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COLD CHAIN MANAGEMENT IN DAIRY SECTOR BS Natraj NDDB Bangalore Flow of Presentation • The Indian Dairy Scenario • Milk marketing by dairy cooperatives • M

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									COLD CHAIN MANAGEMENT IN
      DAIRY SECTOR



        BS Natraj, NDDB,Bangalore
             Flow of Presentation
•   The Indian Dairy Scenario
•   Milk marketing by dairy cooperatives
•   Market share of long life products
•   Scenario of Fresh products
•   Volume and Value of Milk and Milk Products
•   Standards for cold chain Management
      •   Liquid Milk
      •   Milk Products
•   Cold Chain Distribution system
      •   Insulated Containers/Vehicle
      •   Walk-in cold storage
      •   Other cold chain storages
•   Conclusion
        Indian Dairy Scenario
• Milk Production              : 90 mt
• Utilization
    –   Organized       14%
    –   House hold          47%
    –   Urban Producers     25%
    –   Available           14%
•   Value                      : Rs 90,000 Cr
•   Milk Processing Facility   : 100 Million LPD
•   Capacity Utilization       : 65-68 %
•   Private Sector             : 3%
                            Milk Marketing Scenario
  Estimated urban households milk demand 2004-05

  Particulars                  Sales (million LPD)                         Market share
  Unorganised                                31-37                                60-64
  Organised
  Cooperatives*                              15.63                                27-30
  Private**                                     5.5                                 9-10
  Total                                      52-58

Estimated Demand : 2004 Projected Census Urban Population multiplied by NSSO 55th round PCC /
projected PCC based on
CAGR between 50th & 55th round PCC (for accounting likely increase in PCC since 55th round in June, 2000)
* idis data
** market source
               Milk Utilization Pattern


Liquid Milk                                                    46%

Ghee / Butter                                                  33%

Curd                                                           7%

Khoa                                                           7%

Chhana / Paneer                                                3%

Western Products (Powder, Cheese                               4%
etc.)

Source : Technology of Indian Milk Products, Table no. 1.1.7
Share of Milk & Milk Products


        Overall HH Expenditure         Milk and Milk Products in Food Expenditure

                                                  13%

                                 45%

 55%

                                                                         87%

                                         Other Expenditure Milk & Milk Product Expenditure
       Non-Food group Food-group
                Milk Marketing Scenario
           State wise Market Shares 2004-05                                                           LLPD


State                 Urban HH                                    Milk Sales(LLPD)
                      Demand(LLPD)


                                       Coops                Pvt (Organised)          Loose




Maharashtra                 74         26   (35%)           13         (18%)         35       (47%)


U.P                         66         4       (6. %)       1            (2%)        61       (92%)


Tamil Nadu                  50         13   (27%)           9          (18%)         28   (55%)


Gujarat*                    46         22   (48%)           5            (11%)       19       (41%)

Delhi                       44         21   (48%)           5          (11%)         18       (41%)


Rajasthan                   38         9    (23%)           1         (2%)           28       (75%)


Punjab                      34         5       (15%)        1          (3.%)         28      (82%)


Karnataka                   34         16   (48%)           5          (15%)         13      (37%)


                          (Fig. In parenthesis denotes market share)
* Gujarat (Amul) is selling around 8.0 LLPD outside Gujarat in 2004-05
               Milk Marketing Scenario
          State wise Market Shares 2004-05                                              LLPD
State         Urban HH                               Milk Sales(LLPD)
              Demand(LLPD)   Coops               Pvt (Organised)           Loose
A.P.               32        10 (32%)            7 (22%)                   15         (46%)

Kerala             28        8 (29%)             4 (14%)                   16 (57%)

M.P                24        3                   1             (4%)        20         (83%)
                             (13%)
W.B.               21        8                   1             (4.7%)      12         (58%)
                             (37%)
Haryana            22        2                   1 (5%)                    19         (86%)
                             (10%)
Bihar              9         3                   Neg                       6          (64%)
                             (33%)
Jharkhand          7         2                   Neg                       5          (72%)
                             (27%)
Chhatisgarh        7         Neg                 Neg              (3%)     7          (92%)

                              (Fig. In parenthesis denotes market share)
           Milk Marketing Scenario
      State wise Market Shares 2004-05                                      LLPD



State         Urban HH                             Milk Sales
              Demand
                             Coops           Pvt (Organised)      Loose
J& K               7.5       0.0       (0%) 0.5            (7%)   7.0     (93%)

Orissa             4.0       1.5      (38%) 0.2            (4%)   2.3     (58%)

