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It gives me an immense pleasure to present you this entire project. The topic is Sale of The Right Moo &
Consumer Behavior towards the same

The present study analyze the sale & consumer awareness towards The Right Moo Products, the
understanding the Indian organic dairy industry , Report explains whether the people are aware about The
Right Moo as a Organic Products Manufacturing company or not.

To design this project report, a thorough literature review is conducted which includes study of journals and
articles available on the subject.

A questionnaire was prepared that deals with aspects such as which organic brand the people would prefer,
which is the first brand that the people come across when they hear about organic, and which organic
product could be the turning point in the industry.

The responses are analyzed by translating each question of the questionnaire used for survey into separate pie
charts and graphs with percentage break-up.

To develop an understanding of Organic Dairy Products Industry

To understand the relative position of The Right Moo in the Organic Dairy Products Industry
To develop an understanding of the degree of awareness consumers towards The Right Moo.

Over the past two decades, organic products have gone from mainstream market obscurity to being the
staple in a growing number of homes across India. For some, organic is not just a mere purchase of a product
from the grocery store, its an entire lifestyle all its own. A lifestyle that heavily embraces the organic food
movement of our time also seems to encompass many other ideas: sustainability, environmental
responsibility, healthy living, nutritional and natural foods, and lastly animal welfare.
The term organic means a great deal to an increasingly health conscious public by having a strong, emotional
image attached to it. However, this image does not necessarily represent reality. According to the United
States Department of Agricultures (USDA) Organic Food Production Act (1990), cows that produce milk that
is to be certified with an organic label may not receive any type of growth promoters or hormones, may not
be given antibiotics, and must be fed feed that is 100% certified organic for a full year prior to certification.
Animals must also meet strict animal health and welfare standards, being provided with access to outdoors.
In breeder stock, treatment cannot occur during the last third of gestation if the progeny will be sold as
organic and must not be used during the lactation period for breeding stock. The use of synthetic
substances for the treatment of animals or for any surgical procedures is highly restricted, has very specific
withdrawal periods and, if necessary, requires specific orders from a licensed veterinarian for any use.
Although the Food and Drug Administration (FDA) has found no difference in cows that have been treated
with recombinant bovine somatotropin (rBST) and those without, consumers still find it absolutely
unacceptable to give cows any kind of growth hormones.
Factors that contributed to the consumer purchasing organic milk over conventional included: belief that
the injection of growth hormones is considered unacceptable, that organic foods do not contain genetically
modified ingredients, and that conventional dairy products were seen as less safe than organic. With these
consumer attitudes towards conventional milk still being prominent, clearly the fact that rBST poses no
human health threat has not effectively been disseminated to the consumer. Cows that are producing milk
that is to be labeled organic are not allowed to receive antibiotics (USDA, 2012B).
This is in direct consequence to consumers being concerned over antibiotic residues ending up in milk.
However in all milk, regardless of whether it is organic or conventional, detectable concentrations of
antibiotics is illegal, the milk is not sold for human consumption, and antibiotic contaminated milk has an
estimated cost of $50 million in losses annually. Knowing that farmers are legally bound to observe proper
withdrawal times of antibiotics in conventional operations so that antibiotic residues will not end up in milk
should assuage consumers fears. Proper treatment of illness with antibiotics is good for cow health and will
not impact the consumer. Any consumer fear over antibiotic residue is unfounded. Consumers of organic
milk firmly believe that they are receiving a more nutritious product.
However, according to the Wisconsin Milk Marketing Board (WMMB, 2012), organic milk and conventional
milk are both simply milk- having the same basic compositions and proportions of carbohydrates, proteins,
vitamins and minerals. Studies done on differences in levels of conjugated linoleic acid (CLA) have yielded
mixed results based on the duration of the study and diet fed to the cows. One twelve month study revealed
that although there was not a difference in major CLA composition, organic milk was attributed to having
higher polyunsaturated fatty acids (PUFA), n-3 fatty acid.
Another study that compared pasture-based operations to conventional farms that fed a total mixed ration
(TMR) found that pasture-fed cows had milk with higher CLA and unsaturated fatty acid (UFA)
concentrations. Due to conflicting evidence, a consumer has no true guarantee of receiving an 6 increase in
CLAs drinking organic milk, but they may benefit from an increase in PUFA and UFA concentrations. Unlike
conventional farms, organic farms must offer cows access to pasture according to USDA standards (2012B).
Many organic farms are pasture-based operations but only some conventional farms are.
