To supplement the data collected from the sample the researcher also

conducted interviews of the employees in the dairy. From the sample a sub

sample of 8 persons selecting from each department were interviewed. One

from two from three from another two were selected and interviewed

by the researcher himself.

Production Manager - Nageswara Rao

Mr. N has joined in the company in 2011 and has been elevated to the position

of Senior Manager in Production department. He had immense experience in

both cooperative, private companies and also worked in Gulf also. With

B.Tech. degree in Dairy Technology he worked in a corporate company for 6

years and then went to Gulf where he worked for 14 years He is in charge of

Production headed by a manager and many operators would be working in

various shifts. His daily nature of job itself involves supervision as well as

trouble shooting which demands sustained communication. According to him

there are two sections of the employees in the company for whom, the

communication pattern is very specific in nature. When the company was

started in 1979, few people have joined who were considered as 1964 act

employees and enjoy immunity from the company services. As they are bound

by the state government policies, they do not participate in the regular

communication pattern as the other employees who have started joining from

1995 onwards. The second set of staff is monitored, evaluated and motivated

by this senior manager in both formal and informal structures of

communication. He says that, from 1995 onward the company has evolved

structured pattern of communication to which many of the employees are now

used.
His daily routine itself starts with meeting of Managers and supervisors of

production department. He would try to know about the work done, output,

targets achieved and problems if any that arises in various shifts. And

whenever the situation demands i.e, when the adverse conditions set in, he

personally interacts with the staff members and if necessary he would arrange

spontaneous personal interaction with the immediate subordinates and last

segment of the staff also. Apart from his department he regularly deals with

and communicat the marketing and distribution departments also. Whenever

the production is hampered due to technical snags in various shifts he readily

swings into action. When serious problem crops in, this communication,

feedback from various levels is continuously exercised till the problem is

cleared. Much of this communication is oral and face to face only. If

necessary i.e., on rare occasions he would also communicate the problems to

the top management i.e., Managing Director and also to the Chairman.

Otherwise periodical meetings of the managers are held for every 15 to 20

days in which the management deliberates upon targets achieved, steps to be

taken to improve the performance and also discuss about the proposals

received from various levels of the staff in a formal manner.

Technology also has started creeping in the communication process, wherein

the reports are prepared and sent through computerized automated systems.

The reports are prepared on daily as well as weekly and monthly manner. As

the system functions in a real time manner information is given in an

appropriate timely useful manner. If inaccurate and misleading information

given, staff would be called for explanation and if necessary legal enquiries

would also be conducted. In grave cases disciplinary action would also

initiated be against the staff. Otherwise, mere cautions are extended to the

erring employees. Board meetings also would discuss all the information

inputs received from various communication channels. The company has setup

an innovative facility of customer care where separate phone lines were setup

to receive calls of complaints. It is a twenty four hour helpline centre that

works round the clock and receives complaints, suggestions from the

customers directly. According to him, the calls are attended and information is

sent to respective departments/ sections so that, the problems are solved.

Union leaders interact with the management at a minimum level and not much

activity with regard to communication is observed with regard to management

and staff. Reports were made available online indicates that, transparency

and accountability of staff is being practiced in the company. According to

him a clear cut demarcation in the communication patterns of skilled and

unskilled employees is observed. The nature of the work the communication

practices are mostly related to the type of work and the regular interaction

among the peers and with the superiors becomes very crucial. The unskilled

employees opinions actions are monitored by the superiors, who in turn would

convey the same to the managers. And these gentlemen act as a bridge

between the subordinates and the top people i.e, Managing Director and

Chairman. He also says that, they are more susceptible to the opinions of the

staff and lends a patience listening to the proposals received from various

levels of the staff and be it pays promotions incentives and others. He says the

staff enjoys trust freedom and adequacy of information in the system. Regular

feedbacks and evaluation of performance and inputs about the necessity to

improve performance as well as profitability of the company are

communicated to the individual staff members regularly. Finally the company

is also looking forward to introduce ICTs in communication into the system.

Due to the multi location nature of the company ERP is being planned to

install in the system so that, the problems can be located easily and the real

time facility is used by the company.

