Amity Business School, Amity University, Noida, Uttar Pradesh

Assignment on –

Ananda Dairy

Submitted To:- Submitted By:-

Dr. Ruchika Nayyar Arpit Jain
MBA(G)
Roll no. 45
Section-E
 Evaluation of Ananda Dairy

It all began from Siyana factory in Bulandshahr in 1989 when the company was
set up by visionary Chairman Radhey Shyam Dixit, during the Phase-III of
Operation Flood, which is also known as the White Revolution of India. The
success of Operation Flood is also known to make India the largest milk
producing country in the world. Initially, the name of the company
was Gopaljee Dairy. In March 2012, they rebranded it to Gopaljee Ananda and
started marketing themselves with the new name. The milk is procured through
milk collection centres situated at Siyana, Gajraula and Pilkuah from 1.5 lakh
farmers across 1500 villages. The quantity of milk procured from these centre
on an average is 4 lakh litres per day.
Gopaljee Dairy Foods is ISO 22000:2005 certified and follows Food and Safety
Manual(HACCP). To ensure highest quality standards, they put each milk
sample to stringent quality controls for ensuring right FAT and SNF
percentages in accordance to 32 recommended BIS and Agmark standards.
There are a number of quality checks that milk must pass before it reaches
consumer table. This should ideally begin right on the farm and continue until
you open the packet at your home. Preservatives, neutralisers, adulterants,
bacteriological tests like Standard Plate Count and Coliform Bacteria are
conducted to maintain the quality check. The Ananda Quality Code establishes
non-negotiable minimum standards that we ask our suppliers to respect and to
adhere to at all times when conducting business.

They have been serving millions of consumers in India with the purity and
freshness of Gopaljee dairy products. Today, Ananda Dairy has become an
established name and is an integral part of consumer lives. Ananda Dairy
products have made a laudable impact in the Indian market and have a strong
brand presence in Delhi and NCR, Uttar Pradesh, Haryana and Uttrakhand and
Punjab.

Ananda Dairy is presently selling milk and milk products like yogurt, flavoured
milk, gajjak, khoya , paneer, etc.
.
Current Scenario
Ananda dairy currently has over 5,000 villages and more than 2,00,000 dairy
farmers from Western Uttar Pradesh, Haryana, and Uttarakhand under its supply
network. The current processing capacity of the company is 12 lac litre of milk
a day, out of which we collect over an average of 8 lac litre of milk from dairy
farmers. In addition to a great general trade network, we have over 200
Company Owned, Company Operated (COCO) stores across Delhi and the
National Capital Region (NCR), Uttarakhand and Uttar Pradesh. Earlier this
year, we unveiled 105 COCO stores, in the region of Delhi/NCR in a day and
had made an investment of over Rs 5 crore to make this record-breaking single-
day store launch event, successful. Recently Anada Dairy has launched its ghee
in West Bengal and Assam.

Future plans

Ananda Dairy is eyeing over 30 per cent increase in turnover to Rs 2,000 crore
in the next financial year as it expands retail footprint as well as product
portfolio.

Ananda Dairy is aiming to strengthen the retail presence by opening over 1,500
company-owned outlets in Delhi/NCR by 2020. Ananda Dairy has already
opened over 400 stores in Delhi/NCR in line with the brand’s vision to give
consumers direct access to a wide variety of nutritious and pure milk. Ananda
Dairy is further widening the reach in Northern parts of India such as Uttar
Pradesh and Uttarakhand and has opened over 100 shops in the past couple of
months. The company is also working towards building products which are not
only healthy but delicious as well, including Haldi Milk, Lactose-Free Milk in
the poly pack, etc.
 Milestones achieved by Ananda Dairy

 Ananda Received Award at National Conference on “Developed Village

-Developed Nation” by AICTE - Ananda, one of the largest dairy firms in
India, participated and received award in conference on developed village –
developed nation by AICTE where Ananda took initiatives for the improvement
of the breed of cattle animals and working continuously on various aspects of
farming to increase farmer’s quality of life and his income.

 Ananda Dairy Awarded India’s Most Trusted Company 2017 - Ananda

Dairy is now the most trusted brand in India in 2017, according to TRA
Research's India's Most Trusted Brand of 2017 report. The award was received
by R.S. Dixit, CMD of Ananda Dairy from Satinder Pal Singh Ahuja (Head of
Consul of Georgia Embassy) and Shri Vijay Bapu Shivtare (Minister of State).

