gowardhan suraj final

University of Mumbai GARWARE INSTITUTE OF CAREER EDUCATION & DEVELOPMENT Class: PGDM Year: 2010-2011 PROJECT REPORT ON: “Gowardhan Milks Products Pvt Ltd” 1 | Page

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Page 1: Gowardhan SURAJ Final

University of Mumbai


Class: PGDMYear: 2010-2011

PROJECT REPORT ON: “Gowardhan Milks Products Pvt Ltd”



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This is to certify that I, SURAJ. A. POPAT a student


MANAGEMENT 2010-2011 has successfully

completed the internship with GOWARDHAN MILKS

PRODUCTS PVT LTD from 15/5/2011 to 30/6/2011.

Mr. N. N. Amte ExaminerDirector

Course Coordinator

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(A Study on production of Gowardhan Milk and milk Products in Pune)









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“A Study on Production of Gowardhan Milk and Milk Products in

Manchar Dairy of Pune”

(This study was conducted from 15st May to 30th June 2011)

Submitted At

Gowardhan Milk and Milk Products Pvt. Ltd

Manchar, Pune.

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We would like to express our sincere gratitude towards Mr. Vanraj

Marketing Manager , Manchar of Govardhan Milk and Milk Products

Private Ltd. for the guidance provided. This project would not have reached

its end without the supervision and direction which they gave.We thank them

for spending their valuable time and energy in guiding us throughout this

project and for certifying us of our successful completion of the project report.

We take this opportunity to express our deep gratitude to Mr Vikas

Bhor HR field representative who has always been there to guide us

throughout this project report. We thank to the Department of Marketing

Management and Human Resource for offering us this opportunity. I would

finally like to thank Prof. AMTE for guiding me through the entire project.

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Sr. No. Page No



















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Gowardhan, founded by Parag Milk and Milk Products Pvt. Ltd in 1992, is

one of India's largest private dairies, with an output capacity of 1,000,000

liters per day.

Located in a lush green village called Manchar in Maharashtra (60 km from

Pune), and also owns the largest cow farm in India as well as Asia's largest

cheese plant.

We are an ISO 9000 and AGMARK certified company, committed to

international standards of product quality. Our product portfolio includes Skim

Milk Powder, Whole Milk Powder, Ghee, Processed Cheese, Butter, Dahi,

proprietary foods like Dairy Whitener and Gulab Jaab, Govardhan Mix

powder under the brand names of "Gowardhan" and 'Go' and all made from

100% fresh cow milk.

A dairy plant consist of all manufacturing section used for milk treatment and

processing begins with milk reception and ending with dispatch of the finished

products. They operate within the framework of the milk regulation and

consist of a production program and regulation, flow sheet, energy flow sheet

and functional descriptive.

The Genesis: He had a "Vision" to set up institution to help the famous of near

village to grow economically. He believed in this vision of faluire as he

conceptualized marketing of successful milk which was unused by the farming

community to the village with his scientific way and the political to increase

milk production, he led to the step to his dream "PARAG MILK”.

Thus the pure intension of the entrepreneurship of Shri.Devendra Shah,

PARAG MILK & MILK Products Pvt. Ltd. is one of the most popular dairy in

the state of Maharashtra. It is located on NH 50, Pune-Nashik highway, 65 km

from industrial city Pune, near Awasari phata at western of Mancher. The

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factory spread over an area of 8 acres. The company hosts plant and

machinery supplied and erected by the world leaders "Alfa-Laval" .Initially

the plant was started with a handling capacity of 30.000 Liters/day. At present

the dairy handle milk upto 8 Lakhs Liter/day in lean season. It has an annual

growth of 50%.

Parag milk is a multi-products dairy plant manufacturing different milk

products like Ghee, Butter, Dahi, Chass, Liquid-milk, Skim Milk Powder,

Whole Milk Powder, Dairy Whitener, Real Milk Powder, Cheese ,Gulam

JGovardhann ,UHT Milk, Cheese(Cheddar cheese, Process cheese, Mozzarella

cheese).It is an ISO-9001 HACCP certified company. The brand name of is

"GOWRDHAN" Company also has the certificate of MMPORC No.310/r-



Infrastructure & Technology

Our commitment to quality and innovation has resulted in huge investments in

infrastructure and technology. Our integrated dairy and cow farm at Manchar,

is rapidly scaling up to cater to the ever expanding circle of customers in

India, who seek all-natural, wholesome and delicious dairy products.

Dairy Plant, Manchar, Pune

The extensive ranges of our products are processed at this ultra modern dairy.

Our dairy plant is fully automated, of international standards and equipped

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with the best European technology. Right from reception of milk to the

finished product, we maintain strict no-human-contact through the entire

manufacturing process. Our plant churns out 1,000,000 litres of milk per day,

has an output capacity upto 10 MT of butter, 25 MT of ghee and 10 MT of

dahi (yoghurt) and 65 MT of milk powder.


