NDDB in 2004: Beyond Operation Flood
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Case Details:
Case Code : BSTA009
Case Length : 17 Pages
Period : 1980 - 2004
Organization : National Dairy Development Board (NDDB)
Pub Date : 2005
Teaching Note :Not Available
Countries : India
Industry : Dairy
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
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NDDB's creation was rooted in the conviction of the country's senior political leaders that India's socio-economic progress depended largely on the development of rural India. NDDB's brief was
- to promote, finance and support farmer cooperatives on the Anand Pattern of Cooperative system...
Anand Pattern of Cooperatives
The birth of the dairy cooperative movement was linked to the freedom movement in India. Sardar Vallabhbhai Patel, an eminent Indian freedom fighter encouraged the dairy farmers from the Kaira district in Gujarat to form a cooperative to counter the
"exploitatively"low prices offered for their milk by the monopoly milk supplier of the area, Polson's Dairy...
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Extending Operation Flood
The success of the milk cooperative movement encouraged the government to bring other primary commodities like edible oils, fruits and vegetables, salt and agro forestry under the NDDB's scope of activities.
'Dhara' Edible Oil
Edible oils, (mustard, soybeans, groundnut and sunflower), were an important part of the Indian diet. During the 1970s, growth in demand for edible oils in India (10-15%) outstripped growth in domestic production (1%)...
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Marketing Initiatives
NDDB's first brush with marketing took place in 1974, when Mother Dairy was set up as a part of the Operation Flood Project to supply milk to Delhi and the areas around it.
NDDB introduced a unique scheme to cut distribution and packaging cost. Customers got their daily supply of milk by inserting a token in an electronically controlled panel in Mother Dairy's milk vending booth. Over the years, Mother Dairy's milk distribution network expanded. In 2003, it comprised 636 milk shops and 6500 retail outlets in and around Delhi... |
Excerpts Contd...>>
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