Saras Industrial Visit Report

Industrial Visit Report on

14 March 2013

Submitted To:

Submitted By:

Ms. Shweta Singh

Bhanu Pratap Singh Bhati

(Lecturer)

MBA

Department Of MBA

Department Of MBA Poddar Management and Technical Campus, Jaipur

Saras Industrial Trip Report

COMPANY DETAIL

Company Name – Jaipur Dairy (Saras) Branch – Jaipur The following report is based on the industrial visit to Saras Plant, Jaipur. The report consists of the introduction to the company, details of the plant, the working in the plant, marketing strategies used by Saras and the SWOT analysis of Saras. We learned about the trends going in the largest milk industry of Rajasthan and tried to learn the work culture in the plant. The industrial visit was conducted on 14 March 2013 under the guidance of Mr. Satish Sharma, Mr. Abhishek Sharma, and Ms. Shweta Singh. We collected the data via questionnaire and interview method. Here, we have incorporated the brief documentation about the same.

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Saras Industrial Trip Report

ACKNOWLEDGEMENT

It is my pleasure to present a direction, which owns its existence to numerous people. We express deep sense of gratitude to for Mr. Satish Sharma, Mr. Abhishek Sharma, and Ms. Shweta Singh for being our mentor and giving his valuable suggestions, guidance, and encouragement without which the completion of this survey would have been a dream. Lastly, I extend my heartiest thanks to all those who have contributed in making this industrial visit a success.

Bhanu Pratap Singh Bhati

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Saras Industrial Trip Report

Table of Content Company Detail

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Acknowledgement

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a) Introduction

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b) Overview of Company

6

c) Production Process

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d) Products of Saras

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e) Marketing Strategy

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f) SWOT Analysis

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g) Findings and Recommendation

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Conclusion

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References

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Saras Industrial Trip Report

INTRODUCTION In March 1975, a small step was taken to fulfill the objective of making India self sufficient in the milk production. To ensure the same Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd, Jaipur or popularly known as ‘Jaipur Dairy’ was registered under Cooperative Act 1965 to start its operation in the Jaipur district. Rajasthan Cooperative Dairy Federation (RCDF) set up in 1977 as the implementing agency for dairy development programs in Rajasthan is registered as a society under the Rajasthan cooperative societies act 1965. It started with 25 DCS (Dairy Cooperative Societies). After agriculture, cattle and other livestock are the most important sources of livelihood in the state, especially for the poor. In the western regions of the state, with limited farming potential, livestock provides livelihood security. Animal husbandry is a more stable source of livelihood than farming since it is less affected by failure of rains than is agriculture. Animal husbandry contributes over 19% to the net domestic product. The objective of RCDF is to carry out activities for promoting production, procurement, processing and marketing of milk & milk products for the economic development of animal husbandry/ farming community The marketing activities of the Federation include providing support to the Milk Unions in milk and milk products within and outside the State. RCDF is presently marketing milk & milk products under ‘Saras’ brand.

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Saras Industrial Trip Report

OVERVIEW OF COMPANY The Jaipur Dairy was registered under the Cooperative Act 1965 in the March 1975. However, the registered plant commissioned, in June 1981. The processing facilities of the union were not adequate when they began their operations. The plant started its production by procuring 250 liters of milk per day. The initial handling capacity of dairy plant was 1.5-lakh liter per day along with the powder plant of 10 MT per day capacity. It was commissioned in the year 1981 under Operation Flood Program started by National Dairy Development Board to provide service to thousands of rural farmers of not just Jaipur but also Rajasthan. Jaipur Dairy has license capacity to produce 6 – 7 Lakh Liter per Day (LLPD); however, the installed capacity is 2 LLPD and it is being 100% utilized. The Jaipur Dairy covers the area of Jaipur and Dausa. It covers 1200 villages. Collects milk from milk producing members of over 1800 dairy cooperative societies. From the day, it started operations in Jaipur there has been no looking back for Jaipur Dairy. They have made growth in all the fields i.e. procurement, processing, and production of milk in addition with several milk products under the brand name of ‘SARAS’. To ensure the quality service and to improve the effectiveness and efficiency the Jaipur Dairy has obtained the Quality Management System Certification as per ISO 9002:1994 along with the IS: 15000 (HACCP) in the year 2000. The Dairy has upgraded the system in accordance with ISO 9001:2000 and IS: 15000:1998. The Jaipur Dairy has a separate unit for quality control and testing laboratory. They also have a team of expert engineers who help in removing technical problems if any come across in the plant. Several products of the company are – Milk, Curd, Lassi, Ghee, Butter, Chhach, Paneer, Shrikhand, Flavored Milk, Ice Cream, and Rasgulla. The milk is the major product, which comes in four variants - Double Toned, Toned, Standard, and Gold (depending on the fat content).

