PROJECT RESEARCH REPORT

To improve sale strategy of R.K STEEL Market share in Mumbai

region

SUBMITTED FOR PARTIAL FULFILMENT OF THE

DEGREE OF
MASTER OF MANAGEMENT STUDIES

By ANCHIT PRAKASH JAISWAL

Batch 2021-2023
(Roll No. M-12121)
Under the Supervision of
Mr. Girish Jadhav
Assistant Professor
DECCAN EDUCATION SOCIETY'S
NAVINCHANDRA MEHTA INSTITUTE OF TECHNOLOGY
AND DEVELOPMENT, DADAR (W)
[Approved by AICTE & DTE, Affiliated to University of Mumbai]
NAAC Accredited “B++” Grade
This is to certify that the summer internship report titled “study of
distribution channels for Punjab Sind milk and milk products
submitted in partial fulfilment for MMS Degree Examination by Mr
Gyanesh Kumar mishra is a record of Research work carried out by
the student during the period from June 2022 to August 2022 under
my guidance, and has been found satisfactory. This project work is
original and not submitted earlier for the award of any degree,
diploma or associate ship of any other University/Institution.

COLLEGE STAMP
Date: HERE

---------------------------
----------------------
Dr. Samadhan Khamkar
Mr. Girish Jadhav
(DIRECTOR)
(PROJECT GUIDE)
 __________________________
EXTERNAL EXAMINER

ACKNOWLEDGEMENT
The satiation and euphoria that accompany the successful
completion of the project would be incomplete without the mention of
the people who made it possible.
I would like to take the opportunity to thank and express my
deep sense of gratitude to my faculty mentor Prof. Dr. Girish
Jadhav. I am greatly indebted to both of them for providing their
valuable guidance at all stages of the study, their advice, constructive
suggestions, positive and supportive attitude and continuous
encouragement, without which it would have not been possible to
complete the project.
I would also like to thank Mr Vinod Palsutkar who in spite of
busy schedule has co-operated with me continuously and indeed, his
valuable contribution and guidance have been certainly indispensable
for my project work.
I am thankful again to Mr vinod Palsutkar for giving me the
opportunity to work with Mahindra & Mahindra and learn.
I owe my wholehearted thanks and appreciation to the entire
staff of the company for their cooperation and assistance during the
course of my project.
I hope that I can build upon the experience and knowledge that I
have gained and make a valuable contribution towards this industry in
coming future.
S Topic Page
No. No.
1 Executive Summary 5

2 Organizational Background 6
3 STORY 9
Mahindra & Mahindra Competition 18-
19
Core purpose 21
22
4 Porter’s Five force analysis 24-
25
5 Corporate strategy 25
26
Diversification
28
Vision, Mission
29-
SWOT Analysis
31

6 Types of tractor scrap 32-

33
Scrap 34-
35
7 Research Methodology 36
Data Interpretation from questionnaire 37-
39
8 WEBLIOGRAPHY: 40
 ORGANISATIONAL
BACKGROUND

Punjab Sind was established more than 5

decades ago in the year 1969 by late Shri.
Jagjit Singh Bajaj who inculcated the
values of “uncompromising quality” and
“taste” at all times, his son the current
Chairman & Managing Director, Mr. Jasvinder Singh Bajaj took up
the cudgels at a young age and in a short period Punjab Sind had
operations spanning more than 4 states & 2 Union Territories via
exclusive PUNJAB SIND FOODS dairy outletsPunjab Sind has had a
humble beginning, from a small shop in Khar, Mumbai to presence
across geographies, the flagship product being PANEER (Cottage
Cheese) also amongst the pioneers to brand PANEER along with
large diversified dairy products range & 70 plus exclusive Punjab
Sind Foods dairy outlets is amongst the leading players in the dairy
sector.

A large portfolio of over 150 dairy products consisting of Paneer,

Lassi, Buttermilk, Flavored Milk, Shrikhand, Ghee, Kulfi, Traditional
sweets, Packaged Drinking Water, Frozen Vegetables, Greek Yogurt
and FMCG products like Instant Gravy Mixes, WildFlower Raw
Honey, Fruit Spreads, Sugar, Jaggery (powder format), Cheese etc.
Punjab Sind Foods remains committed to “CUSTOMERS” and
delighting customers with an ever diversifying range of top quality &
delightful products marching ahead in a new globalised era and a new
normal.

