DIRECTORATE OF DISTANCE EDUCATION

KURUKSHETRA UNIVERSITY, KURUKSHETRA

WHITE REVOLUTION

IN INDIA
 Submitted By:

Piyush Gaur

DDE Ref No. 7060

MBA-II

INDEX

Sr No. Particulars Page No.

1. Acknowledgment -
2. Introduction- White Revolution In India 1-2
3. Father of White Revolution- Dr Varghese 3-6

Kurein
4. Operation Flood 7-13
5. Implementation: Phase 1to 3 14-16
6. Effects of White Revolution 17-23
7. Success of White Revolution 24-26
8. AMUL- The Taste Of India 27-32
9. Criticism of White Revolution 33-34
10. Conclusion 35-36

Supervisors Company (Internship)

11. Organic Dairy Fresh India Private Limited 37-47

12. Bibliography 48-49

Dated: 28.02.2017

TO WHOM IT MAY CONCERN

This is to certify that Mr. Piyush Gaur, student of Masters of

Business Administration (MBA) at Kurukshetra University, has

successfully completed internship for his project White Revolution

in India, under my supervision. During the period of his internship

program, he had been exposed to different processes of the Dairy

Farming, where he was found punctual, hard working and

inquisitive.

We wish him every success in his life and career.

KARUNDEEP CHAUDHARY

Director

ACKNOWLEDGMENT

This is to acknowledge my deep sense of gratitude to

Karundeep Chaudhary owner of Organic Dairy Fresh Pvt Ltd whose

valuable suggestions have helped me in polishing the felicity of this

topic and to my colleagues who have always been my well-wishers

and have given me friendly advice from time to time. I wish to

express thanks to all of them. I am grateful to my family who has

relieved me from my domestic liabilities, as without their co-

operation, this topic could not have been completed in due course.
 Piyush Gaur

DDE Ref No. 7060

MBA-II

INTRODUCTION:

White revolution of India (also known as Operation flood) was

a rural development programme started by Indias National

Dairy Development Board (NDDB) in 1970. One of the largest

of its kind, the programme objective was to create a nationwide

milk grid. It resulted in making India the largest producer of

mil & milk products, and hence is also called the white

revolution of India. It also helped reduce malpractices by milk

traders and merchants. This revolution followed the Indian

green revolution and helped in alleviating poverty and famine

levels from dangerous proportions in India during the era.

Earlier, Milk was always available in plenty, but the sad truth

was that the middleman was in control of marketing and

siphoned away the major share of the farmer's profits. During

seasons of plenty, the farmers were forced to drastically cut

down their prices to sell off their surplus supplies. And during

lean periods, milk production fell considerably, resulting in a

shortage, unable to meet the market demand. To deal with this

problem, 'Operation Flood' was launched in 1969-70 to initiate

and organize cooperatives that would be wholly responsible for

the procurement, storage and marketing of milk, thereby

eliminating the need and role of the middleman completely.

These cooperatives would also convert surplus milk into a

range of dairy products so farmers were assured a regular

income and fair share of profits, around the year.

'Operation Flood' heralded the beginning of the White

Revolution that brought tangible profits to milk farmers and

initiated a dramatic change in their lives .

Father of White Revolution: Dr. Varghese Kurien

One mans resolute faith and efforts have gained a prominent

position for India on the Dairy map of the world - Dr Varghese

Kurien created the Operation Flood in the country that has

reached about 250 million and is one of the largest

agricultural development programs in the world. Dr. Varghese

Kurien, better known as the Father of White Revolution in

India is also known as the Milk man of India. He is the

architect of a successful largest dairy development program in

the world called as Operation Flood. Kurien set up the Anand

model of cooperative development, engineered the white

revolution in India, and made India the largest milk producer

in the world. He was born on November 26, 1921 in

Kozhikode, Kerala. He graduated in Physics from Loyola

College, Madras in 1940 and then did B.E. (Mech) from the

University of Madras. After completing his degree, he joined

the Tata Steel Technical Institute, Jamshedpur from where he

graduated in 1946. During this period he underwent nine

months of specialized training in dairy engineering at the

National Dairy Research Institute of Bangalore. He then went

to USA on a government scholarship to earn his Master of

Science in Mechanical Engineering from Michigan State

University. He returned from America in 1948 and joined the

Dairy Department of the Government of India. In May 1949,

he was posted as Dairy Engineer at the Government Research

Creamery, a small milk powder factory, in Anand, Gujarat. At

that time, private dairies, middlemen, inefficient collection and

distribution systems resulted in milk of varying quality being

erratically available across the country, often at higher prices

to consumers but with little profits to producers. During the

same time, the newly formed cooperative dairy, Kaira District

Cooperative Milk Producers Union Limited KDCMPUL) was

engaged in battle of survival with the privately owned Polson

Dairy. Driven by the challenge, Kurien left his government job

and volunteered to help Sri Tribhuvandas Patel, the Chairman

of KDCMPUL, to build an in-house processing plant and

organize the cooperative (Anand Milk Union Limited AMUL)

