Amul
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Market Success Stories Dairy & Livestock Sector
Dr. Dinesh T. Bhosale Regional Technical Manager (South and South-east Asia) Alltech Biotechnology P. Ltd.
Where we stand? • • • • • •
Number one in milk production Number two in freshwater aquaculture Number four in egg production Number five in poultry meat production Number five in soybean production Number two in human population
Market Success Stories • Why we should discuss market success stories? • What we can learn from these market success stories? • Can we use market success stories from one sector to another sector? • What is the best mechanism to communicate these stories to farmers?
Indian Dairy Sector
AMUL • • • • • •
Members:12 district cooperative milk producers' Union No. of Producer Members:2.5 million No. of Village Societies:11,962 Total Milk handling capacity:9.91 million litres per day Milk collection (Total - 2005-06):2.28 billion litres Milk collection (Daily Average 2005-06):6.3 million litres • Milk Drying Capacity:511 metric Tons per day • Cattlefeed manufacturing Capacity:2340 Mts per day
AMUL • • • • • • • •
More than 60 products. Exported to more than 20 countries. Founded in 1946. “AMUL Pattern” in co-operative sector. National Dairy Development Board White Revolution IRMA GCMMF - One brand
AMUL Year
US$ millions
1994-95
Sales turnover (Rs. Millions) 11140
2000-01
22588
500
2003-04
28941
616
2005-06
37736
850
355
AMUL
Warana Co-operative WARANA- A successful name in the cooperative movement; A successful name in the operation flood; A successful name in the agricultural field; A successful name in the sugar lobby; A successful name in the education field; A successful name in the banking field; A successful name in the consumer services; industries and A successful name by itself! 750 crores 15,000 direct employment
Warana • • • • • •
Warana Milk Co-op started in 1968. Dairy farmers: 55,000 Daily milk procurement: 3.5 Annual Turnover: 290 crores Cattle feed production: 2400 Milk products like Shrikhand, lassi, Bournvita, butter, ghee, cheese, milk powder apart from milk.
Warana • • • • • • • • • •
Women empowerment Rural Employment Warana Departmental stores Schools and Colleges Warana Bank Gardens Children Orchestra Sports School for Mentally handicapped Foundation for youth employment
Warana • Warana village wired project (ICT) in 1998 • The main aims of the project at the time of launch were: • using IT to boost the productivity of existing cooperative societies, • more transparency in their working, • providing villagers agricultural, medical and educational information through networked `facilitation booths' in 70 villages, • bring the world to their doorstep through the Internet, • tele-education at primary and higher levels and • map-based information systems for better administration.
Warana • •
•
•
Benefits to milk co-operatives Apart from accounting (billing) purposes, computers enabled directly feeding in data on volume and fat content from weighing and fat measuring machines, thus reducing errors in measurement and recording. An increase in trust was a direct outcome of the introduction of computers in village dairy management. Especially for women, and non-literates, it increased the level of trust in the management, and was an important reason for some dairy farmers to shift to dairies with computers. saving of time, precious especially for women who deliver milk in the morning and evening, when they have other household tasks to complete. Waiting in queues for a long time is a thing of the past, since the whole process of measuring fat, volume, and recording the data, is done much faster.
Warana •
•
•
Dairies have been able to start or provide other services which was earlier not possible due to complications in fund collection, accounting etc. Almost all village dairies have sister cooperatives which include a credit cooperative society, and a society for providing inputs (fodder). Computers have enabled linking these so that fodder purchase can be given on credit and deducted from mil payments. Loans for purchase of cattle, for starting additional small businesses, or for consumption have also been facilitated. At least four of the around 20 kiosk operators have independently taken up job works in rural areas such as developing software for local enterprises including dairies, managing the software for enterprises, or taking up data entry jobs. · Several of the dairies that have computers have now come together to integrate their villages and to the milk factory on their own, and at their own cost.
Suguna Poultry
Suguna Poultry • Suguna's Success of an Extraordinary Vision Incorporated as a company in 1994 • The success of Suguna is a glorious testimony of the power of human visionary zeal, innovation, determination and co-operation. • “Poultry Integration” is a concept introduced and achieved by Suguna. • Suguna has been successful in the integration of tens of thousands of farmers, thereby enhancing their life-styles. • Suguna has steadily and positively grown on its core ideals of Total Quality Management, constant Innovation, impeccable hygiene and understanding Customer needs.
Suguna Poultry • Vision • To maintain and strengthen a leadership position in the poultry markets countrywide, ensuring that Suguna creates value for its customers, farmers, traders, vendors and employees. • Mission • 25% Market share in India • 20% Annual Income from Exports • Switch over consumers from Live Bird to Processed Meat • 25% income from Suguna’s branded products • Recognizing human values • Social commitment
Suguna Poultry
Suguna Poultry • What Suguna Poultry does to Society is to give quality and protein enriched value added products at affordable price. • What Suguna Poultry does to Farmers is to provide high and regular income generating opportunity. • What Suguna Poultry does to Nation is to generate rural and indirect employment continously. • What Suguna Poultry does to Exchequer is to inflow of foreign exchange through exports of poultry products. • What Suguna Poultry does to Everybody is to give happiness.
Suguna Poultry
We need more success stories!
What we learnt from these stories • Acts as trend setters. • More stories like these are possible in any parts of India and in any sector. • These stories have not only benefited farmers, entrepreuners, but also consumers. • These stories took least support from Government machinery. • These stories helped to increase rural economy and employment.