 Ananda Bags India’s 70 Most Trusted Power Brands Award 2017&18 -

Ananda has been awarded India’s one of the Most Trusted Power Brands at the
launch of Power Brands Indian Superpower Edition held at the Novotel Hotel,
Mumbai. The power brand award was categorized into two main sets, Rising
Star Award and Most Trusted Power Brands. This award program honors
brands from various fields such as government, corporate, and entertainment
that have played a significant role in the growth and success of the global
economy. The award show also witnessed the arrival of large Indian brands,
inspirational leaders, and the next generation of entrepreneurs, who strive hard
to shape the contours of branding across the globe.

 Ananda Dairy received Radio City Awards for its Dairy Products - The
Delhi City Icon Awards, presented by Radio City FM, were held on Aug 4th,
2018, which recognized key retailers/brands across various categories. Ananda
Dairy has been awarded for its dairy products in 5 categories. Ghee, Paneer,
Buttermilk, Rabri and Milk.
 SWOT analysis of Ananda Dairy

 Strength

Quality milk and Production – Ananda Dairy is committed to provide the

customer with fresh, pure and nutritious products directly from the farm.
Fresh milk is procured and processed daily The farmers who help in milk
production ensure that only the freshest and most hygienic milk , paneer,
ghee and other milk products reaches us , carefully packed and untouched
by hand.

Satisfied customers – Customers are satisfied with the quality of the milk
that Ananda Dairy offers and are also liking the other products they offer.

Variety in product – Ananda Dairy deals in different kind of products

which other brands don’t like rabri, whey drinks , gajak.

 Weakness

Location – There is good reach of Ananda Dairy outlets in Uttar Pradesh

but when it comes to other states, Ananda Dairy has not found that much
success.

Packaging – Since products like paneer and milk are perishable in nature,
different kind of packaging needs to be introduced so that it will make the
product more lasting .

 Opportunities

Advertisement – By doing more and more advertisement there will be a

good chance of increase in the sales of dairy products.

Ice Cream production – Ananda Dairy should focus on increasing the

flavors in ice cream so that they can thrive in ice cream selling business.

 Threats

Competition - Some of the major competitors of Ananda Dairy include

Namaste India , Parag, etc .
Weaker distribution network – Since Ananda Dairy have weaker distribution
network in some part of states because of which it might lose out on sales even
after strong marketing.
 Marketing Mix of Ananda Dairy
Marketing Mix refers to 4Ps. 4Ps make up a typical marketing mix - Price,
Product, Promotion and Place.

Product - Ananda Dairy is Brand offering milk and milk products. Ananda
offers a variety of products which is divided into 3 segments that are milk, milk-
based products and snacks. The milk segment consists of toned milk, full cream
milk. Milk-based products like curd, kheer, lassi, whey drinks. Snacks segment
consists of potato chips and frozen foods.

Price - Mother Dairy also maintains a differential pricing strategy in its

marketing mix. Price may vary according to the packaging and variety of milk.
We can see pricing done according to rising prices of other input factors. The
cost of 1 kg of toned milk is Rs42 whereas the cost of 1 kg of full cream milk is
Rs53.

Place - Ananda Dairy has a wide presence in Uttar Pradesh. Farmers of the
nearby area come to this VLCC(village-level milk collection Center) and get
their milk checked. They are then paid for the amount and consistency of the
milk they have collected. The payment is done after every 5th day of the
submission of the milk. Every VLCC has a vibrator and an analyzer. The
vibrator eliminates all the bubbles from the milk while the analyzer checks for
the fat and SMF (skimmed milk fat) content. The price of the milk depends
upon the fat content. Every VLCC and every farmer has an individual code
according to which data is saved. After VLCC, the milk goes to MCC (milk
collection Centre), where the milk is filtered and then stored. This Centre has a
compressor and a storage unit. The Ammonia helps in keeping the milk chilled
while it is in the storage. The compressor is used to keep the ammonia cool.
When the milk arrives from the VLCC to MCC, it is filtered and then sent to the
storage through various pipes. These pipes have parallel pipes of ammonia to
keep the milk chilled throughout the entire process. From MCC the milk is then
sent to the dairy plant where various products are made. Here the milk is
processed and converted into various finished goods such as ghee, dahi,
flavored milk, dairy sweets etc. hygiene was really important here. The
packaging and labeling of the product also take place here. The plant had some
manual and some fully automated machines. The finished goods then move in
fully packed trucks to various Ananda stores
Promotion – Ananda Dairy has created some campaigns like Ananda Farmer
Policy and 360-degree consumer awareness campaign. Ananda Dairy
advertisement is shown on Television, newspapers, etc which makes them
popular. In stores like easy day, they are offering a certain amount of cash back
if individual purchases Ananda toned and full cream milk. The business tagline
of Ananda that is ‘Ananda- AnandKaro’ reflects the essence of company’s
commitment to providing safe, nutritious and excellent quality milk and milk
products to its customers. And also Ananda Dairy is getting awarded for their
best quality of milk and paneer.
Competitive analysis between Ananda Dairy and Namaste India

