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About Viyaja Milk diary,Vijayawada
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COMPANYPROFILE
Introduction to Krishna District Milk Producers Mutually Aided Cooperative
Union Limited:
The Krishna District has great potential for milk production with a
substantial marketable surplus to tap. The market oriented milk production is the key livestock
activity to generate stable income for the farmer. About 90 percent of rural households are
directly concerned with livestock production. 40 percent are mainly dairy oriented. It is
livelihood security to the rural poor and buffers the risks due to crop failure
The Original dairying in Krishna District commenced in 1965 by the state
Government with the assistance of UNICEF.(United Nations International Children Emergency
Fund). Under a pilot project named INTEGRATED MILK PROJECT – HYDERABAD AND
VIJAYAWADA (1960) a Milk supply scheme was introduced in 1965 to organize milk
collection from the Villages, to process at chilling at Vijayawada and Hyderabad. The milk
supply Scheme was a great success with its services to the producers and quality supplies to the
consumers. The initial procurement network was gradually extended to all over the district with
in a span of 5 years. The “Milk Products Factory” first of its kind in south India was established
and commissioned in Vijayawada by 1969.
The company got ISO 22000-2005 and ISO 14000 Trademark for its quality of
milk. The company recently made record sales of 1.64 Lakhs its/day where as its previous sales
record was 1.45 laksh its/day.
VISION
“Farmer’s prosperity through technical innovations and customer orientation with
specific focus on quality and cost.”
MISSION
“ Dairying in the district to be the major instrument of strengthening rural economy and
making available safe milk and milk products.”
QUALITY POLICY:
“Aiming to be a technologically advanced dairy with global outlook providing products
and services of highest quality delighting the customers.”
Most of the Village Dairy Cooperative societies are viable and managed by the producer
members receiving better technical know-how. The Government has enacted APMACS Act,
1995. (Andhra Pradesh Mutually Aided Cooperative Societies Act, 1995), which provides
autonomy to the cooperatives. As pr the policy and directives from the state
Government/Federation, The Dairy Cooperatives registered under APCS Act, 1964 were
converted in to APMACS ACT, 1995. The Krishna Milk Union in July 2001 in consonance with
the wishes of its member producers.
Elections are being held as per byelaws to the Board of Management of Krishna Milk
Union under APMACS Act, 1995.
ORGANISATION STRUCTURE:
Staff Position
Managing Director 1
Deputy Director 2
Senior Accounts Officer 1
Dairy Managers 6
Asst. Dairy Engineers 2
Quality Control Officers 1
Asst. Dairy Manager 15
Fodder Development Officers 1
Junior Engineer 4
Technical Staff 58
Transport 30
Finance 20
Administration 70
Field Staff 55
Others (Non-technical) 304
---------
TOTAL 570
-----------
ORGANISATION CHART:
Diagram-3.1
General Body
Board of Management
Managing Director
Production PM Finance Personal QC Stores MIS APS
Organization:
Integrated Milk Project (1960)
Dairy Development Department (1971)
AP Dairy Development Corporation Ltd (1974)
AP Dairy Development Co. op Federation Ltd (1981)
There was a big retinue of 1850 staff in different categories working under the dairy units
in the District under the administrative control of AP Dairy Development Corporation (APDDC)
a stat Government Undertaking in 1974.
The nationwide strategic and structural changes organized for Dairy Development activities
across the nation have brought the dairy units under the cooperative set up in Andhra Pradesh in
1981.
The replication of Anand Pattern Dairy Cooperatives in Krishna District has its beginning
with the all out support of NDDB. Primary Milk Producers cooperative Union at district level
and AP Dairy Development Cooperative Federation at State level have come in to being.
Enormous infrastructure financed by NDDB under Operation, processing and marketing in the
District.
RANKING OF THE DISTRICT IN ANDHRA PRADESH :
Milk production - IIIrd
Processing - IVth
Marketing - IIIrd
Krishna District has milk procurement ranging from 45,000 Kgs per day from 1969 to 1998
District being buffalo concentrated has wide procurement functions. The District Co-Operative
Milk Union provides the following inputs to the farmers for increasing milk production.
Premixed cattle feed
Cattle insurance at 2/3 subsidies
Eternity first aid facilities
Fodder seeds at subsidized rates
Animal vacancies and medicines at subsidize prices.