Product Porfolio
Service locations
Profile
In 2021, India's dairy market had a value of INR 13,174 billion.
The market is predicted by IMARC Group to grow at a CAGR of
14.98% from 2022 to 2027, bringing in INR 30,840 billion. We are
regularly tracking and assessing the direct as well as the indirect
impact of the pandemic while keeping in mind the COVID-19
uncertainties. These observations are cited in the study as a significant
market contributor. Since 1998, India has become the world's top
producer and consumer of dairy products thanks to a steady increase
in the largely dependent on the dairy sector as a source of jobs and
revenue. The world's greatest population of cattle is found in India.
However, as compared to the other major dairy producers, the milk
production per animal is much lower. Additionally, almost all of
India's dairy products are eaten locally, and the country's dairy
business has a lot of room to grow and create value.
 REVOLUTION IN DAIRY INDUSTRY

OPERATION FLOOD:-
 It was initiated by the Nationwide Dairy Development Board of
India in 1970 and introduced under the guidance of Dr.
Verghese Kurien, known as the "father of Operation Flood." Its
goal was to establish a national milk grid.
 As a result, India becomes the world's top producer of milk and
dairy products.
 The upgrading of India's dairy industry as a result of Operation
Flood has strengthened the co-operative sector's network for
milk delivery and processing.
 From 132g per day in 1950 to more than 220g per day in 1998,
milk availability per person has increased.
 Operation Flood's major goal was to establish dairy cooperatives
in the village's milk shed areas and connect them to the four
metro cities, which serve as the primary milk markets.
 As of 2012–2013, the daily per capita intake grew to 290 g.
From 21.2 million MT in 1968 to more than 100 million MT in
2008-09, India's milk output grew.
 MAJOR PLAYERS
There are virtually 15 major dairy co-operative federations in India
Namely
1. Andhra Pradesh Dairy Development Cooperative L Federation
Ltd {APDDCF}
2. Bihar State Cooperative Milk Producers Federation Ltd
{COMPFED}
3. Gujrat Cooperative Milk Marketing Federation Ltd {GCMMF}
4. Haryana Dairy Development Cooperative Federation Ltd
{HDDCF}
5. Himachal Pradesh State Cooperative Milk Producers Federation
Ltd {HPSCMPF}
6. Karnataka Cooperative Milk Producers Federation Ltd {KMF}
7. Kerala State Cooperative Milk Marketing Federation Ltd
{KCMMF}
8. Madhya Pradesh State Cooperative Dairy Federation {MPCDF}
9. Maharastra Rajya Sahakari Maryadit Dugdh Mahasangh
{MAHASANGH)
 SOCIAL RESPONSIBILITIES
JMU collects, milk from around 1000 villages of Jalgaon district
through primary level co-operative societies from 1 lakh producer
members. A training center has been established for training and
orientation of milk producing farmers and rural youth for rearing the
best quality milch animals and managing their own business affairs.
Leadership and other Development programmes for rural women are
also regularly organized.
The milk union has initiated:
— Setting up Bulk Milk Coolers in selected Dairy Co-operative
Societies (DCS), a step in the direction of clean milk production.
— Coverage of farmers under Life Insurance Schemes.
— Technological upgradation of DCS through computerization for
bringing full transparency in their operations.
— Arranging Cattle loans from various Banks for increasing the
animal wealth and milk production in the district.
Processing
Punjab Sind processes milk using process automation, which
integrates and fully automates all operations in the milk processing
regions to assure excellent product quality, reliability, and safety.
There are four methods for processing milk:
1. Milk is clarified by spinning it extremely quickly to remove any
dust particles that are invisible to the naked eye.
2. Standardisation, which contributes to uniformity by adjusting
the amount of fat and SNF (solid not fat) in milk to desirable
 levels in order to give milk to consumers in accordance with
established PFA norms.
3. Homogenization, which increases milk's palatability.
4. Pasteurization, which eliminates all pathogenic bacteria in milk
and renders it safe for consumption.
The milk flow chart gives precise details on the production process
of milk as well as an explanation of where CEM process products can
be implemented to improve testing.
Quality Assurance
At Punjab Sind, strict quality control procedures are used.
a) At the time of collection from the farmers, the milk is examined
for quality and adulterations.
b) The milk that is delivered to the Mother Dairy plant from the
collecting sites is subjected to 15 product and quality tests and
must have a temperature of no more than 4°C.
c) After every stage of processing, the milk quality is repeatedly
tested, and the temperature is wisely kept below 4°C at all times.
d) The milk is tested once more before leaving the factory for the
delivery/distribution outlets.
e) Milk is always kept at a temperature of less than 4°C in delivery
trucks.
f) The requirement that 100 litres of milk be brought back after
distribution applies to all milk delivery trucks. This is done to
test the milk that has been delivered and make sure that the
tankers are not tampered with while being distributed.
g) Since all of the processing techniques are automated, there is no
human contamination.
h) In order to guarantee milk's freshness, the collection and
distribution stations are always selected so that the distance
between them is never greater than 36 hours.
About 9% of the whole supply is given directly to institutions, 23%
is loose token milk, and the remaining 99% is given out by
Distributors.
Varieties in Milk :
 Sl.No Product Fat Solid not Fat Water
content (SNF)
1 Doble Toned Milk 1.5% 9.0% 89.5%
2 Toned Milk 3.0% 8.5% 88.5%
3 Cow Milk 3.5% 8.5% 88%