In India, there are so many Dairies that came into existence like Namaste India,
Paras and national brands like Mother Dairy, Amul. This analysis is about what
customer thinks about Ananda Dairy and Namaste India and which one they
like the most. 

Data collection

Primary Data – The data in this report is collected through a questionnaire to

understand their about which company offers good quality of milk and their
loyalty towards the company.
Secondary Data – Secondary data is collected from various sources such as
websites, etc .

Product Ananda Dairy price Namaste India price

Toned Milk 22 21
Full Cream Milk 27 26
Dahi 25 25
Interpretation – The respondents are well aware of different brands in the
market. But when they were asked about what kind of products do they offer
other than milk, they were confused.

Interpretation - From the above pie chart, we can interpret that respondents
prefer Ananda Dairy over Namaste India. While the rest of respondents prefer
to have the milk of other brands which are too behind to reach the target of
Ananda Dairy.
Interpretation – Many factors play an important role in influencing the
purchase of milk. Above pie chart interpret that majority of the respondents
prefer to buy milk depending upon the availability of that brand in the market.
And 30% of the respondents believe upon the quality of the milk and rest buy
that brand which is easy on their pockets.  

Interpretation – Ananda Dairy has been known for its quality. Respondents
have shown their loyalty towards Ananda products. Some people have been
using Ananda products for over 2 years and some for over 3 years. We can
definitely see that there can be significant rise in the number of people using
Ananda Dairy products in coming years.
Interpretation - Above pie chart depict that people prefer full cream milk over
toned milk but the demand for milk can change depending upon necessity in the
household.  

Conclusion

In the competitive market, one has to lead and others have to follow. Based
upon the survey we can say that Ananda Dairy have edge over Namaste
India. Even though Ananda Dairy has made its roots strong in Uttar
Pradesh but they have to be innovative so that they can be successful in
other parts of the region.
 Conclusion

In the competitive market, one has to lead and others have to follow. Based
upon the survey we can say that Ananda Dairy have edge over Namaste
India. Even though Ananda Dairy has made its roots strong in Uttar
Pradesh but they have to be innovative so that they can be successful in
other parts of the region.
 Journey to Success

Established in 1989 at Bulandshahr, Ananda Dairy was set up by the visionary

Mr. Radhey Shyam Dixit during the Phase-III of Operation Flood, also known
as the White Revolution of India. What began in a small outlet almost two
decades ago, has now grown into an autonomous private body, with an annual
turnover of INR 1,500 crore (FY 2018-19).

Certain factors due to which Ananda Dairy has been successful

Innovation – Ananda Dairy has been constantly innovating whether it is

products or promotional activities. Ananda Dairy has been constantly working
on different campaigns like providing cattle loan services to dairy farmers, 360-
degree consumer awareness campaign, supporting cattle welfare. Consistent
innovation has helped Ananda Dairy to be the most liked brand.
 
Trusted Brand – Mother Dairy bases a major portion of its daily milk
production from dairy cooperatives and village level organizations, ensuring the
freshest products while empowering those who produce them. Quality of the
product has helped Ananda to be a great success. 
 
Diversified Portfolio – With its diversified product portfolio, Ananda Dairy has
able to meet the needs of every from kid to teenagers, men to women. Ananda
dairy has also launched few products that other brands don’t offer. Over the
years Ananda has been able to establish a strong relationship with its customers.
 Recommendations

Dairy should come up with more promotional schemes to increase sales outside
Uttar Pradesh
 
Dairy should conduct a survey regularly to meet the expectation of the
customers. 
 
Since milk is perishable good so there should be improvement in packaging to
make it more lasting. 
 Refrences

Bibliography
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