to handle its own marketing directly to consumers. After years

of initial struggle, the cooperative began to produce dramatic

results, involving over two million farmers. Based on its

successes, Prime Minister Shri Lal Bahadur Shastri created

the National Dairy Development Board (NDDB) in 1965 to

replicate the AMUL model nationally. The Prime Minister cited

Dr. Kurien's "extraordinary and dynamic leadership" upon

naming him chairman. In 1973, Dr. Kurien set up GCMMF

(Gujarat Cooperative Milk Marketing Federation) to market the

products produced by the dairies. Reaching nearly 250 million

people, Operation Flood is one of the largest agricultural

development programs in the world. India has also emerged as

the largest producer of milk in the world, surpassing the

United States and today the milk economy is worth 2,00,000

crore. The countrys dairy supply continues to grow 3.8

percent annually, while population only grows 2 percent, thus

increasing the per capita availability of dietary proteins,

especially in areas identified as suffering from nutritional

deficits. Domestic milk prices have stabilized, India's towns

and cities receive an adequate supply of hygienic milk, and the

12 million small farmers and landless laborers who make up

the majority of dairy cooperative membership now have a

regular source of income. In addition, 95% of the equipment

used in NDDB cooperatives is domestically produced.

Despite these achievements, perhaps Dr. Kuriens greatest

contribution with Operation Flood was to put the farmer in

command as the owner of her/his own cooperative a pivotal

factor in the programs success. During his illustrious career,

Dr. Varghese Kurien, currently the Chancellor of Allahabad

University won many accolades and awards. These include:

Ramon Magsaysay Award for Community Leadership (1963),

Padma Shri (1965), Padma Bhushan (1966), Krishi Ratna

Award (1986), Wateler Peace Prize Award of Carnegie

Foundation (1986), World Food Prize Laureate (1989),

International Person of the Year (1993) by the World Dairy

Expo, Madison, Wisconsin, USA, and Padma Vibhushan

(1999).

Operation Flood:

The National Dairy Development Board in 1969 designed a

dairy development programme to lay the foundation for a

viable, self-supportive national dairy industry. The programme

sought to link rural milk production to urban milk marketing

through these cooperatives.

In July 1970 with technical assistance from the United

Nations Development Programme (UNDP) and the Food and

Agriculture Organisation (FAO), the programme was launched

as Operation Flood (OF).

Dr Kurien ever unwilling to accept anything that sounded

soul-less, renamed the cumbersome title of WFP Project India

618, Milk Marketing and Dairy Development as OPERATION

FLOOD had just that touch of aggressive movement so dear to

his heart.

Operation Flood-I sought to establish 18 Anands linked to

the four urban markets Mumbai, Delhi, Kolkata and

Chennai. These funds were generated from gifted commodities

received from the United Nations World Food Programme

126,000 tonnes of skimmed milk powder and 42,000 tonnes of

butter oil over project period. The commodities were

recombined as liquid milk and sold in these cities at prevailing

market price that went in for building the cooperative dairies

under the programme, while capturing the urban market for

rurally produced milk.

To route the gifted commodities and funds under OF, the

Government of India set up the Indian Dairy Corporation (IDC)

in 1970 which was later merged with NDDB in 1987, by an Act

of Parliament. (the NDDB Act 1987).

By focusing on producers with small resource bases animal

and land holdings in potential milksheds, Operation Flood

strived to generate a flood of milk in the rural areas and create

a flow into the cities. This flow was sustained by linking milk

production to its marketing through modern processing

facilities. The major advantage of taking milk and not cattle

from villages into cities was the convenient, economic and

scientific management of the milk animals in milksheds

through improved breeding, feeding and health care practices.

The Prime Objective of OF-II was to establish a modern and

self sustaining dairy industry, building on the foundation of

OF-I to meet the nationss needs in milk and milk products.

