An Opinion survey of Consumer Satisfaction On Products Of Sangam Dairy

(A study on Guntur District Milk Products Co-Operative Union Limited)

A project report submitted in practical fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION By YEDUKONDALA RANGA RAO A M.B.A Roll No:Y10BU93060

SIDDHARTHA INSTITUTE OF P.G STUDIES

(Affiliated to achraya Nagarjuna University) Year 2009-2011
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GUNTUR DISTRICT MILK PRODUCTS CO-OPERATIVE UNION LIMITED

VADLAMUDI, GUNTUR

Project Report Certificate

CERTIFICATE
This is to certify that Mr. YEDUKONDALA RANGA RAO .A has done Project work titled Consumer Satisfaction to words Sangam Dairy products under company guidance from 21-05-2010 to 20-07-2010. He is proven to hard working and innovative during this period.

Regards

For SANGAM DAIRY PRODUCTS

Marketing Manager

SIDDHARTH INSTITUTE OF P.G STUDIES

(Approved by AICTE New Delhi, Affiliated to Acharya Nagarjuna University) Siddhrath Nagar, Kantepudi (V), Sattenapalli (M), Guntur Dist 522438. Ph: 08641 237863, 64,66 Fax : 08641 237865

CERTIFICATE

This is the project work entitled Consumer Satisfaction in Sangam Dairy Products which is submitted by YEDUKONDALA RANGA RAO .A in partial fulfillment of award of Master of Business Administration of Acharya Nagarjuna University, Guntur during the academic year 2009-2011 is work out by him under my guidance.

Head of the Department A.Maruthi Vara Prasad. Professor

Project Guide G.Anjaneya Prasad Asst.professor, M.B.A.,M.H.R.M.

DECLARATION

I here by declare that the project report entiled consumer satisfaction on Sangam Dairy products is an original and submitted by me for award of degree of MASTER OF BUSINESS Administration for Academic Year 2009-2011 it was submitted else where for award of degree (or) diploma of any other institute (or) university.

YEDUKONDALA RANGA RAO .A

ACKNOWLEDGEMENT

I wish to express my sincere thank to our P.G. Department Business administration faculty members, Siddhartha Institute of P.G. Service for providing me and opportunity for pursuing my project work in An Opinion survey of Consumer satisfaction on Products of Sangam Dairy Vadlamudi.

I am deeply indebted to our college principal Prof. A.MARUTHI VARA PRASAD for his valuable encouragement.

I wish to express my sincere thank our H.O.D. A.MARUTHI VARA PRASAD.

I am express my sincere thanks to marketing manage Mr. P.P. MISHRI for giving me this opportunity and providing me the facilities to work on this project.

I would like to express my thanks to my faculty members for their valuable guidance.

I would like to express my esteemed gratitude to all who have been directly (or) indirectly involved in making this project a grand success.

YEDUKONDALA RANGA RAO .A

CONTENTS
CHAPTERS I Introduction PARTICULARS

II

Objectives of the study / Survey Significance of the study Methodology adopted

III

Industry profile and company profile

IV

Data Analysis

Findings and Suggestions

VI

Appendix Questionnaire Bibliography

INTRODUCTION

INTRODUCTION
A satisfied consumer is the best advertisement is so trite, and so simple and oldfashioned that its truth and value in creating more consumers is more than not overlooked in the maze of new techniques and academics of modern business.

Consumer satisfaction depends on a products perceived performance in delivering value relative to a buyers expectations. If the product performances falls short of the consumers expectations. The buyer is dissatisfied. T performance matches expectations the buyer is satisfied .if performance exceeds expectations the buyer is delighted. Out standing marketing companys go out of their way to keep their consumers satisfaction .satisfied make repeat purchase, and they tell others their experiences with the product. The key to match consumer expectations with company performance

Before becoming a consumer the person had certain wants and need, and a desire to satisfy these. Satisfaction of a want or need is always anticipated before purchase, and the intending buyer experiences, in imagination, many emotional satisfactions which the buyer hopes to enjoy, after purchase .this application of benefits(satisfaction) before purchase applies to plan purchase of major items such as houses, cars,, air- conditioners, and also to so- called impulse purchases. the only difference is the time interval between the recognition of a want or need and its satisfaction. In every case, satisfaction of a recognized need(want) its anticipated before purchase, and is the reason for the purchase.

All business firms have realized that marketing is a crore element of management philosophy and the key to its success lies in focusing more and more on the consumer. Thus the challenge before the marketer is to ensure that they satisfy every consumer. Adam smith in his, the wealth of nations, had said Consumption is the sole end and purpose of all production and the interests of the product ought to be attend to, only so far as it maybe necessary for promoting those of the consumer. Whether the buyer is satisfied after the purchase depends on the offers performance in relation to the buyers exceptions. in general: Satisfaction is a persons felling of pleasure of disappointment resulting from comparing a products perceived performance(or outcome)in relation to his or her exception.

Clearly satisfaction is a function of perceived performance and exceptions. If the performance falls short of expectations, the consumer is dissatisfied. If the performance matches the expectations, the consumer is satisfied. If the performance exceeds expectations, the consumer is highly satisfied or delighted.

Many companies is a function are aiming for high satisfaction because consumers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with the brand, not just a rational performance.
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Satisfaction is a persons feelings of a pleasure or disappointment resulting from comparing a products perceived performance (or outcome .in relations to his or her expectations).

As this definition makes clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the consumers is dissatisfied. if the performance matches the expectations, the consumer is satisfied. If the performance exceeds expectations, the consumer is highly satisfied or delighted.

The offering will be successful if it delivers value and satisfaction to target buyer. The buyer chooses between different offering on the basics of which is perceived to deliver the most value. Value can be seen as primarily a combination of quality, service and price (Qsp) called the consumer valued triad. Value increases with quality and service and decreases with price.

More specifically we can define value as a. ratio between what the consumer gets and what he gives. The consumer gets benefits and assumes costs. The benefits include functional benefits and emotional benefits. The costs include monetary costs time costs, and psychic costs.

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CONSUMER NEEDS
Understanding consumer needs and wants is not always simple. Some consumer have needs of which they are not fully conscious. Or they cannot articulate these needs. Or they use words that require some interpretation. What does it mean when the consumer asks for an inexpensive car, a powerful lawn mower a fast lathe, an attractive bathing suit, or a restful hotel? Consider the consumer who says he wants an inexpensive car. The marketer must probe further. We can distinguish among five types of needs.

1. Stated needs (the consumer wants an inexpensive car) 2. Real needs (the consumer wants a car whose operating cost, not its initial price is low). 3. Unstated needs (the consumer expects good service from dealer). 4. Delight needs (the ustomer would like the dealer to include a gift PF Au. s road atlas). 5. Secret needs (the customer wants to be seen by friends as a savvy consumer

CONSUMER VALUE
Consumer delivered value is the difference between total consumer value and total consumer cost. Total consumer value is bundle of benefits consumers expects from a given product service. total consumer cost is the bundle of costs consumer expect to incur in

evaluating, obtaining, using and disposing of the product of service.

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The case for increasing the consumer retention rate is captured in the concept of consumer life time value. It describes the present value of the stream of future profits expected over the consumers lifetime purchases. The company must subtract from the

expected revenues the expected costs of attracting, selling and servicing that consumer. Various estimates have been made for different products and service.

Customization
Today consumer is looking out for value for money. The challenge before the market is to identify what value would appeal and convince the consumer, marketers are trying to enhance the concept of value through unique delivery methods. They have realized that products service characteristics, consumers aspirations and perceptions and the

availability of competing alternatives can be used enhance consumer value.

But the focus and challenge before every firm is to rebuild itself around its consumer. It should be able to perceive, interpret, serve and satisfy the consumer with the type of products and services consumeriation. he / she desire and arm itself was to gain a competitive

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CONSUMERIATION WILL HELP FIRM IN Providing the quality of service to match the consumer requirement Help to focus on consumers needs so as to value and offer benefits to the consumer. To identify new consumers, new market segments and new applications for existing products. Work towards total consumer satisfaction and maximum consumer delight.

Working Towards Enhancing Consumer Satisfaction

In the existing business environment markets are turbulent and consumer needs fast changing, companies should out for ways to add value for their consumer by offering products or services just the way they went it. When the consumer has to choose from a

large and bewildering number of options, features, pricing structures and delivering methods, offering a unique product to every individual consumer will go a long way in adding value to the consumer decision making process.

