PURABI DAIRY

HISTORY

Purabi is the brand name for milk and dairy products manufactured by West
Assam Milk Producers' Co-operative Union Ltd. (WAMUL). Approved by FSSAI,
it is one of the largest and most active dairy units in entire North East India.

WAMUL came into existence in 1976 as a milk union of Milk Producers' Co-
operative of Nagaon, Morigaon, Goalpara, Nalbari and Kamrup districts of
Assam. The Union was set-up under the Operation Flood Programme of National
Dairy Development Board (NDDB) for dairy development in Assam. Over time, it
has gone one to create a symbiotic relationship between milk producers, techno
professionals, the market and the consumers.

Today, WAMUL is managed by the National Dairy Development Board (NDDB),

and markets a daily average quantity of over 50,000 litres of liquid milk and 7000
litres worth of milk products in Guwahati and towns of Upper and Lower Assam.
 Milestones:
1981:
Started procurement of milk from dairy co-operative of Rampur and supplied milk
to Town Milk Supply Scheme in Guwahati.
1983
Installed a chilling centre at Khanapara, Guwahati and started marketing milk to
consumers.
1986:
Launched chilled milk in poly pouch under the brand name Purabi.
1989:
Commissioned liquid milk plant with processing capacity of 60000 litres. Started
marketing of pasteurized, homogenized toned milk in poly pouch.
1991:
Launched double toned milk in the market.
COLLECTION
WAMUL collects raw cow milk twice everyday from authorized milk cooperatives
located in villages of Upper and Lower Assam. It is collected only from affiliated
milk cooperatives called Dairy Cooperative Society (DCS)/Milk Producers
Institutions (MPI) that are located in and around Guwahati. While collecting, tests
are done to ascertain whether the quality of milk conforms to the high standards
set by WAMUL.
PROCESSING
WAMUL’s fully automated dairy plant located at Panjabari, Guwahati processes
60,000 litres of milk per day. The dairy processing unit currently has a
pasteurizer (5KLPH unit and 10KLPH unit), a homogenizer (5KLPH unit) and a
cream separator (5KLPH). Apart from that, the plant also has a number of
automated machines like can washer, crate washer, milk pumps, storage tanks,
boiler, refrigeration plant and automated cup filling machine. The hygiene of the
plant is maintained religiously by cleansing it with a caustic soda solution, steam
and boiled water twice a day.
PACKAGING
The Purabi product that reaches your table everyday is packed and marketed in
perfectly hygienic ways. WAMUL treats the inner layer of its product packaging
material with UV rays for sterilization, ensuring zero contamination. Apart from
marketing pasteurized and homogenized milk, every milk product is made from
the same milk, and packaged through machines to provide maximum purity.

ARTIFICIAL INSEMINATION
Assam is a milk deficient state and cross-bred cow population forms less than
5% of the total bovine population. This is primarily due to lack of awareness
amongst the cattle owners about Artificial Insemination (AI) and non-availability
of quality semen.
To improve the scenario and increase milk production, WAMUL has started
providing doorstep AI services, under the Assam Dairy Development Plan
(ADDP) of Government of Assam funded by the World Bank in Nagaon district.
Apart from organizing awareness camps to educate the local cattle owners on
the benefits of AI, WAMUL has also sourced frozen semen dosage (FSD) from
India's premier semen station, Sabarmati Ashram Goushala, Gujarat, managed
by National Dairy Development Board (NDDB).
 MISSION AND OBJECTIVES

PURITY

Milk is not milk unless it is pure. It is what we believe in and maintain. With repeated quality
tests of the nutrient content, we make sure that the milk you get is pure and healthy and has the
goodness you expect.

Fresh

Purabi milk assures you the taste of fresh cow’s milk. Our processed milk is released from the
plant twice a day to reach you for immediate consumption. Purabi makes sure that you get the
real taste of milk just as we promised.

Safe

Safety confirmation has always been our concern. We carry out HTST pasteurization process and
ensure a complete extermination of harmful micro-organisms. Without the loss of milk quality,
Purabi delivers safe and tended milk to you.

Standardised

We assure that quality of the milk you consume is maintained at high levels. With a two stage
homogenizer, we break down the fat globules for equal distribution and preserve its consonance.
With each packet of Purabi Milk, be assured that you get the best of quality.
PRODUCTS OFFERED
SMART MILK

* Pasteurized and homogenized.

* Packed in high-quality food-grade pouches.

* Minimum fat 3.5% and solid-not-fat at 8.5%.

* Great source of protein, calcium, riboflavin, folate, essential vitamins & minerals.

* Pack size: 200ml/500ml

STANDARD MILK

 Pasteurized and homogenized.