Most modern conventional farms in California utilize a free stall barn according to the California Milk
Advisory Boards (CMAB) brochure Todays California Dairies- Care of Dairy Cows in California (2012B) and
are fed nutritionally balanced TMRs. However, consumers have developed a New Perception of modern
agriculture and believe that conventional farming is detrimental to animal welfare. Conventional dairy farms
with free stall barns are viewed as inhumane while organic farms with pasture-based operations are viewed
as promoting animal welfare. Organic farms with cows on pasture makes for a highly marketable product
because of consumers emotional associations of animal wellbeing and a healthy image. Animal welfare is
a considerable factor in what makes organic an appealing choice over conventional because consumers
believe organic milk is a more ethical purchasing choice. In fact, according to McEcheran and McCleans
2002 study, Over half of respondents regard organic farming as being better for animal welfare (64%);
conventional dairy farming as being too intensive (53.5%); and that it wasnt acceptable to give cattle
hormones to produce more milk (68.5%).
Further driving the belief that organic operations are more humane is the fact that in order to be certified
organic, animal welfare standards must be met.
In order for conventional farms to sell milk to processors, animal welfare standards do not necessarily have
to be met but a growing number of producers are getting involved in programs such as National Dairy FARM
Program: Farmers Assuring Responsible Management, a quality assurance program that certifies that
producers are meeting animal welfare standards (National Milk Producers Federation, 2012). If consumers
wish to verify a companys involvement in the program, they can view participants on the programs
website. In addition to this program, it should be noted that in order for farmers to be successful, they need
to offer their animals adequate water, feed, shade and medical treatment not only for the animals
wellbeing but for economical reasons as well. A cow that is not receiving optimum quantities of clean water
and a good nutritional diet will not be producing milk at its maximum capacity. Proper care of animals is a
common-sense, sound business practice for even conventional producers. It is clear that consumers are
somehow not receiving this message. Environmental concern is ranked 4th in consumers reasons to
purchase organic milk behind improved taste, food safety and health reasons. Consumers clearly believe
that organic milk is better for the environment and even packaging of organic milk products capitalizes on
this. Surprisingly though, recent studies have shown that organic milk production may not be as good for
the environment as originally thought. Although organic production does not use fertilizers, thereby
reducing the potential of nitrate and phosphate runoff, there is 8 actually an increase in methane emissions
by changing from a conventional farm to an organic farm. Another study found that the global warming
potential (a measurement of carbon dioxide plus carbon dioxide equivalents of methane and nitrous oxide)
is considerably higher for organic over conventional operations and cows treated with rBST had the lowest
global warming potential. The same study showed that this trend continued in water quality and nitrogen
and phosphorus excretion, with organic operations having the highest negative environmental impact and
cows being treated with rBST having the lowest impact.
Furthermore, dairying in general does not have as negative of impact as consumers believe, with dairy cows
producing lower levels of ozone than combustion sources. Recent advances in technology have also shown
hope for great reductions in emissions for the industry in the future. If an anaerobic digester is used and
biogas substitutes on-farm fossil fuels, a shocking 96% reduction in emissions can be made. In reality,
conventional milk is better for the environment than consumers give it credit for. The final area of consumer
concern explored was the issue of taste preference. Consumers of organic milk report that improved taste
was the primary reason behind their purchase of organic milk over conventional milk (McEacheran and
McClean, 2002). However, this study did not include an actual sensory evaluation of the differences
between the two types of milks to support the claim that organic milk tasted better. Luckily, two other
sensory tests were run, one comparing organic milk to conventional milk and another comparing milk from
a pasture-based system and milk from a conventional farm feeding a TMR. Both of 9 these tests showed
that consumers could not find a detectable difference between the conventional milk and the
organic/pasture-based system milk. In essence, although consumers claim that taste difference is the
primary reason for purchasing milk, the claim could not be substantiated with sensory tests. As far as taste
goes, there is no difference between organic and conventional milk.
This topic describes the methods of the study of the project. Research is a careful investigation or inquiry
especially through search for new facts in branch of knowledge market research specifies the information.
Research problem is the one which requires a researcher to find out the best solution for the given problem
that is to find out the course of action, the objectives can be obtained optimally in the context of a given

Research Design

A framework or blueprint for conducting the research project. It specifies the details of the procedures
necessary for obtaining the information needed to structure and/or solve research problems.

