CM Presentation 30.01.22 v1

a tale of
transformation
31.01.2022
@HaryanaVita @Vitaharyana
@HddcfVita www.vitaindia.org.in
1
Contents
Infrastructure Govt. Schemes Roadmap Ahead
2 4 6
1 3 5
About Us Branding & Marketing Financial Outlay
2
HDDCF- at a glance
Milk Union Milk Union Milk Union Milk Union Milk Union Milk Union
Ambala Sirsa Ballabgarh Kurukshetra Hisar/Jind Rohtak
Installed Capacity Installed Capacity Installed Capacity Installed Capacity Installed Capacity Installed Capacity
(LLPD) (LLPD) (LLPD) (LLPD) (LLPD) (LLPD)
1.40 1.10 1.25 0.20 1.50 4.00
Product Variants: Product Variants: Product Variants: Product Variants:
Product Variants:
Ghee, Liquid Milk, Ghee, Liquid Milk, Product Variants: Ghee, Liquid Milk, Ghee, Liquid Milk,
Ghee, Liquid Milk,
Paneer, Dahi, Lassi, Paneer, Dahi, Lassi, Liquid Milk, Paneer, Paneer, Lassi, Table Butter, Dahi,
Paneer, Dahi, Lassi,
Chhach, Sweets, Chhach, Rabri, Dahi, Lassi Chhach, Dahi, Lassi, SFM, Paneer,
Sweets, SFM, Kheer
SMP Sweets Jaljira, Sweets Sweets
Manpower Manpower Manpower Manpower Manpower Manpower
Regular- 47 Regular- 33 Regular- 37 Regular- 17 Regular- 48 Regular- 41
Contractual- 327 Contractual- 329 Contractual- 362 Contractual- 128 Contractual- 430 Contractual- 420
Total Salary- 927.57 Lac Total Salary- 915.18 Lac Total Salary 1073.11Lac Total Salary- 377.19 Lac Total Salary 1261.95Lac Total Salary- 894.90 Lac
Regular- 257.15 Regular- 193.76 Regular- 186.66 Regular- 91.16 Regular- 300.97 Regular- 240.68
Contractual- 670.41 Contractual- 722.22 Contractual- 886.45 Contractual- 286.03 Contractual- 960.98 Contractual- 654.22
Avg. Procurement Avg. Procurement Avg. Procurement Avg. Procurement Avg. Procurement Avg. Procurement
(TLPD 20-21) (TLPD 20-21) (TLPD 20-21) (TLPD 20-21) (TLPD 20-21) (TLPD 20-21)
90.20 90.55 84.64 48.43 142.41 105.37
Turnover (20-21) Turnover (20-21) Turnover (20-21) Turnover (20-21) Turnover (20-21) Turnover (20-21)
227.10 159.76 Cr. 237.21 Cr. 108.13 Cr. 387.89 Cr. 244.02 Cr.
Total Turnover: 1364.13 Cr. 3

Turnover and Profit & Loss of last five year
(Rs. In Lakhs)
Milk Union 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22
Ambala 17443.45 18726.85 20105.52 21361.41 22710.00 Turnover growth( in Cr.)
2000 1450
Rohtak 19352.59 17042.14 19016.27 20578.36 24402.00 1159
1364
Hisar/Jind 21219.43 20582.63 27560.60 31231.13 38789.38 1000

142500 –
Kurukshetra 6515.00 8272.96 8242.25 9370.80 10813.34 145000 0
(Tentative) Turnover
Ballabgarh 15725.99 17012.93 17336.00 20844.99 23721.74
2019-20 2020-21 2021-22
Sirsa 12649.28 8030.72 13371.44 12560.13 15976.65
Total 92905.74 89668.23 105632.08 115946.82 136413.11
(Rs. In Lakhs)
Milk Union 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22
Ambala 354.03 170.34 98.42 50.18 50.00
PROFIT GROWTH (IN CR.)
Rohtak 97.06 -890.05 -559.46 -359.35 140.00
2019-20 2020-21 2021-22
35
Hisar/Jind 502.37 -759.37 653.07 1120.68 1600.00
40
28.03 Kurukshetra 161.24 133.63 87.03 -22.52 30.00 3000-
20
3500
11.5 Ballabgarh 49.96 130.68 115.10 282.48 295.99 (Tentative)
Sirsa 289.69 -1358.06 446.43 51.65 350.00
0
Federation 115.00 114.8 314.99 26.90 338.00
Total 1569.35 -2458.03 1155.58 1150.02 2803.99 4
HDDCF Landscape
Federation Office,
Panchkula
6
Milk Unions/Plants
299 17
Bulk Milk Cooler (422.50 KL) Chilling Centre(3.40 LLPD)
3514
Societies
1 Lac+
Farmers
532 309
Vita Booths Distributors
5
Milk Lifecycle
Chilling Transportation to
Milk Producers BMC
Centre Distributors
Vita Milk Booths,