 Packed in high-quality food-grade pouches.
 Minimum fat 4.5% and solid-not-fat at 8.5%.
 Great source of protein, calcium, riboflavin, folate, essential vitamins & minerals.
 Pack size: 500ml
PANEER

 Ready to cook paneer having high fat and low moisture.

 Smooth, uniform texture and softness.

 Rich with the goodness of protein and fat.

 Pack size: 200g/500g

Sweet Curd

 Specially cultured to give a smooth texture.

 Sweetened to give consistent flavor.
 Contains all the nutrients of pasteurized milk.
 Packed in disposable containers.
 Pack sizes: 100ml/200ml/400ml
 CREAM

CREAM

*Specially produced from high-butterfat layer.

*At least 40% rich in fat.

*Processed to give smooth consistency and rich taste.

*Pack sizes: 200ml/400ml

GHEE

*Specially made from cow’s milk to give golden yellow color.

*Smooth granular texture.

*Pleasant consistent flavor and rich aroma.

*Great source of energy and vitality.

*Pack size: 500ml

PANEER

*Ready to cook paneer having high fat and low moisture.

*Smooth, uniform texture and softness.

*Rich with the goodness of protein and fat.

*Pack size: 200g/500g

LASSI

*Brings one of India’s favorite beverage in a package.

*Specially produced from double-toned cow’s milk.

*Seal packed to preserve the delicious taste.

*Pack size: 180ml

STANDARD CURD

*Specially cultured to give a smooth texture.

*Homogenized to give consistent flavor.

*Contains all the nutrients of pasteurized milk.

*Packed in disposable containers.

*Pack sizes: 100ml/200ml/400ml

MARKETING

MARKET RESEARCH

- Market research is a method of getting facts to be used by the executives in

formulating policies and plans. It enables a manufacturer or producer to know what
the customers want, at what time and what quantity. It is an organized attempt to
reduce market risk. The principle task of marketing research is to widen the basis
of facts upon which business plans can be laid. Marketing research shows changes
from time to time, if any. Purabi conducts basically two types of market research.
One is for products and another for the advertising conducted by the company.
These research results serve as an input in future decision making. The company
basically collects feedback from the customers, about the effectiveness of its
advertising campaign and liking of the product especially in case of new products
launched. It tries to find out by conducting a survey in a target market whether or
not the product is liked by the consumers and ask for their suggestions for
improvement. Most of its research is done only once when the product is already
launched in the market.

NEW PRODUCT DEVELOPMENT

- New product development means development of original product or product

improvement or modification or new brands through Research & Development
efforts .New product development has become more difficult with the passage of
time, due to shortage of new ideas, keen competition, government and
environmental constraints .It is an expensive affair which involves lot of crucial
decision making. A number of decisions are taken by PURABI with regards to
launch plans and strategies for the new product, which are as under:
  Deciding the target customers

 Designing the promotional campaign

 Deciding the price

·
 Market analysis

 Deciding the sales force to be employed ·

 Deciding the marketing mix ·

 Deciding whether to launch the product across the country or in the selected
area ·

 Appointing distributors ·

 Conducting market research

PACKAGING

Packing includes the activities of designing and producing the container for the
product. Packaging has become the potent marketing tool. Well designed packages
can create convenience and promotional value. Various factors contribute to
packaging growing use as a marketing tool: ·

SELF SERVICE ·

CONSUMER AFFLUENCE ·

COMPANY AND BRAND IMAGE

INNOVATION OPPORTUNITY
List of distributers across Assam

SL. NO NAME OF DISTRIBUTER AREAS COVERED

1 Alek Bayan Bhangagarh, Maligaon

2 Dipak Baishya Hengrabari, Noonmati

3 Himangshu Pathak Sonapur, Vijaynagar

4 D.M Bajar Baruah Chandmari

5 Sajid Ali Six mile

6 H. Bora Beltola

7 Alok Kar Six mile, Ganeshguri

8 Ranjit Bora Kahilipara
9 K.Kalita North gauhati, Morigaon, Rangia

10 K.Barman Tezpur

11 P. Kakati Nagaon

12 M.Barman Nalbari
Liquid and milk plant department
Raw Milk Receiving Dock (RMRD)

This is the initial step in the dairy industry. This section deals with receiving
of raw materials i.e; milk from the producers via cans and tankers.

RMRD basically takes care of the following steps:-

 Organoleptic evaluation whether the milk is free from dirt, dust and
any other foreign matter.
 Sample is taken after proper plunging.
 Received milk is filtered and small samples are taken to verify the
SNF & fat percentage with that of the producer. It is done with help of
milk analyzer machine or Gerber procedure.
 After verification milk is transferred to the process section in the
shortest possible time.