Gowardhan manufactures dairy products that are not just 100% natural , but

also lighter and rich in calcium.

That's because the milk, procured from its own cow farm - the largest in Asia -

is 100% natural cow's milk.

What's more is the use of latest European technology in our manufacturing

units ensures the superior quality and freshness of our products, giving them

the unique Gowardhan taste and flavors.

The plant have the dairy farm also it have nearly about 2500 cows. Each cow

gives milks about 20 to 25 Liter/day.

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The main objective of the Study can be listed as follows


1. To find demand of products for a of production and quality of Gowardhan


2. To find the problems faced by production section and storing.

3. To collect the information about the competitors


The study carried out in Manchar so, its scope is mainly limited to

Manchar city.

It gives information about the demand of customers for the production

It gives information about the services given by distributor to their retailer.

It gives information about the competitors’ products

It will serve consumer in better manner.

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Gowardhan Milk, brand of the Gowardhan Milk and Milk Products

Private Ltd. is the significant player in Pune in milk segment.

The project basic objectives are to estimate demand of Gowardhan

Milk and producing Gowardhan milk in Manchar at the same time. In today’s

competitive world while entering in the market it is very necessary to have

good knowledge of the potential of a particular production system.The

information regarding the activities of competitor’s existing in the market so

that we can plan our each activity according to that. Also it is necessary to

retain the existing customers apart from attracting the new customers.

The Project is concern with to determine the penetration level of

Govardhan dairy milk in Pune city. The project included as part of MMS

Programme and the project is done during the month of May and June.

The project was aimed to find out various strategies that can be

implemented to increase the production and quality of Govardhan milk and

products in Manchar Region.

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Dairy is a place where handling of milk and milk products is done and

technology refers to the application of scientific knowledge for practical

purposes. Dairy technology has been defined as that branch of dairy science,

which deals with the processing of milk and the manufacture of milk products

on an industrial scale.The dairy sector in the India has shown remarkable

development in the past decade and India has now become one of the largest

producers of milk and value-added milk products in the world.

The dairy sector has developed through co-operatives in many parts of

the State. During 1997-98, the State had 60 milk processing plants with an

aggregate processing capacity of 5.8 million litres per day. In addition to these

processing plants, 123 Government and 33 co-operatives milk chilling centers

operate in the State. Also India today is the lowest cost producer of per litre of

milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japan’s

$2.8 dollars. Also to take advantage of this lowest cost of milk production and

increasing production in the country multinational companies are planning to

expand their activities here. Some of these milk producers have already

obtained quality standard certificates from the authorities. This will help them

in marketing their products in foreign countries in processed form.

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                            Cheese         Pasteurized Table

Fresh Milk      Butter                       

       Dahi MILKO     


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Initially when plant was started it handle capacity of milk is 30,000 Liters/day. At the present it goes and 6 Lakhs Liters/day in lean seasonupto 8 Lakhs Liter/day, in flash season.

Operation performs in different part of dairy is done in following section:

RMRD(Raw Milk Receiving Dock)

Milk Powder Section

Ghee Section Cream Section Dahi Section Butter Section Cheese Section Quality Assurance

Section C.I.P.

Section(Cleaning in section)

Maintenance Section E.T.P. Section(Effluent Treatment Section) Marketing Section


The Gowardhan Difference

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Gowardhan manufactures dairy products that are not just 100% natural, but also lighter and rich in calcium.

That's because the milk, procured from its own cow farm - the largest in Asia - is 100% natural cow's milk.

What's more, the use of latest European technology in our manufacturing units ensures superior quality and freshness of our products, giving them the unique Gowardhan taste and flavor.

The plant have the dairy farm also it have nearly about 2500 cows. Each cow gives milks about 20 to 25 Liter/day.

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Initially the plant was started, with a handling capacity of 30000 Liters /day. At present the dairy handles milk up to 8 Lakhs Liter /day, in flash season and 6 Lakhs Liter/day in lean season.

In plant there is two processing section Unit 1(Old processing section)& Unit 2(New processing section) "Milk reception and processing section ". In this unit milk is received, processed, stored and packed for market Milk or is sent to for products manufacture. The plant have the dairy farm also it have nearly about 2500 cows. Each cow gives milks about 20 to 25 Liter/day.

Milk collection: Milk collection plays a vital realign smooth running of dairy plant. Raw milk collected through two ways,

Cans Tankers

Milk received from cans is through individuals farmer, milk cooperative societies and though private contractors.