Sale by Vita Milk
Village Milk Societies MilkMILK
Union Retailers
Local Shops
Booths, Local Shops
PLANTS
Milk Processing and Consumers

Route Vehicles
Packing
6
Production Capacity
Liquid Milk Skimmed Milk Ghee Lassi Dahi Skimmed

(Lakh Powder (MT/day) (MT/day) (MT/day) Flavoured Milk
Ltr/day) (MT/day) (MT/day)
7.50 16 to 18 20 65 20 4
7
Procurement & Price
5.62 Milk prices to Farmer

+18 %
4.61
Cow Rs. 649

Procurement
2019-20
2020-21
Buffalo Rs. 669
LLPD LLPD
8
Status of Payment to Farmers
Payment position of Milk Unions as on 31.01.2022

Name of Milk Payment Cycle Total MDM Angw. Bank Balance
Union 01-10 Jan 11-20 Jan (2 to 3)
1 2 3 4 5 6
Ambala Paid Paid 0.00 14.10 0.02
Rohtak Paid Paid 0.00 11.41 0.30
Kurukshetra Paid 1.93 1.93 20.56 0.89
Sirsa 3.80 4.00 7.80 15.38 1.29
Jind Paid 2.58 2.58 36.48 0.41
Ballabgarh Paid Paid 0.00 36.38 1.28
Total 3.80 8.51 12.31 134.31 4.19
9
Details of CC Limit and STL
Milk Union CC Limit STL from RBL Bank

Sanctioned Availed Repaid BALANCE Sanctioned Availed Repaid BALANCE
(Rs. In Crore)
Ambala 15.00 15.00 11.50 3.50 10.00 0.00 0.00 0.00
Rohtak 5.00 5.00 1.95 3.05 40.00 20.00 0.00 20.00
Kurukshetra 0.00 0.00 0.00 0.00 10.00 4.50 0.00 4.50
Sirsa 10.00 10.00 10.00 0.00 30.00 20.00 0.00 20.00
Jind 20.00 20.00 12.00 8.00 30.00 15.00 0.00 15.00
Ballabgarh 0.00 0.00 0.00 0.00 6.70 6.70 0.00 6.70
Total 50.00 50.00 35.45 14.55 126.70 66.20 0.00 66.20
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Infrastructure Augmentation | Setting up of Aseptic Packaging Plant
HDDCF is in process of Setting up of 1.25 LLPD Aseptic UHT (Tetra

pack) Packaging Plant in Rohtak for manufacturing of long shelf-life
value added dairy and non-dairy products
Location of Aseptic Packaging Plant

Milk Union Rohtak
Current Status
DPR has been prepared by NDDB
Financial Outlay
• 123 Cr. total project cost
• 20 Cr. budget provision made by Haryana Govt.
• 103 Cr. remaining balance, HDDCF is in touch with
various banking institutions for availing loan 11
Infrastructure Augmentation | Modern Milk Plant in Southern Haryana
HDDCF is in process of Setting up of SCADA technology Milk Plant with

capacity of 300 TLPD (expendable to 500 TLPD) in Southern Haryana
Location of Modern Milk Plant

In Southern Haryana
Current Status
• DPR has been prepared by NDDB with a total outlay of Rs.
19504.63 Lakh
• Land measuring 16 acres 7 Kanal 5 marla has been
identified at village Bidawas Block Bawal Dist. Rewari
• Approval from Director Development Panchayat is awaited
Financial Outlay
Total Project Cost 195 Cr.
12
Infrastructure Augmentation | Shifting of Milk Plant, Ambala
HDDCF is in process of Shifting of existing Milk Plant Ambala (1.5 LLPD)

and setup new plant with state of art technology in the Ambala region
with a capacity of 3 to 5 LLPD
Location of New Plant