Processing

This section deals with pasteurization of raw milk followed by homogenization to

increase the self life as well as quality of milk.

 Pasteurization- the process of killing microbes(mainly bacteria) in food and

drink , such as milk, juice, canned food etc by the application of heat is
called pasteurization.

 Homogenization- the process of converting two immiscible liquids into an

emulsion is called homogenization.

 Two numbers of pasteurizers are present in process section.

 5000 liters/hr or 5KLPH which one is attached with homogenizer and
cream separator used for batch process.
 Another one having capacity of 10KLPH which one is only used for
Road tanker pasteurization.
 Both the pasteurizers are HTST type and milk is pasteurized at 78±2ºC
followed by regeneration.
Quality checking

This department deals with the acceptance of milk as per norms/standards by

performing all chemical and microbiological tests. QC checks as per latest
B.I.S/F.S.S.A.I standard and procedures.

Chemical Tests & Procedures:-

1) Determination of milk fat (Gerber method)

 Butyrometer 10% scale
 10 ml automatic measure for sulphuric acid
 10.75 ml pipette for milk
 1 ml automatic measure for amyl alcohol
 Stoppers for butyrometer
 Gerber centrifuge(1400 ± 70 RPM)
 Water bath(65 ± 2ºC)
10ml of sulphuric acid is transferred into the butyrometer
followed by 10.75ml of milk and 1ml of amyl alcohol. Sample is
mixed thoroughly and centrifuged for at least 5mins.

2) Determination of SNF
 Lactometer
 Lactometer jar
 Thermometer

In this method milk which is warmed at 28.8ºC is poured into the

lactometer jar such that its filledupto the brim. The lactometer is
inserted into the jar which helps in taking the reading instantly.

 Formula used-
SNF% = CLR/4 + (Fat % x 0.2) + 0.66 {Where CLR= corrected lactometer
reading}
Acidity testing
 Sodium hydroxide solution(0.1N)
 Milk
 Phenolphthalein(1%)

In this method, 10 ml of milk is taken where 2-3 drops of iso-propyl alcohol is

added which is titrated against a solution of Na0H.Titration is stopped as soon
as a pinkish colour is obtained and thus the value is measured.

 Formula used: {(9xNxV)/10}

Alcohol testing

 Ethanol(65%v/v)
 Milk

In the method of alcohol testing, 10 ml of milk is taken separately in petri dishes

where 5ml of ethanol is added drop by drop followed by mixing. Presence of flacks
indicate test is positive.
 Methylene blue reduction time (MBRT) test

In this method milk sample is drawn aseptically in a clean, sterile sample bottle.
10ml of milk is taken in a sterilized MBR tube where 1ml of MBR dye is added
and plugged with a sterilized cork. Contents of the tube is mixed and incubated
at 37±2ºC in a water bath. The tube is checked for decolourisation first after
10mins, 30mins & subsequently every hour.

 Time period of 5-6hrs indicates milk is of excellent quality.

Clot on boiling test

 Test tubes
 Milk
COB test is conducted by taking about 5ml of milk in a test tube which is boiled on
direct flame. Formation of clots in the test tube indicates COB positive milk & is
unacceptable.
Tests for adulteration

Urea (platform test)

2ml of milk is taken in a test tube where 2ml of DMAB solution is added and the
content is mixed. Appearance of yellow color indicates the presence of urea
making the milk unacceptable.

Rosalic acid test-

To 5ml of milk,5ml of alcohol is added in a tt. A few drops of 1% alcoholic

solution of rosalic acid is mixed. If neutralizer is present rose-red color is
developed.

Starch test-
3ml of milk is taken in a test tube, boiled and cooled under tap water. Drop of 1%
iodine solution is added. Presence of starch is indicated by appearance of blue
color.

Salt test-

5ml of AgNo3 solution is taken in a TT where 2 drops of K2Cr2O7 is added. It

gives a brick red color. To this 1ml of milk is added. If yellow color appears then it
shows salt test is positive otherwise negative.
 Procurement and Input department

 Identifying Milk producing areas: First step is to identify the areas in

which milk are produced. In a state, where the milk producing areas are less,
it is difficult to procure milk daily at a same level. This is the biggest
challenge for the procurement team.
 Conducting surveys in Milk producing areas: Surveys are carried out to
bring out the best quality of raw milk. Various agents are involved to carry
out the survey. Once the survey is done, the areas are short listed.
 Conducting meetings at the DCS of various village areas: Carrying out
meetings at various DAIRY COOPERATIVE SOCIETIES, to provide rules
and regulations. Negotiations on the price, daily requirement of milk etc are
carried out.
 Procurement of milk from Dairy cooperative societies (DCS):
Procurement of milk from the finalized areas at daily basis (Morning shift,
Day shift).