Milk collection-Rules:

Ambegoan Taluka Junner Taluka Khed Taluka Parner Taluka Shirur taluka

Milk through tanker is received from following different places:-

1. Yash Milk Processor(Shrirampur) 2. Pune Zillha , Dudh Upt San.-Awasari Chilling Center(Awasari phata) 3. Vikram Milk and Milk Products(Phaltan) 4. Sonai Dairy(Indapur)5. Goverment Milk Scheme(Pune)


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Reception flow diagram for tankers:-

    Tanker Checking at the gate


    Taking initial weight of Tanker


    Tanker arrival at the Dock


    Sample send for quality AssuranceRejected




    Unloading of Tanker


    Empty Tanker weighed again


    Tanker cleaning


    Out pass issued


    Tanker checking at the gate security


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Reception flow diagram for Milk Processing:-


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Milk chilling in cans:

A unique method used for the preservation of raw milk from spoilage is by the use of "Cones”. The supplier of raw milk in cans use a cylindrical lid called cons. In the cons ice cube are put. Thus during long transportation, the temperature of the raw milk remain 8-10 degree celcius.Thus the e microbiological quality of raw milk in these cans is better than normal milk store in normal cans(without cons).


A convenient method of standardizations used in Parag.The milk received generally has a highly fat in it as compared to the required in the standardized milk like toned milk, cheese milk etc.Thus a part of the milk is directly homogenized and a part of the milk separated to cream and skim milk lacto calculated amount of skim milk is mixed with homogenized milk for standardization.The skim milk and homogenized milk are pasteurized individually and are mixed under aseptic condiion in a storage tank.

Different types of processed milk manufactured at Parag

Toned Milk Double Toned Milk Cow's Milk Cheese Milk Milk for UHT Processing Milk for manufacture of Milk Powders


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Dried milk or milk powder is product obtained by the removal of water from milk by heat or other suitable means to produce a solid containing 5% or less moisture.WQhole milk defatted milk or skim milk may be used for drying the dried products obtained from whole milk (WMP).whole milk powder and that from skim milk is known as (SMP) skim milk powder. There are mainly three powder plants namely P1, P2, P3 (10 tones, 15 tones,25 tones).


According to PFA rules 1976 whole milk powder is the product obtain from cow or buffalo milk or combination thereof or from standardize milk by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 26%,acidity not more than 1.2% standard plate count not more than 50,000/g,coli from count not more than 90/g.


According to PFA rules 1976 whole milk powder is the product obtain from cow or buffalo milk or combination thereof or from standardize milk by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 1.5%,acidity not more than 1.5% standard plate count not more than 50,000/g,coli from count not more than 90/g.

Dairy whitener:

Dairy whitener is the product obtains from cow or buffalo milk (skim milk) or combination thereof, by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 18%,acidity not more than 1.5% standard plate count not more than 50,000/g,coli from count not more than 90/g.

Dairy Top:

Dairy top is the product obtain from cow or buffalo milk(skim milk) or combination thereof , by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 1.5%,acidity not more than 1.5% standard plate count not more than 50,000/g,coli from count not more than 90/g.

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1st step in powder making is Condensing unit:


Silo --> Balance Tank --> Feed Pump -->Preheater -I --> Preheater -II -->Preheater -III -->

Preheater -IV --> Preheater -V --> Booster Pump --> High Heater -->Holding Tube -->

Calandria I --> Calandria II--> Calandria III A--> Calandria III B--> Calandria IV -->

Calandria V A--> Calandria V B--> Concentrate Tank



Concentrate Tank-->Booster feed pump -->Duplex inlet filter --> High pressure pump --> Nozzle assembly --> Drying chamber --> Bagging Cyclone --> Powder shifter --> Packing

Components of Spray Drying Unit:-

Air Filter Air Heater Drying Chamber Cyclones Separator Fines Return system Equipment specification Fluidized Bed Dryer Air Dehumidifier Ducting Powder Sifter Rotary Valve Exhaust air fan Air exhaust duct Diverter valve

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Process Description and plant operation

Spray drying is transformation of liquid feed having a certain percentage of solids dissolve in it to dried into hot dring media. It involve atomization of feed into spray and contact between spray and drying medium resulting in moisture evaporation. the complete process is continuous and carried out in two stage of operation:

1. In 1st stage concentrate from the evaporating plant is atomized by centrifugal atomized and sprayed in drying chember.Ambient air heated in indicted oil fired heater is send through the air disperser at the top of drying chamber in concurrent contact with concentrate spray. Water evaporates from the concentrate during the contact with the hot air milk powder is discharge from bottom of drying chamber. There as exhaust gases from the chamber are sucked through main cyclones by exhausts fans and let off to the atmosphere as stack exhausts. Entrained fines of powder in the exhaust gases get separated in main cyclone and are discharge from bottom.

2. Second stage drying: Milk powder at the bottom of drying chamber has higher moisture content. This is discharge into the fluidizer for subsequent drying to the desired moisture level. It is very difficult to remove last water by conventional drying, the outlet temparature.has top be high enough to insure a driving force capable of removing the last moisture. Second stage drying is completely different drying development especially to evaporate the last 2-10% moisture from the particles already form formed at previous stage. Due to low diffusion coefficient evaporation is very slow in this range thus after dryer is especially design so that powder will get a long residence time.`


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"Ghee may be defined as clarified butter fat prepared from cow or buffalo milk."