For OF-II, donated commodities were received directly from the

European Economic Community (EEC) 186,000 tonnes of

skimmed milk powder and 76,000 tonnes of butter oil.

Financially supported by money generated by the sale of these

commodities as recombined milk, a soft loan of US$150

million from the World Bank and he internal resources of the

Indian Dairy Corporation, OF-II covered 150 milksheds. To

link these milksheds to the city market and ensure a year-

round sustained milk supply, the National Milk Grid with

storage and long-distance transport facilities was created.

The Third Phase of Operation Flood focused on consolidating

the milk procurement, processing and marketing

infrastructure created under OF-I & OF-II. OF-III was funded

from the internal resources of NDDB as well as through a

World Bank loan/credit of US$365 million and proceeds from

the sales of EEC gifted dairy commodities.

SALIENT FEATURES OF OPERATION FLOOD

Features OF-I OF-II OF-III

July 1, 1970 to October 2, 1979 April 1, 1985

Period March 31, to March 31, to April 30,

1981 1985 1996

Number of Milksheds
39 136 170
covered
Number of Anand

Pattern DCSs set up 13.3 34.5 72.7

(000)
Number of Members (in
1.8 3.6 9.3
million)
Average Milk 2.6 5.8 10.9

Procurement (Million Kg
 Per Day)
Processing Capacity in

Rural Dairies (Million 3.8 8.8 18.1

Ltrs Per Day)

Drying Capacity (Metric
261.0 508.0 842.0
Tons Per Day)
Liquid Milk Marketing
2.8 5.0 9.9
(Million Ltrs Per Day)

Operation Flood has made the country self sufficient in milk

and milk products through modernization of our dairy

industry. More important, being a small-producer oriented

programme, it has impacted positively on income, employment

and nutrition status of milk producing households. The rural

families targeted under this programme were ones with small

resource base both animal and land holdings. Over 70 per

cent of the families possessed only two milch animals or less;

21 per cent families were landless and 66 percent were small

and marginal farmers owning less than four hectare of land.

Operation Flood has helped farmers, direct their own

development, placing control of the resources they create in

their own hands. A 'National Milk Grid', links milk producers

throughout India with consumers in over 700 towns and cities,

reducing seasonal and regional price variations while ensuring

that the producer gets a major share of the price consumers

pay. The bedrock of Operation Flood has been village milk

producers' cooperatives, which procure milk and provide

inputs and services, making modern management and

technology available to members.

Operation Flood's objectives included:

Increase milk production ("a flood of milk")

Augment rural incomes
Fair prices for consumers
Programme Implementation:

Operation Flood was implemented in three phases.

Phase I

Phase I (19701980) was financed by the sale of skimmed milk

powder and butter oil donated by the European Union (then

the European Economic Community) through the World Food

Programme. NDDB planned the programme and negotiated the

details of EEC assistance. During its first phase, Operation

Flood linked 18 of India's premier milk sheds with consumers

in India's major metropolitan cities: Delhi, Mumbai, Kolkata

and Chennai; thus establishing mother dairies in four metros.

Operation flood, also referred to as White Revolution was a

gigantic project propounded by Government of India for

developing dairy industry in the country. The Operation Flood

1 originally meant to be completed in 1975, actually the

period of about nine years from 1970-79, at a total cost of

Rs.116 corers. As start of operation Flood-1 in 1970 certain

set of aims were kept in view for the implementation of the

programmers. Improvement by milk marketing was made by

organizing dairy sector in the metropolitan cities including

Bombay, Calcutta, Madras, and Delhi. The objectives of

commanding share of milk market and speed up development

of dairy animals respectively hinter lands of rural areas with a

view to increase both production and procurement.

Phase II
Operation Flood Phase II (19811985) increased the milk

sheds from 18 to 136; 290 urban markets expanded the

outlets for milk. By the end of 1985, a self-sustaining system

of 43,000 village cooperatives with 42.5 lakh milk producers

were covered. Domestic milk powder production increased

from 22,000 tons in the pre-project year to 1, 40,000 tons by

1989, all of the increase coming from dairies set up under

Operation Flood. In this way EEC gifts and World Bank loan

helped promote self-reliance. Direct marketing of milk by

producers' cooperatives increased by several million liters a

day.