Verification of invoices:
In normal course, it is also the responsibility of purchase department to check the
invoices and accordingly advise the accounts department for clearing the payment to
the parties concerned. Contradictory statements have been given as to who should be
assigned this function.

Some are of the view that invoices should be checked by the purchase department
placed by it whereas other suggests that it should go to the accounting department. In
support of this, the experts add that it is part of the responsibility of purchase
department that orders are accurately executed and properly filled as per terms and
conditions of the contract.
If there is any error in the bills, the purchase department can get the correction done or
adjustment effected. If the invoices are checked by the stores or accounts departments,
there may be some delay in attending to the errors.

8. Inspection of incoming materials:

The purchasing department should have a close contact with inspection department. On
receipt of the materials from different suppliers, they are to be inspected as per
specifications indicated in the purchase order to verify their quality and quantity.

Uninspected materials are a burden on the economy of the organisation. If inspection is

delayed, the payments of the suppliers also are likely to be delayed, resulting in bad
relations between suppliers and purchasers.

9. Meeting transport requirements of incoming and

outgoing materials:
The purchasing officer must make goods/materials available at the right time they are
required, at the place they are needed, and at the lowest possible cost. It is a big
responsibility, and even a slight error amounts to delay in consignment required at a
particular time.

In this regard, the purchase department should have a thorough knowledge of the
means of transportation. It should make a correct choice of carriers or routes because
otherwise it may entail delay and additional transportation costs.

10. Maintaining purchasing records and files:

Purchasing involves a lot of paper work. Daily a number of letters, bills, quotations,
notes, challans, railway receipts, parcel, way bills, bills of ladings, goods received notes,
lorry receipt, goods receipt (transport delivery notes), inspection notes have to be dealt
with. It involves a lot of clerical work.

This department has to refer to previous correspondence on purchase orders, notes,

catalogues, blue prints, price lists etc. very frequently which makes it imperative to
maintain records in appropriate manner. These records are essential for making the day
to day purchase.
11. Reporting to top management:
It is also an important function of the purchasing department to prepare weekly,
monthly, quarterly, bi-annually and yearly reports regarding expenditures of this
department and send the same to top management along with details of purchases
made and suggestions or improvements, if any.

12. Developing coordination among departments:

A purchasing department has to fulfill the needs of other departments in the
organisation. It is the function of purchasing department to work in close coordination
and cooperation with other departments of the company.

To a considerable extent, the attitude and reactions of other departments towards

purchasing department extends to these other departments. Mutual trust and
cooperation is essential between the purchasing department and other departments to
secure high degree of efficiency.

13. Creating goodwill of the organisation in the eyes of the

suppliers:
Good vendor relationship has to be maintained and developed to reflect enterprise’s
image and goodwill. Maintaining such relations requires mutual trust and confidence
which grows out of dealings between the two parties over a period of time. Worth of a
purchasing department can be measured by the amount of goodwill it has with its
vendors.
  Training of the employees and the villagers.
 Providing health care facilities to the animals.
 Providing cattle food to the animals.
 Managing of bank accounts tied up with the DCS.
 Providing transportation facilities required for procurement of milk.

Administration department

 Security
 Maintenance
 Attendance of the employees
  License renewal of the employees
 Vehicle maintenance.
 Employee salary and wages.
 Keeping records of other departments.

SWOT ANALYSIS

STRENGTHS WEAKNESSES

Good Brand value Competition from AMUL

Low price, rich quality Procurement issues

Strong base of local customers Campus environment

OPPORTUNITIES THREATS

Launch of new products Government regulations

Latest technology Better quality products from AMUL

New and emerging markets Low milk production areas in the state

More number of retailers

Acknowledgement
I SHAHNOWAJ HUSSAIN KHANDAKAR , student of
MASTER OF BUSINESS ADMINISTRATION of CHRIST
University Bangalore would like to acknowledge our
management and Institute of management
department for permitting me to do my
Organizational structure training successfully.

At the same time, I would like to express my

utmost sincere gratitude to Managing Director, West
Assam Milk Producers Co-operative Union
Ltd(Purabi Dairy), Guwahati ,Assam for allowing me
to carry out my OST in the organization. And I am
also thankful to Mr.
Administration officer , Purabi Dairy for allowing me
to do the desired project.

I am extremely thankful to my guide M.H

LASHKAR and all other staff members who
constantly guided me throughout their busy
schedule and helped me in learning new techniques
which will help me in near future. Without their
support, patience and guidance this study would not
have been completed.
Yours sincerely

Shahnowaj Hussain Khandakar

BIBLIOGRAPHY

www.purabi.org
Times of India/WAMUL report

LINKED.IN