DAIRY BUSINESS ESTIMATED TO REACH RS 21.9 CR BY 2024

Unveiling White Revolution 2.0, Dairy business estimated to reach Rs 21.9 cr by 2024



In 2019, India became the largest milk producer and consumer. Niti Aayog estimates that the country should increase its milk production to 330 million tons (mt) in the period 2033-2034, compared to the current level of 176 mt. Marketing and innovation are therefore becoming increasingly important at the beginning of the White Revolution 2.0. This is also evident from the fact that the dairy sector should reach rupees 21.97.100 billion in 2024 with an annual growth rate of around 16%.

But is White Revolution 2.0 symptomatic?


The new revolution has influenced the marketing strategy of dairy companies for milk and milk products and has revitalized the prospects for mixed products and markets. Up until the nineties, for example, milk activity was more focused on the production and sale of butter and butter. Skimmed milk powder (SMP / WMP), spraying and market structure were oligopolistic. When market integration took place after the liberalization and abolition of the milk and milk products regulation (2002), dairy companies experienced a dramatic shift towards strategic product diversification towards functional and traceable foods such as healthy food-based beverages, packaged milk products (such as paneer) and frozen / probiotic products etc.




Second, the structure, behavior, and performance of the market changed dramatically after the 2000s. In addition to established cooperative associations such as Amul, other state and multinational cooperative associations (e.g. Nestlé, Lactalis etc.) actively unused economic potential. Interestingly, there are 28 national associations, 218 district unions and 1.85,903 dairy cooperatives. These companies are directly linked to 16.6 million farmers. However, the federal structures only reach 24% of the villages and around 22% of the dairy cattle population. A majority, 80% of the market share, corresponds to private dairies and / or informal / unorganized markets. It is therefore possible to improve the collection and processing of milk. A strategic partnership and competitive intelligence can create and disseminate tangible benefits by strengthening the backend and front-end supply chain.




Third, the increase in market share depends on how the capacities and resources of dairy companies are used in the face of the opportunities and risks arising from the emerging economies. The White Revolution 2.0 can strengthen the degree of vertical integration between the animal feed industry, dairy companies, producer cooperatives, national marketing associations, advertising and marketing companies and marketing agencies.

Fourth, the contract / corporate dairy industry and emerging global milk trade are needed to bring stakeholders in the dairy supply chains together and expand their reach and positioning for "moving" products in the segment. Goal In addition, digital technology-based dairies need to be compatible Identify partners and competitors for joint creation, thanks to the innovation of the product process through marketing based on relationship / value. 

The freshness of milk and the convenience of storing milk or dairy products can be a technological innovation that brings large dairy companies into new businesses.


Fifth, the National Dairy Development Board (NDDB) plays a key role in the dairy industry through institutional and structural / political reforms. The National Milk Plan started in 2012 under the auspices of the BNDG and has just completed its first phase with a payment of 2242 rupees. The first phase aimed to improve milk production and the development of the animal breed. The second phase, which will soon begin with a payment of Rs 8.004 million, will provide financial support to private dairy companies in processing, increase their reach in the unexplored market and improve milk quality tests in milk collection centers.

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