HEAD OFFICE

It is located near Patna Airport.

Currently headed by Harjot Kaur

HISTORY

The Bihar State Milk Co-operative

Federation Ltd(COMFED) is a dairy
cooperative established in 1983 is an enterprise
of the government of Bihar. It markets its
products under the label "Sudha Dairy

The co-operative was founded by the

Government of Bihar in 1983 to coordinate the
work of various local milk unions. The cooperative facilitates the procurement,
processing, and marketing of the dairy products
produced

AREA OF OPERATION

Different milk unions, which are organising the network in

these districts are as follows:
Vaishal Patliputra Milk Union, Patna covering Patna,
Vaishali, Nalanda, Saran and Sheikhpura districts.
DR Milk Union, Barauni covering Begusarai, Khagaria,
Lakhisarai and part of Patna Districts.
Tirhut Milk Union, Muzaffarpur covering Muzaffarpur,
Sitamarhi, Sheohar, East Champaran, West Champran,
Siwan and Gopalganj.
Mithila Milk Union, Samastipur covering Samastipur,
Darbhanga & Madhubani,Basopatti districts .
Shahabad Milk Union, Ara covering Bhojpur, Buxar,
Kaimur & Rohtas districts.
Vikramshila Milk Union, Bhagulpur: Covering
Bhagulpur, munger, Banka and Jamui Districts

PRODUCT VARIANTS

Following are the product line marketed by

Sudha in Bihar and also at some other
states.
Milk
Peda
Ghee
Ice-cream
Lassi
Sweet Dish

OUTLETS

There are more than 80 outlets at

Patna and more than 2500 outlets in
whole Bihar

SALES FIGURE OF A SUDHA OUTLET

We have surveyed an outlet located at Rajendra

Nagar near Stadium
Following data were revealed for per day sales (as
on 13th November 2013)

COMPETITIVE ANALYSIS
Amul:
1. Amul is an Indian dairy cooperative based
at Anand in the state of Gujarat, India.
2. Founder is Verghese Kurien in 1946.

CONT

Anuj Dairy Pvt. Ltd- is engaged in

the processing of milk and milk
products and within short span of time
it became popular among the dairy
goods lovers.
Dairy goods is sold in the market under
the brand name of 'Raj' and Ice Cream
under the brand name of "Snow Ball".

MEASURES TO ENHANCE BRAND

1.Animal health programme

(a) Milk production enhancement
programme - vaccination,
breeding
facility, feed and
fodder, training services.
(b) Artificial insemination programme Artificial insemination with
frozen semen
using liquid nitrogen
(LN) technology is
done though by
static (single) and mobile (cluster)

CONT

2.Clean milk production(a) preponing arrival time of milk

vehicles at the chilling centers
(b) more vigilant cleaning and
sanitization of milk cans.
(c) training of farmer members of
awareness
about Clean Milk
Production

MARKETING
In order to boost to sale of liquid milk, the
dairy adopted:
- continual improvement in the quality of milk
- Reaching close to the consumers by
extending
the retail network.
- strengthening of marketing teams by
inducting professional and better
supervision.
- creating consumer awareness and
education
programmes
- processing infrastructure

CONT

EMPOWERING RURAL BIHAR

Programmes implemented by COMFED:

1-RASHTRIYA KRISHI VIKAS YOJNA2-BIHAR WOMEN DAIRY PROJECT3-SCHEME OF RENEWABLE SOURCES
OF ENERGY4-DISTRIBUTION OF MILCH ANIMALS TO
THE ECONOMICALLY WEAKER MEMBERS
OF DAIRY COOPERATIVES.

SWOT ANALYSIS
STRENGTHS:
1.ENONOMICAL PRODUCTS
2.LARGE DISTRIBUTION CHANNEL
3.STRONG PRODUCT LINE
4.ENGAGMENT OF UNORGANISED
VENDORS INTO BUSINESS

WEAKNESSES:
1.DELAYED EXPANSION PLANS IN
OTHER STATES
2.UNABLE TO HANDLE DEMAND
DURING FESTIVE SEASON
3.NO CUSTOMER FEEDBACK
4.NO 24*7 AVALIBITY OF
PRODUCTS

OPPURTUNIES:
1.TO ENTER UNTOUCHED MARKET
OUTSIDE BIHAR
2.ATTEMT TO EXPAND PRODUCT
LINE
3.TARGET YOUTH SEGMENT BY
LAUNCHING VARITIES OF ICECREAM AND COOL SIP.
4.OPEN STALLS AT VARIOUS
SCHOOL,COLLEGES,OFFICES.

THREATS:
1.EMERGENSE STRONG LOCAL
COMPETITORS THAT IS RAJ MILK
WHICH HAS GOOD ENOUGH
PRODUCT LINE.
2.COMPETITNG WITH
ESTABLISHED BRAND LIKE AMUL
WHICH HAS BETTER QUALITY
3.NO PLACE TO HANGOUT AT THE
OUTLET

FINANCIAL PERFORMANCE (SUCCESS ACHIEVED)

The profitability and financial position

of all the milk unions and dairies has
improved by
Reducing operational cost
Improving efficiency
Reducing break-downs
Increasing levels of milk procurement
Production and marketing of value
added products.

CONT

FUTURE PLANS
The road map for dairying in Bihar prepared for
the period 2008-12 aims at expanding the dairy
development activities with main emphasis on
I.
increasing the productivity of milch animals
II. Improving animal health and nutrition of animal
III. Expanding market
IV. Strengthening manpower
V. Development of processing facilities.
VI. Increase the geographical area under dairy
cooperatives to 38% of the total villages which
is around 21% at present

CONT

The production capacity of cattle feed

plants will be enhanced from 260 MTs
per day to 560 MTs
The milk marketing is targeted to be
taken to 9lakhs litres/day in order to
provide pasteurized and whole some
milk to the consumers.
An outlay of Rs 471.77 crores has
been proposed for investment for
dairying activities under the dairy road
map.

BIBLIOGRAPHY

Kotler, Philip; Marketing management, New

Delhi, Pearson Prentice Hall, 2009
Marketing Management - K Ramakrishnan
Economic Times, Patna.
India Today Magazine.
Sudha annual Magazine
Websites
http:// compfed.co.in
http://www.amul.com