Bheemeswara Rao – Veterinary Officer

Bheemeswara Rao, Veterinary Officer works at supervisory level in the

organization. He has good access to the staff of various levels in the

organization. His duties are mainly training staff at various levels, offering

guidance to the company management and support the staff by equipping the

skills to meet the targets set by the management. According to him the formal

type of communication is executed in the company and proposals are prepared

to start training programs for various levels employees. By means of letters

and circulars the staff are informed about the training its objectives and the

details of the programs. the Trainings are held at two levels at the behest of

NDDB who finance it or by the company itself. Apart from its regulars,

letters, Circulars, SMS, emails alerts are send to the staff. The company

regularly prepares and launches brochures, hangouts, booklets and AV inputs

in the form of CDs to the general public as well as staff. Interpersonal

communication and group communication are the most important tools

executed in the company. Unofficially also staff members offered training and

counseling to handled sensitive subjects such as conflicts, misunderstandings

etc. A grievance cell also found to be working throughout the day to bridge

the communication gap.

Shabbir, Asst. Manager, CMO, Guntur

He is placed in the second category i.e., Management level of the Hierarchy

and plays a very crucial role in marketing division. Since he works in Guntur

which is close to the Head office and the company he seems to play a

mediating role with regard to marketing between top management and those at

the subordinate level i.e., agents as well as the customers. He said that, he

would keep in touch with the executives round the clock and in touch with

them on hour to hour basis. The executives in turn interact with agents as well

as with the customers who approaches him with complaints suggestions etc.

Since the marketing also with logistics such as transport of milk and its

products by means of Lorries, Trucks etc., and their attendance to duties and

failure to attendance in time in transporting the milk to the customers is very

crucial, the executives would communicate with the agents every day in two

sessions i.e., 4am to 9am and evening 1pm to 5pm. Active interaction is

noticed everyday during these timings from the executives down the line and

with Assistant manager also. Apart from this, the Asst. Manager would

participate in meeting for every 15 days with Managing Director and meeting

with Board of Directors for every 3 months.In these meetings the issues

related to marketing would be discussed with the management at length. Mr

‘S’ also said that, apart from the professional issues information received from

the customers agents as well as executives that includes problems suggestions

and opinions also would be discussed at length. Sometimes these complaints

and suggestions from the lower rung are taken to the meetings in the form of

reports and letters also which would be placed before the top management
based on the seriousness committees would be constituted before whom the

above reports are placed.

According to him, another major area of communication includes introduction

of new policies, creating awareness about them and taking feedback from the

customers and agents with regard to implementation. Major issue being

changes in the price rise which would influence both the milk consumers as

well as the farmers who sell the milk. the Marketing department would take

large scale promotion. He says the communication is taken up in the form of

letters, brochures, hangouts, as well as the banners. The quantity of rise in the

price, the reasons would be explained through the official meetings as well as

through this material.

From the consumers also, the communication is taken up regularly. Apart

from the oral interaction, the helpline also receives complaints, which are

generally forward to the concerned department. At the field level, the

marketing executives would deal with the consumers and try to clear their

doubts. If they need intervention of the higher authorities the executives

would communicate to sabbir and he shall take up the issue with higher ups.

Depending upon the seriousness, I try to solve the issue at my level and if

necessary, I shall convey the problem to the top management and take

information from them and pass it on to the lower section. If the complaints

are grave enough, sometimes the lab staff would be informed about them and

the reports of the culture tests done by the labs would be analyzed, necessary

action is prescribed and the same would be communicated to the subordinates

and customers. The marketing department tries to reach the customers

especially during the times of price rise and festive season. Since, the dairy
extends large scale discount to the ghee especially during Pongal, which is a

very big festive occasion, dairy tries to reach the consumer through various

channels such as Wall painting, pamphlets, banners and boards at the signal

points. The company logo and the text in specific colors of blue and white are

used to promote the brand of ‘Sangam’. On introduction of GST by the

central Government, necessary training has been provided to all the agents and

distributors and concerned people in the aspects in computation of GST.

Whenever changes in tax pattern, the information would be updated from time

to time. ICTs are also extensively used in the marketing department, the major

channel being whatsapp exclusively setup for the marketing people. All the

agents network is covered by SMS and daily information required for the

activities is sent to the agents in a default manner. The executives, agents and

other vendors are found in this group who communicate very regularly.