Define the information needed.

Design the research.

Specify the measurement and scaling procedures.

Construct and present a questionnaire or an appropriate form for data collection.

Specify the sampling process and sampling size.

Develop a plan of data analysis.

Data Collection

The data are collected by the primary and secondary sources both to know the consumer awareness towards
the Organic Dairy Products.

Primary Data

The primary sources are those through which data can be collected by first hand. The data has been collected
directly from respondents with the help of questionnaires and analysis was done on the basis of response
received from the customers. The questionnaire has been designed in such a manner that the consumers
perception level can be measured easily.

Secondary Data

Secondary data means data that are already available i.e. they refer the data which have already been collected
and analyzed by someone else. When the researcher utilizes secondary data, than he has to look into various
sources from where he can obtain them, in this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary data may either be published data or
unpublished data. Usually published data are available in:
The main source of information for the project was

Weekly magazine



Sample Size

The sample of 100 Customers were taken.

Tools for Analysis

Graphical tools used are Pie chart and Bar diagram.

Sample Size:-

The size of samples greatly affects the survey results, but the size may not be substantial, may be too short
for the conduct of survey.

a) Time:-

Time constraints were a great barrier as the work was to be completed in a given time period.

Information may be biased:-

Respondents answer may be biased; it may be influenced by other factors such as fellow employees, friends,
Relatives etc.

Limited area of Study:-

The area of study is also greatly affecting the study done; this study is done in limited area only.
Limitation of the Study


Arrow line Organic Products Private Limited is a Private incorporated on 06 April 2015. It is classified as
Non-govt Company and is registered at Registrar of Companies, Chennai. Its authorized share capital is Rs.
170,000,000 and its paid up capital is Rs. 160,559,296.It is involved in Production, processing and
preservation of meat, fish, fruit vegetables, oils and fats.

Arrow line Organic Products Private Limited's Annual General Meeting (AGM) was last held on 15
December 2016 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last
filed on 31 March 2016.

Directors of Arrow line Organic Products Private Limited are Kishore Menonparumbil Menon, Aboli
Dhanaykumar Dhole, Puvaloor Sankarasundaram Balasubramaniam, Milan Kumar Mondal and Sudhir
Kumar Shaw.

Arrow line Organic Products Private Limited's Corporate Identification Number is (CIN)
U15122TN2015PTC099926 and its registration number is 99926.Its Email address is and its registered address is Old No.79, New No.183 T. T. K. Road,
Alwarpet, Chennai TN 600018 IN

Arrow line Organic Dairy Private Limited's aim is to provide organic dairy products, under the brand The
Right Moo, across Southern India. Our free-range, organic farms are located in Tanjore, with clean ground
water free of any pollutants and our dairy plant is located near Chennai. We have high pedigreed Frisian
and Dutch Holstein cows that are not tied being in a free-range farm concept. Everything the cows eat
including the dietary supplements are organic. Our milk is free from synthetic hormones, antibiotics,
steroids, synthetic nutrients, pesticides, urea, heavy metal and toxins. Our Organic milk is high in Calcium,
Omega 3 and Vitamin E the Right Moo's organic dairy product portfolio includes Cow Milk, Skimmed
Cow Milk, Paneer, Slim Paneer, Curd, Slim Curd, Butter and Ghee.
The Right Moo - The Right Milk

When everything the cow consumes is 100% organic, the milk produced is ORGANIC. The
milk produced organically is delicious and has more health benefits than your average off-the-
shelf packet milk. It is packed with natural nutrients, minerals, enzymes and micronutrients.
The milk is also rich in Omega 3. CLA and Vitamin E, and acts as preventive medicine. By
choosing our organic milk products, you are making the right choice.