Ambala
Current Status
• Proposals has been invited from the Consulting
agencies to prepare Detailed Project Report (DPR)
• The last date for submission of proposals is 27 Jan 22
Financial Outlay
Total Project Cost 200-250 Cr.
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Infrastructure Augmentation
• HDDCF is working to onboard PPP partner to build,

operate and manage Central State Testing Lab.
Setting up of Testing Lab-cum-research Centre • RFP has been published and last date for submission of
proposals is 25 Jan 22
• Total project cost is around 8 Cr. which will be provided by
GoI under National Prog for Dairy Development 2019-20
Modernization of Milk Plants • The refurbishment/modernization of all six milk plants is

being undertaken under DIDF scheme of GoI at a total
project outlay of Rs. 5421.25 Lakh
• 05 number of FTIR based Milk analysers to test the

quality of milk has been finalized through tendering.
Provision of FTIR based Milk analyser • Total cost is of the equipment is around 3.5 crores
which is provided by GoI under National Prog for Dairy
Development 2019-20
• Expansion of Ghee Plant in Jind is being undertaken to

Increasing the capacity of Ghee Plant, Jind increase production of ghee from 10 MT to 15 MT per
day
• Established capacity to manufacture ghee from desi

Desi A2 Cow Ghee at MU, Kurukshetra cow milk
• Production of Desi Cow Ghee is in testing phase and will
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commence from mid February
Branding & Marketing Initiatives | Revisiting Vita Logo
Old Logos New Logo Inspiration

New Logo
Healthy Life
Happiness
Attractive Color
Smiling face
option where Green
stands for
stands for Joy of
Happiness
Nature
Issues in old logo: Red color stands for vitality
• Non Uniformity
• Old design & font New Beginning
Vita has launched new Vita logo both in
Hindi and English
• Basic colour theme Completeness
15
Branding & Marketing Initiatives | New Artwork & Packaging
HDDCF started its operations in 70s. Though there were some changes made but most of artwork and logo style belonged to that time,
whereas major dairy brands has revisited the packaging artwork and designs. Accordingly, benchmarking exercise was carried out where
artwork and designs of various national and international brands were reviewed and new packaging and artwork launched for Vita products
What is IML Technology?
Labels made of the same Robots Place Label Label becomes an No post-moulding
Plastic Material flows below
material as container Inside the Mould Integral part of the Operation & handling
the label
container
Major Challenges Old Dahi New Dahi
No Uniformity in Design
Inferior packaging
Outdated artwork
No Brand association
Big packs for festivals
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New Meethi Lassi

Old Meethi Lassi
FRONT FRONT
BACK BACK 17
New Artwork for Ghee

Old Cow Desi Ghee
1 KG 5 KG
5 KG 1 KG
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New Butter
Old Butter
500 GM 500 GM
100 GM 100 GM 19
New Sweets in IML packaging

Old Sweets
20
Old Kheer New Kheer
New Vacuumed Paneer Pack

Old Paneer
21
Due to limited production capacity and increasing demands of Sweets, Federation decided to Onboard a Partner for the
manufacturing, packaging and Sale of sweets under Vita brand. Accordingly, a tender was floated in the month of Oct 21 and
agency was onboarded. 12 sweets have been prepared which will be launched by Hon’ble CM
22
Branding & Marketing Initiatives | Demographic based Marketing Strategy
Onboarded Marketing agency for branding & promotion in NCR region and for rest of
Haryana it is under process
Major Scope to be executed by the selected agency
Total Market size of NCR Region Total Market size of remaining

Interim research for expansion of network
18250 Cr. Haryana
9000+ Cr
Tie up with big retail stores, corporates,
supermarkets to sell VITA products and to
increase the number of booths/retail stores
Current Share of Vita products Current Share of Vita products
220 Cr Social Media Marketing to promote and 900+ Cr
increase sale of VITA products
Payments are directly linked with the Sales

target
Aiming to achieve 250 Cr. Aiming to achieve 1000+ Cr.
turnover
turnover
23
Branding & Marketing Initiatives | New Products
Vita has launched new products:
• Cow Desi Ghee in IML technology
• Masala Chhachh
• Dahi DTM
24
24
Vita has launched Haldi Milk on 21 Jan 21 in a State level function with new Logo and Artwork
Benefits of Haldi Milk
Rich Source of Vitamins and minerals