Consumer satisfaction is a continuous process which does not begin for end with a purchase. It covered the entire ownership experience from selecting a product, to purchase, through aftercare to repeat purchase. Clearly there are three phases in the consumer satisfaction process, namely

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Pre Sales: during this stage the consumers expectations are developed through the various information sources like advertising work of mouth and so on.

During Sales: when the consumer is engaged in experiencing on how to deal with enquiries and sell product.

Thus consumers expectations are their experience will together determine the level of satisfaction. These expectations are inclusive of :

Pre-Sale period
Availability of clear, useful information on: The product or service Its quality aspect Its core benefits or advantages Its price Its availability or sales outlet How to obtain it

During Sales Period

Opportunity to inspect the products Provision of an attractive sales environment Courteous and attentive service
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 Reasonable and reliable delivery Enhancing quality of goods or services Prompt redressed incase of compliant receipt

The After Sales Period

If required necessary support or advice be provided Prompt replacement or refund it necessary A smooth and straight forward complaint procedure Efficient and effective consumer follow-up process Efficient repair and maintenance service

Why Consumer Satisfaction is so significant?

Consumer satisfaction plays a vital role in increasing the companys goodwill, sales volume and profit .it is very important to every profit making, non-profit making, government and other private organizations. Some important factors for the significance of consumers satisfaction: Consumer satisfaction is significant in the fulfillment of anticipated benefits for the organization. It is necessary to recognize, first that a consumers friends are commonly in the same social, income, vocational interest and age group. It is an essential factor in, increasing the sales volume of an organization. Consumer satisfaction ensures reputed purchases.
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Ensuring Consumer Satisfaction

To ensure consumer satisfaction the manufacture must be able to control what buyers say about his products. By marketing research a manufacturer designs and implements according to the needs and wants of the consumer. So, marketing research plays an important tool in ensuring consumer satisfaction. After sales services, on sales service, pre sales and service ensures consumer satisfaction.

By fulfillment the promises made in advertisements and effectiveness of sales man increase consumer satisfaction.

Some Cautions in measuring Consumer Satisfaction:

When consumers rate their satisfaction with an element of the companys

performance say, delivery, the company needs to recognize the consumers vary in how they define good delivery. It could mean early delivery, on time delivery, order completeness, and so an. Yet if the company had to spell out every element in detail, consumer would face a huge questionnaire. The company must also realize that two consumers can report being highly satisfied for different reasons. One many easily satisfied most of the time and the other might be hard to please but what pleased on this occasion,

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Companies should also note that managers and sales people can manipulate their ratings on consumer satisfaction. They can be especially nice to consumer just before the survey. They can also try to exclude unhappy consumers from the Survey. Another danger is that if consumers know that the company will go out of its way to please consumers, some consumers may express high dissatisfaction in order to receive more concessions.

Delivering consumer value and satisfaction :

Value chain is a tool for identifying ways to create more consumer value. Every firm is a collection of activities that are performed to design, produce, market deliver and support its product. The firms task is to examine its costs and performance in each value creating activity and to look for ways to improve it. The firm should estimate its competitors costs and performances as 'bench marks' against which to compare its own costs and performances. To the extent that it can perform certain activities better than its competitors, It can achieve a competative advantage.

Consumer Service Process :All the activities involved in making it easy for consumers to reach the right parties within the company and receive quick and satisfactory service, answers and resolution of problems.

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Value - delivery Network :To be Successful the firm also needs to look for competative advantages beyond its own operations, into the value chains of its suppliers, distributors to create a superior value delivery net work.

1. They bear the major responsibility for correctly identifying the consumers needs and requirements. 2. They must communicate consumer Expectations correctly to product designers. 3. They must make sure that the consumers orders are filled correctly and on time. 4. They must check that consumers have received proper instructions, training and technical assistance in the use of the product. 5. They must gather consumer ideas for product and service improvements and convey them to the appropriate company departments. When marketers do all this, they are making their specific contributions to TQM and consumer satisfaction.

The Marketer must complain like consumer complains, When the product or the service is not right. Marketing must be the consumers watchdog or guardian, and must constantly hold up the standard of giving the consumer the best solution.

Computing the Cost of Lost Consumers: Todays Companies must pay close attention to their consumer Defection rate and take steps to reduce it. These are 4 steps to this process.

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1. The Company must define and measure its retention rate. For a magazine, the renewal rate is good measure of retention. 2. The company must distinguish the cause of consumer retention and identify those that can be managed better. Not much can be done about consumers who leave the region or go out of business. but much can be done about consumers who leave because of poor service, shoddy product, high prices and so on. 3. The Company needs to estimate how much profit is loses when it losses consumers. In the case of an individual consumer, the lost profit is equal to the consumer life. 4. The company needs to figure out how much it would cost to reduce the defection rate. As long as the cost is less than the lost profit, the company should spend that amount to reduce defection rate.

Adding Financial Benefits Two financial benefits that companies can offer are frequency marketing programs and club marketing programs. Frequency marketing programmes is designed to provide rewards to consumers who buy frequently and / or in substantial amounts.

Implementing Total Quality Management: Quality: Quality is the totality of features and characteristics of a product of service that the bear on its ability to satisfy sated or implied need.

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As we have seen, towards Executives view the task of improving product and service quality as their top priority. Most consumers will go longer accept or tolerate average quality performance. If companies want to say in the race, let alone be profitable, they have no choice but to adopt total quality management (trm).

Total Quality management is an organization wide approach to continuously improving the quality of all the organizations process, products, and services. Marketing managers have to responsibilities in a Quality-centered company. First, they must participate in a formulating strategies and policies designed to help the company through total Quality Excellence.

Second they must deliver marketing Quality alongside product quality. Each marketing activity, marketing research, sales training, advertising, consumer service and so on must be performed to high standards. Markets play several roles in helping their company define and deliver high Quality goods and services to target consumers.

Measuring Satisfaction: Although the Consumer- centered firm of company seeks to crate high consumer satisfaction that is not its main goal. If the company increases consumer satisfaction by lowering its price on increases its services the result may be lower profits.

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The company might be able to increase its profitability be means other than the increased satisfaction. Also , the company has many stakeholders, including employers, dealers suppliers and stockholders. Spending more to increase consumer satisfaction might divert funds from increasing the satisfaction of the other partners. Ultimately, the company must operate on the philosophy that it is trying to deliver a high level of consumer satisfaction subject to delivering acceptable levels of satisfaction to other stakeholders, given its total resources.

When Consumer rate their satisfaction with an element of the companys performancesay delivery, the company needs to recognize that consumer vary in how to define good delivery. It could mean early delivery, on time delivery, order completeness and so on yet if company had to spell out of every element. In detail consumers would face a huge survey questionnaire.

Tools for Tracking and Measuring Consumer Satisfaction: There are various ways of measuring consumer satisfaction. each has its own importance. One cannot just stick to a particular concept and say this is the accurate way of measuring consumer satisfaction.

Complaint and Suggestion system: A Consumer-centered organization makes it easy for the consumer to register suggestions and complaints. Some consumer-centered companies, which are in FMGG line
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P&G, whirlpool, establish hot lines with toll free numbers. Certain companies are using websites and e-mails for quick prompt response from the consumer and in turn there is a two way communication.

Consumer Satisfaction Surveys: Studies show that although consumers are dissatisfied with one out of every purchase, less than 5% will complain, most consumers will buy less or switch suppliers. Responsive companies measure consumer satisfaction directly by conducting periodic surveys. While collecting data, it is also useful to ask additional questions to measure the likelihood or willingness the product or service to others.

Ghost Shopping: Companies can hire people to pose as potential buyers to report the strong and weak points experienced in buying the companys and competitors products. These mystery shoppers can even test how the companys sales personnel handle various situations.

Managers themselves should leave their offices from time to time and study the competitor sales. They can visit competitors and can study the way the competitors receive the handle the various situations. A variant of this is for managers to phone their own company with situations and complains to see how the calls are handled.

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Cost Consumer Analysis: Companies should contact consumers who have stopped buying or who have switched to another supplier to learn why this happened. Not only is it important to conduct exit interview when consumer first stop buying. It is also necessary to monitor the consumer loss rate.

The primary activities represent the sequence of bringing materials into the business, converting them into the final, shipping out final products, marketing them and serving them.

The support activities are the procurement, technology development, human resource management and firms infrastructure these are handled by certain specialized departments. The firms infrastructure covers the costs of general management, planning finance, accounting, legal and government affairs that are borne by all the primary and support activities.

The firms talk is to examine its costs and performance in each value creating activity and to look for ways to improve it. The firm should estimate its competitors costs and performance as bench marks against which to compare its own costs and performance. It should go further and study the best of class parties of the worlds best companies.

