Namaste India Foods is an Indian dairy company that operates a farm and processing plant near Kanpur. It collects milk from local villages and tests quality extensively before processing and pasteurizing products. The research project surveyed 100 Kanpur consumers to understand the competitive milk market. Most consumers purchased Amul for its high quality. While Namaste India is new, many consumers were open to home delivery and saw its quality as fair. The research can help Namaste India understand its brand positioning and identify ways to improve quality perceptions.

1. FINAL RESEARCH PROJECT
ON
Positioning of Namaste India in Kanpur
Under the supervision of Submitted By:
Prof. Deepak Sharma Anurag Singh
Faculty, GHS-IMR 1318

2. introduction
• NAMASTE INDIA FOODS PVT. LTD . Is an Indian Dairy Company
that is committed to supply pure milk & milk products. It is
situated at Shivrajpur,31 km far away from Kanpur Nagar,
company has established a developed Agriculture & Cattle Farm
where Agriculture & Cattle Farming is done by the scientific
method. The unit is fully automated with international standards.
And is planning to collect process and pasteurize 4 Lakh litre milk
per day. It has collection centres in hundred villages and will be
extending to 1000 villages by upcoming three years. Company is
establishing milk chilling centres at the distance of every 50 km
from its Dairy Plant (around Kanpur). It strictly follow the rules of
cleanliness while processing/pasteurizing its products. The
product portfolio includes Pasteurized Milk, Pure Ghee, SMP &
Dairy Whitener, Cheese, Curd, Flavoured Milk and other dairy
products.

3. QUALITY CONTROL
Quality control is an essential and most important department for any manufacturer. Today
every organization has efficient quality control system. Quality control is depend upon only
practical (Survey Analysis and Right Procedure).In NAMASTE INDIA at reception point of milk
from different societies (ProducersVillagers) Milk is collected and basic test are carried out
quickly after cleaning it is send for further processing. Finally after pasteurization three type
of milk
obtain that is Full cream milk. Toned Milk active Milk.
Milk procedure out through some stages----------------------
1. ORGANO LEPTIC TEST –
It passes through three stages this is the first type of testing milk.
Seeing
Smell
Testing
2. CLOT ON BOILING TEST –
After testing checking is done between good and pour milk.
Formalin test
Soda test
Urea test
Sugar test
Caustic test
These tests are based on c lot on boiling test

4. 3. S.P.C. (Standard plate count) TEST –
• In this type of testing not more than 25000
Bacteria’s should be present in one ml of milk.
4. CLR (Correct Lacto Meter Reading) Test –
• In this type of testing is done to find out quantity
of water in milk.
5. M.B.R.T. (Methyl Blue Reduction Test) –
• M.B.R.T. test is done for milk pasteurization.
heating temperature should be 72 – 80
• degree centigrade. Chilled temperature should be
5 degree below

5. AFTER STERILIZATION NUMBER OF
VITAL TEST ARE EXECUTED
1. TOTAL SOLID TEST
2. ACIDITY TEST
3. SUCROSE TEST
4. TEXTURE TEST
5. MILK FAT TEST – Milk fat teat is used in GURBUR MACHINE and ACID.
• FAT = 5 ML (Sulfuric Acid) + 10 ML Milk + 1 ML (Ethyl Alcohol)
• This mixture is rotated in GURBUR MACHINE and quantity of fat in milk is
seen. The most important test i.e. phosphorous test and Methyl test Blue
reduction test.
1. Phosphorous test is user for confirm the pasteurization of milk.
2. M.B.R.T. (Methyl Blue Reduction) test is used for maintaining appropriate
quality of milk in every half an hour. It is done with full responsibility and
care so that the offered product to the consumer could be reached with
appropriate calorific value

6. MAJOR PRIVATE COMPANIES
• Milk specialties in Punjab.
• Amrutha Foods & Beverages in Bhubaneshwar, Orissa.
• Cephem Milk in Chittor, Andhra Pradesh.
• J.K. Dairy & Foods of J.K. Industries in Muradabad in
U.P.
• Khaitan Agro in Buland-Sahar in U.P.
• Modern dairy in Karnal, Haryana.
• Thapar Agro in Alvar, Rajasthan.
• Heritage foods in Chittor , Andhra Pradesh.
• NOVA milk dairy.