Uttaranchal        3.4       0.7      (21%) 0.3            (9%)   2.4     (70%)

H.P                2.2       0.2      (7%)   0.1           (5%)   1.9     (88%)

Assam              3.0       0.1      (2%)   0.1          (1%)    2.8     (97%)



All India          560       156     (28%)   55                   349     (62%)
                                             (10%)
(Fig. In parenthesis denotes market share)
      Milk Marketing Scenario
     State wise Private Brands
Brand      Milk Sale      Major States Covered
           Lakh lit/day


Arogya /          4.3     TN, Karnataka, Pondicherry
Komatha
Heritage          4.1     Tamil Nadu,A.P,Karnataka

Jersey            3.5     A.P, Karnataka, TN

Tirumala          3.1     A.P.,Tamil Nadu
Paras             2.4     NCR

Dodla             1.8     A.P.,Tamil Nadu,Karnataka

Chitale           1.6     Maharashtra(Pune)

                                                 Contd
          Milk Marketing Scenario
          State wise Private Brands
Brand             Milk Sale (LLPD)    Major States Covered
Dinshaw                  0.90         Maharashtra,Chattisgarh
Govardhan                0.70         Maharashtra
Gopalji                  0.70         Delhi NCR
Thakkar                  0.60         WB (Kolkatta)
Masquati                 0.60         AP
PDDP / Sarvana           0.60 each    Kerala / TN / Karnataka
/ Nilgiris
Haldiram                 0.50         Mah (Nagpur)
Param                    0.40         Delhi NCR
Vijay                    0.40         TN
Lotus                    0.25         Raj
Khaibar                  0.25         J&K
In all more than 300 private milk brands selling 45 lakh lit per
day
                                                         National trend in procurement & liquid
                                                         Milk Marketing by Dairy Coops

                                                  210                      Proc.          Marketing
PRO CUREMENT (LKG PD) & MARKETING (LLPD)




                                                              99-02         9.0%               3.5%
                                                                                                                                         78% sale as liquid milk
                                                  190
                                                              02-05        5.4%                6.7%

                                                  170         04-05        15.6                5.1%


                                                  150


                                                  130

                                                                                                                             76% sale as liquid milk
                                                  110
                                                                                                       89% sale as liquid milk
                                                   90


                                                   70    86
                                                                                                                                                 86% sale as liquid milk
                                                                                        96% sale as liquid milk
                                                   50
                                                         1993-    1994-       1995-        1996-    1997-    1998-   1999-       2000-    2001-     2002-    2003-    2004-
                                                          94       95          96           97       98       99     2000         01       02        03       04       05
                                           Procurement    90          99          106       119      126      136     157        165       176       180      173      200
                                           Marketing      86          93          100       106      112      121     129        134       134       137      149      156
             MARKET SHARES : LONG LIFE MILK
                       PRODUCTS
                        EST. MARKET SIZE & COOP SALES (for 2002-03)
                                                                      COOP SHARE
                 3180                                                      45%
   Cheese
                 10690                                                    67%
     WMP

                 18210                                                    33%
D.Whitener
                   38610
                                                                          47%
  B Foods
                  33690                                                   40%
    Butter

                    53260                                                 53%
      SMP
                        74280                                              7%
     Ghee

             0              200000     400000      600000      800000       1000000

                  TOTAL MARKET SIZE                      COOP SALE

   Figs in MTPA
           SCENARIO OF FRESH MILK PRODUCTS


                        Unit               2001-02 2003-04 2004-05
Curd                    MTPA                 30953   54431 59257
Shrikhand               MTPA                  2307    2522    2663
Paneer                  MTPA                  1631    3651    4312
Flv.Milk                TLPA                  5084    8179    7579
Butter Milk             TLPA                  5295   16255 17735
Peda                    MTPA                    725   1307    1534
Lassi                   MTPA                  3039    8405    7643

Excluding sales by GCMMF & its unions
Growth (%) is 2004-05 over 2003-04
CAGR (%) is for 4 years 2001-02 to 04-05
        Volume and Value of market for
           traditional Milk Products
Product             Volume(Millio   Rate(Rs/000   Value(Rs in Crores)
                    n Tonnes)       Tonne)

Ghee                1.5             140           21000
Butter              0.5             120           6000
Khoa Based Sweets   3.5             125           44000

Channa Based        1               80            8000
Sweets
Paneer              05              70            3500
Curd and Curd       9               20            18000
Products
Total                                             100000
Volume and Value of the output of organized
                 sector
Product             Volume(Millio Rate(Rs/00   Value(Rs in Crores)
                    n Tonnes)     0 Tonne)