Clutter free design
Good for healthy bones and teeth

White background give
more decent and graceful
look Protection against cancer, diabetes and hypertension
Vertical font for better

placement and attraction
https://www.facebook.com/Haryana
Vita/videos/1160987141016452
25
Vita has launched new Sweets

(Soan Papdi, Brown Peda &
Roasted Chana Burfi) in this
Diwali Season
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Presently federation has no

infrastructure for the
manufacturing of ice creams.
Accordingly, work for
manufacturing and packaging
of ice creams has been
outsourced to third party i.e.
M/s Lotus.
Vita has added new flavors in

IML packaging
27
Branding & Marketing Initiatives | Social Media
Social Media
• Vita presence on Social media i.e. Facebook,

Instagram, Twitter etc.
• Daily posts of Vita products on Social Media

• Total 2000+ organic followers since Aug 20
• Coverage of on ground activities is done on social

media, tie up with local Radio partners and event
managers
• Influencers/bloggers help in promoting the products/

brand by posting/ tagging on federation social media
page
28
28
Branding & Marketing Initiatives
Short Movies Lassi distribution at various prominent locations of

tricity
VITA has appointed an agency to make following short
films:
• VITA Milk story from procuring, processing,
production and Marketing. The duration of the
film is 10 -15 minutes
• An education film for awareness of public on
VITA milk and its quality
The agency has completed the shooting of the movies and

will be finalized by 2nd week of December
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• To enhance customer experience
Branding & HDDCF has planned to open
Marketing modern retail outlets
• Two model retail outlets already
Initiatives | opened at Panchkula head office
Modern Retail and Ballabgarh
• Similar outlets proposed in each
Outlets district
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30
Branding & Marketing Initiatives |
Proposed Vita Café
• VITA is planning for setting up of Vita Café
across Haryana
• Vita Café site will have seating capacity of
Minimum 20-30 people
• Ready to eat products along with Vita products
will be available
• This will not only help in market penetration
but will also give brand a fresh outlook.
• It will help in leaving long lasting impression in
the mind of customer who will visit Vita Cafe
• Site identified in Gurugram

• 3D maps and architecture has been
prepared.
• Civil work will begin after due
diligence
31
31
Sales Initiatives| Franchisee Policy
Key Highlights of the policy
Launched Franchisee Policy
The overall objective for launching the franchisee policy is to
expand the retail network and augment the overall revenue
and the sales of Vita milk products.
Till date, there are total 515 existing retail stores in Haryana.
With the launch of this policy special focus will be laid to
increase market share in the NCR and Quad city region
(Chandigarh, Panchkula, Mohali and Zirakpur).
Application will be invited with the eligibility criteria of having

shop area of minimum 100 Sq. Ft
Allotment will be done through booth allotment committee
The franchisee need not pay any royalty or share any revenue
with Vita
32
Vita Booth Allotment Policy
Briefly there are two types of Policies for Booth Allotment :
A. Booth Allotment B. Franchisee Policy
# Type - I Type - II
Booth sites got allotted by HDDCF/Milk Unions
from various departments concerned as per If a site got allotted by a person by his own efforts in Anyone with 10*10 sq.ft. own or rented
Types
requirement of CEOs of Mus in their areas on his name / by any department. place
their request.
Through tender advertisement in newspaper as
Procedure per eligibility, By selection committee to interview Direct Allotment By allotment committee
the eligible candidates
As per roaster & as per reservation policy of
Reservation No reservation ; Whosoever come is allotted No reservation
HDDCF
Fabrication/Installation by Milk Union Concerned Fabrication/Installation by the allottee himself at his
Structure of Booth Not required
at Milk Union cost oiwn cost
• Age – 18 to 55 yrs.
Eligibility • Education – 10th (Matric) If suitable - Direct Allotment Not Applicable
• State/Location – Local resident of areas
50,000/- (For bonding with Brand & cover any 50,000/- (For bonding with Brand & cover any future
Security Not Applicable
future risk) risk)
Supply Through District of Area Through District of Area Through District of Area
Vita products & other permitted products and Vita products & other permitted products and ready Vita products & other permitted products
Products
ready to eat FMCG, etc. to eat FMCG, etc. and ready to eat FMCG, etc.
• Glow sign
• Glow sign • Glow sign • Branding Material
• Branding Marketing • Branding Marketing • Advertisement
Marketing Support
• Advertisement • Advertisement • 2100 per month for window display / 6
• Visicooler as per policy • Visicooler as per policy months
• Visicooler as per policy 33
Production Cost Breakup
Product Milk Std. (in Rs.) Milk Purchase @ 670/- of Buffallo
Cost of Raw Milk (per kg) 37.84