Organic milk is one of the most nutritionally complete foods packed with protein, vitamins and
minerals. Studies have found that organic milk (both regular and skimmed) has more nutrients
omega-3 and vitamin E than non-organic milk. These help reduce the risk of heart disease and
also to promote healthy skin.

1) More of Omega 3

2) High in Calcium

3) High in Vitamin E

Basically the milk will have:

1) No growth hormones

2) No antibiotics

3) No wormers or other preventative medicines

4) 100% organic feed if not on pasture

5) No animal by-products in the feed

6) No artificial roughage in the feed

7) Living conditions that allow movement, have access to outdoors & sunlight

Hence the milk produced is absolutely pure!

The packet milk that we get every day is full of adulterants like detergents, white paints,
antibiotics, steroids, hormones, toxins, heavy metals etc. This has been confirmed by
government reports from National Dairy Research Institute on the adulteration of milk in India.
Further, we can also expect the presence of Pesticides, Urea, Nitrate, Aflatoxin M1 etc.

Apart from the assurance of absolute purity, Organic milk involves giving cows, fresh green
grass which leads to naturally occurring Omega 3 in the milk. Now we dont have to buy Omega
3 capsules anymore! The milk also has high levels of Calcium, Vitamin E, all of them necessary
for good health.

All the prescribed international guidelines are followed to produce the Organic milk. It is
ensured that no pesticides or any kinds of urea get dispersed on the grass field. No antibiotics,
hormones or steroids are injected in the cows.

The milk has a sweeter taste than regular milk as a result of the cows diet being largely fresh
green grass.

No sugar added, this is just a mark of a happy cow!

As the milk is ultra-pasteurized, many of our customers prefer to drink it straight.

The milk is 100% safe to consume straight without boiling.

The costs involved in the production of 100% organic food to be fed to the cattle along with
maintaining high-quality standards lead to higher cost. Specifically, the organic cattle feed is
more expensive, fewer cows can be farmed per hectare of organic land and the volume of milk
each organic cow produces is at a lower, more natural, level. This means that we have to charge
more for the milk to cover our costs for feed, labor, and volume, however, the milk contains the
daily requirement of Omega 3 for an individual. Buying a good quality Omega 3 capsule will
cost you Rs.25, so you are saving that Rs.25 if you drink The Right Moo milk every day.

For organic confirmation of feed and milk, the product is tested regularly in the Government
lab in Madhavaram as well as other accredited labs. The reports are uploaded periodically for
public viewing on the Website.
The Right Moo Organic Filter Cold Coffee

It is a perfect blend of Arabic and Robusta Coffee bean, No Chicory!. It is made with Organic
Skimmed milk, Organic Sulphur free Sugar and Organic Coffee decoction. Shelf life of 6 months
if stored under ambient temperature.

The Right Moo Organic Chocolates

Organic fair trade chocolate blocks are imported from finest company in Switzerland. Chocolates
are usually processed with an alkali, known as the Dutch Method it removes the bitter taste and
infuses it with a darker and more uniform color. Unfortunately, Cocoa beans processed with alkali
loose the flavonoids and antioxidants found in raw cocoa and good for health. The Right Moo
Organic Chocolate is made without using the Dutch Method using cocoa beans that have not
been treated with synthetic fertilizers, herbicides and pesticides. Even our fillings are Organic.

Have it in the cooler at 23 degrees Celsius, not the freezer, to taste and feel the goodness of our
Organic Chocolates.

100% ingredients are made in Switzerland and imported fro100% ingredients are made in
Switzerland and imported from Switzerland. Bulk chocolate is imported and are just remolded.

Our Swiss factory is USDA Certified

The Right Moo Organic Ice-cream

Ice-cream is made from Organic milk and Organic cream & Sulphur free organic sugar. We use
fruits and nuts. Most of the fruits we use are imported from Italy & Austria. No artificial color or
flavor added. All natural.Real fruits/fruit pulp is added and not artificial Flavors.

