A PROJECT REPORT ON ROLE OF COOPERATIVE SOCIETY IN INDIAN ECONOMY IN CONTEXT OF AJMER SARAS DAIRY

PREPARED BY: PRIYANKA BHATTACHARYA MBA PART 2ND

ACKNOWLEDGEMENT
The Project Study in management course plays an important role for a management student to develop him into a well groomed professional. It provides him the theoretical concepts and practical exposure in the field of application.

I feel great pleasure in submitting this report as part of MBA studies. The title of this report is Role of Cooperative Sector in Indian Economy in context to Ajmer Saras Dairy. I am very thankful to the management of this unit, have given me full co-operation during visit and given me all necessary information to prepare this report.

PRIYANKA BHATTACHARYA MBA PART 2ND BATCH- 2010-2012

OBJECTIVE OF THE PROJCT REPORT

areas. societies.

Practical observation of industry. Analyze the structure and functional Knowledge about cooperatives Awareness about Saras milk.

BRIEF KNOWLEDGE OF RCDF

Dairy development was initiated by the state government in the early seventies under the auspices of Rajasthan State Dairy Development Corporation (RSDDC) registered in 1975.

Two years later RCDF assumed responsibility for many of the functions of RSDDC. It became the nodal agency for implementation of operation flood in the state.

Rajasthan Cooperative Dairy Federation (RCDF) set up in 1977 as the implementing agency for dairy development programmes in Rajasthan is registered as a society under the Rajasthan cooperative societies act 1965.

BIOGRAPHY OF SARAS
SARAS Milk (almost a complete food) is consumed all over the world in someway or the other as Chach, Lassi, Shrikand, Butter and ice cream. The trend of world milk production showed a substantial increase in production till 1990. India has performed surprisingly very well over the five decades in terms of production of milk. It has become the No. 1 producer of milk with its output from just 17 million tones to about 90 million tones. SARAS Milk is the No. 1 commodity in India in terms of value of output. Some efforts are still required for further use of inputs like R&D, breeding, FMD control, article insemination and fodder development etc. India is rapidly developing in this sector & this is attracting the foreign companies to come and invest in this sector particularly in R&D.

RESEARCH ANALYSIS
AJMER MILK SUPPLY SCHEME (AMSS) was the department of Govt. of Rajasthan the requirement of milk and milk products of the city of ajmer. In early 1970 the Govt. accepted the co-operative as the model dairy development in the state and the financial assistance was obtained in 1975, from the world bank for the dairy development programmers in the state. The Rajasthan State dairy Development Co-operation was set up as the implementing agency for this programme. This function was subsequently handed over to the Rajasthan co-operative Dairy Federation (RCDF) when the state was covered under operation flood programmed.

On April 1983, the JMSS was merged with RCDF. Thus the federation inherited the Ajmer Dairy along with the staff as well as the mandate to meet the demand of the milk product in the Ajmer city. It may be noted that Ajmer is the largest market for milk and milk product in Rajasthan and hence the Ajmer Dairy has predominantly milk marketing function. Subsequently, the RCDF handed over the Ajmer Dairy to the Ajmer milk union April on 1992.

STATE PROFILE
Rajasthan with a geographical area of 3, 42,239 sq. kms is India's largest state with population of 56 million and a density of 165 persons per sq. kms. After agriculture, cattle and other livestock are the most important sources of livelihood in the state, especially for the poor. In the western regions of the state, with limited farming potential, livestock provides livelihood security.

Dairing is a more stable source of livelihood than farming since it is less affected by failure of rains than is agriculture. Agriculture and dairying have always been inter-dependent in the state. The cultivator depends largely on bullock power for tillage, irrigation and carting. Milk and milk products constitute the only source of animal protein for a sizable vegetarian population. Milk is also an item of cultural importance. Milk products are integral constituent of religious ceremonies. Animal husbandry contributes over 13% to the gross domestic product. Rajasthan with the highest livestock population in India contributes nearly 40% of wool production and 10% of all milk production in the country.