Phase III

Phase III (19851996) enabled dairy cooperatives to expand

and strengthen the infrastructure required to procure and

market increasing volumes of milk. Veterinary first-aid health

care services, feed and artificial insemination services for

cooperative members were extended, along with intensified

member education. Operation Flood's Phase III consolidated

India's dairy cooperative movement, adding 30,000 new dairy

cooperatives to the 42,000 existing societies organized during

Phase II. Milk sheds peaked to 173 in 1988-89 with the

numbers of women members and Women's Dairy Cooperative

Societies increasing significantly. Phase III gave increased

emphasis to research and development in animal health and

animal nutrition. Innovations like vaccine for Theileriosis,

bypassing protein feed and ureamolasses mineral blocks, all

contributed to the enhanced productivity of milk animals.

Effects of the White Revolution:

The white revolution gave a major boost to the dairy sector in

India in the late 1960s by producing milk in rural areas

through smallholder producer cooperatives and moving

industrially- processed milk from these small holder sources

to the urban demand centers, thus, establishing a much

needed linkage between the rural producers and urban

consumers. The United Nations has commended India's "White

Revolution," saying a sharp increase in the production of milk

has achieved twin goals of raising incomes of rural poor

families and nutrition status of the people. India's milk

production rose from around 30 million tonnes in 1980 to an

estimated 87 million tonnes by 2003 and despite increasing

population, availability per person rose from less than 50 kilo

calories per day in 1980 to 80 kilo calories per day in 2000, a

report on hunger by the Food and Agriculture Organization

(FAO) said. The report forecasts that India's dairy production

will triple by 2020. "With government policies that facilitate

rural credit and provide essential support services to promote

milk production, the White Revolution will continue to play a

significant role in reducing poverty and hunger." FAO

estimates that increasing milk production has boosted the

incomes of 80 to 100 million families, the vast majority of

whom are marginal or small farmers whose plots are often too

small to support their families and landless laborers who

depend on common grazing lands and forests for fodder.

Matching demand and supply:

The white revolution carried on the extensive dairy

development programs on the supply side, and this coupled

with the increasing demand for value added milk products on

the consumer side along with the countrys population growth,

increased urbanization and higher income, led to increased

demand for milk. The various other factors contributing to the

growth in milk production are given below: In the India diet,

milk and milk products play a significant role. With a large

lacto- vegetarian population, milk and dairy products are an

important source of protein in diet. There is a perceptible

shift towards the value- added food habits in which milk

products form a large part. On the supply side, technological

progress in the production and processing sectors,

institutional factors and infrastructure played an important

role.

Protection to Milk industry:

After the White revolution, smaller enterprises and

cooperatives, with whom, milk processing and product

manufacturing were mainly restricted, were given protection by

means of high import duties, non- tariff barriers, restrictions

on import and export and stringent licensing provisions. This

also provided supplementary employment and income among

the small and marginal farming households and landless wage

earners. Before the White revolution started, the farmers

income was derived almost entirely from seasonal crops. The

income from milch buffaloes was undependable. Only private

traders and middlemen gained as the marketing and

distribution system was controlled by them. But currently, the

scheme has ensured average returns of rs 1600 to rs 1700 per

month, with the beneficiaries being mostly women. The Amul

project seeks to bring poor households into the mainstream

economy by transforming dairying into active income

generating enterprises. As many as 7500 below poverty line

beneficiaries were targeted. The number has already been

surpassed, and the project has already covered over 8000

beneficiaries. All aspects of dairying have been exhaustively

covered under the programme, in which innovations and

modern technologies have been put to the best use for the

rural population.
White Revolution and Gender Revolution:

The White revolution did not only affect the Indian Economy

but the Indian social scenario as well. Traditionally, Indias

dairy cooperative societies were run by men, but with time,

this has gradually changed. Today, about 18% of cooperative

members are women and nearly 2all- women cooperatives are

functioning in the country. Over 1000 women in Gujarats

Sundarnagar district have proved that modern technologies

can ameliorate the worries of poor rural women. Gujarat in

fact, spearheaded the Operation Flood movement in the

1970s, which sought to maximize milk production and profits

through scientific techniques and attempted to free milk

producers from the tyranny of the middlemen. Today, several

NGOs are working to change this scenario to be more inclusive

of women. The Self Employed Womens Association (SEWA),

Ahmadabad, Gujarat was the first one to start the concept of

all- women dairy cooperatives in Banaskantha district.

