplus unsold milk or had to sell it at very low prices. Moreover,
the government at that time had given monopoly rights to Polson Dairy (around that time
Polson was the most well known butter brand in the country) to collect milk from Anand and
supply to Bombay city in turn(about 400 kilometers away).
India ranked nowhere amongst milk producing countries in the world in 1946.
The producers of Kaira district took advice of the nationalist leaders, Sardar Vallabhbhai
Patel (who later became the first Home Minister of free India) and Morarji Desai (who later
become the Prime Minister of India). They advised the farmers to form a Cooperative and
supply directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same
but gave low prices to the producers). Thus the Kaira District Cooperative was established to
collect and process milk in the district of Kaira.
At the initial stage only 250 litres of milk was collected every day . But with the growing
awareness of the benefits of the cooperatives, the collection of milk increased. Today AMUL
Collects 8.4 millon litres per day.
Since milk was a perishable commodity it becomes difficult to preserve milk flora for a longer
period. Besides when the milk was to be collected from the far places,there was a fear of
spoiling the milk. To overcome this problem the union thought to develop the chilling units at
various junctions, which would collect the milk and cool chill it , so as to preserve it for a
longer period.
Village level cooperatives were established to organize the marginal milk producers in each
of these villages. The first modern dairy of the Kaira Union was established at Anand (which
popularly came to be known as AMUL dairy after its brand name). Indigenous R&D and
technology development at the Cooperative had led to the successful production of skimmed
milk powder from buffalo milk the first time on a commercial scale anywhere in the world.
The foundations of a modern dairy industry in India had just been laid as India had one of the
largest buffalo populations in the world. We move to year 2000.
The dairy industry in India and particularly in the State of Gujarat looks very different. India
for one has emerged as the largest milk producing country in the world .Gujarat emerges as
the most successful State in terms of milk and milk product production through its
cooperative dairy movement.
The Kaira District Cooperative Milk Producers Union Limited, Anand becomes the focal point
of dairy development in the entire region and AMUL emerges as one of the most recognized
brands in India, ahead of many international brands.
Looking back on the path traversed by Amul, the following features make it a pattern and model for
emulation elsewhere.
FMCG PRODUCTS
Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG).
FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of
frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving
products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and
plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks,
tissue paper, and chocolate bar
Companies
1.
2.
3.
Nestl India
4.
HCMMF (AMUL)
5.
Dabur India
6.
7.
Cadbury India
8.
Britannia Industries
9.
10.
Marico Industries
It is interesting to note that AMUL has adopted the network model in early 1950s in a broader context and
more complex environment, well before the approach was recognized in Western Europe and North
America. In the following sections we describe the AMUL story and elaborate on its practices.
Every day Amul collects 8.4 millon litres of milk from 2.6 million farmers (many illiterate), converts the milk into
branded, packaged products, and delivers goods worth Rs 8crore (Rs 80 million) to over 12 millon retail outlets
across India .Its supply chain is easily one of the most complicated in the world.
Its motto is never forget your customer.
If you don't, success is certain. The proof? A unique, Rs 8,000crore (Rs 80 billion) enterprise.
Organisation structure
It all started in December 1946 with a group of farmers keen to free themselves from intermediaries, gain access to
markets and thereby ensure maximum returns for their efforts.Based in the village of Anand, the Kaira District Milk
Cooperative Union (better known as Amul) expanded exponentially. It joined hands with other milk cooperatives,
and the Gujarat network now covers 2.12 million farmers, 10,411 village level milk collection centers and fourteen
district level plants (unions) under the overall supervision of GCMMF.
Markets are primitive and poor in infrastructure. Amul and GCMMF acknowledged that development and growth
could not be left to market forces and that proactive intervention was required.
1. The first, that sustained growth for the long term would depend on matching supply and demand. It would
need heavy investment in the simultaneous development of suppliers and consumers.
2. Second, that effective management of the network and commercial viability would require professional
managers and technocrats.