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Delivery Consumer Value and Satisfaction:In a hyper competitive economy, with increasingly rational buyers, a company can win by creating & delivering superiors value. This involves the following five capabilities. Understanding Consumer Value Creating Consumer Value Delivering Consumer Value Capturing Consumer Value; and Sustaining Consumer Value. Companies to succeed in attaining these capabilities need to use the concepts Value Chain and Value Delivery Network. Value chains: Michael of Harvard proposed the vale chain as a tool for indentifying ways to create more consumer value. Every firm is a synthesis of activities that are performed to design, produce, market, delivery and support its product. The value chain identifies 9 strategically relevant activities that create value and cost in a specific business. These 9 values creating activities consists of 5 primary activities and 4 support activities. The primary activities represent the sequence of brining materials into the business, converting them into the final products, shipping out final products, marketing them and serving them. The support activities are the procurement, technology development, human resource management and firms infrastructure. These are handled by certain specialized departments.
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The firms infrastructures. Covers the costs of general management, planning, finance, accounting, legal and government affairs that are borne by all the primary and support activities. The firms task is to examine the costs and performance in each value creating activities and to look for ways to improve it. The firm should estimate its competitors costs and performance as bench marks against which to compare its own costs and performance. It should go further and study the best of class practices of the worlds best companies.

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ABOUT THE SURVEY

1) OBJECTIVES OF THE STUDY / SURVEY 2) SIGNIFICANCE OF THE SURVEY 3) METHODOLOGY ADOPTED

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Objectives of the study :-

The following are the objectives set for the present study.

1. To present the genesis and growth of Dairy industry in India and the growth of Dairy industries in A.P. 2. To identify consumers motivating factors that influence the choice of a particular brand of dairy products, in this case the products of Sangam Dairy. 3. To analyse the channels of distribution of dairy products of Sangam Dairy and those of its competitors. 4. To Analyse Consumers opinion regarding quality, price and packaging of Sangam Dairy products. 5. To analyse the satisfaction level of consumers with regard to products of Sangam Dairy. 6. To suggest ways to increase the Dairys consumers in the near feature. 7. To determine the awareness levels of consumers, with respect to the other mill products of Sangam dairy.

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Significance of the Study :

It is very important for an organization to seek feed back from its consumers and retailers to know the effectivity of their marketing strategies.

Marketing Research is the tool which is used to obtain retailers opinions regarding an organizations product and services, their satisfaction level. So, by Marketing Research, Marketers analyze consumers satisfaction level to wards their product's and design and implement their marketing strategies which are compatible to consumer's expectations.

Basing on this premise, this survey has been carried out, so that the company can be provided with a relatively correct picture as to what the consumers perceive about the milk and the bi products of milk from Sangam Dairy.

Therefore, studies of such types are necessary for an organization to implement their marketing strategies effectively and efficiently in order to increase their market share.

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Methodology of the Study :

Research design :The Research design for the study of marketing research on dairy products is as follows :

Source of Information :a) Primary Data b) Secondary Data

Primary Data:Primary Sources for my survey include consumers, buyers, middlemen, salesmen and others.

Secondary Data :Some times Company files or marketing research reports and other reports contain the desired information. Thus Secondary data sources in other words, are reports not of items of informarion gathered specially to obtain objectives of the research project being planned, but rather of material assumed for other purposes.

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Data Collection for the study :For the present study, data was obtained from internal sources and external sources. Internal sources include collection of data from company records such as sales reports and other information sources. Data collected from external sources include primary data and secondary data. Secondary data was collected from published literature available on the subject matter and for obtaining primary data a queationnaire was designed, developed and administered. Sampling:In Sampling Survey Model the instrument used was Questionnaire. This was administered to daily consumers of dairy, products. A sample size of 100 was considered for the study Sample was taken in Guntur and Tenali towns.

The sample also covered persons having different Educational Qualifications and respondents in different age groups. The sample also covered Government Employees and Self - Employed and people employed in Private Organizations.

Limitations of the Study :

1. The study is geographically limited only to Guntur and Tenali towns. 2. The sample size of 100 may or may not present the accurate picture. 3. There is no compulsion on the part of organization to accept my suggestions. 4. Though the research is purely Acadamic, a sincere effort has been made to make the findings useful to company also.

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1. Industry profile 2. Company profile

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INDUSTRY PROFILE GENESIS AND GROWTH OF DAIRY INDUSTRY IN INDIA

Co-operative dairying in India is over 50 years old of the total milk produced in India, about two third is buffalo milk and a still larger proportion of buffalo milk is in the processed stage. The milk processing Industry gained momentum and respectability in the 80s but still it can only be considered as growing one. The milk sector is the second largest contributor to the agricultural economy in terms of produce. In 1990-91 the co-operative collected nearly ten million liters and marketed eight million liters of liquid milk per day. Of the total milk production in India, about 45% us used fluid consumption rest is converted into products such as ghee 33%, Dahi 8%. Animal husbandry was considered an activity for the rural areas, where as dairy development was only in the cities. For the farmers, projects such as the key, village scheme and the intensive cattle development programmers were very useful. These aimed at improving milk yields through better management of the cattle and eventual upgrading of the breads, But, these projects by themselves never paid much attention either to be marketing of the additional milk that was supposed to be produced, or to its processing.

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Indian dairying is marked by high seasoned of milk production. This is caused by the breeding cycle, as well as loading protection most crop residue is fed to animals, the availability of which were from season to season. There is, therefore the flux season, when milk animals produce nearly double quantity of milk than they do in the lean season. This at time ponds in animal gluts. Dairy development meant setting up modest sized (10,0000 to 25,000 liter / day) liquid milk processing plants in cites with population of half a million or more. Even if the plants in cities with population of half a million or more. Even if the plants had functioned to their full capacity which they did not public dairies could have had only about 10-15 percent share of the market? This meant that the urban provate milk trade could continue unchecked. The link between the rural produced and the urban procession public as well as private remained the middleman. Though India has 23% of total animal wealth of the world, the milk production is only 6.5%. This miserable situation is due to lower productivity of the Indian milk animals. The estimated demand for milk us 64.40 million tones by 2000 A.D. the agricultural sector contributes 46% of national income. The dairy industry contributes 10% of agricultural income so, around 5% of the national income is contributed by this dairy industry.

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Dairy Development in India, 1950-70 Creation of NDDB: In 1964, the then Prime Minister of India, the late Lal Bahadur Shastri visited Anand. From his observations and discussions, with farmers over there the Prime Minister could infer that the Karia farmer had no special advantage agroclimatically or in the quality of his cattle. He concluded that because the farmers owned the dairy, and because their elected representatives managed the village societies and the district union, and because the y had the good sense to employ competent professionals to manage their dairy factories, the Amul dairy was sensitive to their needs and was responsive to their demands. Their access to a metropolition market Bombay for milk, and good national marketing in the case of dairy products, where their greatest assets. These were the reasons why AMUL was such a great success. The prime minister also wanted to know why, when Amul was doing so well, the other dairies run by the central and State Governments were not successful. He desired Anand be replicated throughout India. He said in a letter addressed to the state Chief Minister, we envisage a large programme of co-operative 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. He decided that the

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Government of India would create a body, whose job would be r eplicate Anand. The National Dairy Development Board (DDB) was the created in 1965. Initially, the concerned officials objected the Anand pattern and were not prepared to make five-year Plan funds available for replicating "Anand" in their states. For some years, NDDB tried unsuccessfully to convince one state after another to agree to make these funds available. It became obvious that if the NDDB was to carry out the objectives for which it was established, it must have its own programme and funds to replicate the Anand pattern. It was thus that operation Flood was evolved. OPERATION FLOOD PROGRAMME IN INDIA The objective of operation Flood was to replicate Anand. Nothing else. The State Government could use their own funds to develop dairying in whichever way they choose, but the additional funds available under Operation Flood were only to be used for replicating Anand. Operation Flood the largest development programme undertake in the world and was initiated closely on the heels of Green Revolution in country, against the back drop of huge surplus of milk production in the highly developed milk producing countries in the west and dwindling per capita milk availability at home. According to the agreement signed by World Food Programme (WEP) and Government of India, the WEP will arrange to supply 1,26,000 metric tonnes of butter oil, which the corporation
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will handle on behalf of the Government, Utilization of these commodities would generate funds estimated at Rs. 954 millions during the project period. These funds are to be invested in the plan of operations agreed by WEP and Government. By 1968, NDDB had formulated the first phase of operation flood, which aimed to capture for public dairies a "commanding share" of the milk market in the four metropolitian cities of Bombay, Delhi, Calcutta and Madras. It also aimd at speeding up the dairy development by increasing milk production and procurement in rural areas which supply milk to these four cities. In order to achieve the desired objectives of the project the following order of implementation was adopted. 1. Quick expansion of urban handling capacities by expanding the dairies in Delhi. Bombay, Calcutta and Madras and by setting up new liquid milk plants. So that the total capacity of the organized sector would be increased from 1 million liters per day in the pre-project to 2.57 million liters a day in the four major cities. 2. Supply of WEP commodities - skimmed milk powder and butter oil for production of recombined milk to help to speed up full utilization of the expanded capacities.