The Right Moo Chocolate Truffles

We import Organic Chocolate and also import Organic nut fillings. Each truffle is hand
decorated by experienced chocolatiers. The organic nut paste used is also USDA certified but
as we are creating a new product with ingredients that have different certification numbers, even
though all the ingredients are certified USDA organic, we cannot claim the final product as
organic USDA Certified organic yet. We have applied for the same

The Right Process

We live in a time where the supermarket shelves are stacked with white liquid labeled as milk,
from cows and buffaloes pumped up with steroids and hormones that barely see, let alone chew,
a blade of grass.

The opposite is true with THE RIGHT MOO where ate every step; we ensure that the milk is
produced as nature intended it from cows that graze outdoors for their grassy and organic diet
to bringing it to your doorstep.

Milk is made up of the nutrients in the food a cow eats and the water she drinks and so the right
process of milk production begins with the cow. Our cows roam the farm freely and enjoy the
nutritious organic grass. So the milk produced is light and rich, nutritious and delicious.

The cows are milked at the farm and instantly stored in bulk coolers. This reduced the acidity
in milk. From bulk coolers to the packaging processes, nowhere is the milk exposed to human
hands or environmental contamination. Every drop of milk you consume is preserved pure and
Why it is expensive?

Not adding urea and pesticides reduces cattle feed and grass crop production by 40% resulting
in much higher feed cost.

Vitamins, protein and other ingredients mixed in our cattle feed are all natural. These cost 4
times than the chemical/synthetic options.

We ensure no Aflatoxin in our milk and this increases feed cost by 10%.

We do not inject hormones in our cows. This result in a lower output per cow as compared to
conventional dairy farms which again impacts our price.

We do not inject antibiotics into our cows and only give homeopathic medicine which makes
our milk costs higher.

Organically grown fruits and fruit paste cost 50% more than the synthetic options. We use them
to make Aamras, ice-cream etc. The same applies to the organic coffee we use for making cold

Using natural colors and flavors increases costs significantly compared to their synthetic

Organic sulphur free sugar that we buy, costs almost twice as much as regular sugar. We use
organic sugar in cold coffee, aamras, ice-cream etc.
The Right Moo USP

The USP of The Right Moo is that all their products are very high in Omega 3. The company
has a state-of-the-art automatic milking parlor at dairy farm (GEA make-rotary type). Milk
produced is untouched by hands/no exposure to even air. Packaging is modern for better product
safety and good for International Market. Most products have long shelf life without cold chain.
Products Quality & Taste are of Global Standards. Flavors and processes are being developed
by Global Experts and the Taste of their products equal to any company on world class brand.

The Right Moo has tied up with all major Organized Retailers. Sales will also be through
modern retail formats in all major Indian cities with an average of 150 plus shops in each city.
Online sales and overnight door delivery in over 30 cities and early morning home delivery in
all major cities.

The Right Moo is one of its kind in India in terms of size, portfolio, and value addition etc. the
company has majority ownership in the Dairy Farm with an output of 30000 liters of milk a

The company in calendar year 2016 comfortably crossed over 100 crs in sales and made
significant profits.

The company at appropriate time will also enter organic dairy products export market which is
over $ 15 billion in size. Company product prices will be highly competitive.

Success is all about making the right move at the right time.
Challenges in the Industry

The main challenge is awareness, or the lack of it. People do not know much about milk. Many even dont
know that the packet milk they get in the morning is mixed with buffalo milk. They dont know that nearly
70% of the milk is contaminated or adulterated. They dont know the harm bad milk can cause in the long

Theres good news for people who believe in eating healthy. The new rise in entrepreneurial spirit and
establishment of countless start-ups has led to the explosion of the retail market that is continuously spewing
out newer & better products and services. And making the right move is Mr. Kishore Menon & his team with
their company aptly titled, The Right Moo, a company with a strong focus on R&D and QC. The Right Moo
is positioned as an Organic Health Products Company with Organic Cow Milk as the base & is all set to
become one of Indias largest organic dairy product company.

As mothers heave a huge sigh of relief, the Right Moo has opened the market to a host of products for holistic
family health, preventive health care, special products that address health and nutritional needs of women &
children and supplementary dairy nutritional needs. The Right Moo is the first company in India to introduce
all organic, chemical free milk in Tetra Packs & they also have the widest range of products in Tetra pack.