To implement their vision while retaining their focus on farmers, a hierarchical network of cooperatives was
developed, which today forms the robust supply chain behind GCMMF's endeavors. The vast and complex
supply chain stretches from small suppliers to large fragmented markets. Management of this network is
made more complex by the fact that GCMMF is directly responsible only for a small part of the chain, with a
number of third party players (distributors, retailers and logistics support providers) playing large roles.
Managing this supply chain efficiently is critical as GCMMF's competitive position is driven by low consumer
prices supported by a low cost system.
Even though the cooperative was formed to bring together farmers, it was recognised that professional
managers and technocrats would be required to manage the network effectively and make it commercially
viable.
A key source of competitive advantage has been the enterprise's ability to continuously implement best
practices across all elements of the network: the federation, the unions, the village societies and the
distribution channel. In developing these practices, the federation and the unions have adapted successful
models from around the world. It could be the implementation of small group activities or quality circles at the
federation. O
HCMMF's technology strategy is characterized by four distinct components: new products, process
technology, and complementary assets to enhance milk production and e-commerce. Few dairies of the world
have the wide variety of products produced by the GCMMF network. Village societies are encouraged through
subsidies to install chilling units. Automation in processing and packaging areas is common, as is HACCP
certification. Amul actively pursues developments in embryo transfer and cattle breeding in order to improve
cattle quality and increases in milk yields.
HCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet
technologies
Today customers can order a variety of products through the Internet and be assured of timely delivery with
cash payment upon receipt. Another e-initiative underway is to provide farmers access to information relating
to markets, technology and best practices in the dairy industry through net enabled kiosks in the villages.
HCMMF has also implemented a Geographical Information System (GIS) at both ends of the supply chain, i.e.
milk collection as well as the marketing process.Farmers now have better access to information on the output
as well as support services while providing a better planning tool to marketing personnel.
HYDERBAD Cooperative Milk Marketing Federation (HCMMF) is India's largest food products marketing
organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative
returns to the farmers and also serve the interest of consumers by providing quality products which are good value
for money.
CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of
"AAA/Stable/P1+" to the various bank facilities of GCMMF.
Members:
2.79 million
13,328
Sales Turnover
Rs (million)
US $ (in million)
1994-95
11140
355
1995-96
13790
400
1996-97
15540
450
1997-98
18840
455
1998-99
22192
493
1999-00
22185
493
2000-01
22588
500
2001-02
23365
500
2002-03
27457
575
2003-04
28941
616
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
2007-08
52554
1325
2008-09
67113
1504
Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter
Cheese Range:
Pure Ghee:
Milk Powders:
Fresh Milk:
Curd Products:
Amul Icecreams:
Brown Beverage:
Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul Kool Cafe
Amul Kool Koko
Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
Health Beverage:
Achievements of HCMMF
13 District Unions
HCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billion
The Govt. of India has honoured Amul with the Best of all categories Rajiv Gandhi National Quality
Award.
HCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread
all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers.
EXPORTS OF AMUL
HCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status.
HCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product
Exports for the last 11 years.
The major export products are:
Consumer Packs
Bulk Packs
Many of our products are now available in the USA, Gulf Countries and Singapore
Amulya have made Amul a leading food brand in India. (Turnover: Rs. 80 billion in 2009-10). Today Amul is a symbol
of many things.
Of high-quality products sold at reasonable prices.
Of the genesis of a vast co-operative network.
Of the triumph of indigenous technology.
Of the marketing savvy of a farmers' organisation.
And of a proven model for dairy development.