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3.

Selling up of rural milk-producer owned co-operative organizations, to produce, process and market milk on one hand and to market technical inputs for milk production on the order.

4.

Implementation of milk production enhancement programms with the long-term objectives of achieving self-sufficiency in milk.

5.

Establishment of rural feeder balancing dairies to coup existing milk available to replace combined milk produced by use of WEP.

6.

Development of the basic transportation and storage to facilitate regional and seasonal balancing of milk supply and demand.

7.

Development of the basic transportation and storage of facilitate regional and seasonal balancing of milk supply and demand.

CURRENT DAIRYING SCENE IN INDIA The dairy industry in India made rapid progress, particularly during the last two decades. Today, India occupies first position in milk production in the world, surpassing the US. The credit, not doubt, goes to Operation Flood, which has played a key role in the development of Dairying. India is a milk-consuming nation. This, couples with our large population, ensured steady increase in demand for milk.

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The employment potential of Indian dairy sector is substantial. This sector provides additional income and generates job opportunities for 80 million fanner families. More than 70 per cent of marginal farmers and landless laborers maintain dairy animals to supplement their incomes. In India, there are 10.1 million farmers who are members of 77,000 village dairy co-operative societies, each of which is affiliated to one of 170 district and regional co-operative unions which is turn are part of a state co-operative marketing federation. These are 22 of these federations, which offer dairy and other products in the market successfully while competing among themselves. At present, dairy farms are owned by individuals, investors and multinationals. The cooperative sector has contributed significantly for the success of white revolution in India. There are more than 97,000 milk co-operative societies in 264 districts. This sector grows at me rate of 6.5% per annum. ADVANTAGES OF INDIAN INDUSTRY In terms of total bovine population, India occupies the first position in world, with 176.7 million cattle and buffaloes. (World's total bovine population is 1,420 million.) A large bovine population, strong procurement infrastructure, presence of highly skilled manpower, cheaper labour, and a large number of processing and allied facilities are some of the advantages that the Indian dairy business has.
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EXPORT POTENTIAL India is not fully utilising its export potential in respect of dairy products. The cost of milk production in India is the lowest. And the dairy industry is not getting any subsidy. There is an urgent need to pay special attention to quality of India has to compete with other countries. At present, the country is exporting malted milk foods, ghee, butter and cheese to countries like Bangladesh. UAE, Nepal, Sri Lanka, Oman and Bahrain. Of course, world milk prices are subject to dramatic fluctuations. Export earnings from the live stock sector and related products rose to Rs.19,250 million m 1996-97 from Rs.7,920 million in 1988-89. DISAPPOINTING FACTS Milk availability in India is still low at 212 grams/day per person. Of course, the per capita availability of milk in the rural areas is barely 121 grams/day as compared to 400 grams/day in urban areas. Animal productivity remains low, as tire national average is only 1.5 liters/day. Productivity of Indian cattle is 10 percent of the productivity of cattle in Israel and 30 percent of the level achieved by the developed countries. Unless milk productivity is raised, it is difficult to compare with Europe. America and Oceania. What is more, only 10 percent of the milk produced are in the organised sector, leaving the remaining portion in the hands of milkmen thus providing chances for
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adluteration and exploitation. Also, our cattle and buffaloes are slow maturing, slow irregular cycling behaviour, produce fewer calves in their life-time, and suffer from physical and physiological anomalies in reproduction. There is a serious shortage of conventional feeds for feeding livestock. Both quantitatively, there exists a wide gap in demand and availability of fodder resources in India. During the last two decades there has been no change in the cultivated area devoted to fodder. It still stands at 4.4 percent of the total cropped area. It is estimated that 10 to 15 per cent increases can be recorded in the existing milk production through adequate feeding of bovine population. In order to solve feed shortage problem, we have to rely on cheap alternative feed to growing calve ' STEPS TAKEN SO FAR The problem of low productivity of animals can be solved by ensuring availability of feed and fodder. Concrete efforts are needed to improve the productivity of fodder crops, develop grazing land, promote agro-foresty systems like silvipasture, and research on low-cost feed terns. Extensive research has been carried out to Find out the utility of items like apple pomace, ground nut hulls, mesta cake, neem cake, salseed meal, soya pulp, rice bran and brewery waste.'

40

On June 9, 1992, the government of India issued an order under Section 3 of the Essential Commodities Act, 1955. According to this order, known as Milk and Milk Products Order (MMPO) 1992, milk does not have to mean just cow or buffalo milk, it could also be goat milk or even a mixture of the three. The various objectives of MMPO include. * Facilitating supply or availability of milk by balancing uneven supplies in different regions. * Maintenance and increase of milk production and supplies and ensuring equitable distribution. * Establishment of proper standards and norms for control in handling milk and milk products. * Establishment, promotion or registration of any industry related to milk or milk products. * Such other objectives incidental to the effective implementation of the MMPO The milk unions are urging the government to either ban OGL imports of skimmed milk power (SMP) or impose duty on the same. They argue that prices of imported powder should be at par. With those of the domestic products.

41

The price of skimmed milk powder is coming down under pressure from imports. It is said that levying of minimum import duty of 35 percent of SMP would provide a level playing field to the producers. (India gets about 5,000 tonnes of imported milk powder annually.)

LATEST DEVFLOPMENT IN THE DAIRY SECTOR

Formation of new dairy co-operatives in Operation Flood areas to bring 3.5 million members under the co-operative fold in addition to the 9 million members now being served by dairy co-operatives. Providing vocational opportunities and fostering entrepreneurship among dairyscience student trainees to equip them with knowledge and experience so that they may take up dairying as a profession.

TOP MOST PRIORITY In the livestock sector, productivity hold the key. The major thrust should be on genetic up-gradation to improve productivity and production. Of course, priority should be given to infrastructure development, feed management and better health care services.

42

DAIRY INDUSTRY IN ANDHRA PRADESH The programme of dairy industry was initially maintained with commendable help of the United Nations International Childrens Emergency Fund and freedom from hunger campaign of U.K. These organizations contributed a lot in the

establishment of dairy units Andhra Pradesh during the period 1967-1969. The milk producers have been faced with a lot of problems in the process of production and marketing of milk namely improper transport facilities, poor technology and absence of organized system of processing marketing and piecing. It was at this context that government of A.P. has viewed to constitute a dairy development co-operation to safe guard the interest of milk producers and ensuring adequate supply of fresh milk at a reasonable price to the urban consumers. As a result the APDDC came into existence on 2nd April, 1974.

CO-OPERATIVE FEDERATION : To implement operation flood II programme through active involvement of producers in organizing milk production, procurement processing and marketing on three tier co-operative structure as per the national policy of Government of India, Andhra Pradesh Dairy Development Co-operative federation was constituted in October 1981. The three-tier system includes primary village level dairy, co-operative societys co-operative union at district milk shed level and a state level federation.
43

For dairy development programme in Andhra Pradesh, the Indian co-operation offered financial assistance of 78.51 crores with 30% of grand and 70% on loan basis. Sixteen districts but of 23 districts in the state were identified by the NDDB for implementation of Operation Flood II programme. With the implementation of operation flood II programme in Andhra Pradesh dairy development has gained momentum providing a trust to eradicate the poverty, unemployment in rural areas, and brought greater awakening and confidence among producers to manage their own affairs through dairy co-operative of Anand Pattern. The dairy development in A.P., is presented in the following table. STATEMENT SHOWING DAIRY DEVELOPMENT IN A.P. 1. Milk product factories 2. District dairies 3. Milk chilling centers 4. Milk Collection centers 5. Village milk producers Co-operative societies 6. Milk collection routes 7. Village connected for collection of milk 8. Cattle feed plants 9. Women members in unions
44

6 10 48 14,000 5,200

267 10,000 6 5,000

(Source : Andhra Pradesh year Book) In a country like India where a large population is dependent on agriculture for livelihood, the dairy industry assumes special importance. India has emerged as the largest milk producing country in the World with and annual production of 80 million tones. The countrys milk production is growing at an annual rate of 4.4 percent and its share in world milk production is likely to reach 15.2 per cent by 2004. Indian milk production is not only economical but highly energy efficient. The operation Flood launched in 1970 could raise the per capita milk consumption from 112 grams in 19970-71 to 235 grams in 1998-99, the world average being 285 grams. But a large population in the country still doesnt get the required quantity of milk (500 grams of milk per day). In the rural areas, it is only 121 grams a day. The major milk producing states are Uttar Pradesh (18.3 per cent), Punjab (1.2 per cent), Rajasthan (7.8 per cent), Madhya Pradesh (7.6 per cent), Maharashtra (7.4 percent), Gujarat (7 percent), Andhra Pradesh (6.3 percent) and Haryana (5.8 percent), These states account for about 70 percent of the total milk production.