A1 facilities
Breading bulls
Extension services.
PRODUCT MIX OF KRISHNAUNION
Market Milk:
Vijaya Gold Vijaya Special Vijaya Premium
Vijaya Economy Vijaya Low Fat
Long Life Products
UHT Milk in 1pack UHT Milk in200ml pack
UHT Low Fat Milk
Fresh Milk Products
Basundi Curd LassiButter Milk
Sterilized Flavoured Milk
Fresh Milk Products
Cooking ButterMilk Cake Skim Milk Powder
PaneerDoodhPedaGhee
Existing Infrastructural Facilities in KrishnaUnion.
Table-3.1
S.NO Name of the
FACILITY
UNIT CAPACITY
I MILK CHILLING
1 Pammarru Liters/Day 50000
2 Verrayalanka Liters/Day 18000
3 Gudlavalleru Liters/Day 18000
4 Hanuman Junction Liters/Day 18000
5 Chillakallu Liters/Day 12000
6 Tiruvuru Liters/Day 12000
Total Chilling: 128000
II MIL PROCESSING Lakh Liters/day 2.50
III Ghee Manufacture MITs/Day 18.00
IV Milk Drying MITs/Day 22.00
V U.H.T.Milk MITs/day 45000
VI CATTLE FEED MIXING FACILITY
1 Budhavaram MITs/Day 30.00
2 Gudlavalleru MITs?day 18.00
Total: 48.00
MILK PROCUREMENT:
Milk is being procured twice a day from about 830 villages in the district organized
through 29 routes and 6 chilling besides getting raw milk directly to the factory from certain
villages in a radius of 150 KM around Vijayawada. Among 480 centers, about 431 are registered
societies and under Anand Pattern.
MILK PRODUCT FACTORY – VIJAYAWADA:
DATA SPECIFICATIONS:
Area occupied by the factory : 27.3 Acres
Value of factory building : 400 Lakhs
Money given by UNICEF : 53 Lakhs
Investment on equipment : 600 Lakhs
BUILDINGS:
Opened on : 11-04-1969
Workers : 1,538
Date of formation of union : 06-07-1983
Date of transfer of management : 08-02-1985
Of the union Annual turnover : 60 Crores
PRODUCTION POWER:
Milk : its/day
Ghee : 17,162 Kgs. Per month
Butter : 52,940 Kgs. Per month
Milk powder : 4 tonnes
Packet filing : 1,60,000 packets/day
Refrigeration capacity : 1.5 tonnes
Contracted maximum demand : 900 Chilling
Processing : 1,50,000
COMPANY GROWTH :
As an integral part of the above project the milk products factory,
Vijayawada was commenced on 11-04-1969. The Factory ha got an initial handling capacity of
1,25,000 liters in the first stage with provision of handle 2,50,000 liters milk in the second stage.
It has crossed the mark of 1, 00,000 liters in the very first year of its operation getting admiration
from the UNICEF officials.
The women has been playing a greater role in the rural dairying i.e., feeding
of animals, washing and milking etc., To enourage this activity in an organized way the
APDCFL of foundation three district viz., Nalgonda, Krishna and Chittoor already 8 women co-
operative societies are organized and 200 new members have been enrolled a part from 1000
women members enrolled in other societies.
Chilling Centers:
The milk products factory Vijayawada has set up 10 chilling centers which are
given producing chilled milk for the compsotion of the various segments in the consumers.
Chilling centers are very useful to milk products factory following centers are in Krishna District
under the location of Milk products Factory, Vijayawada.
Pamarru Hanuman junction
Veerayyalanka Gudlavalleru
Chillakollu Thiruvuru
Gannavaram Vuyyuru
Kaikaluru
Table-3.2
TOWN No. of selling Booths Daily Sales (In Liters)
VIJAYAWADA 185 68,000
MACHILIPATNAM 42 4,000
GUDIVADA 25 1,200
TOTAL 252 73,200
Infrastructure and Facilities:
Milk products factory Vijayawada is located on 27.3 acres of land which houses
of dairy plant, Aseptic packing station. Administration office, effluent treatment plant, Electric
sub station and residential quarters. Following are the facilities available in Milk Product
Factory, Vijayawada and its field centers.