Though many of the agents and vendors are not educated Whatsapp is found

to be a very effective communication channel. Due to lack of education some

of the agents do not use the website which is generally updated with the

information. But the educated agents and the consumers as well are

interacting with the marketing department directly by means of the phone

numbers provided in the website of the dairy. Mr S said that, since the dairy

has a Whatsapp group separately in which majority of the staff are

participating information is provided at easily received to members of other

departments such as procurement, production and administration. But he says

his department works closely with the production department as some of the

complaints are linked with the production as well as logistics. Any delay in the

production and packing and supply would have immediate impact on the
agents as well as the customers. As milk is an easily perishable product,

consumer’s awareness is readily noticed. Another major product of Sangam

dairy curd is also much in demand and is also prone to climate differences,

consumers react very sharply, the possibility of miscommunication

misunderstanding is also noticed in bye products because the dairy is taking up

the innovative bye products in its marketing. For example the general notion

is that, the homemade curd can be used to prepare curd by the households for

next day or next generation. But according to the marketing section the

Sangam curd cannot be used to curdle the next generation milk as in case of

curd produced from the milk. Since it is against the traditional practice of

curdling the milk, the company seems to have many problems and needs

sensitive communication.

The default activities of agents and customers are also taken in a formal

communication procedure. The agents who fail to place the indents and make

regular payments would be served with notices first oral and later. If he

continues to do so a formal written notice would be served. Action would be

initiated by communicating the defaulters at various levels. He is also satisfied

with the information inputs received from the top management which he

claims to be adequate, apt and timely. He is also happy that, Whatsapp group

is useful in communicating with other departments and provided updated

information in a speedy manner. He also felt that, regular feedback is

provided to the management which is used in designing new policies, revising

existing ones and solving the issues related to professional as well as personal.

He is of the opinion that, the role of the unions in company is very minimal in

nature and information related to welfare measures travels through upward

communication process only and proper mechanism of horizontal and upward

communication seems to be not enough to suit the needs. He is also satisfied

with the communication taken with the supervisors as well as the peer groups.

The communication from the subordinates is very diverging nature and

according to him it depends on the situation and the available time to take up

the matter at various levels.

P.Ananda Rao, Supervisor, P&I

He works in the area of Kolluru, which is close to his head office, Vadlamudi,

Head quarters of the sangam dairy. He graduated in B.Sc., (Chemistry) and

belongs to Tenali, which is 5 kms away from Vadlamudi. His activities are

mostly field centered. He joined the dairy in 2010 in P&I Department as a

Field Supervisor itself. Under him 8 cooperatives societies of milk, 40 Milk

collection centres and 10 private vendors would be operating. His regular

duty is to visit these places and monitor the activities of procurement from the

farmers and also oversee the payments made to the farmers. Apart from these

activities, supervision of farmers welfare measures also includes his duties.

He offers suggestion to the farmers about the treatment of cattle, subsidies on

fodder to the cattle, insurance provision to the cattle etc. An Insurance

scheme was also introduced by the company for Milk producers in

collaboration with Life Insurance Corporation of India. Whenever, the death

of milk producer noticed, Supervisor intimates the information to the dairy and

necessary arrangements were also takenup to settle the claims. Since dairy also

contributes money towards insurance scheme to the cattle, intervention of staff

is very much essential. The supervisors also offer suggestion about the health

and hygiene of milch cattle their safety and security and about domesticating
the cattle to have better quality yield. The supervisor says he regulary offers

feedback to the managers after personal interaction with the farmers on a day

to day basis. He also interacts with the farmers and reports the serious issues

in the form of complaints and reports to the managers of the department. For

every 15 days he sends a report and if the situation demands he calls up the

higher official from the field itself and see it to that, the problem is rectified.

Apart from the regular personal interaction and discussions over phone, the

Supervisor also carries the circulars, the notes, and pamphlets to the farmers

that gives information about the schemes and policies of the dairy and also

information related to the cattle well being. Apart from the superiors and

subordinates communication at no other level is experienced by the

supervisors. Though regular upward and downward communication is

observed, no horizontal communication is experienced.The supervisor says

though the company has a tradition of unions, now a days its activities are

very meager. Hence, the employees welfare and their needs are communicated

either through the hierarchy of the officers orally or through written proposals.

Mr A has also said that, his superiors are encouraging and trust him with

regard to personal issues as well as professional matter.But he opines that

hardly personal issues are dealt in the upward and downward communication

not much is discussed about the policies and suggestions also about the

company and its activities other than his own job. It is understood from the

conversation that, apart from the regular communication related to job those in

the supervisory level do not have much to discuss their supervisors are with

his peers.He said he performance is also evaluated regularly especially at the

time of sanctioning increments which is a regular feature. Since many of the

vendors and MCCs staff are not much literate, interpersonal communication

and mobile phones are used regularly. In fact, the managers are also

communicated through these two means on a regular basis.

