June 1 is observed as ‘World Milk Day’. Rajiv Mitra, Managing Director, Govind Milk, speaks on the importance of the day with respect to Indian milk industry.

Why do we have a ‘Milk Day’?

It all started about 15 years back when the United Nations Food and Agriculture Organisation decided to celebrate ‘World Milk Day’ on June 1.

This was around the time that many countries were celebrating their National Milk Days.

It is celebrated to increase common public awareness about usefulness of milk and milk products, its nutritional value and economic importance.

How do you see consumption pattern of milk in India?

Extremely buoyant. With sustained growth of the Indian economy and a consequent rise in the purchasing power during the last two decades, more people today are able to afford milk and other dairy products.

Moreover, milk is a very affordable source of protein to the large vegetarian population in the country.

This growing trend in demand is expected to continue with the sector experiencing a robust growth in the short and medium run.

However, if the impediments in the way of growth and development are left unaddressed, India is likely to face a serious supply-demand mismatch and may gradually turn into a net importer of milk and milk products.

What are the impediments?

Availability of cold-chain facilities is something that remains wanting. India needs to have more colleges and universities churning out quality dairy technologists and professionals. The industry also has to turn attractive to talent. Adulteration, contamination needs to be addressed at its root.

Though India is the largest producer of milk, we still are the poorest in per capita yield. Lot of work needs to be done on this.

At Govind, we are working hard on increasing milk quality and yield through series of concerted activities.

Our pioneering concept ‘Happy Cows’ is appreciated and widely emulated.

Our state-of-the-art manufacturing facilities are geared up to cater to increased demand in our chosen markets. We also have online sales facility for ghee and milk powder for markets where our traditional distribution has not yet reached.

Like us, several other important players in the industry are doing significant work. The stakeholders in the government are also supportive. I foresee a great future despite the impediments.

How will the milk products segment pan out?

Going forward, the percentage of revenue that the industry earns from milk products will increase manifold. Coupled with changing tastes and increased urbanisation, westernised products like cheese will gain ground.

We are already seeing high involvement in purchase of milk products.

This leads to hyper competition. Communicating to the consumer about quality, availability, usefulness becomes very important.

You would have seen, product categories like butter, cheese etc., have always had brilliant marketing campaigns.

‘Happy Makers’ is our thought-out tag line. We live it. We cause happiness to consumers when the products land up on their dining table.

Our team of happy employees and distributors make happiness.

We give an experience to all our stakeholders — an experience of happiness.

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