(Cost of Fat, Snf) Transportation & Mcc Exp @ 1.31
per ltr.
All Expenses 5.99
(Power & Fuel, Store Spare, Repair, Labour, fixed exp) Avg. Fat 364.47 P kg
Total Cost (per kg) 43.83 Rate Rs.
Total Cost per Ltr. 45.14
Avg. Snf 245.61 P kg
Ex-Factory Price 47.10 Rate Rs.
Selling Price 52 (Retailer margin 2.25, Dealer .75)
Products Buffalo Ghee (in Rs.) Products SMP (in Rs.)

Cost of Milk Fat (per kg) 334.80 Cost of Milk Snf (per kg) 242.66
(Cost of Fat) (Cost of Snf)
Expenses 43.14 Expenses 29.21
(Power & Fuel, Store Spare, (Power & Fuel, Store Spare,
Repair, Labour, fixed exp) Repair, Labour, fixed exp)
Total Cost (Per kg) 377.94 Total Cost (per kg) 271.87
Ex-Factory 407.52 (Distributor 456, Retailer Ex-Factory 279.38 (Distributor 356,
490, MRP 550) Retailer 370, MRP 400) 34
Sale of Vita Milk and Milk Products for the year 2021-22 (up to Dec-21)
Kheer
Milk Table SFM 200 Ice Rabri 80
Ghee Paneer Dahi Sweets 200 gm
Milk Union (000 Butter Lassi Ltrs ml bottle Cream gm cup
(MT) (MT) (MT) (Kgs) cup
LPD) MT) (Units) (Ltrs) (units)
(Units)
Milk Union
83.92 201.03 18.95 130.49 890.37 4579358.00 54219.00 664772 210917 1679 0
Ambala
Milk Union
93.12 233.96 11.87 143.61 1498.23 4643764.00 26603.00 131387 0 0 36260
Ballabgarh
Milk Union
50.77 2623.13 7.25 129.14 649.96 571266.00 10550.00 166933 137060 949 0
Jind
Milk Union
9.85 142.84 3.54 38.83 402.77 672559.00 6087.00 193836 53172 3509 0
Kurukshetra
Milk Union
43.79 1557.32 62.04 35.76 270.56 776495.00 14073.00 144899 0 0 0
Rohtak
Milk Union
18.85 348.27 5.88 80.37 748.21 1683545.00 18381.00 164244 0 0 0
Sirsa
S.D. Delhi 0.00 8.02 0.09 0.00 0.00 0.00 0.00 0 0 0 0
Federation
300.30 5114.57 109.62 558.20 4460.10 12926987.00 129913.00 1466071 401149 6137 36260
(Total)
35
35
Sales Initiatives| Collaboration
Total Sales- 1.6 Cr.

Collaboration
• To ensure market penetration, HDDCF is collaborating with big brands

such as Metro, Dmart, Big Bazar, Best Price and Reliance etc. for sale of
vita products.
• HDDCF has successfully tied up with Reliance Retail. Our Ghee, Sweet
Flavored Milk and table Butter Variants have been placed in all reliance
retail outlets in NCR & Haryana. Total sale of INR 1.6 Cr. done in 6
months.
• Tied up with Amartex, Dmart, Big Basket, Milk Basket, Grofers for selling
Vita products in their outlets and online apps.
• Vita products successfully placed at renowned general stores of tricity.
36
Sales Initiatives| Increasing Footfall
To increase footfall at Vita booths, Federation has taken various new initiatives which includes, sale of fresh vegetables and
fruits and ready to eat products in Vita Booths
Collaboration
Sr. MOU Parties Total Sale at Vita Booths Royalty to HDDCF