Milk Products Factory, Vijayawada: Table-3.3.1
S. No. Name of the Facility Unit Capacity
1 Milk Processing Lakhs Lits/day 2.5
2. Milk dairying MTs/day 22.0
3. Ghee Manufacturing MTs/day 18.0
4. Butter manufacturing MTs/day 22.0
5. UHT Milk packing Lts/day 45,000
6. Milk packing Lts/day 2,00,000
7. Godown space MTs 3,000
8. Butter cold space MTs 500
Source Of From Product Is Procured:
Table-3.3.2
S.No. Name of the Centre Unit Capacity
1. MCC Pammaru Lts/day 50,000
2. MCC Veerankilock Lts/day 18,000
3. MCC Gudlavalleru Lts/day 18,000
TOTAL 86,000
4 MCC Hanuman Junction Lts/day 18,000
5. MCC Chillakallu Lts/day 18,000
6 MCC Tiruvuru Lts/day 12,000
7 No. computerized milk collection and testing centers 25
8 No. of Bulk coolers operating (Planned to establish ten more)
6
9 DCS having electronic milk testers 450
10 No. of A 1 centers 56
11 No. of V F A Centers 240
12 No. of DCS organized 630
13. No. of MPAs 320
14 Exclusive women DCs 103
15 Farmer members 1,86,689
16 Women members 23,347
17 No. of milk routes 35
18 No. of DCS having its own building 400
Cattle Feed:
Table-3.3.3
S.No. Name of the Plant Unit Capacity
1. EMP Buddavaram MTs/day 30.0
2. FMP Gudlavalleru MTs/day 18.0
Processing and Production:
One process of producing milk processing is supervised by Dairy managers (I/C.
Production) is heading the production division supported by four dairy managers, 11 Asst. Dairy
Managers and other production staff engaged in milk production on his process involves
manufacturing finished goods storage, milk processing, Butter making, Ghee making, Powder
making by-products
Milk Reception:
As soon as milk is arrived at the reception dock either through cans or tankers, the
laboratory authorities conduct all the platform/Bacteriological / chemical test and after its quality
confirmation the milk is received and sent to storage.
Raw Milk :
Milk products factory, Vijayawada is directly connected by around 175 villages a radius
of around 50 KMs around Vijayawada. The milk collected from these villages is collected
directly last Milk products factory, Vijayawada for which it equipped with a can conveyer, an
electrical weighing machine, a dump tank and a straight through can washer with cleaning
capacity of 600 cans per hour.
Chilled Milk:
Chilled milk from chilling centers and other stations through milk tankers are received at
the end after receiving quality confirmation from laboratory the milk is sent for storage.
Milk Processing Section:
It has 12 storage tanks each of 15,000 its. Four creams vats each of 500 ltrs capacity. It
is equipped with 13 milk pasteurizer of 20,000 ltrs capacity/hour, 15,000 ltrs/hour and 10,000
ltrs/hour respectively. It also has cream pasterizers with a capacity of 500 ltrs/hour. Altogether
it has milk storage of four lakh liters.
Operations:
Separation of required quantity of whole milk to the extent of demand and with
admixture of whole milk/cream and skim milk in required proportions, milk is standardized to
their composition and sent them to the packing or products manufacturing divisions.
Butter Sections:
It is equipped with three butter churns with drum capacity of 1500 lts. Each. The cream
loaded the drums in churned for about three hours for separation of liquid butter milk from cream
after setting of butter. It was washed with chilled water to remove solids from it. The butter
formed is collected and sent back to processing section while the solids in liquid form of butter
milk is sent back to processing section or further usage. To the extent of usage the butter is
packed in ½ kg packs and 20 Kgs packs and remaining is utilized for ghee making.
Ghee Section :
There are 7 ghee boilers in ghee section each with 1000 lts. Capacity in which butter is
melted for 3 hours at 120 Deg. C. After attaining satisfactory flavor, color etc., the ghee is
pumped to ghee setting tanks where it is allowed for eight hours for setting of sediment at the
bottom of the tank. There are settling tanks each 8000 ltrs. Capacity and low storage tank each
3000 ltrs. Capacity. Then the ghee is clarified and filtered with fine filters. After obtaining
satisfactory report from lab authorities the final filtered ghee is packed in 5 ltrs, 2 ltrs and 1 ltr
and ½ ltr. Etc., The total capacity of ghee packing is 18.0 MT per day.