Sathish Charkravarthy

Mr. C is working in Production Department as Office Assistant. He joined in

the present post in 2012 and his native is Doppalapudi Village of Ponnur

Mandal which is 15kms distance from Sangam dairy. He has graduated in

commerce and his main duties are computerization of details pertaining to

Production department. He looks after the administrative work in the

Production Department. He acts as a mediator in the upward and downward

communication system of the department. According to him on an average

every day 8 to 10 circulars and letters would be sent to the staff of production

department. And at personal level communication is minimal in nature. As a

mediator he receives information from the higher authorities and if it is formal

in nature it would be displayed in notice boards. Notice boards are updated in

a day to day basis. Since, the production department forwards the information

and receives inputs such as feedback and complaints from both marketing and

procurement department, mobile phones are used heavily. He says the milk

buyers and the agents are regularly provided information through SMS and

phone calls. Whenever necessary detailed inputs are given through e mails

also. Interestingly Whatsapp is not encouraged much in the communication

system. He says regular feedback is received from Labs that takes up Culture

Tests as well as Marketing Department. In case of complaints, regular day to

day discussions are held and problems are solved. Overall 6 notice boards are

found in the entire dairy one in HR Department, One in entrance, One in

Canteen and three in main controlling office. He is happy with the quantity

and adequacy of the information received. And also expressed satisfaction

that, his officers trust him and entrust the duty of making follow ups regularly

with regard to other activities. At the personal level also he says, the staff

have direct access to the Managers and even to the Managing Director also.

According to him, the speed of communication is extremely satisfactory as

every decision taken at the top management such as declaration of bonus and

increment are conveyed with immediate effect in the form of circulars and

updates in the notice boards. Even the last man in the department, would

simultaneously receives the information. He said his work is evaluated on the

yearly basis, generally during the time of increments. No formal feedback

mechanism is noticed in this particular department.

But, it seems that, at personal front, the communication gap seems to be

conspicuous as rarely people get a chance to express their opinions. Their role

in decision making and policy building seems to be very minimal. Though

Mr. C says that they enjoy freedom to offer suggestions and advises the

ultimate policies are mostly done at the top management level. Unless and

until situation demands, interpersonal communication would be missing.

Even informal communication such as grapevine seems to be missing as the

employees seems to be not in favour of discussing and deliberating on the

issues of dairy.

Narendra HR Associate

Mr. N joined as Sr. Associate in HR department in 2017. He is having

educational qualification of MHRM and he is a native of Mangalagiri which

is at a distance of 50 kms from the Sangam dairy. His main duties in the

company are dealing with recruitment of employees, disciplinary cases of

employees and grievances. Previously he worked in HR department at NSL

Textiles, which is a well known textile company in Guntur District. As he

says, in general most of the complaints received pertaining to labour of the

production department mainly at the time of loading and most of them

identified by the security at transport level. He is also dealing with files

related to disciplinary action such as Supervisor lapses, theft, fraud etc. As he

says, most of them are cleared at department head/incharge level by giving

oral warning. Whenever the issues came to his department, basing on the

gravity of the allegation, if it is necessary he forwarded it to his superior

officers upto Managing Director and sometimes upto Chairman of the

company. Before taking any action, employees called for explanation by

giving charge memo, and then suitable action will be taken against the accused

employees. According to him, employees been have provided with

suggestion box/ Grievance box in the company, wherein his department also

receives most of the complaints relating to House keeping and Cleanliness.

Every day his department receives one or two complaints and above. He also

says, the Chairman of the dairy has given a personal E-mail address to all the

employees to deal directly with the complaints/suggestion for smooth running

of company administration. According to him, most of the conversation dealt

with Intercom facility provided in the dairy with all the head of the

departments and also Marketing and Procurement departments have separate

Whatsapp group for exchange of information. In case of upward

communication, he forward the information directly upto to his immediate

supervisor i.e, HR manager only and with his permission only he makes it

forward to top management. However he feels that, the information received

from top management in a satisfactorily manner and it is in time and apt

according to his job. Mr N also said that, he feels free to exchange his ideas

to the higher officers and also the lower cadre through the departmental

meeting conducted once in a week. The company issued News paper

advertisements both in English and telugu for the recruitment of new

employees, whenever the board feels it is necessary. Mr N says most of the

communication is in the form of letters and circulars and the communication is

also in a high manner in festive seasons, as the company reached highest level

of sales in festive seasons .