STRUCTURE OF AMUL
2.79 millon milking farmers
13000 village co-operaive societies
13 District Co-operative Milk producers Union+1 Mother dairy
Amul Dairy ,Anand
Dudhsagar Dairy,Mehsana
Sabar Dairy,Himmatnagar
Banas Dairy,Palanpur
Baroda Dairy,Baroda
Sumul Dairy,Surat
Panchamrut dairy,Godhra
Uttam Dairy, Ahmedabad
Rajkot Dairy, Rajkot
Vasudhara Dairy, Valsad
Dudhdhara Dairy, Bharuch
Gandhinagar Dairy, Gandinagar
Cheese Plant, Khatraj
Vidya Dairy, Anand
Poly film plant, Gandhinagar
Mother Dairy , Gandhinagar
HCMMF LTD.(State level apex body HYDERBAD Co-operative milk marketing Federation)
Plants of Amul in Delhi/NCR region
1.Manesar plant(Gurgaon)- 10 lakh litres per day
2.Goga plant(Baghpath, U.P)-3 lakh litres per day
3.Kwality plant(Palwal)- 3 lakh litres per day
4.Nagar dairy(Hapur)-3.75 lakh litres per day
Nagar dairy has 150 distributers in NCR region and 60 distributers in Noida and Ghaziabad region
2. Milk collection
3. Milk processing
4.HCMMF(Marketing)
5.Distribution
6.Retailing
7.customers
The above figure describes the hierarchical nature of the cooperative structure. It presents the Supply
chain linking farmer-suppliers of milk with the millions of consumers. HYDERBAD Cooperative Milk
Marketing Federation or HCMMF is the marketing entity for the State of TELENGANA.
AMUL PATTERN
Collection of surplus milk from the milk producers of the village & payment based on quality &
quantity
Providing support services to the members like Veterinary First Aid, Artificial Insemination
services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, conducting training on
Animal Husbandry & Dairying, etc.
Thus, the VDCS in an independent entity managed locally by the milk producers and assisted by the District Milk
Union
Arranging transportation of raw milk from the VDCS to the Milk Union.
Establish Chilling Centres & Dairy Plants for processing the milk received from the villages.
Process milk into various milk & milk products as per the requirement of State Marketing Federation.
Decide on the prices of milk to be paid to milk producers as well on the prices of support services provided
to members.
Arranging transportation of milk & milk products from the Milk Unions to the market.
Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions.
Arranging for common purchase of raw materials used in manufacture / packaging of milk
products.
Decide on the prices of milk & milk products to be paid to Milk Unions.
Collection of surplus milk from the milk producers of the village and paying them on the basis of
quality & quantity.
The Village Societies ( Milk Union in Gujarat) having surplus milk after local sales come together
and gives the surplus milk to District Milk Union.
At the milk collection counter , the farmer drops the card into the box and the identification
number is transmitted to a personal computer attached to the machine
The milk is then weighed and the fat content of the milk is measured by an electronic fat testing
machine.
All the details are recorded in the computer. The computer then calculates the amount due to the
farmers on the basis of the fat content given above.
The value of the milk is then printed out on a slip and handed over to the farmers.
If there is any quality deviation like acidity is above 0.135 and milk is adulterated with urea,
1) After this further lab testing is done with the help of these two types of tests:
i)Electronic milk test
ii) Methyline blue reduction test
Electronic Milk Test : Before pasteurizing the milk the samples are taken to the laboratory.
In the laboratory with the help of machine called electronic milk tester, the proportion of
SNF & FAT is checked with phosphate solution. When the colour of the milk becomes
yellow, it is sent for pasteurisation.
Methyline blue reduction test: Another test, which is taken in the laboratory, is called
methyline blue reduction test.This test is conducted for checking for how long the milk will
remain fresh. To check this, 10 ml of milk is taken and 1 ml of methyline blue solution is
added to it. It is then kept under water at 57-degree C. After one hour, if the solution losses
its colour than it is called raw milk. If the solution remains the same even after 5 hours than
it is considered as fresh milk, which remains constant for a long period of time. The dairy
fixes the proportion of FAT & SAF.
LK
AT
Buffalo
Cow
NF
6%
4.5%
9%
4.5
%
After laboratory gives green signal and confirming the raw milk at the reception dock Gross weight
of the tankers are taken and then the tankers are unloaded and their tare weight (empty weight)
is taken.
