this is only synopsis not finding or conclusion.

1. Master Seminar
on
Marketing of milk and milk products in lucknow
district (Uttar Pradesh) :
a case study oF paras dairy
Under Guidance of -
Prof H.P.Singh
Head
Department of Agricultural Economics
Institute of Agricultural Sciences
Banaras Hindu University
Presented by-
Pankaj Kumar Dubey
Presented by-
Pankaj Kumar Dubey
ID.NO. ABM-13197
Enrollment No. 356701

2. INTRODUCTION
Milk production
• India is ranked first in milk production and
consumption followed by United States and China.
• Annual milk production in India in the year 2012-
2013 was 132.4 million tons, making it the largest
producer.
• Uttar Pradesh is the largest milk producing state of
India with 17.62 % of the total milk produced in
India. (i.e. 23330 thousand tons yearly.)
• Milk is mainly obtained from buffaloes and cows.
Source-www.nddb.org

3. Cont….
• GCMMF(Gujarat Cooperative Milk Marketing Federation)
is India's largest exporter of Dairy Products. It has been
accorded a "Trading House" status.(www.amul.com)
• Areas of Production: Uttar Pradesh, Maharashtra, Himachal
Pradesh, Madhya Pradesh, Punjab, Rajasthan, Tamil Nadu.
• India's Export of Dairy products was 1,59,228.52 MT to the
world for the worth of Rs. 3,318.53 crores during the year 2013-
14.
• Major Export Destinations (2013-14) : Bangladesh, Egypt,
Arab Republic, United Arab Emirates, Algeria, Yemen Republic
and Pakistan.
Source-APEDA

4. PARAS DAIRY
• PARAS dairy was establish in 1960, when the procurement of
milk started with 60 Liters of milk. Ch. VedRam Nagar, the
founder and promoter of Paras company is one of the
connoisseurs in the dairy farm industry. Ved Ram & Sons
started as partnership company in April 1986. Our first unit
was established in 1987 under company's name VRS Foods
Limited and since then In tune with the rapidly changing
technology, production units are well armed with the latest
equipment. These facilities enable us to cater to the needs of
our clients by selling over 2, 50,000 liters of milk per day in
Delhi Metro.

5. CONT….
• At the heart of the entire network of Paras are hundreds of
Village level collection centers covering 5000 villages across
Western U.P., Haryana, Rajasthan, Maharashtra and
Gujarat from where the milk is collected everyday. The
farmers are not only helped in Finance but also in buying
cattle, feed, providing veterinary services and other
infrastructure supports.
Source:- www.parasdairy.com

6. OBJECTIVES
• To study the organizational structure of Paras dairy.
• To analyze the variations in price of milk and milk
products in the last Three years.
• To analyze the effectiveness of marketing programme
of Paras dairy.
• To Conduct the SWOT analysis of marketing channel
of Paras dairy in Lucknow District.

7. Review of literature
 Badola and Bhawana. (2012) conducted a study on marketing
practices of dairy product. As the demand of dairy products in
increasing day by day both in India as well as the world however it
became necessary to increase the marketing potential of the
cooperative dairies to meet the same. Considering the above
mention fact in the mind and intensive survey research was done to
assess the current marketing status of the leading dairy of
Uttrakhand i.e. Nainital milk Producers Cooperative Union Ltd.,
Lalkua Popularly Known as Lalkua dairy (LKD). On the basis of the
findings of the present study it was concluded that dairy is
processing liquid milk, ghee, butter, paneer, cream, flavored milk,
curd.

8. Cont.….
 Darboe et al. (2012) conducted a study on the production
and marketing of dairy products in the west coast region of
the Gambia. One objective of this research finding was to
determine consumers’ preference and market ability of dairy
products. The result show that, volume of milk supply to the
plant increased steadily from January to June as a result of
higher supply of milk by vendors. The highest income
generated from the sale of milk and it products by supplier
was in march with a total of 154US$ and lowest income was
in November respectively. However, constraints eluded by
the respondent were inadequate market outlet and inadequate
training on business management skills.
Source-Alka guddi (2013) “ Marketing of milk and milk product by sudha dairy in Patna District”.

9. Research Methodology
Area : Lucknow in U.P.
 Primary Data : Structured schedule and personal
Interaction with retailers and consumers.
 Secondary Data : Data will be collected from
website of NDDB, Paras Dairy, NDRI, APEDA etc.
 Research Design: Descriptive research design.
 Analytical tools : Tabular analysis.
 Sampling method : random and convenience.

10. ANALYTICAL TOOLS
 Tabular Method – The data obtained will be tabulated with
help of statistical packages like Excel and simple tools like
percentage, average.
 SWOT Analysis.

11. References
• www.parasdairy.com
• www.lucknow.nic.in
• Alka guddi (2013) “ Marketing of milk and milk
product by sudha dairy in Patna District”.
• Sukumar De“Outlines of Dairy Technology”.
• www.nddb.org
• www.wikipedia.in