7. AIMS & OBJECTIVE OF RESEARCH
• Find out which is the leading milk brand in
Kanpur market
• To find which company is doing best
promotional activities
• To determine which milk company provides best
milk quality according to consumers

8. RESEARCH METHODOLOGY
• Sampling: I used convenient sampling
• Sample size:-The data has been collected by
selecting a sample size of 100 consumers,

9. DATA ANALYSIS
1-H0= there is no relationship between brand selection and
reason to choose the brand.
Ha= there is relationship between brand selection and reason
to choose the brand
2- H0= There is no significant difference between
promotional activity, quality, packaging and service of
different milk companies
Ha= There is significant difference between promotional
activity, quality, packaging and service of different milk
companies.
3- HO= There is no relationship between brand selected and
quality of milk.
Ha= There is a relationship between brand selected and
quality of milk.

10. brand * reasons_to_choose Cross tabulation
1-
Count
reasons_to_choose
home availib qualit
delivery ility price y Total
brand Namas
te 4 8 5 6 23
India
Amul 2 5 5 15 27
Parag 3 7 5 8 23
others 2 14 5 6 27
Total 11 34 20 35 100
INTERPRETATION- we can interpret from the above table that most
of the people are either using Amul or using other milk
People are using amul because of its good quality and they use other
brands because of easy availability of milk.

11. 2- ANOVA
Sum of
Squares df Mean Square F Sig.
service Between
12.546 3 4.182 12.405 .000
Groups
Within Groups
32.364 96 .337
Total
44.910 99
promotionalactivity Between
1.560 3 .520 1.361 .259
Groups
Within Groups
36.680 96 .382
Total
38.240 99
quality Between
5.349 3 1.783 5.212 .002
Groups
Within Groups
32.841 96 .342
Total
38.190 99
packaging Between
3.079 3 1.026 3.474 .019
Groups
Within Groups
28.361 96 .295
Total
31.440 99

12. INTERPRETATION-
• Because null hypothesis is rejected so , we can interpret from
that Amul is having the good perception in all the parameters
discussed above except promotional activity.

13. 3- brand * quality_of_milk Cross tabulation
Count
quality_of_milk
namste
india amul parag others Total
brand namaste
india 11 7 1 4 23
amul
21 6 0 0 27
Parag
7 4 8 4 23
others
11 8 7 1 27
Total
50 25 16 9 100

14. INTERPRETATION-
• According to this result we can know that mostly
consumer takes Amul milk because of good quality,
• So quality is the most important factor for
every company

15. How do you purchase milk ?
Chart Title
home
delivery
40%
my self
60%
INTERPRETATION: When customers were asked that ,how do they purchase
the milk than 60% of customers with the answer themselves and 40% of the
customers responded with the answer home delivery

16. Response of you regarding extra charges to door delivery?
Chart Title
no
35%
yes
65%
INTERPRETATION: When customers were asked that do they want home delivery
with extra charges of Namaste India milk, 65% of customers with the answer yes and
35% of the customers responded with the answer no.

17. Over all experience with Namaste India ?
Chart Title
fair
23%
good52% poor
11%
Very good
14%
INTERPRETATION: When customers were asked that what is the overall experience
with Namaste India then, 14% of customers replied with the answer very good, 52%
customers replied good, 23% customers replied fair and11% of the customers
responded with the answer poor.

18. Conclusions& Recommendations
• Amul is most selling brand in Kanpur market because
of ,its best quality
• Namaste India is new brand ,which market share is
increasing day by day
• Namaste India is doing best promotional activities in
Kanpur
• Quality of namaste India is good
• By starting home delivery company can increase its
sales because most of customer want this facility ,like
newspaper