According to PFA rule, ghee is clarified fat arrived solely from milk or from desi butter or from cream of which no coloring matter is added.

Ghee section receives the pasteurized cream from unit 1. This cream is either chilled or packed as finished product or the cream is used to manufacture ghee.

Ghee is manufactured by "PRESTRATIFICATION METHODE"


Milk fat -- 99-99.5%

Moisture -- not more than 0.5%

free fatty acid ( % oleic) -- max 2.8 (AGMARK)

Specification of Ghee:-



Shall be pure, clarified milk fat obtained by cooking of cream,buter, etc.

Free from sediment or foreign coloring matter.

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According to PFA rules, cheese

Composition: means the products obtained by draining after the coagulation of milk with the harmless milk coagulation agent, under the influence of harmless bacterial culture. The capacity of govardhan new cheese plant is 40 tons/day. It is the first largest plant in India and second largest in Asia. It is fully automatic plant. The plant manufacture 3 types of cheese products are:

Cheddar cheese Processed cheese Mozzarella cheese

Cheeder cheese:

Cheeder cheese is a ripened and hard variety of cheese. Cheddar cheese has the longest shelf life as it is ripened after being made for six months.Fresh cheese prepared is called green cheese and after ripping, it is called a curd cheese. All the other type of cheese have short self-life as they have high moisture content and thus mold growth can occur easily.

Processed Cheese

Processed cheese is defined as a modified form of cheese prepared with the aid of heat , salt and emulsifier to form a homogeneous plastic mass which packed hot.

Ingredient used:

Sodium Citrate (900 g) , Salt (130 g) , Citric Acid (25 g) , Sorbic Acid(30 g)

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Flow chart of chedder cheese

Receiving milk in cheese vat --> Addition of Cacl2 --> Addition of Culture

-->Heating of milk -->Addition of Rennet --> Coagulation of milk --> Cutting of

curd --> Cooking of curd -->Curd Transfer to Alfomatic -->Salting of Alfomatic

--> Transfer of Block-former --> Cheese block discharge -->cheese block

Weight --> cheese block vacuum sealing --> Cheese block pass from metal

Detector --> Store in cold storage


Processed flow chart for MOZZARELLA Cheese

Receiving of milk --> Filtration --> Chilling --> Standardization in storage

tank<10 c --> Bactofugation --> Pasteurization -->Preheating --> Transfer to OST

vat --> Setting -->Cutting -->Cooking --> Transerfer of alfamatic -->Removal of

whey --> Milling Transfer of stretching machine --> Cooking and stretching -->

Molding -->Brining --> Vacuum packing --> Weight ment --> Ripening in cold

Storage --> Shredding -->Packaging --> metal detector --> Cartooning -->Storage

At-18 c --> dispatch

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According to PFA rules, table butter is the product obtained from cow or buffalo milk or a combination of thereof, from cream or curd obtained from cow or buffalo milk or; combination thereof, with or without the addition of comman salt.


According to PFA rule, table butter should contain Fat-not less than 80% , Moisture-not more than 16% , Salt-not more than 3% , Curd - not more than 1.5%.

Chemical composition of Butter

Constituents Percentage

Moisture% 16

Fat% 80

Salt% 1.5

Curd 2.5

Two types of Butter manufactured in this dairy are:

Salted or Table Butter Unsalted or white Butter


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Process flow chart for pasteurized table Butter Manufacturing:

Cream in balance tank

Pasteurization cream storage Tank    


        Chilling (9-11°c)    


        Filling of Churn    


        Churning Butter Milk


        Washing   To process


        Working Adding of salt




        Unloadingcleaning & sanitization

of trolley


        Primary Packing    


        Second Packing    


      Storage below 23°c Pre-dispatch Inspection






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Quality is defined as desirable attributes of a product, which are liked by the consumer. Quality embraces many characteristics such as chemical bacteriological, physical, nutritional, sensory and aesthetic. It is a combination of characteristics that have significance in determining the degree of acceptability of the product to a consumer. In simple words, one can say that a product has good quality when it complies with the requirements specified by the client. This is expressed by ISO definition: "The totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs."

Quality Assurance:-

According to ISO: "The assembly of all planned and systematic actions necessary to provide adequate confidence that a product, process or service will satisfy gave quality requirements."

Quality Control:-

Quality control refers to the adjustment of attributes within the prescribed limit. The purpose of the quality control is general into ensure the production and distribution of the products within well defined and accepted standards at an agreed level thereby protecting the health and legal rights of consumer and financial interest of the manufacturer. It is a major part of qualitty assurance. According to ISO; "The operational techniques and activities that are used to satisfy quality requirements."

Quality Control Laboratory:-

The first function of quality control laboratory is taken the sample of the testing. Though each dairy has separate section of quality control and people working in this section are made responsible for evaluating the quality of the finished goods.