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LIQUID MILK MARKETING IN URBAN AREAS Million liters per day

Year 1970 71 1975 76 1980 81 1985 86 1990 91 1995 96 2000 03

Through Sangam Dairy 0.91 1.33 2.18 3.00 3.00 3.50 6.50

Through Other Dairies 0.05 0.81 0.16 3.00 3.19 5.00 8.00

Total

1.00 2.14 2.34 6.00 6.19 8.50 14.50

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CONSUMPTION OF MILK AND MILK PRODUCTS IN INDIA, 1999 MILK (In Liters) a) Light Milk b) Butter Milk /Separated Milk Butter c) Butter d) Ghee e) Curd f) Khoa & Condensed milk g) Milk power and infant milk food h) Pannier i) Ice cream & Kuff j) Cream k) Other Total 26,084 19,600 3,998 950 -845 3,865 184 51 18 -55,595 Milk Products (In Tones) 26,084 19,600 3,998 -195 2,041 1,144 429 119 375 53,985

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DISTRIBUTION OF MILK Use of Liquid Milk Milk Consumption Consumption in Tea Converted of Curd Converted to Channel pannier Other uses (Sweets, Ghee) Delhi 45.19 31.67 19.68 0.34 Calcutta Mumbai Chennai Hyderabad Bangalore 63.82 24.77 2.95 2.19 15.58 37.31 10.93 0.17 30.47 42.40 27.59 0.17 30.47 42.40 24.26 0.50 30.72 44.57 23.44 0.05

2.00

5.27

2.00

2.00

1.90

1.47

DEMAND FOR MILK With the anticipated growth of purchasing power in urban areas, the demand for milk is estimated to rise substantially according to one estimate, it is likely to be 97.7 million tones by 2002 Ad as against 35.01 million tones in 1982. The information regarding the population, its economic demand and nutritional demand is given in the following table.

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Market estimate (Figures in million tones) Producer 1996 Milk powder Instant milk powder Butter Cheese 12055 28524 1997 11250 28200 1998 11850 25500 1999 13505 25970 2000 15400 25451 2001 16700 25234 2002 18400 25334

17000 17100

20400 21375

24480 26710

29370 33399

35250 41748

38525 47487

40340 48434

By seeing the above tables we can know that the bulk of milk consumption in confined to the higher income groups. Today the consumer repay is chasing many more processed food even in rural areas / this trend is likely to favour packaged milk and milk products that offer multiple benefits to convenience / hygienic and good value for the money spend on them. So change in the product mix is emerging the rural market is expected to grow much faster than the urban market in terms of market shows uncertain milk products. The role of television in developing rural market is significant. The rural folks are now purchasing more placed milk products making efforts to make them a horn.

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COMPANY PROFILE GENESIS AND GROWTH OF SANGAM DAIRY Under operation flood I program, Guntur District was to develop dairy activities a pattern keeping in view the three-tire system of village dairy co-operative society at village level managed by the elected representatives of Milk products, a cooperative union at district level was to be managed by the representatives of village dairy co-operative society and co-operative federation at state level an apex body. The Guntur District Milk, Producers Aided Co-operative union limited was registered under Andhra Pradesh Co-operative union limited was registered under Andhra Pradesh Co-operative society act 1964 with register No. 836 DD dated 23.02.1987 with 81 affiliated milk producers co-operative societies and 125 milk collection centers functioning in the area of Guntur District supply milk dairy. The board of the management of the union comprises 12 elected boards of directors from village dairy co-operative societies, 5 ex official board of directors from Andhra Pradesh Dairy Development Co-operative federation register of cooperative societies, representative of financial agencies and the chief executive of the union. The management of the dairy was handled over to the Guntur District Milk producers co-operative union limited by the Andhra Pradesh Dairy Development Corporation on 30.08.1978.

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Farmers Contribution : Milk producers of Krishna, Guntur and west Godavari districts have generally donated for the purchase of 34, 46 acers of land at a cost of Rs.105 lakhs before initiation of this project during 1993-94, Further 53 acres of land was purchased for the location of technical inputs and staff quarters, the Andhra Pattern advocated on integrated approache to Dairy Development under co-operative sector by providing remunerates price and creating assure market to the farmers produces themselves. The producers have got to say in determining the price of the commodity the produce. This is really a fantastic approach and boom on the farmers. The new out look in anand pattern is to provide is to provide incentive (input) to the farmers to reduce the reproduction cost and education the rural milk produces in clean milk production maintain the good cattle by practices of breeding feeding and management through farmers inductions programme is also pert parcel of Anand Pattern. The anand pattern The anand pattern an integrated approache to dairy development under the cooperative secor by providing remunerative prices creating assure markets for the producers and also safe-guards their interests by providing necessary technical inputs for rapid progress of dairy industry in this pattern, the real involvement of producers is seen when the village dairy co-operative as well as the district unions aremanaged by

51

producers themselves. The producers have a say in dertermine the price of thee commodity. The new outlook in anand pattern is to provide incentives (inputs) to farmers to reduce costs facilities milk production enhancements and educate the rural milk producers in quality milk productin and maintaining large stock by improved breeding and feeding of the village diary co-operative societies will also be increased in this patter. Artifical inputs and Milk enhancement programmer. The various technical inputs offerd to milk producers in a phased manner for milk production enhancement are classified as follows. 1. Artificial insemination services : The dairy is having a sperm production center at its unit premises and maintains 20 Murrah bulls for semen production purposes. The dairy is producing 50,000 does of Murray seman every year and 140 artificial insemination centers are run at socieiteis with the help of society workers. These workers are given training in veterinary first aid and artificial insemination. The dairy has also initiated action programmes to strengthen semen bank to produce 1,00,000 does of Murrah semen every year from 1993 onwards. The union at their center provides frist aid equipment medicines liquid nitrogen containers etc., in addition to paying incentives to the artificial insemination

52

(A.I) done Rs.3 and Rs.5 for each confirmed pregnancy is paid. These incentive schernes are introduced to created interest in artificial insemination among workers.

2. Animal Health / Disease control : TMI 1983 the dairy has provided weelkly visits of veterinary doctors to all societies to treat sick-animals free of cost. In addition to these programmes the dairy has provided emergency veterinary services with a nominal charge of Rs.15 per case treated. Veterinary first aid and artificial insemination at village level is implemented through society workers by imparting 45 days training these trained workers attend to first aid an insemination work at village level hence there union provides medicines and semen free of cost. The dairy provides emergency veterinary servicing facilities from 7 places in District by keeping doctors and transportation at these places these docots attend to emergency cases with in the radius of so ken with in 2-3 hours on receipt of emergdncy calls. For all these emergency visits the charge is Rs.15. During the first visit and Rs.10 then onwards including the cost of medicine.

53

3. Regular veterinary facilities . The regular veterinary facilities are functioning since 16-7-1990 this verterniary duty convences 54 societies and unions which have provided A.I. quality frozen semen. The main aim of veterinary facility is to also societies. 4. Fodder Development Programme Under fodder development programme the union raised perennial crops in nearly 15 acres its campus for distribution to the milk producers free of cost. Every year the union supplies different varieties of fodder seeds like MP chan 85.59.3. Haryana chan P.C.23 and P.C. 9 low pea to the milk producers at 30% subsidy. The union also distributes leguminous fooder seeds likes pillpesara and sun hamp to the tune of about 150 175 million tones as end crop to milk produces in low tying areas on subsidized rates. 5. Fodder and Seed Multiplication programme:The union has taken up the seed multiplication programme for the past 5 years and supplies good variety seeds apart from encouraging seed multiplication for the benefit of milk producers excess stock is supplied to other milk unions with in the state and those out side also. They are known in a position to supply fodder seeds at a cheaper price to the milk producers by avoiding purchase from external agencies. Different varieties like MP Chari 136 are supplied under seed multiplication.