INTRODUCTION OF SARAS
Registered Plant commissioned APS Coverage Started with March 1975 June 1981 April 1984 Jaipur & Dausa 25 DCS

Towards fulfillment of the national objective of making India self sufficient in milk production, a small step was taken in March 1975 and Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd., Jaipur (popularly known as Jaipur Dairy) was registered under Cooperative Act 1965 to work in then Jaipur District.

Initially this union did not have the processing facilities. It started with a modest beginning of procuring 250 liters of milk per day. Over the years, there has not been looking back for Ajmer Dairy and the significant growth has been made in all fields i.e. procurement, processing and production of various milk and milk products and marketing thereof under the brand name of SARAS. The plant is managed and operated by well-qualified, competent and experienced managerial cadre and highly motivated work force to provide highest quality products and best of the services to our esteemed customers. To further improve the efficiency and effectiveness of the plant performance, Ajmer Dairy (Ajmer Zila Dugdh Utpadak Sahakari Sangh Ltd., Ajmer) had earlier obtained the Quality Management Systems Certification as per ISO 9002:1994 in combination with IS: 15000 (HACCP) in the year 2000. Now the dairy has upgraded the system in accordance with ISO: 9001: 2000 in combination with (HACCP) as per IS: 15000: 1998.

PRODUCTION
The Installed capacity of Ajmer Dairy was 1.5 LLPD. The Dairy Plant was commissioned in the year 1981 under OF 1. With the multiple increase in marketing of milk and milk products and also in milk procurement, the capacity of the plant was increased to 2.5 Lakh Lt. Per day in 1998-99 with internal human and financial resources. The production facilities are available and maintained in most hygienic manner as per laid down procedures of Quality Management System. Considering the growth in procurement and marketing, Ajmer Dairy has prepared and initiated Expansion Plan for expanding the capacity to Five Lakh Ltr per day., with the help of NDDBAjmer Dairy also has Aseptic

Packaging Station, which is a 'State of Art Technology' and of very few in the country The plant has been well maintained till date by our own technical staff. This fact has been well accepted and acknowledged at recently held Milk Seminar at Goa, when Ajmer Dairy was awarded for 'Best Machine Utilization' Ajmer Dairy has always stood to its commitment of fulfilling the demand of Indian Forces posted at front in the hour of need. The condition of production facilities and production environment is being maintained in perfect conditions till date. This has resulted in other sister organizations like MP Federation and Mother Dairy to enter into long time agreement with Ajmer Dairy for manufacturing the products under their respective brand names

ORGANISATION STRUCTURE
The Federation is a State level apex co-operative organization owned by its member unions each of which, in turn, is owned the dairy co-operative societies in its area of operation which are themselves owned by farmer members.

The Federation has a board of directors which has overall responsibility for the planning policies, financial resource mobilization and management, member and public relations as well as liaison with agencies of the state and central government, financing institutions etc. The Federation has a chief executive designated as Managing Director.

OBJECTIVES OF SARAS

To carry out activities for promoting production, procurement, processing and marketing of milk & milk products for the economic development of animal husbandry/ farming community. Development & expansion of such other allied activities as may be conducive for the promotion of the dairy industry, improvement. Protection of milch animals and economic betterment of those engaged in milk production. Organise and provide technical inputs. Erection of Dairy, chilling plant, cattle feed plants for unions. Study of problems of mutual interest of the Federation and milk unions. Impart training and orientation to dairy co-operative members. Advise, assist and guide milk unions Undertake audit and accounts supervision Encourage fodder production etc.

THREE-TIER STRUCTURE
The dairy co-operative movement operates on three tier system wherein farmer members own dairy co-operative societies (DCS) which own district milk producer's union. The unions collectively own the RCDF.

It is a vertically integrated structure that establishes a direct linkage between those who produce the milk and those who consume it.

Federation Provides service & support to unions, Marketing within & outside state, Liaison with government and NGO agencies, mobilization of resources & coordinating & planning programmes / projects.

Union Develops village milk cooperative network, procures milk from DCS, processes & markets. Sale of cattle feed and related inputs, promotion of cross breeding through AI and NS, promotion of fodder development and general support & supervision to DCS.

DCS Provides input services (AH, AI) to its members and procurement of milk.