Initially, women were hesitant about depositing milk with the

dairy. But through intensive training sessions, they began to

see the benefits of associating with the dairy. On an average, a

woman is able to deposit one to two litres of milk per day. The

women associated with the dairy say that it is not the higher

price they get for their milk that makes them keep coming

back. There are other benefits, like bonus, payment every 10

days, information about fodder, mineral mixture and cattle

health training. Bank accounts and transactions, as well as

the day- to- day functioning of the cooperatives are operated

entirely by women. The women of these villages have developed

an unshakeable faith in the machines. They are especially

pleased with the measurement of fat content in milk. This

helps them fix the price of the milk depending on its fat

content, instead of the flat rate that the middlepersons gave

them. They have also learnt techniques to ensure better health

for their cattle, through de- worming and mineral mixture.

This, in turn, leads to increased fat content in milk. Further,

artificial insemination - which the women can afford because

of the profits that the cooperatives earn - results in a better

breed of cattle. From the above, we reach the conclusion that

the White revolution has had a tremendous impact on the

economic as well as the social life of the rural sector of India

and has helped in the development of rural sector an

established a linkage between the rural and the urban sector

of India.
Success of White Revolution:

As we discussed earlier, white revolution gave a major boost to

the dairy sector in India in the late 1960s by producing milk in

rural areas through smallholder producer cooperatives and

moving industrially- processed milk from these small holder

sources to the urban demand centers, thus, establishing a

much needed linkage between the rural producers and urban

consumers. The White Revolution started in Gujarat and with

its success over the years, other states have started

implementing the concept of the White Revolution with a view

to simultaneously improve and develop the economic and

social parts of their rural sectors and linking them with their

urban sectors. Emulating the concept of Amul, Uttarakhand is

preparing to bring in the white revolution through a new 10-

point programme prepared by the agricultural minister, Mr.

Trivendra Singh Rawat. The first target of the government is to

add 200 dairies with an addition of 40,000 liters of milk in

order to make the hill state surplus. Under this programme,

the government has tied up with the Bank of Baroda to

provide easy loans for buying cows and buffaloes and set up

dairies. Once these dairies have been setup, the government

will start buying milk and produce various dairy products

through value- addition. The state of Punjab is ushering a

second white revolution by adopting modern dairy technology

which is seen as a variable and profitable alternative. With the

aim of providing the latest information about commercial dairy

farming, the Punjab government has also started a new dairy

technology course at five of its old centers and three new

centers. The state dairy development department also provides

new techniques, better sheds, cattle breed and artificial

insemination to the milk producers to increase milk

production in the state. Financial help at very low rate of

interest is being provided to candidates who successfully

undertake training. Punjab is the second largest milk

producing state in India, producing eight million tonnes

annually, which is around 10% of the countrys milk

production.

Second White Revolution:

After starting a White Revolution in the country and changing

the way India consumes milk and its products, Amul is ready

to start a second revolution. The cooperative milk giant is

looking to double its milk production capacity by 2020. Years

ago, the unique cooperative movement transformed India from

an imports-dependent country to a self-sufficient one. Now,

the demand for milk has increased with people's purchasing

power going up and Amul is hoping to meet this demand with

its capacity expansion. GCMMF, which markets all Amul

products, expects its sales to shoot up to Rs 27,000 crore in

2020 from an estimated Rs 6,700 crore in 2008-09. To achieve

the 2020 target, Amul will increase the capacities of the

existing 30 dairy plants and add some new ones.

Amul- The Taste Of India

Shri Lal Bahadur Shasri, Prime Minister of India, visited

Anand on 31st October 1964 for inauguration of the Cattle

Feed Factory of Amul at Kanjari. As he was keenly interested

in knowing the success of this co-operative, spent a whole

night with farmers in a village, even had dinner with a farmer

discusses his wish to Mr Verghese Kurien, then the General

Manager of Kaira District Co-operative Milk Producers Union

Ltd (Amul) to replicate this model to other parts of the country

for improving the socio-economic conditions of farmers. As a

result of this visit, the National Dairy Development Board

(NDDB) was established at Anand in 1965 and by 1970 it

launches the dairy development programme for India.

Following is the reproduction of the letter the Prime Minister

wrote to the Governors of all the Sates, The Chief Ministers of

all the States and All the Cabinet Minister of the Central

Government after his visit to Amul D.O.letter

No.2280/PMO/64 dated 2nd December 1964 Shri Lal

Bahadur Shastri, Prime Minister of India.

As you are perhaps aware, I visited the Kaira District Co-

operative Milk Producers Union , Anand (Gujarat) better

known as Amul in the end of October last with a view to

inaugurating their new cattle feed compound factory.