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There are two main quality control /assurance laboratories at Parag dairy. They are as follows:

RMRD Laboratory

Main Laboratory

RMRD Laboratory:

Here the quality of incoming milk is judged and grading under good, sour and curdle. The tests performed at the lab provide record for the payment of milk producers.The tests performed is:

Organoleptic Test

Fat and SNF

Main Laboratory: Main laboratory is the heart of the Parag dairy,Manchar. The quality of milk and milk products are maintained by main laboratory. The main laboratory is divided into two sections:

Chemical Quality Assurance

Microbiological Quality Assurance

The various activities of main Laboratories are as follows:-

Tests for:-milk, butter, ghee, dahi, powder, cheese, water, raw material, packing material.

C.I.P. Section

(Cleaning in place)


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C.I.P. means cleaning in place. This refers to that system of cleaning and sanitization which does not require the daily dismasting of dairy equipment. This means that rinsing water and detergent solutions are circulated through tanks, pipes and process lines without the equipment having to be dismantled.

The C.I.P. section contains four storage tanks. The first tank is used for the storage of Rinses water, known as the Rinses water tank & temperature is about 30c. The second tank is used to store the Hot water called the Hot water tank and temperature is about 85 c .The fourth tank used to store the caustic solution called the Caustic tank & the temperature is about 75 c.The fourth tank is used to store the nitric acid solution known as Acid tank & temperature is about 70 c. The conductivity of the caustic solution for C.I.P. is kept between 70ms. The conductivity of the acid solution for C.I.P. is kept between 40ms.

The C.I.P. of different equipment and pipe line is done through the solutions in the C.I.P.section.Like milk storage tanks, cream storage tank, pipe lines, evaporators etc.

C.I.P. Procedure for different section is:

For RMRD Section For Powder Section For Ghee Section


Maintenance at Parag Milk and Milk Products Pvt. Ltd. is done in schedules for process equipments and instumentation.The different instrumental schedule which are categorizes as:

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1. Preventive Maintenance 2. Breakdown Maintenance 3. Daily Schedule

Preventive Maintenance:

The complete preventive maintenance is done in schedules like yearly, quarterly, monthly and weekly. In this period each and every motor, pipeline and every part of the plant is check, required, oiled, greased etc. according to requirements. Some at the periodic preventive maintenance are checking of pump, oil level in vibrating machines, steam pipeline etc. to get kitty result.

Breakdown Maintenance:

By the name it indicator that it is the maintenance done at the at breakdown. For the purpose this department is always equipped with sufficient workers for maintenance round the clock.

Daily Maintenance:

It involves day to day activities of maintenance of factory activities that carried out daily.

Plant utility:

The plant has following utilities where services are indispensable for running a dairy industry.


Boiler Section:

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1. Diesel Generator Section 2. Effluent Treatment Plant 3. Water Softing Plant 4. Refrigeration and Ice-Plant 5. Hot-Water boiler Section

The dairy has two boilers to meet the requirement of steam for different section. Steam produce by the boiler is used in ghee section. Cheese section, processing section, Dahi section.


1. The first boiler is a three pass smoke tube boiler. It is fabricated by Thermax.It has a capacity of 3 Tph. The steam produce in the boiler is sufficient to meet daily steam requirement of the dairy.

2. The second boiler is also a three-pass smoke boiler, fabricated by Thermax.It boiler is installed, keeping in mind, the future need of the dairy. At present it is operated only when the first boiler undergoes maintenance.

Evaporation Rate:

Water Specification used for boiler

The boiler feed water should be soft Hardness-4ppm PH of feed water-7.5

to 9.0 the boiler water should have:


IDS (Total Dissolved solid) - Less than 3000

E. T. P. Section

(Effluent Treatment Plant)

Dairy effluent mainly contains wash water spills of milk, spoiled milk, overflow of milk, spillage of milk and its product etc. .Dairy wastes contains

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boiler blow down with suspended solid of mineral origin, mildly acidic, highly acidic and sluge water.

The dairy effluent and wastes are first collected in a settling tank. The method used for influenced treatment is by activated sludge method. The effluent is taken to agitation tank 1,where it is aerated for 6-8 hours with the help of agitator.

Then it is passed to agitation tank 2 where it is aerated with the help of agitator for 2 hours. This leads to the setting of finally decomposed sludge(up to 80%).


Flow chart of ETP

Screen Chamber --> Oil/Grease Trapping Tank-I --> Oil/Grease Trapping Tank -II-->

Oil/Grease Trapping Tank-III --> Holding Tank --> Equalization Tank --> D.F.A.

(Dissolved Air flotation) --> Buffer Tank --> U.S.A.B.(Up flow Anaerobic Sludge

Blanket) --> Hooper Bottom Tank --> Aeration Tank-I --> Areation Tank-II -->

Secondary Clarifier --> Clean Water (Use for irritation)


SURVEY 1:This survey was aimed at retailers as well as customers. i) RETAILER SURVEYThe main objective of conducting this survey was to understand the current position of Gowardhan pouch milk and also its presence in

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Mumbai market. A sample of 70 retailers was taken from across several areas of Mumbai mainly middle class and slum areas.