Extensive ground work was done to establish supply chain for organic feed & organic dairy farm. It started
with testing of ground water in the outskirts of the city. A place in Tanjore was located where the ground
water is pure. About 40-45 has been set apart for the dairy farm. Nearer to the farm is their fodder farm in
about 400 odd acres of land which is leased.

The Right Moo company has pioneered Bio-Organic Stimulation Technology for preparing cow feed. This
ensures digestibility of over 75%. Non-milking cows and calves are also given organic feed.

The packet-milk that we get in the morning is not cows milk. It is mixed with Buffalo milk & milk powder
to increase thickness. The packet-milk that we get in the morning is a mixture of milk got from many small
farms. This makes it difficult to maintain quality. In most of the small farms milking is done using hands and
is open to the environment. Typical cow shed elements like flies, cow dung & urine, feed etc., could get in
the milk. Normally after milking the milk stays in a can or drum for a prolonged time and this leads to increase
in the bacteria count in the milk dramatically.

According to many Government and lab reports, more than 70% of the milk that we get in India is adulterated!
Some small farmers use unthinkable items like urea, detergent, starch, paint etc., to mix with milk. Water that
cattle drink is very important. If the water has substances like Lead, Arsenic, Chromium, Cadmium pesticide
etc., the same will be present in the milk. So is the feed. Whatever toxins are there in the feed gets to the milk.

Another threat to milk we get comes from what is fed to the cows. According to Mr. Kishore Menon, giving
cows & buffalos hormones & steroids to increase the production is a common practice and all that comes
into the milk. Hormones cause severe health issues in pregnant mothers and in young girls by advancing
puberty. According to researchers, the level of hormones could affect sexual maturation in children. In
addition adults could experience increased risk to hormone sensitive cancers including breast and prostate
cancers. When cattle get unwell they are usually given anti-biotics which finds its way into the milk. Nearly
99% of the milk that we get has it. This has a serious consequence it makes us get resistant to certain

There is an urgent need to educate the public and improve industry standards. India being the largest producer
of milk in the world taking up this responsibility we believe is The Right Move.

The Right Moo has 100% cows HF Breed. The cow feed is all organic. Even vitamins given to cows are
natural. No chemicals, anti-biotics, hormones or steroids are given to the cows. They go for Ayurvedic and
Homeopathy medicines when cow get sick. They also get their milk periodically tested by a government
approved laboratory and the results are put up in their website.

Right Moo made a soft launch with Nuts and Spices outlets and 75 more outlets in Chennai a couple of months

When The Right Moo released their ad just after the Chennai rains, it fetched them a huge response. The
Right Moo also offers toned milk and skimmed milk, ghee, paneer and curd and value added products such
as ice-creams, chocolates, flavored milk, Organic cold coffee etc.
The Right Moo Products


The Right Moo Organic Mocha Coffee- A Connoisseur blend of Swiss Organic Chocolate & Organic Coffee
Combined with Organic Low Fat Milk and Organic Sugar. A Truly Unique experience!


Push yourself to the next level. GYM Moo is a game Changing Protein Shake packed with 23g of high quality
milk protein to help your body reach its absolute peak.

The Right Moo Organic Swiss Chocolate Milk A Blend of Swiss Organic Chocolate with Organic Milk &
Organic Sugar. A Truly Unique Experience!


Introducing the king of Antioxidant foods! Made with the finest blueberries, Organic Milk & Organic Sugar!
Benefits of Blueberry Low in Calories, But High in Nutrients Reduce DNA Damage, which may help
Protect against Ageing & Cancer - Protect Cholestrol in the Blood from Becoming Damaged Can Help
Maintain Brain Function and improve Memory Help Reduce Muscle Damage after Strenuous Exercise.

Organic Badam Drink is an excellent blending of Organic Milk, Organic Sugar, and Organic Almonds 1%
Cardamom Powder & Saffron. Our Organic Badam Drink is high in Protien Calcium. No
Synthetic/Chemically made flavors added. No Pesticides, No Urea, No Aflatoxin M1, No Hormones, No
Antibiotics, No GMOs, No Heavy Metals, UHT Treated packed in Tetra Pack for Shelf Life of 6 Months
in Ambient Temperature.