54

6. Silvipasture Scheme : The union also taken up schemes like silvipasture and decentralized nursery schemes over the past 3 years and has supplied about 11 lakh samplings of different tree species like casuarinas, euclyputs, babul, sea same etc., during the year 1988 89 under D.C.N. scheme under the kisan van scheme, this union has taken up tree growing in fields from 1986 -87 onwards by giving 1,000 as full subsidy per acre those who are growing threes like subabul, Casuarina, Eucalyptus, Babul, gruit trees and raising fooder crops also in between the trees under the central government scheme. 7. Enrichment of Paddy straw with Urea :The dairy has also taken up scheme for enrichment of paddy straw with urea treatment. For this purpose societies and milk producers have already been identified. Under this scheme the dairy will be providing necessary infrastructure required for this program of cost of producers. 8. Cattel Feed :The cattle feed plant with an installed capacity of 100 MT /day was constructed by the NDDB award on a turn key basis. Under operation foold programem cattle feed is produced by semi-automatic pre-weighing machines with a provision to separate and remove uneven unwanted and harmful particuals from the raw materials, these plant

55

have been producing cattle feed 1982 along with rabbit and fish seeds. There are about 40 members workers uncluding supervision staffs working in the plant. 9. Distribution of material mixture on subsidy basis

The dairy is distributing mineral mixture to the milk producers at 50% subsidy basis at present may sell the mixture at the rate of RS.6 per kg. for this purpose Rs.1 lakh has been allotted in 1990 91 union budgets. The management has initianed action in manufacturing this mineral mixture from January 1991. 10. Cattle Insurance : As a discretionary input, union has under taken milk cattle insurance on a massive scale. They insure the milk cattle at a concessional premium rate of which 1/3 borne by union 1/3 by society and the rest by the cattle owners. 11. Cross Breed Heifer subsidy scheme : To encourage cow milk production it has been decided to distribute 1,000 cross breed heifers to milk producers at subsidized rates for this purpose Rs.5,00,000 has been allotted as subsidy for these, 1,000 cross breed heifers 50 villages have been identified by the doctors where veterinary hospitals and dairy union artificial insemination centers are available.

56

12. A septic Milk Packaging Station : The city of project was Rs.2.4 crores out of which the component for civil works was Rs.50 lakhs. In addition there are four packaging machine supplied by Hindustan packaging company ltd., under a lease arrangement. The commercial packaging of milk in tera pack started from 09-04-06 the installed capacity is one lakh liters per day and the shelf life of the product is 15 days. 13. Present Existing capacities 1. Milk handling capacity per day 2. Milk powder capacity per day 3. Table butter (4 packing machines) 4. Ghee 5. Storage capacities of butter in deep fridge 6. Boiler sections : 2.5 lakh liter : 20 Metric tones : 8 metric tones : 10 Metric tones : 700 Metric tones : 2 Oil fired boiler : 2 Coal fired boilers 7. Refrigeration Capacity 8. Milk chilling centers : 350 Metric tones : 50,000 Liters per day : Narasaraopet, Gurajala 9. Cattle Food Plant 10.Aseptic packaging station : 100 MTS / day : 1 lakh /day

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Milk sales in 1987 2010 (day wise in liters) Year 1987 1988 1989 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 Day wise 41,915 42,618 39,715 40,825 42,118 44,018 45,917 55,397 57,390 56,280 48,431 58,316 70,367 85,463 77,615 1,13,333 1,34,760

58

2005 2006 2007 2008 2009 2010

1,52,635 1,68,856 1,68,940 1,69,024 1,69,108 1,69,192

SANGAM DAIRY CENTER WISE SALES PARTICULARS CENTERS Guntur 24 hours H/p Guntur Tenali Mangalagiri Pedanandhipadu Gurajala Bapatla Ponnur Chebrolu Chilakaluripet MILK (LITERS MONTHLY) 10,59,195 58,650 1,87,915 1,02,550 5,690 210 17,550 5,120 1,960 1,05,720

59

Narasaropet Vijayawada Amaravathi SP canteen Vignan college Tadikonda Nagarjuna sagar Repalle

44,880 44,780 18,810 2,320 27,060 1,080 30,750 8,110

Milk BI products sales particulars (Month) Lassi Special flavored Milk Doodh peda (25 gms) Doodh Peda (250 gms) Skin Milk powder Ghee Ghee (loose) V.P.T. Butter White butter 7,50,000 liters 1,45,000 liters 36,000 kgs 75,000 kgs 30,000 kgs 3,500 kgs 1,000 kgs 8,25,650 kg 1,08,000 kg

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Financial position : The union has started its operations independently from 1/8/78 onwards. The project was executed by the NDDB on turnkey basis. The term loan leased by rest while IDC and assets were handled over to the Guntur union. Share capital : Initial authorized share capital is Rs.500 lakhs enhanced to 1,000 lakhs from 1/2/01 the union is paid up share capital as a 31/03/00 is Rs.167 lakhs and share suspense in Rs.140 lakhs. Long Term finance : The NDDB has provided financial assistance under operation flood programme I / II / III for capital projects union. Totally an amount of Rs.1422.55 lakhs was released by NDDB towards loan and grant. Out of this loan portion was 995.49 lakhs. Loan Repayment : NDDB loan installments are being paid regularly in time and no dues are cut standing the entire loan drawn under of amounting to Rs.279.16 lakhs has been repaid to the NDDB. Amount Rs.11.32 lakhs repaid under II as principal. No principal repayment was made under of III the following are the details of repayment of NDDB since inception.

61

Working capital loan : NDDB has provided working capital loan unto 31/03/92 from 1/4/92, the NDDB has with drawn this facility to the union. From 1992-93 onwards the union is availing working capital limit with AP state Co-operative bank through GDDC Bank. The present limit with co-operative central bank Rs.500 lakhs (a) 19.5% interest per annum. The out standing balance as on 1/5/97 is nil. Borrowing form Primary societies / Centers :The union is also accepting deposits from milk societies / centers at the rate of 12.5% pa till now it is to the extent of Rs.192 lakhs. Turnover / Profit / Loss The turnover of the union was Rs.4.09 crores 1978-79 and it has gone up to Rs.67 crores in 1994-95 and it is 63 crores (provisional) in 1996-97. A statement showing the profit and loss position of the union is appended. The union has earned profit for all the year since inceptions expect 1985-86 and 1993-94. The loss is Rs.46.85 lakhs after providing Rs.52 lakhs depreciation. The loss during the year was due to higher milk purchase price fixed by the government of Andhra Pradesh. The loss in 1993-94 is Rs.64.35 lakhs after providing Rs.84 lakhs depreciation. The loss incurred is due to heavy milk procurmetn and glut in the market for the milk products during 1993-94 the loss incurred in these two years wiped-off in the succeeding years. Theres in o accumulated loss in fact the union has paid an amount
62

of Rs.103 lakhs forward price difference (a) 20 paise per kg milk to the producers for the milk supplied by them during 1994-95 and an amount of Rs.172 lakhs towards price difference (a) paise per kg. Aseptic packaging station : Sangam Dairy Vadlamudi Aseptic milk or sterilized long shelf life milk is a unique way of milk preservation, where the milk is packed life. The essential feature of this pack is to provide milk packed as grocery item, with case and convenience requirement and store it for usage as and when it is preservation technology, which offers effective convenience pack to the consumer. Aseptic milk packaging station was established initially during the 1986 with an estimated cost of Rs.2.5 crores. The station equipped to pack milk in packs within packs with 15 days shelf life earlier have been replace with machinery to pack milk with 3 months shelf life. The existing capacity is 50,000 Lt / day.

63

The major towns covering the distribution activities are :

1. Guntur 2. Tenali 3. Mangalagiri 4. Narasaropet 5. Chilakaluirpet 6. Macherla 7. Amaravathi 8. Ponnur 9. Bapatla

SALES AND DISTRIBUTION For an purpose of distribution, sale of milk and by products produced by Sangam Dairy, there is a special sales section, the chart of that section as follows:

64

SALES ORGANIZATION STRUCTURE General Manager Sales Manager Office Superintendent Senior Assistant Junior Assistant Board of Directors : Board of Directors is all in the maters of the company. The managing director is authorized by the best and makes him responsible for decision making on immediate as well as long range policies. 1. K. Rajan Babu 2. K.Koteswra Rao 3. K. Jithendra 4. M. Ramakoteswra rao 5. K. Lakshmaiah 6. N. Venkata Krishna Prasad 7. D. Sambi Reddy 8. Y.Nageswara Rao 9. A. Rambabu 10.B. Subba Rao 65

Assistant Sales Manager Milk Distribution Supervisior Sales Supervision

Chairman Director Director Director Director Director Director Director Director Director

11.P. Ranga Rao 12.G. Dhanunjaya Rao 13.K. Swarajya Lakshmi

Director Director Director

FUTURE GOALS OF DAIRY * To enhance the present procurement to 4.0 lakh liters / day in next 5 years. * To enhance liquid milk market to 8 lakh liters / day in next 5 years. * To enhance business turn over to 250 crores by 2005. * To bring all the societies in the district under electronic milk testing. * Increasing milk productions enhancement activities including cross breeding cows and up gradation of buffaloes. * Up hold co-operative principles and be model co-operative for others.