Questionnaire:- retailer

1) Store/ outlet Name –2) Location –3) Milk brands available & sales break up


Sales (litres)

4) Please rate the factors influencing sale on scale of 1-5 (low to high)1 2 3 4 5


Customer specifies brandShelf life



ANALYSIS OF SURVEY 1:-This survey helped us to know the sales volume of Gowardhan as well as competitor brands among the sample of respondents. It helped to know the current position in terms of sales volume.The second section of survey aimed at knowing the importance a retailer gives to certain factors while considering sales of pouch milk. The preference factors helped to determine which factor is important to a retailer and if provided with the desired preference, a retailer would happily be ready to store our product.The findings of retailer survey were as under:

  amul mahananda gokul gowardhan pratibha Warnamother dairy

sales in LPD 937 168 140 108 26 11 79

(LPD-litres per day)

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Figure 1Among the sample of 70 retailers it was seen that Amul enjoys quite a large share of the market where as Mahananda, Gokul and Gowardhan almost fall in the same band as far as sales are concerned.

As far as the preference ratings were concerned, the findings were as follows


customer specifies brand shelf life replacement margin

mean of scores

1.89855072 4.739130435 1 1 1.420289855

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Figure 2The above results indicate that the major factor that influences sale is that the customer specifies which brand he/she prefers. Availability, replacement, shelf life and margin have hardly any influence on the sales of pouch milk.

ii) CUSTOMER SURVEY:The main objective of this survey was to find out the average consumption of milk per person in a day and also to know the factors on which a customer makes a choice of buying a particular brand of milk.A sample of 117 respondents was taken for this survey from across Mumbai comprising of people from different income sections and age groups in order to get a better perspective about factors influencing purchase of milk.

Questionnaire: - customerName – Address – Educational Qualification -

1) Do you buy milk? 2) Do you buy branded/pouch milk or loose milk -- 3) If pouch, which brand -- 4) Any particular reason –

5) Number of persons in family –6) Daily milk requirement - 7) Rate the following factors that influence purchase on a scale of 1-5 (low to high rating)

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1 2 3 4 5



Nutritional contentDelivery



ANALYSIS OF SURVEY 2:-The first section gave a total of the number of persons in the families of all the respondents together which were a total of 531 people. Total of daily milk consumed by the household of each of the respondent together was 158 liters. This gives a per person consumption of approximately 300 ml of milk per person per day. This figure multiplied by the population of any area can give an approximate total demand of milk in that particular area.


each factor 4.811965812 5 3.64957265 3.239316 2.41025641 1.923077

In the second section respondents were asked to rate factors that influence purchase (creaminess, freshness, nutritional content, delivery, availability and price) on a scale of 1-5 (low to high). This helped to determine which factors a customer takes into consideration when buying pouch milk.The findings of this research were as follows:-

Figure 3

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The above table helps to understand that freshness is the most important factor as all respondents have given it the highest rating. Creaminess comes as the next most important

factor followed by nutritional content and delivery. As opposed to popular thinking that price determines sales, the survey shows otherwise. Price has been the least important factor when it comes to purchasing milk.

SURVEY 2:- BLIND TESTIn the second phase of research, a blind test was conducted on a sample of 105 respondents. The main aim of this research was to understand the factors which a consumer likes as well as the ones that are disliked and also to understand the presence or absence of such factors in our product.The research was conducted at dadar and kandivali. These areas were selected as they provide a mix of all income segments of the masses. The research was conducted in various steps.Initially all basic information about the respondents was taken to get an idea about the consumption habits. It included the preference of milk i.e. whether loose or pouch milk and if pouch milk then which brand. Also the number of people in the family, daily milk consumption per family and the price paid by them per litre of milk.Blind tests were conducted in three steps.a) In the first part, 4 milk samples were kept in front of respondents. Samples were marked A, B, C, D where A-mother dairy, B-mahananda, C-amul, D-Gowardhan fresh.Each respondent was given a sip of all the samples and respondents had to specify the best milk over separate categories like creaminess, freshness, smell, colour, dahi making ability, overall taste.b) In the second part all samples except D was replaced by another sample D1 which was Gowardhan Gold and the entire test was again repeated with the respondents. The findings were as followsc) In the third part, the labels with the names of each brand were placed in front of all five samples and the entire test was again repeated. This test was done to understand the perception of Gowardhan as a brand in the minds of the respondents. The entire test was again repeated with all five samples. d) In the fourth part, all respondents were asked to rank amul, mahananda, Gowardhan and mother dairy on basis of their general understanding and likability of the brand.A sample of dahi which was freshly prepared by using milk of each of the above specified categories was also kept for tasting purpose. Respondents also had to rate on the basis of the quality of dahi that can be made out of each milk sample.