Double toned Milk

It's recent It's purely. It is cooperative milk that has the backing of the
Punjab Sind. Punjab Sind double-toned milk is delicious, nourishing,
and low in fat. A dream come true, especially for those watching their
calories who enjoy milk's flavour but worry about its cream content.
Mother dairy double-toned milk is the ideal addition to your regular
workout. Therefore, you must be "fresh and pure" in order to maintain
total harmony between your body and soul.

Toned Milk
Milk from Punjab Sind is delicious and nutritious to the very last
drop. It is thicker and much simpler to stomach because it has been
homogenized to distribute the cream content equally. Your kheer
becomes thicker and the shake becomes frothier thanks to the magic
of homogenization. Vitamin A has been added, which is healthy for
your complexion and prevents night blindness. Additionally, it
provides your kids with the energy to keep active when working and
playing.
Cow Milk
Cow milk is thought to be readily digestible and comes from
Punjab Sind. It has a yellow tint from the presence of a substance
called carotene and is a good source of vitamins A, B-12, and D. This
may be sipped all year long, whether it's on a cold glass of milk or
over cereal for breakfast.
 Pattern of sale

14000

13000
12000

10000
10000 10000
9000
8000
8000

6000

4000

2000

0
DTM TONED COW SPECIAL FULL CREAM
Series 1 Column1 Column2

OTHER PRODUCTS

Sl.No Product
1 Curd
2 Butter milk
3 Ghee
4 Shrikhand
5 Paneer
6 Flavour milk
7 Khawa
8 Table butter
9 Lassi

DISTRIBUTION CHANNELS
 A. An approach to getting a product to a consumer is through a
distribution channel. Each firm has a unique combination of
product, price, promotion, and place. Distribution impacts the
location or route via which consumers can purchase and get the
goods. These channels are an element of a company's marketing
mix. An on-site store, a virtual store, a retailer, a wholesaler, an
agency, a telemarketer, or direct mail are examples of
distribution channels Dairy to business customers
Customer( business customers, hotels, ice cream company
caterers) pay the dairy directly and buy the milk and milk products
through these channels, where there are no distributors s or
wholesalers between the dairy and the consumer.
B. Dairy to Parlours to customers
Producer, parlour agent, and customer are all included in this chain
of distribution. As part of this process, the parlour agent pays the
dairy in advance for the milk and milk products and buy, then sell to
the consumer.
C. Dairy to wholesalers or distributors s to retailers to
consumer
Due to the involvement of all four parties—the producer,
distributors, retailer, and consumer—this is the third and lengthiest
procedure.
First, the wholesaler pays the producer in advance and buys the
milk and milk products; after that, the wholesaler sells the products to
the retailer, who then sells them to the end consumer.
 COMPETITOR ANALYSIS