Dr. Dinesh T. Bhosale Regional Technical Manager (South and South-east Asia) Alltech Biotechnology P. Ltd.
Where we stand? • • • • • •
Number one in milk production Number two in freshwater aquaculture Number four in egg production Number five in poultry meat production Number five in soybean production Number two in human population
Market Success Stories • Why we should discuss market success stories? • What we can learn from these market success stories? • Can we use market success stories from one sector to another sector? • What is the best mechanism to communicate these stories to farmers?
Indian Dairy Sector
AMUL • • • • • •
Members:12 district cooperative milk producers' Union No. of Producer Members:2.5 million No. of Village Societies:11,962 Total Milk handling capacity:9.91 million litres per day Milk collection (Total - 2005-06):2.28 billion litres Milk collection (Daily Average 2005-06):6.3 million litres • Milk Drying Capacity:511 metric Tons per day • Cattlefeed manufacturing Capacity:2340 Mts per day
AMUL • • • • • • • •
More than 60 products. Exported to more than 20 countries. Founded in 1946. “AMUL Pattern” in co-operative sector. National Dairy Development Board White Revolution IRMA GCMMF - One brand
AMUL Year
US$ millions
1994-95
Sales turnover (Rs. Millions) 11140
2000-01
22588
500
2003-04
28941
616
2005-06
37736
850
355
AMUL
Warana Co-operative WARANA- A successful name in the cooperative movement; A successful name in the operation flood; A successful name in the agricultural field; A successful name in the sugar lobby; A successful name in the education field; A successful name in the banking field; A successful name in the consumer services; industries and A successful name by itself! 750 crores 15,000 direct employment
Warana • • • • • •
Warana Milk Co-op started in 1968. Dairy farmers: 55,000 Daily milk procurement: 3.5 Annual Turnover: 290 crores Cattle feed production: 2400 Milk products like Shrikhand, lassi, Bournvita, butter, ghee, cheese, milk powder apart from milk.
Warana • • • • • • • • • •
Women empowerment Rural Employment Warana Departmental stores Schools and Colleges Warana Bank Gardens Children Orchestra Sports School for Mentally handicapped Foundation for youth employment
Warana • Warana village wired project (ICT) in 1998 • The main aims of the project at the time of launch were: • using IT to boost the productivity of existing cooperative societies, • more transparency in their working, • providing villagers agricultural, medical and educational information through networked `facilitation booths' in 70 villages, • bring the world to their doorstep through the Internet, • tele-education at primary and higher levels and • map-based information systems for better administration.
Warana • •
•
•
Benefits to milk co-operatives Apart from accounting (billing) purposes, computers enabled directly feeding in data on volume and fat content from weighing and fat measuring machines, thus reducing errors in measurement and recording. An increase in trust was a direct outcome of the introduction of computers in village dairy management. Especially for women, and non-literates, it increased the level of trust in the management, and was an important reason for some dairy farmers to shift to dairies with computers. saving of time, precious especially for women who deliver milk in the morning and evening, when they have other household tasks to complete. Waiting in queues for a long time is a thing of the past, since the whole process of measuring fat, volume, and recording the data, is done much faster.
Warana •
•
•
Dairies have been able to start or provide other services which was earlier not possible due to complications in fund collection, accounting etc. Almost all village dairies have sister cooperatives which include a credit cooperative society, and a society for providing inputs (fodder). Computers have enabled linking these so that fodder purchase can be given on credit and deducted from mil payments. Loans for purchase of cattle, for starting additional small businesses, or for consumption have also been facilitated. At least four of the around 20 kiosk operators have independently taken up job works in rural areas such as developing software for local enterprises including dairies, managing the software for enterprises, or taking up data entry jobs. · Several of the dairies that have computers have now come together to integrate their villages and to the milk factory on their own, and at their own cost.
Suguna Poultry
Suguna Poultry • Suguna's Success of an Extraordinary Vision Incorporated as a company in 1994 • The success of Suguna is a glorious testimony of the power of human visionary zeal, innovation, determination and co-operation. • “Poultry Integration” is a concept introduced and achieved by Suguna. • Suguna has been successful in the integration of tens of thousands of farmers, thereby enhancing their life-styles. • Suguna has steadily and positively grown on its core ideals of Total Quality Management, constant Innovation, impeccable hygiene and understanding Customer needs.
Suguna Poultry • Vision • To maintain and strengthen a leadership position in the poultry markets countrywide, ensuring that Suguna creates value for its customers, farmers, traders, vendors and employees. • Mission • 25% Market share in India • 20% Annual Income from Exports • Switch over consumers from Live Bird to Processed Meat • 25% income from Suguna’s branded products • Recognizing human values • Social commitment
Suguna Poultry
Suguna Poultry • What Suguna Poultry does to Society is to give quality and protein enriched value added products at affordable price. • What Suguna Poultry does to Farmers is to provide high and regular income generating opportunity. • What Suguna Poultry does to Nation is to generate rural and indirect employment continously. • What Suguna Poultry does to Exchequer is to inflow of foreign exchange through exports of poultry products. • What Suguna Poultry does to Everybody is to give happiness.
Suguna Poultry
We need more success stories!
What we learnt from these stories • Acts as trend setters. • More stories like these are possible in any parts of India and in any sector. • These stories have not only benefited farmers, entrepreuners, but also consumers. • These stories took least support from Government machinery. • These stories helped to increase rural economy and employment.