Net weight of the milk received = Gross weight - Tare weight
Then the milk is brought in to the house connected with the pump is sent to the milk processing
plant for filtration.
This is than chilled below 4 degree C in chillers and then stored in milk silos.
After that milk is processed which has two steps i.e. pasteurizing and standardizing.
2. Pasteurizing & standardizing: After collecting and checking and conducting laboratory tests, the
pasteurizing process is conducted. To pasteurized the milk means to kill all the germs in the milk by a
particular method which was invented by a scientist called James Pasteur and so the name pasteurization.
In pasteurizing, the milk is first heated at 80C to 82 C for 30 seconds and then it is immediately cooled
below 4 C. By this method they destroy the pathogenic bacteria present in the raw milk. But if the right
degree of temperature is not provided there are chances that the milk might still contain germs.
After pasteurization the milk is again send to the chilling units (temp below 3 degrees) and then to
the pasteurized Milk tank.
After this process some milk goes to separator machine and remaining is proportionately sent for
standardization.
Standardization process is known such as it bifurcates the milk in 3 categories varying according to
that FAT & SNF contents. The equipment named OSTA. Autostandardization adjusts the fat directly.
The computer is just ordered whether gold or ,Taaza milk is to be rationed and the same will be
received with appropriate contents.
3. Separation process:
Separator machine separates two kinds of products, skimmed milk & cream, through
channels. There are 100 disks fixed in separator machines, which revolve at 5000 rpm
(revolution per minute). It is taken to the tanks, which has the capacity of 20000 litres.
Whenever the milk is needed from the tank, it is tested in the laboratory and the deficit
proportion fat is added by mixing cream. This process continues for 24 hours.
4. Quality Check
Pasteurized milk is sent for a quality check in the Quality Assurance laboratory of the
dairy plant. Within 14 seconds FAT and SNF proportion is received
5. Packing Process
After this the milk is sent for packing to the milk packing station in the dairy plant.
At the milk packing station(Nagar dairy) this whole process of processing of milk is again
repeated .
In the milk packaging station there are huge pipelines and behind each of them there is polyfill
machine from which the material to pack milk comes out.
The pouches are kept in the crates and stored in the cold room stores.
6. Storage
Then the milk is sent to the cold storage of the dairy where the milk is stored until it is
dispatched.
Here the milk is stored at temperature ranging from 5 C to 10 C, it is
maintained with the help of exhaust fans having silicon chips.
The damaged pouches are kept a side and the milk is once again put to the tank.
In the cold room the crates are stacked on the lorry and brought to the dispatch dock . From the dock
they are loaded in the milk vans and finally dispatched to the distributers who supply it to the
retailers and then the milk finally reaches the customers.
Distributers supply it to the retailers and then the milk finally reaches the customers.
Arranges transportation of milk & milk products from the Milk Unions to the market.
HCMMF takes the daily demand from the distributers and accordingly inform it to the packing
plant(Nagar dairy)
A zero level of channel also called A direct marketing channel consists of a manufacturer
selling directly to the final customers.
A one level channel; contains one selling intermediary such as retailer to the final customers.
A two level channel two intermediaries are typically wholesaler and retailer.
A three level channel are typically wholesaler, retailer and jobber in between.
HCMMF has an excellent distribution. It is its distribution channel, which has made it so
popular. HCMMFs products like milk and milk products are perishable. It becomes that
much important for them to have a good distribution.
We can see from above figure that HCMMF distribution channel is simple and clear. The products change
hands for three times before it reaches to the final consumer. First of all the products are stored at the Agents
end who are mere facilitators in the network. Then the products are sold to wholesale dealers who then sell
to retailers and then the product finally reaches the consumers.
AMUL PARLORS
Amul has come out with a unique concept of Amul Parlors. They have classified them under four types namely:
Center for excellence
On the Move
Amul Parlours
Amul Preferred Outlets
1.Center for Excellence: These Amul Parlours are specifically at a place, which has a
class of excellence of its own. We can find such parlors at the Infosys, IIMA, NID
Ahmedabad etc.