Through this letter, I propose to share with you what I

saw there and its importance in the context of the

programme envisaged for the establishment of a co-

operative dairies all over the country during the Fourth

Plan.

The Kaira District Co-operative Milk Producers

Union was organized in 1946 with the blessings of the

late Sardar Vallabhai Patel. It started with two village

milk producers societies and began pasteurizing milk

from the Bombay Milk Scheme in June 1948. At that

time, only 250 liters of milk per day was being handled.

As against this, 378 village milk producers co-operative

societies are at present affiliated to the main union.

These societies in turn have about 65,000 farmers as

their members. In these villages, there are about 1,

25,000 adult buffaloes of the Surti Breed. During the

year 63-64 about 60,000 tonnes of milk was collected by

the union. The cost of the milk and milk products sold in

that year was over Rs.6 crores. The Union markets milk

in Gujarat and Maharashtra States and milk products on

all-India basis. Its trade name Amul has become a

household word all over India. The union has established

an excellent reputation in the dairy industry and has

evoked the admiration of experts from many parts of the

world.

Apart from the technical efficiency of its processing units,

the unions most striking achievements have been in the

socio-economic field. By establishing a steady and

remunerative market for the milk that is produced

throughout the year, this union has given the farmers an

incentive to adopt scientific practices of animal

husbandry to produce more milk with lower cost of

production and thereby to further increase their income.

The union has a seven-year plan for doubling milk

production, which envisages a comprehensive programme

of animal breeding, animal nutrition, and animal health

and hygiene, livestock marketing and extension work on

scientific lines. Thus, the union is based really on rural

economy and the benefits go back to the farmers, thereby

gradually raising the general level of the dairy industry

and also the standard of living of the farmers.

Besides the production and marketing of milk and milk

products, the Kaira Union provides technical advice to

other milk schemes and to organizations interested in

dairy schemes. It trains personnel for the various milk

schemes in the country. The Government of India

(Ministry of Community Development and Cooperation)

propose to organize very shortly a National Federation of

Dairy Cooperatives with head quarters at Anand, so that

with support of technical experts of the Kaira Union at

vigorous programme for establishing dairy cooperatives

in the country could be taken up.

The importance of milk and milk products in providing

nutritious food to the country cannot be over

emphasized. There is also considerable scope for

improvement in our methods of livestock breeding and

nutrition. For this purpose we envisage a large

programme of setting up cooperative dairies during the

Fourth Plan and this will, no doubt, be based on the

Anand model. If we can transplant the spirit of Anand in

many other places, it will also result in rapidly

transforming the socio-economic conditions of the rural

areas and in our achieving the objective of a socialistic

pattern of society.
 Through this letter, I recommend this programme to your

personal attention and hope that this would be given the

importance it deserves. I am requesting Shri S.K. Dey,

the Union Minister for Community Devep. And

Cooperation, to pursue this matter with you and to give

you any further details that you may wish to know.

CRITICISMS:
Some critics of the project argue that the emphasis on foreign

cow breeds has been instrumental in the decimation of Indian

breeds. Foreign breeds give higher yields, but require more

feed and are not suited to Indian conditions. Critics also argue

that the focus on the dairy sector during this period came at

the expense of development, research, and extension work in

other areas of Indian agriculture. There is also the criticism

that the product from the White Revolution, namely milk and

dairy products (like food grains from the harvests using Green

Revolution methods and practices) is qualitatively, not exactly

'technically', inferior to the product obtained employing

traditional methods and practices geared to smaller population

levels which had only to be 'scaled up' for larger populations.

Moreover, the developed countries heavy subsidies on dairy

products pose an obstruction to the Indian Dairy growth. The

distortion of global dairy prices due to heavy subsidies by the

European Union and the U.S.A, besides other developed

countries, has rendered Indian Dairy products noncompetitive

in the international market. There has been a consistent rise

in Indias share in world milk production from 9.9 per cent

in 1990 to 12.3 per cent in 1996 and further to 14.5 per cent

in 2003. India is now the worlds largest milk producer.

However, the opening up of the Indian market to foreign goods

has raised much concern about the status of the Indian dairy

industry in the post-WTO era.