ACTIVITIES OF RCDF
The marketing activities of the Federation include providing support to the Milk Unions in milk and milk products within and outside the State. RCDF is presently marketing milk & milk products under SARAS BRAND. Fresh milk of different compositions and long shelf life tetra pak milk is being marketed in rural and urban areas. The Federation is a major supplier of tetra pak milk (UHT) to the armed forces. RCDF is also marketing various fresh milk products in Saras brand, which are, Chhach, Lassi, Shrikhand, Flavoured Milk, Mawa, Paneer and Dahi. Long life products such as Cow ghee, Ghee, Table Butter, Dairy Whitener, Skim Milk Powder, WMP and Tetra Pak Milk (Cow Milk, Taza Milk and Fit and Fine) are also being marketed. Saras Milk Parlours serving a complete range of milk products are operational at 428 points in Rajasthan. Presently Saras brand is being marketed through a network of 17066 outlets.

DAIRY ACTIVITIES
The Dairy sector has emerged as the most sought-after and favored incomegenerating activity. The RCDF, an apex cooperative Organization of the State, and affiliated District Milk Cooperative Unions have been involved in creating backward and forward linkages and for capacity building of dairy CIGs in improved animal management practices.

STRENGTHS OF RCDF
ESTABLISHED BRAND NAME. CONTROLS A LARGE PART OF THE MARKET. AUTONOMY IN DECISION MAKING.

EXTENSIVE NETWORK for PROCUREMENT AND MARKETING.

PRODUCTS PERCEIVED TO BE REASONABLE PRICED QUALIFIED MANPOWER. HIGH MILK PRODUCTION AND MARKETING POTENTIAL. EASY AVAILABILITY OF MILK FROM OTHER COOPERATIVE UNIONS.

OPPORTUNITIES
GROWING MARKET. INSIGNIFICANT COMPETITION FROM OGRANISED SECTOR. SCOPE FOR PREMIUM PRODUCT. VAST UNTAPPED RURAL / UP COUNTRY MARKET. SCOPE FOR FURTHER IMPROVEMENT IN QUALITY. SCOPE FOR PRODUCT DIVERSIFICATION. CHANGING LIFESTYLE AND HABITS. SCOPE FOR IMPROVEMENT IN HOME DELIVERY OF PRODUCTS.

SARAS PRODUCTS

1. FRESH MILK: DTM Toned Standard Full cream Skimmed

2. FRESH MILK PRODUCTS:Chaach Lassi Dahi Paneer Shrikhand Ice cream Rasgulla Flavored milk Mawa

3. LONG SHELF LIFE MILK PRODUCTS: Ghee Cow Ghee

White butter Dairy Whitener

Table Butter SMP WMP Cheese

ACHIEVEMENTS
1. Rajasthan Cooperative Dairy Federation (RCDF), ranks today as one of north Indias leading milk cooperative institutions. 2. This has been achieved by operating effectively and by setting high standards expected by our customers. 3. Enhancing product range to cater to local tastes and national requirements is the foundation of our marketing strategy. 4. RCDF is committed to deliver the best of services to the milk producer and quality products to the customer. 5. The Saras brand is a household name throughout the state and carries the tag of superior quality. 6. The 24 hour Saras milk parlor at RCDF head office has been a huge success. With its much appreciated product range both in winters and summers it attracts a large clientele.

CONCLUSION
After a training program has been implemented, the organization should evaluate the program. This evaluation helps the organization identify the areas of improvement, which can help in designing future training programs. It is found that new strategies can create awareness in the Employees. By making good management and training development, administration can increase employees participation. Training helps employees to improve their performance in current jobs, development grooms them to handle future responsibilities. As it was found in my study that employee having experience between 15-30 are more faith in the organization. In this organization there is no proper and timely recruitment of employees since many years. Due to this there are no promotions in Saras Dairy and this is the reason of dissatisfaction among employees.

RECOMMENDATIONS
According to the analysis it has been assessed that the people have more faith in SARAS. At present not a tough competition between all these.

Attract the consumers through there quality service and there supply services or some new attractive schemes etc. dealers. A company should try to improve the relation with the

Should try to provide a good quality of milk to the consumers. Easy availability of the milk to the consumers.

A company should try to find the new consumers attractive schemes in every two months. Advertisements should be cheap and attractive.