Liquid Milk         7             14           9800
Packaged Mithais    0.50          125          6250
Packaged Ghee       0.25          140          3500

Western Products
Milk Powders        0.40          95           3800
Cheese              0.01          150          200
Ice cream(million   150           50/Litre     800
Ltrs)
Butter              0.04          134          520
Total                                          25500
Raw material cost of Dairy Products as
     percentage of Sale price
Product                      Raw material cost as % of
                             sale price
Market Milk (Bulk Vending)   90
Market milk (Packaged)       80
Milk Powder/Butter           70
Paneer                       58
Bengali sweet                42
Peda/Burfi/Kalakhand         52
Gulab Jamun                  33
Rasogolla                    33
Shrikhand                    43
Curds                        60
Misti-Doi                    40
                    FRESH MILK PRODUCTS SALES

PRODUCT              Unit                  2001-02 2003-04 2004-05 Growth (%)
CURD                 MTPA                   30953   54431   59257      9
SHRIKHAND            MTPA                    2307    2522    2633      6
PANEER               MTPA                    1631    3651    4312      18
FL.MILK              TLPA                    5084    8179    7579      -7
BUTTER MILK          TLPA                    5295   16255   17135      5
PEDA                 MTPA                     725    1307    1534      17
LASSI                MTPA                    3039    8405    7643      -9
Excluding sales by GCMMF & its unions
Growth (%) is 2004-05 over 2003-04
CAGR (%) is for 4 years 2001-02 to 04-05
                     FRESH MILK PRODUCTS TURNOVER
                                                                        (Rs in crore)


  PRODUCT                  2001-02         2003-04   2004-05 Growth (%) CAGR (%)
  CURD                        77             191       207        9        39
  SHRIKHAND                   18              20       21         6         5
  PANEER                     16              37        43       18         39
  FL.MILK                     23              41       38        -7        18
  BUTTER MILK                 4              16        17        5         62
  PEDA                        7              13        15       17         29
  LASSI                        9             25        23        -9        37
  Total                      154             343       364        7        33
Excluding sales by GCMMF & its unions
Growth (%) is 2004-05 over 2003-04
CAGR (%) is for 4 years 2001-02 to 04-05
   Challenges Ahead for Cold chain
            Management

• Distribution net work



• Consumer perception/Brand Building

• Cold chain facilities
   Some of the experiences of cold
        chain management
• Examples of Mother Dairy, Delhi by providing cold
  chain systems for marketing ice cream, set curd,
  Misti dahi along with expanding market base.
• Amul providing deep freezers, refrigerators for ice
  cream,misti-dahi, Flavoured milk, Chhas and
  Shrikhand.
• Deploying insulated vehicle for Transportation of
  milk and milk products to the markets by Nandini
  and Aavin.
• Both Nandini and Aavin are also providing other cold
  chain systems such as Refrigerators,Insulated
  boxes to the retailors in large quantities.
          Standards for Cold chain
             Management--Milk
                                            Standards
Quality Parameters
                             At Dairy Dispatch      At Consumer
                             Dock                   Level

MBR Time                     6 hours                4 ½ hours

Temperature                  6 Deg. C               8 Deg. C

SPC (cfu/ml)                 < 25,000               < 30,000

Coliform (in 1:10 dilution
As per BIS)                  Nil                    Nil
          Standards for Cold Chain
         Management—Milk Products
PRODUCT           STORAGE              SHELF LIFE
                  CONDITION
Butter            0 Deg. C or below    1 year
Cheese            5 Deg. C             6 months
Ice Cream         - 18 Deg. C          6 months
Paneer – Vacuum   4-6 Deg. C           10-15 days
packed
Curd              4-6 Deg. C           8-10 days
Butter milk       8 Deg.C or below     1-2 days
Ghee              Cool and dry place   1 year
Powder            Cool and dry place   18 months
Peda              Room temperature     2-6 days
Khoa              Room temperature     15-20 days
    Cold Chain Distribution System

• Insulated Containers/Vehicles
• Walk-in Cold Storage
• Other Cold Storages
  – Refrigerators
  – Visi-Coolers
  – Deep-Freezers
  – Insulated Boxes
          Conclusion



THE QUALITY EXCELLENCE RIGHT FROM
    COW TO CONSUMER HAS TO BE
  MAINTAINED BY BUILDING SUFFICIENT
        COLD CHAIN SYSTEMS
Thank You

								
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