CONCLUSION:

In the end, we may conclude by saying that though every

concept has its loopholes and drawbacks, the concept of

the White Revolution is relatively much more beneficial. 60

years ago when the concept of White Revolution first came

into existence, prior to that, the Indian dairy sector had a

very low productivity rate. But after this concept was

introduced, it brought about a revolution in the dairy

sector. The productivity rate increased and it opened new

employment avenues for the rural sector. It further

contributed to the empowerment of women. It helped in

removing the middlemen, thus, establishing a link

between the rural and the urban sector. It came as a relief

to the landless farmers and farmers with smaller lands

which were inadequate for farming. Thus, it may be said

that the white revolution has contributed a lot to the

Indian economy and more of such innovative ideas must

be brought in light so as to ensure the quick development

of the rural and the urban sector and furthermore, of the

country as a whole.
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fresh Cow Milk. They provide product like Cow milk, Cow milk,

Curd, Paneer, etc. The milk is wholly, pure, natural and hygienic.

They do not collect pure milk from thousands of farmers, unlike

other brands, where cattle feed, health and milking methods are not

proper. The fodder and well-being of the cattle is maintained under

supervision of trained veterinarians regularly.

NUTRITIOUS AND CHEMICAL FREE FODDER

What the cows eat determines the quality of milk. Their cows are fed

with a balanced ration incorporating all vital nutrients (energy,

proteins, minerals and vitamins) in right proportions. Cows have

access to clean drinking water free from presence of any harmful

heavy metals.

NO SYNTHETIC GROWTH HORMONES

The cows are not given any hormonal injections to boost the milk

yield. Studies have linked the consumption of milk contaminated

with oxytocin to the early onset of puberty in children, which is on

an alarming rise these days.

NO PRESERVATIVES AND ADULTERANTS

The milk obtained from the cows is unadulterated and does not

have any preservatives (such as formalin), which is widely used by

local dairy vendors. They ensure the milk stays safe by using cold

supply chain processes.

ENVIRONMENT FRIENDLY

Glass is one of the safest materials, non-toxic and non-reactive, as

compared to other packaging materials such as plastic, which can

leach into food products. Their brand values dont go with plastic or
anti-environment materials, thus they use glass bottles for

packaging.

It is Panchkulas (Haryana) leading Organic Milk Brand, offering

100% Pure Cow's Milk straight from their Farms to Doorstep every

morning, absolutely untouched by Human Hands. Organic Diarys

concept brings the Milk to consumer AS IT IS, directly from their

dairy.

Organic Diary Freshs Products

Organic Diary Fresh envisions serving Holistic Milk Products from

our Happy Cows. We believe Happy Cows produce more & better

milk! Thereby, they practice no compromise in the business of Dairy

and Happy Cows. In fact, they take great pride in providing a loving,

caring, and responsible environment for the overall milk palate for

our customers and their families. The practice an absolute eco-

friendly, natural and unadulterated value-chain in conjunction with

the best use of technology innovations.

The variety milk products include:

Organic Cow's Milk

Cow Milk is one of the purest Cow's Milk in Delhi NCR, delivered

fresh from Farm to Homes completely untouched by Human Hands.

Organic Dahi

Prepared from 100% Pure & Natural Cow's Milk our Dahi or

Yoghurt is delivered in absolute cold supply-chain from their farms

to homes, everyday!

Organic Fresh Paneer

Prepared from 100% Pure & Natural Milk which is processed by the

dairy experts to bring fresh, soft and delicious Paneer for

consumers.

Organic Cow's Ghee

Prepared from 100% Pure & Natural Cow Milk produced at hi-tech

dairy farms to obtain and maintain its natural aroma and

wholesomeness of Cow's Ghee.

Why Organic Diary Fresh

Buy Organic Milk Online- they are accessible daily from 8.am to

8.pm.

In their honest attempt, they provide farm fresh cow milk to serve

chemical and preservative - free, nutritious milk. The cows do not

get any hormonal injections to enhance the quality of farm fresh

milk yield. Surveys have proved that the consumption of milk

contaminated with oxytocin has link with children's early onset of

puberty, rising on an alarming rate these days.

They do packaging using one of the safest materials, non-reactive

and non-toxic, in comparison with other packaging materials,

which can leach into food products. In future they look to bring

more farm fresh organic milk to your dining table. They make sure

that our milk products do not contain any harmful substances

which are broadly present in our food. They provide strict quality

tests through FSSAI authorized laboratories to make sure that

there are no traces of any chemicals, pesticides, or preservatives in

our milk products. There are a lot of reasons as to why you should

buy from them, but most powerful one is our trust from the

customers. Being a new customer you can always as from our prior

customers about our reliability once can also get review online as

the technologies have advanced in recent years. Thus, trust them

and buy farm fresh cow milk from their raw milk suppliers.
Procurement & Process

Operating procedure of milk procurement:

To meet the milk requirement for manufacturing different milk

products, Organic Diary Fresh procures good quality milk from 3

sources:

(A). Through Franchise:

In this procedure they provide infrastructure for milk chilling, staff

for grading & testing of milk and tankers for timely lifting of milk

from MCC, to a person who procures milk on our behalf. Milk

comes directly to our MCC dock, where after proper grading and

testing milk is accepted.