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Questionnaire for blind test:-a) Name of respondent:-b) Location:-c) Milk type preferred:- loose/pouchd) If pouch, please specify brand :-e) Daily milk requirement for household:-f) Number of persons in family:-g) How would you rate the following factors based on your preference on a scale of 1-51- Extremely unimportant2- Unimportant3- Neither important nor unimportant4- Important5- Extremely important

i) Colour : _______________ii) Smell : _______________iii) Creaminess : _______________iv) Freshness : _______________v) Dahi making ability : _______________vi) Tea making ability : _______________vii) Overall taste : _______________

h) Please taste the milk samples A, B, C, and D and specify your choice on the basis of each of the given factor and if possible provide a reason for your choice. (blind test)

  choice Reason




freshness    dahi making ability    

overall taste    

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i) Please taste the milk samples A, B, C, and D1 and specify your choice on the basis of each of the given factor and if possible provide a reason for your choice.(blind test)

  choice Reason




freshness    dahi making ability    

overall taste    

j) Please taste the milk samples mother dairy, mahananda, amul, Gowardhan fresh and Gowardhan gold and specify your choice on the basis of each of the given factor and if possible provide a reason for your choice. (brand names shown)

  choice Reason




freshness    dahi making ability    

overall taste    

k) Please rank the following milk brands on the basis of your general understanding and likability.

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brand Rank

mother dairy  





1) Total number of family members of all respondents together is 521 and total milk requirement is 163.5 litres. Therefore total requirement/ total number of persons= 0.313Therefore it can be said that on an average a person consumes approximately 300 ml of milk per day.

2) Preference of respondents on their choice of milk is classified in the following table

Milk Number of respondents

amul 37

M.D 9

mahananda 7

aarey 5

gokul 6

loose 41Figure 4

It can be seen from the above chart that most of the respondents prefer loose milk over pouch milk. Also a major fact that can be observed is that amul almost enjoys a monopoly in the pouch milk segment as the number of respondents who prefer amul pouch milk is much higher than preference for any other brand. Gowardhan on the other hand is not preferred by a single respondent many of whom have not even heard of Gowardhan as a brand in pouch milk segment.

3) General rating on the basis of preference factors:-preference factors

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colour smell creaminess freshnessdahi making ability

tea making ability overall taste

total of all rating 450 453 492 498 470 497 503

mean 4.285714286 4.314285714 4.685714286 4.742857143 4.476190476 4.733333333 4.79047619

rank 7 6 4 2 5 3 1

Figure 5On the basis of preference factors given by respondents the most important factor is overall taste and least important factor is colour, but on observing mean, it can be seen that all factors have a mean above 4 out of 5, which clearly indicates that all factors are important and none can be ignored.

4) Analysis of blind test 1

blind test 1

colour marks smell marks creaminess marks freshness marks

dahi making ability marks taste marks

total marks ranking

mother dairy (A) 24 2 50 4 30 3 34 4 38 4 33 4 21 1Mahananda (B) 20 1 18 2 33 4 30 3 18 2 29 3 15 3

Amul (C) 34 4 24 3 23 2 22 2 34 3 25 2 16 2

go-fresh (D) 27 3 13 1 19 1 19 1 15 1 18 1 8 4number of respondents 105 105 105 105 105 105

Figure 6

On analysis of blind test over the various factors gave us the above results as shown in the table. Maximum number of people liked the colour of amul, smell of mother dairy, creaminess of mahananda, freshness of mother dairy, dahi making ability of mother dairy, and overall taste of mother dairy. Marks were assigned to each factor on the basis of individual ranks in each column. An aggregate of all the marks showed mother dairy as the overall best followed by amul and mahananda and Gowardhan was placed at the last rank. Gowardhan-fresh failed to appeal to the respondents on any factor and was preferred by the minimum number of respondents on all factors.Blind test was conducted on basis of above factors and each product was assigned marks on basis of the rank in the particular category. Last column indicates the rank each product got on a overall basis. Gowardhan- fresh scored the lowest rank and except for colour, fared badly on all grounds (smell, creaminess, freshness, dahi making ability and overall taste). Based on above results go-fresh needs to

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undergo major changes and product development in order to be successful in the market.5) Analysis of blind test 2

blind test 2  

  colour marks smell marks creaminess marks freshness marks

dahi making ability marks taste marks

total marks ranking

mother dairy 35 3 40 4 20 2 36 4 38 4 30 3 20 1

Mahananda 17 2 25 3 24 3 18 2 11 1 15 1 12 4

Amul 36 4 24 2 18 1 17 1 34 3 24 2 13 3

go-gold 17 2 16 1 43 4 34 3 22 2 36 4 16 2number of respondents 105   105   105   105   105   105      

Figure 7

For blind test 2, Gowardhan fresh was replaced by the toned brand of Gowardhan, Gowardhan gold. From the table above, it can be seen that a high number of respondents placed go-gold as their preference unlike go-fresh. Amul was voted by maximum number of respondents as having the best colour, mother dairy- best smell, go-gold- creaminess, mother dairy- freshness, mother dairy- dahi making ability and Gowardhan gold was voted by majority for overall taste.In Blind test 2 Go-gold scored an overall 2nd rank but this was mainly because of high score in creaminess and taste. Gowardhan is way behind others in terms of other factors i.e. colour, smell and dahi making ability. Go-gold if promoted well can prove to be a major success as it is at par with others in terms of quality.