Tasty & Healthy with a Balanced Sugar Mix. Introducing fot the first time in India, Organic Aamras. Enjoy
the True Taste of the King of the fruit realm, The Mango. Made from Organic Alphonso Mango Pulp, Organic
Milk & Organic Sulphur free Sugar. No Water added (Generally Mango Juice has no Milk & added Water
and does not provide a significant health benefit). Aamras is high in Protein & Calcium. No
Synthetic/Chemically made flavors added. No Pesticides, No Urea, No Aflatoxin M1, No Hormones, No
Antibiotics, No GMOs, No Heavy Metals. High in Calcium Vitamin E & CLA.


The Right Moo Organic Cold Coffee is an Instant Nourishing Drink for Coffee Lovers. Authentic Organic
Filter Coffee with no Chicory added. Made with Organic Cow Milk, Organic Filter Coffee & Organic Sulphur
Free Sugar, No Synthetic/Chemically Made Flavors added. Has 500 mg of Omega 3, Great source of Omega
3 for Vegetarians. Shelf Life 6 Months.


300 ml (one glass) milk provides you approx 200 mg of Omega 3. Milk untouched by hand from Holstein-
Friesian cows fed Certificate Organic feed. No pesticides, No urea, No aflatoxin M1, No antibiotics, No
hormones, No GMOs, No heavy metals, Amazing taste- sweeter in taste as cow is given more of green grass.
Has high CLA, Calcium & Vitamin E, and UHT treated free of bacteria- no preservatives used packed in
Tetra Pack for shelf life of 6 months in ambient temperature. No boiling required- safe to drink cold.

Ques.1 Are you aware about Right Moo products ?

a) Yes
b) No

Particulars Response in %
Yes 65
No 35
Total 100

Are you aware about Right Moo


Ques.2 How do you aware of the brand ?

a) Word of Mouth`

b) Advertisement

c) Company Sales Person

d) Any Other

Particulars No. of Respondent Percentage

Word of Mouth 40 40%
Advertisement 30 30%
Company Sales Person 20 20%
Any Other 10 10%
Total 100 100%


Any Other

Company Sales Person


Word of Mouth

0 20 40 60 80 100 120

Series2 Series1
Q3. How often do you buy RIGHT MOO Products?

a) Several times a week

b) Once a week
c) Once a month
d) Few times a year

Particulars No. of Respondents Percentage

Several times a week 13 13%
Once a week 62 62%
Once a month 17 17%
Few times a year 8 8%
Total 100

Several times a week

Once a week
Once a month
Few times a year
Q4. Where do you usually buy Right Moo products?

a) Generic supermarket/retailer
b) Organic health store
c) Online
d) Producer/farm
e) Other

Particulars No. of Respondents Percentage

Generic supermarket/retailer 23 23%
Organic health store 16 16%
Online 47 47%
Producer/farm 8 8%
Other 6 6%
Total 100

Organic health store

Q5. In what way has the economic downturn affected your organic purchases?

a) Increased spend
b) Stayed the same
c) Reduced spent

Particulars No. of Respondents Percentage

Increased spend - -
Stayed the same 23 23%
Reduced spent 77 77%
Total 100

40 Series1
Increased spend Stayed the same Reduced spent
Q6. Why do you choose Right Moo products?

a) Ethical reasons
b) Protect the environment (sustainability)
c) Prefer the taste/texture/feeling etc.
d) Quality of product
e) Peace of mind

Particulars No. of Respondents Percentage

Ethical reasons 3 3%
Protect the environment (sustainability) 30 30%
Prefer the taste/texture/feeling etc. 21 21%
Quality of product 46 46%
Peace of mind - -
Total 100

Ethical reasons

Protect the environment

Prefer the
taste/texture/feeling etc.
Quality of product

Peace of mind
Q7. If the price of our products continued to rise, would you continue to purchase organic products?

a) Yes
b) No
c) Not sure

Particulars No. of Respondents Percentage

Yes 34 34
No 43 43
Not sure 23 23
Total 100

0 20 40 60 80 100 120

Percentage No. of Respondents Particulars

Ques.8 The reasons for preferring our products ?
a) Quality
b) Price
c) Easy Availability
d) Any Other

Particulars No. of Response Response in %

Quality 50 50%
Price 30 30%
Easy Availability 15 15%
Any other 5 5%
Total 100 100%

Reasons For Preferring







Quality Price Easy Availability Any other Total

No. of Response Response in %

Ques.9 In terms of packaging our products are superior than any other organic products ?
a) Yes
b) No

Particulars Response Percentage

Yes 45 45%
No 55 55%
Total 100







1 2 3

Yes No

Most of the respondents are aware about right Moo products.