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Saras Industrial Trip Report

PRODUCTION PROCESS Initially the installed capacity of Jaipur Dairy was 1.5 LLPD. With the increase in the marketing of milk as well as milk products, the capacity of the plant was increased to 2.5 LLPD in year 1998-99. Jaipur Dairy has also installed 30 bulk milk coolers and 7 chilling facilities in Jaipur making a total of 4,35,000 Lt per day. The powder plant capacity is also enhanced to 15 MT/day. The dairy is also planning to expand the capacity to Five Lakh Liter per Day. The production process in the Jaipur dairy plant goes as follows – In the beginning, the milk is collected from the milk producers and is brought in the dairy. Once the raw milk reaches the plant the production starts in the following manner: Raw Milk Chilling Pasteurisation Chilling Separating Packing Pasteurization is the process of heating the milk at 161 F to kill the microorganisms present in the milk, which may cause disease. Separating is the process where the milk is separated into different categories based on the amount of fat in it. The four variants of milk are Milk Type

Fat Content

Double Toned Milk (Smart)

1.5 %

Toned Milk (Taaza)

3.0 %

Standard Milk (Shakti)

4.5 %

Full Cream Milk (Gold)

6.0 %

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Saras Industrial Trip Report

VARIOUS PRODUCTS OF SARAS

The products of Saras brand is being marketed through a network of 14,733 outlets. The list of products under the brand name of Saras is – Fresh Milk Products

Long Shelf Life Milk Products

Cattle Feed

Chaach

Ghee

Balanced Feed

Lassi

Cow Ghee

High Energy

Dahi

Table Butter

Mineral Mixture

Paneer

White Butter

Calf Starter

Shrikhand

Cheese

Urea Molasses Brick

Ice cream

Dairy Whitener

Rasgulla

SMP

Flavored Milk

WMP

Mawa

The core product of Saras is milk. Rests of the products are co-products obtained from milk. The dairy has a wastage treatment plant which helps in reusing the waste milk in making the cattle feed.

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Saras Industrial Trip Report

MARKETING STRATEGY

Retail Outlet Network Jaipur Dairy sells its milk & milk products through a network of over 1800 retail outlets spread over Jaipur city, nearby 50 towns in 2003 and currently Jaipur Dairy has a network of over 4500 Retail outlets over Jaipur City, and nearby 100 towns. Outlets of Saras Categorization as under:  Booths  Shop Agencies  Institutions  Saras Parlor

Distribution channel can be divided in two categories:a) Urban Distribution Network b) Rural Distribution Network

Retail Outlet Network in Urban Areas Booths - 585 Jaipur Dairy Own Booth - 200 Private - 385 Shop Agency - 3295 Parlors - 72 run by Private Party Milk Booth - 186 (RCDF) Parlor runs by Jaipur Dairy Milk Booth - 1581 run by Jaipur Dairy School, Colleges, Hotels, Hospitals - 200

Retail Outlet Network in Rural Areas Shop Agency - 580 Parlors - 6 Rural Parlors & 2 Highway Parlors Milk Collection Centre – 20

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Saras Industrial Trip Report

SWOT ANALYSIS Strength –  Recognized brand name among all over the state  Quality control certification implied  Plant is ISO and HACCP certified  Strong distribution network  Wide range of products Weakness –  Poor infrastructure  Lack of proper hygiene of plant  Unawareness of personal hygiene among workers  No specialized training imparted to workers  Work assigned on contract basis  Low availability of raw milk  Reduced supply of milk in summers Opportunities –  Milk is an essential commodity, which is consumed by almost all the people  They deal in wide range of milk products  Covers the major market of Rajasthan  Popular brand name among the people Threats –  Entry of competitors in the market  Meet the demand during the summers, as milk can be produced not manufactured  Possess bad smell

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Saras Industrial Trip Report

FINDINGS In the industrial visit to Jaipur Dairy (Saras) I found that –  The industry is offering its services in all parts of Jaipur and Dausa  The employees are working on the contract basis  The marketing and distribution is given to the private parties on contract  The employees are satisfied with their job  The employees neglect the basic hygiene e.g., hand gloves, head cap etc.  The management supervision and control over the lower management is medium  The plant uses milk powder to produce the milk and fulfill the shortage of milk  The employees are not given any special training to perform the task

According to the analysis, it was assessed that people have more faith in Saras as compared to other brands. However, the competition may get intense in the upcoming time by the entry of new competitors in the market.

RECOMMENDATIONS

After collecting the data and analyzing the data, the following are the recommendations that can be helpful for the Saras:  Saras can give some focus on the personal hygiene of the employees.  They may give some attention to the infrastructure of the plant.  The industry should focus on providing quality service to the consumers by improving their supply services and introducing new lucrative schemes to increase the sales.  They should try to improve their relation with the dealers and try to give some benefits to them.  The advertisements can be made more attractive

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Saras Industrial Trip Report

CONCLUSION By this industrial trip to Saras, we conclude that,  The Saras is the more popular milk brand among the people  Saras tries to provide 100% customer satisfaction  Customers believe in the quality and services of Saras  Maximum consumers purchase the Saras milk from the nearest Saras outlet  Saras milk is available in every general store and shops or dairy booths

What students learned from this industrial trip?  The students came to know the nature and scope of the operation and production capacity of the plant.  The students got an idea about the system of milk production and distribution of the organization.  The students got the firsthand experience about the industrial working and planning.

REFERENCES

http://www.jaipurdairy.com/ http://www.sarasfoods.com/prod.html http://www.scribd.com/doc/45265862/Saras-Dairy-Products http://www.scribd.com/doc/18575144/Saras-Final-Report

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