By-Product Section:
All the fresh milk products like buttermilk, sweet lssie, khova, paneer, yoghurt, milk cake
are manufactured under strict hygienic and aseptic conditions.
Powder Section:
It has two powder plants. An Alfa level makes single effects gravity flow milk
evaporation plant with drying capacity of 8.0 MT per day and another Vulcan level double effect
gravity flow milk evaporator plant with drying capacity of 14.0 MTs per day are under operation.
Fine and superior quality ISI gerade SMP is packed in 25 Kgs. 1 Kg and ½ Kg.
Milk Packing:
It has the capacity of pack 2,00,000 ltrs. Of various varieties of milk per day. It is
equipped with eight sachet packing machines each capacity of 150 tubs per hour. Five varieties
of milk in ½ it sachets for directs consumers. Cans for institutions are being packed.
Aspetic Packing Station (APS) :
Special officer is heading the APS Unit. The APS was established in 1988 with the
financial assistance of NDDB in the existing campus of milk product factory, Vijayawada with a
total outlay 22 crores. Milk is treated in high temperature plant for 203 seconds at about 1400
Deg. C under low pressure followed by rapid cooling. This enables milk free of micro organisms
which are liable to proliferate during storage. Tetra Brick is a campact, sterile, pilfer proof,
unbreakable and long shelf life pack that retains freshness and goodness of milk for 3-4 months.
PERSONNEL AND HRD:
Personnel Officer is heading the personnel department. HRD activities are carried out for
the befit of the employees. It is looking after the service/administration matter of the staff of
this union besides implementation of the following Act for their welfare.
Industrial Dispute Act 1947
Payment of wages Act 1936
Minimum wage Act 1948
Equal remuneration Act
Gratuity 1972
Workmen compensation Act
ESI Act 1948
Trade Union Act 1926 etc.,
Finance:
Senior Accounts Officer is heading the finance who is assisted by four Assistant
Accountant Superintendent and Finance Staff. The union has started its operations
independently from 08-02-1985 onwards after taking the fixed assets from the State Federation
at their book values as on that date.
Share capital:
Authorised Share Capital Rs.500 Lakhs. Then unions paid up share capital at present are
Rs.106.24 Lakhs and Rs.31.87 Lakhs are share suspense waiting for conversion.
Long term loans:
The National Dairy Development Board has provided loans to the Union Order O.F. 2/3
program for capital projects in the union total Rs. 707.20 Lakhs was finished for various projects
to the union under 70:30 loans cum grant basis.
MARKETING OF COMPANY PRODUCTS:
Deputy Director (S & M) is heading the sales and marketing wing supported by a Sales
Manager and three Assistant Sales Managers with a network of 700 booths, 300 round the cold
chain parlors. The sales and marketing wing of the union functions round the clock for the
distribution and marketing of milk and milk production.
Ghee Section :
There are 7 ghee boilers in ghee section each with 1000 ltrs. Capacity in which butter is
melted for 3 hours at 120 Deg. C. After attaining satisfactory flavor, color etc., the ghee is
pumped to ghee setting tanks where it is allowed for eight hours for setting of sediment at the
botto m of the tank. There are settling tanks each 8000 ltrs. Capacity and low storage tank each
3000 ltrs. Capacity. Then the ghee is clarified and filtered with fine filters. After obtaining
satisfactory report from lab authorities the final filtered ghee is packed in 5 ltr, 2 ltr and 1 ltr and
½ ltr etc., The total capacity of ghee packing is 18.0 MT per day.
By-Products Sections :
All the fresh milk products like buttermilk, sweet lassie, khova, pannier, yoghurt, milk cake are
manufactured understrict hygienic and aseptic condition.
Powder Section:
It has two powder plants. An Alfa level makes single effects gravity flow mi9lk
evaporation plant with drying capacity of 8.0 MT per day and another Vulcan level double effect
gravity flow milk evaporator plant with drying capacity of 14.0 MTS per day are under
operation. Fine and superior quality ISI Grade SMP is packed in 25 Kg, 1 Kg and ½ Kg.
Deputy Director ( S & M) is heading the sales and marketing wing supported by a sales
manager and three Assistant Sales Managers with a network of 700 booths, 300 round the cold
chain parlors. The sales and marketing wing of the union functions round the clock for the
distribution and marketing of milk and milk production.