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AWARDS

Sangam Dairy was awarded excellence and the chairman of the organization was awarded Udyog Ratna on 24.04.1997 by the institute of economic studies, New Delhi.

Council for business of economic studies, New Delhi presented Gold star award and excellent award on 27-08-1998. Mulakanuru Viswantha Reddy award was given to Sangam Dairy for the year 1998 by the Co-operative development foundation, Hyderabad on 16-11-1998. For 1999-2000 the dairy was graded A in audition which is the High in audit rating. The Sangam Dairy was awarded by ISO 9000 certification on May 2003.

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COMMISSION PARTICULARS Commission of appointment sales dealers take 0.15 per liter of milk and by products they take commission as follows : S.No. 1. 2. 3. Lassi (200 ml) SFM Bottles (200 ml) Doodh Peda (a) 25 gms (b) % kg 4. SMP 1 kg pack kg pack 20 kg pack 25 kg pack 5. Ghee (loose) 1kg kg 15 kg tin 6. 7. 8. 9. Cooking butter 1 kg Cow ghee kg Yellow ghee 15 kg tin Tetra pack 500 gms Product 0.40 1.00 0.15 1.50 2.00 1.00 40.00 50.00 4.00 1.50 30.00 2.00 1.00 0.50 4.00 Commission

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SALES TERMS OF QUANTITY AND REVENUE IN PRESENT

Product Table Butter White butter Ghee Skim Milk powder Doodh peda Shanthi Milk Butter Milk

Quantity 1326.30 kgs 433.50 kgs 21,122,46 kgs 21,577,05 kgs 8,943,65 kgs 2,09,361 kgs 9,24,639 packets

Amount 1,00,948.60 33,856.35 16,87,783.67 15,22,701.55 6,26,055.50 6,28,083.00 13,86,283.50

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GUNTUR DISTRICT MILK PRODUCERS MUTUALLY AIDED COOPERATIVE UNION LTD., SANGAM DAIRY; VADLAMUDI FINANCIAL POSITION

MARCH 2000 Fixed assets Share capital Reserves Subsidy and contribution Net worth

Rs. In lakhs 1,827 845 118 449 1,412

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ORGANIZATION CHART Board of directors

Manager (Plant)

Quality Control

Dairy Manager (Raw Milk & Processing)

Dairy Manager

Manager Sales

Personal & Labour Welfare Officer

Asst. Dairy Engineer

Asst. Quality Manager

Asst. Dairy Manager

Asst. Sales Manager

Junior Engineer

Electrical Milk Proc. Officer Senior Veterinar y Officer Artificial Inseminatio n Officer Cattle feed Plant Manager Asst. Accounts Officer (Costing)

Civil

Mechanical

Asst. Accounts Officer (Costing)

Asst. Accounts Officer (Costing)

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ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT

General manager

Sales manger

Office Superintendent

Assistant sales Manager

Senior Assistant

Milk Distribution Supervision

Junior Assistant

Sales Supervision

Plant Worker

72

MILK PROCUREMENT RATES / ITS (according to the rates)

Processing Milk :

Fat 6.0 6.2 6.3 6.5 6.6 6.8 6.9 7.1 7.2 7.4 7.5 7.7 7.8 8.0 8.1 8.3 8.4 8.6 8.7 8.9 9.0 9.2 9.6 9.8 9.9 10.0

1 Liter 20 23 24 25 26 27 28 29 30 31 32 33 34

2 Liters 40 46 48 50 52 54 56 58 60 62 64 66 68

5 Liters 100 115 120 125 130 135 140 145 150 155 160 165 170

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Sales and Distribution :

For the purpose of distribution and sales of milk and produced by

General Manager Sales Manager

Office Superintendent

Assistant sales Manager

Senior Assistant

Milk Distribution Supervision Sales Supervision

Junior Assistant

Plant Worker

74

PHYSICAL FLOW OF MILK IN SANGAM DAIRY

Producer

Village level co-operative societies Procurement Transport

Sangam Dairy

Transport vehicles (Distribution)

Commission Agent

Consumer

75

Data analysis

76

Table 1

Statement showing Which Milk Would you use?

Sr. No. 1. 2.

Milk usage Dairy milk packet Milk vender

Percentage 90 10

Percentage
2 Milk vender 10%

1 Dairy milk packet 90%

The above table depicts that 90% of the respondents are using dairy packet milk, Where as 10% of the respondents are using milk vender.

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Table 2
Statement showing What are the rasons to purchase from milk vender ? Sr. No. Purchase From Milk Vender 1. 2. 3. 4. Figure - 2
4 All 7% 3 Credit Facilty 11%

Percentage

Taste Fresh Credit Facilty All

62 20 11 7

Percentage

2 Fresh 20%

1 Taste 62%

The above table depicts 62% of the respondents are using milk Vender Where as Taste, 20% of the respondents are using this Fresh, 11% of the respondents are using Credit Facility, 7% of the respondents are using Above All.

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Table 3
Statement showing When would you purchase Sangam milk?

Sr. No. 1. 2. 3.

Time of purchase Morning Evening Both times

Percentage 68 4 28

The above table depicts that 68% of the respondents are consuming in the morning, where as 4 % of the respondents are consuming in the evening and 28% of the respondents are consuming both times.

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Table 4
Statement showing Which dairy milk packet would you use ? Sr. No. 1. 2. 3. 4. 5. Dairy Packet Milk Sangam Thirumala Reliance Heritage Others Percentage 62 20 4 11 3

The above table depicts 62% of the respondents are using sangam dairy milk, Where as 20% of the respondents are using thirumala, 4% of the respondents are using Reliance, 11% of the respondents are using Heritage, 3% of the respondents are using Others.

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Table 5
Statement showing What are the reasons to use Sangam Dairy milk?

Sr. No. 1. 2. 3.

Sangam Dairy milk Taste Freshnes Quality

Percentage 20 45 35

Percentage

1 Taste 2 Freshnes 3 Quality

The above table depicts that 35% of the respondents are consuming Quality of sangam milk daily, where as 45% of the respondents are consuming Freshnes of sangam milk daily,20 % of the respondents are consuming Taste

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Table 6
Statement showing From how much quanty of milk do you consume daily Sangam Dairy milk? Sr. No. 1. 2. 3. 4. Figure 4 Quantity consumed 200 ml 500 ml 1 2 lt More than 2 it Percentage 5 40 45 10

The above table depicts that 45% of the respondents are consuming 1-2lt of sangam milk daily, where as 40% of the respondents are consuming 500 ml of sangam milk daily,10 % of the respondents are consuming more than 2lt of sangam milk daily, of 5% of the respondents are consuming 200ml.

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Table 7
Statement showing From how many years you are purchasing Sangam Dairy milk ? Sr. No. 1. 2. 3. 4. < 1 year 1 2 years 2 5 years > 5 years Usage Percentage 13 27 26 34

The above table depicts that 34% of the respondents are using sangam milk from more than 5 years, where as 13% of the respondents are using from less than one year, 27%of the respondents are using from 1-2 years, 26 % of the respondents are using from 2-5 years.

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Table 8
Statement showing Which variety of milk do you prefer more?

Sr. No. 1. 2.

Variety Toned milk Cream milk

Percentage 70 30

The above table depicts that 70% of the respondents are consuming toned milk where as 30 % of the respondents are using cream milk.

Table 9
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Statement showing WHAT DO YOU KNOW SNGAM DAIRY OTHER PRODUCTS?

Sr. No. 1. 2. 3 4 5 6 Ghee

Variety

Percentage 25 33 22 5 10 5

Flavored milk Butter milk Milk powder, butter Basundi, Doodhpeda Mineral water

6 Mineral 5 Basundi, water Doodhpeda 5% 10% 4 Milk powder, butter 5%

Percentage

1 Ghee 25%

3 Butter milk 22%

2 Flavored milk 33%

The above table depicts that 33% of the respondents are using flavored milk from more than 25% of the respondents are using the Ghee,22%of the respondents are using butter milk.

