A Case Study on Dairy Entrepreneurship:Madhavi Dairy Products, Banaskantha

Abstract

According to the Department of Animal Husbandry, Dairying and Fisheries, Ministry of Agriculture, Government of India, milk production in India for the year 2012 has been 127.3 million tonnes whereas for the previous year 2011 it was 121.8 million tonnes and the per capita availability of milk was 281gms/day. The success of the three tiered Amul model of dairy development with the help of dairy cooperative societies at the village, district and state levels, took dairying in India to another level. This transformed India not only from a milk deficient country to a milk efficient company but also empowered the villagers through self employment.The opportunities in the dairy sector are no longer restricted to only milk production, but due to changing lifestyles there is a huge market for milk based products too such as; ice-creams, butter, cheese, ghee, curd and sweets to name a few. The huge potential of this sector has spurred growth in this sector with corporate joining in on one hand and on the other lots of entrepreneurs jumping into the fray. The present study explores the initiative of Mehsana based entrepreneurs running Madhavi Dairy. They had the farsightedness of seeing better profitability in offering value added milk products instead of just selling milk. Today, Madhavi Dairy Products is a name to reckon with in the North Gujarat region offering quality products through self sufficient value chain comprising of their own cattle reared for milk, own production of dairy products and their own selling and marketing of products through their own retail parlours.