Mostly consumers get awareness about the brand through word of mouth and
Most of the consumers buy Right Moo products once a week.
Mostly consumers buy our products via. Online Portal
Economic downturn would result in the less spending for the Right Moo products.
Most of the consumers buy right moo products because of their good quality.
If the prices of the products continued to raise it would affect the sales of those products
Mostly consumer buy Right Moo products because of the quality.
In terms of packaging Right Moo products are less superior than other products.

While working in The Right Moo, I got to gain the thorough knowledge about The Organic Dairy Products
Industry and their products.

The main motive of the companies engaging in producing organic products whether its a Dairy Product or
any other is to provide people with a healthy and a pure natural product.

Organic Milk is produced in the farm where cows only eat organic feed and when a cow eats organic it gives
pure organic milk.

As being in the sales and marketing team, I got to know about the consumer behavior towards Right Moo
Product as being a new entrant in the Industry the major problem we faced was the lack of knowledge in the
mind of the consumers about The Right Moo which made it difficult for us to get a breakthrough in the

Another major problem we faced was the high price of the product.

As youngsters prefer fast food and beverages rather than anything organic because of its high price, I myself
would prefer the same.

But this trend is changing slowly and gradually going towards the stage where people are becoming health
conscious especially mothers who want their children to eat only healthy food.

Keeping that in mind, The Right Moo launched its Organic Milk in Tetra pack of 1kg.

Pure Organic Chocolates and Organic Milk Shakes were also launched for the young age group by Right
Moo. But the problems with these products were their high prices and the lack of promotion.

How can we expect the sales if our target customer doesnt know whats coming in the market which could
be done via advertising, promotions, sampling etc.

The products produced organically is delicious and has more health benefits than your average off-the-shelf
packet milk. It is packed with natural nutrients, minerals, enzymes and micronutrients. The milk is also rich
in Omega 3. CLA and Vitamin E.

No growth hormones, No antibiotics, No wormers or other preventative medicines, 100% organic

feed if not on pasture, No animal by-products in the feed, No artificial roughage in the feed,
Living conditions that allow movement, have access to outdoors & sunlight.

Rising awareness about health benefits associated with organic dairy products, increasing average
houehold annual spending on dairy products, rapid urbanization, easy accessibility of these
products through retailers and online channels, changing consumer preferences, continuous
developments in supply chain network and implementation of government initiatives to encourage
farmers to switch to organic farming is boosting sales of organic dairy products across the globe. In
addition, introduction of innovative organic dairy products such as energy based milk drinks,
flavored organic milk drinks and variety of organic yogurt and other organic dairy products are
expected to further propel growth in global market for organic dairy products through 2021.

It can be concluded that in the coming time RIGHT MOO Products is about to grow at a very high rate,
the problem of being sold at a high rate is also slowly declining with the increase in the buying capacity of
the people and the people being conscious about their health.

This health consciousness results in their purchasing of organic products and ultimately increasing the sales
of the companies providing these Organic Products.

According to me it could be said that Organic Foods and Beverages Industry has a very promising Future in
India and it could become a leading Industry in coming years because of people becoming more & more
health conscious.

Consumers are very much affected by any price rise of any product which ultimately result in the
downfall of sales of these products. So companies must not raise the prices frequently.
By the study, I got to know mostly people buy Right Moo products via online portal so companies
must do digital marketing in order to promote the industry.
Companies must promote the health benefits associated with the usage of products.
High prices of these products hamper the growth of this industry, as people think twice before buying
these high priced products.
Company must improve the packaging of the products, as packaging of other products are superior
than Right Moo products.


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