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Table 10
Statement showing Which brand Ghee would you use?

Sr. No. 1. 2. 3. 4.

Ghee Brands Durga Sangam Madhura Nandine

Percentage of users 35 35 18 12

Percentage of users
4 Nandine 12% 3 Madhura 18% 1 Durga 35%

2 Sangam 35%

The above pie chart depicts that 35% of the respondents using Sangam Ghee,and 35% of the respondents for Durga Ghee, 18 %of the respondents for Madhura Ghee,12% of the respondents for using Nandine Ghee.

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Table 11
Statement showing What are the reasons to use of other brand Ghee?

Sr. No. 1. 2. 3.

Resons Good taste Low cost Both

Percentage of users 32 8 4

Percentage of users
1 Good taste 2 Low cost 3 Both

9% 18%

73%

The above pie chart depicts that 73% of the respondents using milk for Good taste, where as 18% of the respondents for Low cost, 9%of the respondents for Both.

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Table 12
Statement showing Would you use Vijay Sangam Mineral Water?

Sr. No. 1. 2. Yes No

Reply

Percentage of users 60 40

Percentage of users
2 No 40% 1 Yes 60%

The above pie chart depicts that 60% of the respondents using Vijay Sangam Mineral

Water, where as 40% of the respondents for using Vijay SangamMineral Water

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Table 13
Statement showing How would you use Sangam Milk?

Sr. No. 1. 2. 3. 4. 5.

Milk Products Curd Butter Milk Ghee Tea / Coffee All

Percentage of users 32 8 4 41 15

The above pie chart depicts that 32% of the respondents using milk for curd, where as 8% of the respondents for butter milk, 4 %of the respondents for ghee,41% of the respondents for tea/coffee, 15 % of the respondents for all purpose.

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Table 14
Statement showing What kind of problems would you face after purchasing milk? Sr. No. 1. 2. 3. Problem Spoilage Leakage Others Percentage of users 60 33 7

The above table depicts 60% of the respondents are facing spoilage problem, where as 33% of the respondents are facing Leakage problem, 7% of the respondents are facing Other problems.

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Table 15
Statement showing How frequent would you face these problems? Sr. No. 1. 2. Face The Probelms Frequently Rarely Percentage of users 28 72

Percentage of users
1 Frequently 2 Rarely

72% 28% 72%

The above table depicts 72% of the respondents are facing the Frequently problems and 28% of respondents are facing the Rarely problems.

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Table 16
Statement showing What kind of problems would you face after purchasing milk? Sr. No. 1. 2. 3. 4. Timely supply Excellent Good Average Bad Percentage of users 40 38 12 10

The above table depicts 40% of the respondents are telling Excellent, Where as 38% of the respondents are telling Good, 12% of the respondents are telling average, 10% of the respondents are telling Bad.

1.

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Table 17
Statement showing DO you purchase unbranded milk also? Sr. No. 1. 2. Yes No Purchase Percentage of users 15 85

Percentage of users
1 Yes 2 No

15%

85%

The above table depicts 85% of the respondents are purchasing branded milk, Where as 15% of the respondents are telling purchasing unbranded milk.

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Table 18
Statement showing Why would you purchase unbranded milk? Sr. No. 1. 2. 3. 4. Taste Fresh Timely Supply Quality Reason Percentage of users 40 28 22 10

Percentage of users
1 Taste 2 Fresh 3 Timely Supply 4 Quality

10% 22% 40%

28%

The above table depicts 40% of the respondents are telling unbranded milk are testily Where as 28% of the respondents are telling fresh, 22% of the respondents are telling timely supply, 10% of the respondents are telling quality.

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Table 19
Statement showing What kind of sangam advertisements do you come across frequently? Sr. No. 1. 2. 3. 4. Advertisements Wall painting T.V Advertisements Hording Others Percentage of users 22 42 25 11

Percentage of users
1 Wall painting 2 T.V Advertisements 3 Hording 4 Others

42% 25% 36% 11% 22%

The above table depicts 42% of the respondents are T.V.advertisements, Where as 22% of the respondents are wall painting, 25% of the respondents are Hordings, 11% of the respondents are others.

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FINDINGS & suggestions

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FINDINGS
The management of The Guntur District Milk Producers Co-Operative Union Ltd. Has been workin sincerely and achieving the goals of the organization successfully. 90% of the consumers are purchasing dairy packet milk daily. 62% of the respondents are using Sangam dairy milk more than 5 years. 34% of the Sangam Dairy consumers are purchasing milk from more than 5 years. Most of the Sangam dairy consumers are consuming 1- 2 lt of milk that is 45%, where as 40% of the consumers are consuming 500 ml daily. Toned milk has the largest market share of the total quantity consumed daily that is 70%; where as share of whole milk is 30%. Out of the total respondents 68% of them are purchasing milk in the morning. The major use of Sangam milk is for curd that is 32% of the respondents, where as 15% of the respondents are using all purposes. 60% of the consumes are facing spoilage problems, where as 33% of the consumers are facing leakage problem, 7% of the consumers are facing other problems.

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 40% of the consumers are telling supply is excellent, where are 38% of the consumers are telling good, 12% of the consumers are telling average, 10% of the consumers are telling bad. In the sangam dairy85% of the responds are purchasing branded milk and 15% of the people using unbranded milk. In the society using milk vender 62% the cause is taste, 20% of people Fresh, 11% of people credit fecility. In the society common using unbranded milk 40% of people says taste, 28% of the people fresh, 22% timely supply. More than the people to known the sangam products T.V. ads, wall painting, Hordings.

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SUGGESTIONS : During survey it was found that some of the consumer are using un branded

milk also proper attention as to be paid towards them so as to make them use Sangam milk only.
Advertising should be increased to upgrade the image of Sangam dairy in the

change environment where private dairy are coming up.

Spoiled milk should be replaced without dairying.

Sales promotion committee has to implement new market strategies to compete with competitors and to explained the market.

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APPENDIX QUESTIONNAIRE BIBLIOGRAPHY

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A STUDY ON CONSUMER SATISFACTION TOWARDS THE MILK OF SANGAM DAIRY

SURVEY QUESTIONNAIRE
1. Which milk would you use ? a) Dairy packet milk b) Milk vender

2. What are the reasons to purchase from milk vender ? a) Taste c) Credit facility b) Fresh d) All

3. When do you purchase of milk? a) Morning b) Evening c) Both times

4. Which dairy milk packet would you use ? a) Sangam c) Reliance b) Thirumala d) Heritage e) Others

5. What are the reasons to use of Sangam dairy milk? a) Taste b) Freshness c) Quality

6. How much quantity of milk do you consume daily? a) 200 ml d) More than 2 lt b) 500 ml c) 1 2lt

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7. From how many years you are purchasing Sangam dairy milk? a) 0- 1 years d) More than 5 years b) 1 2 years c) 2 5 years

8. Which type of milk do you prefer more ? a) Toned milk b) Whole milk

9. What do you know Sangam dairy other products ? a) Ghee b) Flavored milk c) Butter milk and curd

d) Milk powder, Butter e)Basundhi, Doodhpeda f) Mineral water g) All

10.Which brand ghee would you use ? a) Durga d) Nandini b) Sangam c) Madhura

11.What are the reasons to use of other brands ghee? a) Good taste b) Low cost c) Both

12. Would you use Vijaya Sangam mineral water? a) Yes b) No

13. How would you use of Sangam Dairy milk? a) Curd e) All b) Butter milk c) Ghee d) Tea / Coffee

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14. What kind of problems would you face after purchasing milk? a) Spoilage b) Leakage c) Others

15. How frequent would you face these problems ? a) Frequently b) Rarely

16. How is the timely supply of milk ? a) Excellent d) Bad b) Good c) Average

17. Do you purchase unbranded milk also? a) Yes b) No

18. Why would you purchase unbranded milk? a) Taste d) Quality b) Fresh e) All c) Timely supply

19. What kind of Sangam advertisements do you come across frequently? a) Wall painting b) Others 20.Findings and Suggestions .. b) T.V. Advertisements c) Hordings

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BIBLIOGRAPHY

1. Marketing Management Philip Kotler 9th edition Prentice hall. 2. Marketing Research Harper W.Boyal, Jr. West hall, Stanly F- Stach 7th edition AITBS

Websites:www.sangam dairy.com www.google.com www.yahoo.com

Journels:The Hindu Deccan chronical Indian Times

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