AMUL

Anand Milk Union Limited, or Amul, is a dairy cooperative firm

in Gujarat, India that sells a variety of goods including milk powders,
milk, butter, ghee, cheese, chocolate, Shrikhand, Gulab Jamun, ice
cream, and other items, making it the country's most well-known food
brand. India is now the world's top producer of milk and dairy
products thanks to the White Revolution that Amul inspired in that
country. One of the best instances of cooperative success can be
found in a developing economy. Amul began selling packaged milk in
Mumbai in 2005, and from that point on, it fiercely competed with
other brands like Mother Dairy. Currently, Amul is a major rival of
Punjab Sind in both Mumbai and Jalgaon. Amul currently has a 60 %
market share in the branded milk segment.
The varieties of Amul milk available in Mumbai are :
 Amul Taaza Toned Milk 3.5% fat
 Amul Gold Full Cream Milk 6% fat
 Amul cow milk 3.8% fat
 Amul A2milk 6.5% fat
At Amul, skim milk powder is purchased from Gujarati
cooperatives since they are of a higher caliber than Maharashtra
cooperatives, which results in better-quality goods.
Price
In comparison to Punjab Sind, amul has a distributors margin of
1.80 litres, whereas Punjab Sind offers 2 litres. Similar to Punjab
Sind, the cost of milk to the final customer.
Place
The consumers are really concerned about the supply of milk.
Amul has improved the market and is to blame for its expansion
thanks to its extensive distribution network. In practically all of
Mumbai's suburbs, Amul has introduced packaged milk in areas
where we can still not find a Punjab Sind. Since certain markets are
rather tiny, Punjab Sind is unable to serve them.
Promotion
Amul enjoys a positive brand perception among
consumers.Their effective marketing and advertising methods
increase sales even further.

STUDY OF DISTRIBUTORS S AND RETAILERS

A portion of South Mumbai, including CST, Byculla, Mahalaxmi,
Colaba, Marinline, Mumbai Central, Kalachowki, Worli, Dadar,
Prabhadevi, and tardo, was used for the research of distributors and
merchants. Interviews were conducted with the area's top 8
distributors s. As follows:
 Kisan milk Distributors
Marinline near goal maszid Mumbai-700006
 Jai Milk
Tardo Mumbai -700009
 Gopal Krishna
Mumbai central, near RTO office Mumbai-700009
Ph :
 Sidhivinayak dairy
 More milk
Kalachowki
 Shivvay milk
Dadar
 A1 milk agency
 Mumbai dairy
 To gather the insights, a questionnaire and personal interviewing
technique were used. Through interviews, it was discovered that the
following method of operation:
 The distributors and the corporation enter into an agreement for
the payment of a security deposit.
 The distributors will receive the supply of poly pouch milk at
the mutually agreed-upon time and place and will sell it to
independent retailers in the territory designated by the dairy.
 The distributors will sell the milk to the retailer already present
in that location as well as any additional shops they decide to
open.
 Unless mutually agreed upon, the period will end unless it is
extended or renewed for another period.
 In accordance with the indent made by the DISTRIBUTORS
the day before, the DISTRIBUTORS will accept delivery of
the precise amount of packaged milk given by the dairy. The
Distributors shall use an account payee check or banker's check
to offset the cost of milk against delivery of milk.
 The operational area of DISTRIBUTORS will be decided by
consensus and may occasionally be increased or lowered at the
time to time.
 Within three months, the DISTRIBUTORS must increase sales
by at least 10% over current levels.
 The DISTRIBUTORS is in charge of making his own
arrangements for transportation and labour to deliver milk to
various outlets in good condition and on time.
 The DISTRIBUTORS is in charge of making his own
arrangements for transportation and labour to supply milk to
various outlets in good quality and on time.
 Strict punishment will be taken if the milk is ever determined to
be unfit for human consumption as a result of improper
treatment or storage by the DISTRIBUTORS.
 The DISTRIBUTORS is exclusively responsible for ensuring
the milk packets it receives from the dairy are sealed, of good
quality, packaged, etc.
 The milk cannot be returned to the dairy once it has been
delivered to the DISTRIBUTORS at any time or under any
circumstances.
 The DISTRIBUTORS will also be in charge of maximizing the
perks that the corporation occasionally provides to the stores.
 RESEARCH METHODOLOGY
Purpose
The main goal of this study is to identify the variables that
influence consumers' decisions to buy milk.
Problem
The first step in conducting research is to identify the problem.
It symbolizes converting a management issue into a research issue. A
problem that is clearly defined is half-solved, as they say.
`Although consumers trust Punjab Sind's brand image, it is
nevertheless losing market share to Amul and other regional brands.
Objectives
The following are the study's goals:
1) The study's goal was to determine the real cause of the public's lack
of interest in Mother dairy.
Methodology:
Initially 25 factors were identified to carry on the survey
through an analysis. This was further cleaned into a list of questions
in a questionnaire (refer annexure). Once framed and properly
fragmented, these were individually filled for a process of Descriptive
Research. A cross-board survey was undertaken involving consumers
of milk in south Mumbai this gave a congregated set of responses
which were then segregated and keyed into SPSS. SPSS was
extensively used to narrow down the factors into components.