6) Analysis of test 3:In test 3, all 5 samples of milk were kept and all the names of each sample were disclosed. This test aimed to understand what effect the name of brand plays while making a choice to buy pouch milk. All respondents had to taste each sample and again rate each one on the following factors and note which amongst the 5 samples scored high on each factor. Mother dairy, mahananda, amul, go-fresh and go-gold were placed in the same order as specified.

The results of test 3 were as follows: test 3  

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  colour marks smell marks creaminess marks freshness marks

dahi making ability marks taste marks

total marks ranking

mother dairy 28 4 31 5 17 3 27 3 36 5 24 4 24 2

Mahananda 20 3 22 3 11 2 13 2 12 2 21 2 14 4

Amul 34 5 29 4 34 5 30 5 31 4 32 5 28 1

go-fresh 5 1 9 1 10 1 7 1 10 1 4 1 6 5

go-gold 18 2 14 2 33 4 28 4 16 3 24 2 17 3 number of respondents 105   105   105   105   105   105      

Figure 8

The results of test 3 clearly show the effect of a brand name on purchasing habits of customers. Even though amul did not score a 1st overall rank in either of the 2 blind tests, it was placed at the 1st position when same test was conducted with brand names displayed. Mother dairy on the other hand was consecutively placed at 1st in both blind tests but got shifted to second position after amul when names were displayed. The response for gowardhan gold was satisfactory as it continued to be a favourite on creaminess and also to some extent on taste quotient. Gowardhan fresh however got the least number of votes in all the 3 tests and does not match up to the quality of competitor brands on any of the above factors.It can be taken that go-gold is at par with the other brands. But the rank falling from 2nd position to 3rd position when names were told clearly indicates that people need to be informed properly about our product through advertising and other ways. Go fresh on the other hand scored low in blind test as well as in this test. The overall response to go fresh was very low and unsatisfying. go fresh has to undergo some changes on the given factors as well and needs to be promoted well.

7) Ranking:Respondents were asked to rank all the four brands used as sample on the basis of their perception about the brand. The results were as follows.

overall ranking        

  mother dairy mahananda amul Gowardhan

rank 2 3 1 4

mean 2.361904762 2.638095238 1.952380952 3.057142857

Figure 9

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On basis of general perception amul enjoys a major advantage of preference over the others. Gowardhan is relatively unknown brand and has been ranked last by respondents on basis of general perception. Respondents have an image set that amul is good quality and Gowardhan is of low quality. People need to be informed about Gowardhan brand and its quality and aggressive marketing and advertising needs to be done in order to let people know about existence of this brand which many are unaware of.

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The company is holding domestic markets. Except it is the products of the company are exported in the major countries as listed below:

Algeria Bangladesh China Dubai Egypt Gabon Iran Lebanon Morocco Myanmar Nigeria Pakistan Philippines Saudi Arabia Thailand Turkey

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Kolhapur Zilla Sahakari Dudh Utpadak Sangh Ltd. well known

with its popular brand ‘Gokul‘ is an Operation Flood cooperative dairy project

established on 16 th March 1963. Since then achieved many land marks in

Milk Procurement, Extension, Animal Health, Breeding, Milk Processing,

Product making and Marketing. At present Gokul has modern 7 Lakh

Liters/day capacity dairy plant with 4 owned and 1 hired chilling centers

having  4.25 Lakh Liters/day

Mahanand Milk:

Mahanand Milk, the World-Wide Taste of Happiness. Mahanand Dairy

is the Largest Cow Milk packing and distributing dairy in Asia. Mahanand

Dairy is always related to any breakthrough or advent in the Milk Production

and Dairy Technology in India. Mahananda has launched Mahanand Parijatak


At present Mahanand Dairy is distributing 8.5 Lac Liters milk per day

through 722 milk distributors (Ex Dairy Distributors -174 and shop

Distributors, Commission Agents etc. - 548).


During Second World War to prevent of malnutrition pregnant ladies

and children due to food shortage, Municipal Corporation of Mumbai started

milk distribution system. Each female used to get half litre of milk. This

scheme was operational till 1946. After that civil supply department was

operating this scheme.

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Gowardhan is very large producing unit in rural sector. There for the supply of

all raw materials is good and also financially the dairy has a strong position.

But I would like to give recommends on its are as follows:

There is a lot of wastage of milk powder; it can be reduce by using good

technologies in dryer of milk powder department.

The quality is not as good as other milk producing companies, then by

improving the quality sector, the quality can be improved.

Also by reducing the cost per product using new techniques the price can be


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Marketing Management by Philip Kotler

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