(B). Through Supplier:

In this system, people who have their own chilling facilities, procure

milk through small vendors and after proper chilling of milk, send
the milk to their dairies through their own tankers. At dairy, after

proper testing on different parameters, if milk is found as per

prescribed norms is accepted.

(C). Through VLC System (Direct from producers at village level):

Salient features of this system are as follows

Procurement and collection of milk is undertaken with most

modern management systems and IT intervention. It involves use of

Automatic Milk Collection Unit (AMCU/DPMCU). The person is

selected as VSP after proper screening.

The milk is collected in both shifts i.e. morning and evening

throughout the year, through the Village Level Milk Collection

Centers. (VLCs).

Each VLC is staffed and equipped with the following: -

One educated person called Village Service Provider (VSP), having a

minimum qualification of matriculation, from the same village, who

is adequately trained in clean milk production, collection and

testing of milk, dispatching and transportation of milk, operating

AMCU/DPMCU, pricing of milk, record keeping and reporting etc.

Each VSP is required to have adequate space for collection and

testing of milk, which can accommodate testing equipments, milk

collection and transporting milk cans and keeping records etc.

Each producer is trained in hygienic milking procedure and

carrying milk in a steal bucket, with a cover on it to VLC.

A team of qualified and trained supervisors is engaged to control&

monitor the activities at VLC level. They also train, guide and

facilitate the VSP to accomplish his task of procuring good quality

milk from the producers.

Milk from VLCs is brought to MCC through milk vans in 40 liter

aluminum cans, as per the schedule time table so that quality of

milk remains good and it is immediately chilled below 40C, to keep

the quality of milk intact.

At dairy dock of MCC, qualified staff is deputed for proper grading

and testing of milk and as per norms, only good quality of milk is

accepted.

Organic Diary Fresh Ltd. is already catering the demand of urban

masses of milk & milk products through a network of distributors

and through door-to-door delivery system, in Panchkula.

From Dairies as per the demand of market, milk & milk products

are supplied through insulated vans so that quality of milk & milk

products could be maintained as per norms and government

guidelines.

The Values which the Organization lives by are:-

Trust
 Opinion

Commitment

Integrity

Growth Orientation

Quality

Value for Money

Customer Orientation

BIBLIOGRAPHY
 i. Singh, Katar (1999). Rural Development: Principles, Policies

and Management. New Delhi: SAGE. p. 201. ISBN 81-7036-

773-5.

ii. "India largest milk producing nation in 2010-11: NDDB".

Hindustan Times. 2011-12-20. Retrieved 2012-09-09.

iii. Kurien, Verghese (2007). "India's Milk Revolution: Investing in

Rural Producer Organizations". In Narayan, Deepa; Glinskaya,

Elena. Ending Poverty in South Asia: Ideas that work.

Washington D.C., USA: (The World Bank). p. 52. ISBN 0-8213-

6876-1. Retrieved 11 September 2012.

iv. Pendleton, Andrew; Narayanan, Pradeep. "The white

revolution : milk in India" (PDF). Taking liberties: poor people,

free trade and trade justice. Christian Aid. p. 35. Retrieved 11

September 2012.
v. Kurien, Verghese (2007). "India's Milk Revolution: Investing in

Rural Producer Organizations".

 vi. Narayan, Deepa; Glinskaya, Elena. Ending Poverty in South

Asia: Ideas that work.

vii. Washington D.C., USA: (The World Bank). p. 42. ISBN 0-8213-

6876-1. Retrieved 13 September 2012.

viii. "Father of white revolution Verghese Kurien dies - The Times

of India". The Times Of India.

ix. "About NDDB". Retrieved 26 November 2015.

x. Sainath, P. (January 6, 2012). "Cattle class: native vs

exotic". The Hindu. Chennai, India.

xi. Ramdas, Sagari R.; Nitya S Ghotge (August 2006). "TIndia's

Livestock Economy: The Forsaken Dry lands". Seminar (564).