Distribution Network:
Liquid milk distribution:
VijayawadaCity is divided into 24 zones, each zone is connected by a separate milk route
operating booth morning and evening to distribute the milk to the commission agents and cold
chain points.
Product Distribution:
a. Local distribution within the district. Through distributors, stockiest and retailers.
Products are delivered to these distributors/stockiest/retailers.
b. Distribution to outside district : Through stockiest and Ex Factory direct sales through
out the country.
S.W.O.T. ANALYSIS:
Table-3.4
STRENGTHS WEAKNESSES
Milk producers potential in Krishna District
substantial
Ability to handle highly perishable product
milk
Adequate infrastructure facilities available.
Availability of well experienced
professionals
Ability to meet any consumer demand for
milk and milk products
Ability to offer quality products with high
profitability
Established bondage with farmers
Access to development funds and grants
Access to other co-operatives
High fixed costs occupying 15% of
business turnover.
Milk and milk products are high priced
during competitive edge.
Product manufacturing facilities are out
dated due to lack of modern facilities.
Work culture not compatible with
growing for customer service
Employee’s skills at various levels require
up gradation
Business systems anern management
culture is yet to be adopted
Managers lack of business experience.
OPPORTUNITIESTHREATS
Increased purchasing capacity
Rapid urbanization
Growing food sector
Responsive state government
Export opportunities for the long life
aseptic milk
Responsible milk producer base
Intense competition in liquid milk market
Entry of organized private section
Increasing competition for the marketable
surplus milk in rural areas.
Employee’s resistance to change
COMPANY PRIDE
Daily averge milk procurement 1,63,794 its.
Turnover of business has reached to 200 crores
Daily milk sales average reched to 1,60,000 its
Obtained ISO 9001. 2000, 14000 and HA.A.C.C.P. Certification
Earning profits and distributing bonus to its members.
Paying Rs.68crores per year to farmers as cost of milk procured from them.
Strengthened the rural economy by avoiding middlemen and making available safe milk
products to the customers.
Provided self-employed to the rural women.
First powder plant established in South India.
Largest democratic functionary in the District serving the farming community.
Having more than Rs.1000 crores grass root level production base.
Providing direct and indirect employment to people
First dairy to introduce free varieties of liquid milk
First dairy to introduce liquid ice cream in tetra brick pack
First dairy co-operative to introduce curd in cups in South India
First dairy to introduce butter milk and lassies in tetra brick pack
Annual turnover more than Rs.121 crores with a continuous growth rate
First dairy to introduce Basundi in cups and milk cake
Distribution network with 27 milk distribution routes.
Summary:
Starting with a tiny procurement of 243 liters of milk on 11-2-1965 under the milk
chilling center, pamarru, the collection in the district has surpassed one lakh installed capacity of
milk Products Factory, Vijayawadawith in two years i.e. in 1971 necessitating additional
capacities. The Units were under Dairy Development Departments (1971).
The products manufactured at Milk Products Factory, Vijayawada such as Butter, Ghee,
Skim Milk Powder, Whole Milk Powder and Infant Milk Food with the brand name VIJAYA
earned appreciation of consumers all over the country. The VIJAYA becomes synonym for
superior quality competing AMUL. The Milk Project is a buzz word among the public all over
the region. The expansion of Milk Product Factory, to meet the increased handling needs has
been taken up later under OPERATION FLOOD programmed by National Dairy Development
Board (NDDB).
Union collects milk from about 1 Lakh milk producers covering 800 villages organized
through 20 routes. District union has 6 milk chilling centers one each operating at Pamaru,
Hanuman Junction, Veerankilack, Gudlavalleru, Chillakollu and Tiruvuru with total processing
capacity of 1.22 Lakhs/day. It has milk products factory with the factory with the facilities to
manufacture different milk products.
Milk processing 2.5 Lakhs its/day
Milk dairying 22 MT/day
Butter 22 MT/day
Ghee 18 MT/day
The milk products factory at Vijayawada handles surplus milk from all coastal districts.
About 1.73 lakh kgs/day with peak touching 3.18 lakh kgs/day. The factor conserves fat in the
shape of white butter usually to the extent of 1000 MT per year.