2.On the Move: These parlors are at the railway stations and at different state bus depots
across different cities.
3.Amul Parlours: These parlors can be seen at different gardens across different cities.
These are fully owned by Amul.
Amul Preferred Outlets: These are the private shops that keep the entire of product
range of Amul. They also agree not to keep any competitor brands in the outlets. They
can keep other brands that are in the non-competitor category.
MARKET RESEARCH
CAPACITY(in crates)
TATA 209
260
TATA 407
360
TATA 709
664
TATA 1109
900
INFERENCE:
INFERENCE: Average Temperature of the milk at the time of delivery to maximum no. of distributers is 7-9
degrees . This temperature is very close to the cold room storage temperature(6 degrees).
To the ADA:
To the retailers:
INFERENCE:
Among the 20 distributers surveyed it was found that the 12 distributers (ADA) receive the milk from the Plant in
the morning between 1:00am-3:00am and 8 0f them receive the milk at around 3:00pm-5:00pm in the evening.
The morning supply reach the retailers between 3:00am-5:00am and evening supply reaches between 4:00pm6:00pm.
INFERENCE
Among 30 retailers surveyed it was found that around 14 of them had the mik storage capacity of 720L(60 crates),
12 of them had around 480L(40 crates ) and 4 of them had 240L(20 crates) storage capacity
INFERENCE
The Retailers receive the milk from the ADA in the morning at at 5:30am and at around 4:00pm-6:00pm in the
evening.Most of them were unsatisfied with the evening supply of milk.
INFERENCE
Average Temperature of the milk at the time of delivery to maximum no. of retailers is 9-10 degrees . The quality
of the milk does not get detoriated if milk is retained at this temperature even for two days.
INFERENCE
The survey conducted shows that every retailer delivers the milk packets at the door steps of the customers i.e the
home delivery system through prepaid coupons or post paid coupons and approx 67% of their expected sales is
through home delivery system and only 33% is by counter sales.
Q6 .Are you satisfied with the existing supply chain?
Inference
Most of the dealers (approx 90%) felt that AMULs existing supply chain is working very efficiently as they get
timely supply of milk in the morning except in very rare cases. Approximately 80% were unsatisfied with the timings
of the evening supply of milk.
INFERENCE
The survey results shows that no. of family members in the area surveyed are mostly 4 including the working
couples and their children or in rare cases grandparents were also present.
Q2 Mode of delivery
INFERENCE
Among the customers surveyed most of the families had working parents of the age around 25-50 and so they
preferred purchasing the milk through home delivery system i.e through prepaid coupons 23 and 12 through post
paid coupons sand rest 5 of them brought through counter sales.
Q3. Time of purchase:
INFERENCE
Most of the customers (60%) preferred buying i.e through counter sales or getting the home delivery of milk in
the morning between 6:00am -9:00am and in the evening (40%) between 6:00 pm -9:00 pm.
INFERENCE
Average Temperature of the milk at the time of delivery to most of the customers is 10-14 degrees . The quality of
the milk does not get detoriated if milk is retained at this temperature even for two days.
INFERENCE
The survey results shows that in majority of households about 2litres of milk is consumed daily. Milk is a commodity
which is required on daily basis and so company must take more steps to enhance the sale of milk.
Q6.Type of milk you consume daily
INFERENCE
Out of the survey conducted it was found that around 12 customers prefer consuming toned milk,3 preferred
double toned,25 preferred full cream and demand for standard milk is nil. The customers are mostly demand for
full cream milk type.
MAJOR FINDINGS:
PLANT SURVEY
FINDINGS:
Raw milk is received by the Nagar dairy from Himmatnagar-based Sabarkantha District Co-operative Milk
Producers Union Ltd
Turnover of the NAGAR plant 183 crores.
Total milk handling capacity -3.9 lakh litres
Cold room capacity & storage temperature- 5lakh litres , 5-6 degrees
CAPACITY(in crates)
TATA 209
260
TATA 407
360
TATA 709
664
TATA 1109
900
TATA 25-15
1500
...
MACHINEY REQUIRED
a) Auxiliary equipments: -,
i) Milk tanks
20-22 milk tanks come daily from Sabar Dairy
Milk handling capacity of each tank- 20,000L
ii) Feed milk pumps for filtering milk
Volume in litres
2,30,000
1,90,000
18,000
Retailers Survey:
A Survey was conducted on the supply chain of AMUL pouch milk in certain sectors .
FINDINGS:
Retailers store the milk crates outside their shops or the APO .It was found that around 47% of the retailers
had the milk storage capacity of 720L(60 crates)
Expected sales of the retailers was around 30-40 crates.
The Retailers receive the milk from the ADA in the morning at at 5:30am and at around 4:00pm-6:00pm in
the evening .Most of them were unsatisfied with the evening supply of milk. Most of them were of the
opinion that timely supply and distribution channel are the two main things which affect the sales of milk
.Distribution channel efficiency plays an important role in maintaining the stocks and delivering it to the
customers.
Average Temperature of the milk at the time of delivery to maximum no. of retailers is 9-10 degrees.
Approx 67% of their expected sales of the retailers is through home delivery system and only 33% is by
counter sales.
Customers Survey:
A Survey was conducted on the supply chain of AMUL pouch milk in certain sectors .
FINDINGS:
Respondents surveyed were in between the age of 20-50 years and had mostly 4 family members
including the working couples and their children or in rare cases grandparents were also present.
In the survey majority of the contribution was made by the housewives and professionals.
Approximately 87.5% of customers surveyed preferred purchasing the milk (which is a daily
necessity in every household) through home delivery system i.e the prepaid coupons and post
paid coupons rather than purchasing the milk on the counter(only 23.5% of the customers)
Most of the customers (60%) preferred buying or getting the home delivery of milk in the
morning between 6:00am -9:00am and in the evening (40%) between 6:00 pm -9:00 pm.
Average Temperature of the milk at the time of delivery to 47.5% of the customers is 10-14
degrees . During summers Approx. 15% of the customers are receiving the milk above 16 degrees
and have complain regarding the curdling of milk.
In Majority of households about 2litres of milk is consumed daily
It was found that around 30% of the customers prefer consuming toned milk, only 7.5% preferred
double toned, 62.5% preferred full cream and demand for standard milk is nil. Consumers prefer
buying toned milk for their own consumption and for their children, and for making ghee and curd
they mostly prefer full cream.
Curd available is a bit loose when made by the toned and double toned milk.
Temprature loss
During the supply between
farmers and village cooperative society
27 degrees
7 degrees
Temprature gain
3 degrees
3 degrees
1 degrees
Approx. 2 degrees
During this whole channel the temprature maintainance is the most important factor to maintain
the quality of milk and prevent bacterial growth (higher the temprature more the bacterial
growth.) Proper care should be taken, specially regarding the temprature gain between the
retailers and the customers .
Time in hours
Time taken by farmers for milking
4hrs
6 hrs
18-20 hrs
30 hrs
12 hrs
2hrs
2 hrs
Total time taken in the milk procurement channel in the NOIDA AND GHAZIABAD region is around 72-76hrs or
around 3days.
Temperature maintenance at all levels of supply chain is a must ,in order to maintain the quality of milk ,
specially between retailers and customers ,where there is maximum temperature loss
Measures must be taken to minimize the temperature loss between ,the distributers and the plant and for
this purpose the insulation of TATA ACE must take care of, and the retailers should have proper
refrigeration facilities.
There must be greater retailers and distributers co-ordination and integration ,as some of the retailers
were of the opinion that the behavior of distributers towards them were not up to the mark.
Retailers must get better understanding of customers needs and demands. Along with the milk ,HCMMF
must also pay heed to availability of other products of Amul at the Amul parlors.
In order to increase the sale of milk in NCR region, the supply of milk to the distributers must be increased,
as the retailers were having the storage capacity much more than their expected sales.