Markfed HPMC Pepsico ITC FPOs
1 Markfed 228480 -
Saag, Dal 2 HPMC 114393 -
Makhni, Dal 3 FPO's 30718 -
Tarka, Chatpat 4 VBL (Pepsi) - 797240
Channa, Black Haryana Based
Apple Natural Poha, Upma, Total 373591 797240
Channa, Cold drinks like FPOs
Juice, Apple Suji Halwa,
Amritsar
Cider Vinegar,
Pepsi, Mountain
Biscuits,
Ekta Honey and • MoU signed with various state federations and
Chholay, Mater Dew, Slice, Atul Beemaster leading FMCGs to sell their products at the Vita
Apple Juice Candyman,
Paneer,Rajmah, Nimbooz for selling Booths
Concentrate Bingo Snacks
Palak Paneer, Honey • Federation earns Royalty or commission on the
Kari Pakora, sale of goods by these agencies
Chatpata
Channa
Long term demand of booth owner to sale fresh

vegetables and fruits has been allowed
37
Sales Initiatives | Expansion of Network
HDDCF is working on various aspects to increase overall sales and profitability of VITA products. One important aspect of the strategy is to
increase the network of the vita booths and increasing products range. Also, state government has decided to increase the number of booths which
will help in increasing the visibility of the brand and overall sales. HDDCF is collaborating with various government departments
Development Educational Tourism and

Health Sectors
Authorities institutes, transport
ULB and HSVP have Schools/Polytechnic Govt Hospitals, Major tourist

been requested to s, Colleges, ITIs, primary health locations, Haryana
allot land in the Univ ( 200 sites centre, Anganwadis Tourism properties,
radius of every 2KM found feasible) and dispensaries guest houses
District /Judiciary Cooperative/Housing Citizen Service

Exports
Complexes Societies Centres ( CSC)
Government offices in 3000+ in Haryana.

Tie up with foreign District including Federation has already There are more
partner regarding sales Administrative & invited application than 20,000 CSC
of Vita sweets in UK/US Judiciary Complexes, from RWA to setup centres. 150+ found
corridor Haryana Bhawan are vita booths in housing interested
the another areas societies
38
Opening of New Vita Booths
HDDCF is in process of opening new Vita booths in Haryana. A meeting under the Chairmanship of MD, HDDCF has been conducted on
06.01.2022 with all the representatives of the concerned departments. Till date following data of 606 feasible sites have been received
Vita Booth Allotment Status

S.No Department Feasible sites Remarks
There are more than 20,000 CSCs in Haryana,
1 CSC Grameen eStore 144 feasibility on remaining sites is under process
Total 730 sites located. Feasibility on remaining
2 Cooperative Societies, Haryana 50 sites is under process
3 Secondary Education, Haryana 155 Feasibility of more sites is under process
4 Higher & Technical Education, Haryana 222 Feasibility of more sites is under process
More applications are in process of final
5 Franchise applications received from Retailers 35 submission
6 Tourism Department, Haryana 0 Feasibility is under process
7 Health Department, Haryana 0 Feasibility is under process
8 Director General of Police, Haryana 0 Feasibility is under process
Haryana State Industrial & Infrastructure Development
9 Corporation 0 Feasibility is under process
Total 606
39
39
Farmer Welfare
During Lockdown Other Schemes
26.61 lac 1.59 Cr

Under Scholarship scheme ( for the Distributed under Kanyadan Yojna
23.5 Cr 630 per kg wards of milk man, scored more (INR 1100 for marriage of milk
Subsidy distributed in Paid highest prices to than 80% will get 2100 for Matric producer daughter), from 2015-
2019-20 ( Rs 5 per Litre) farmer during lockdown and INR 5100 for 10+2). 2015-2021 2021.
170 Cr
2.40 Cr
Distributed under Mukhya Mantri
Distributed under Durghatna Bima Dugdh Utpadak Protsahan Yojna
Yojna ( 5 Lacs). 2015-21 2014-2021.
66 % 150 Cr
Surplus milk procured Paid to farmer during
during lockdown Apr-May 2020 Advt for inviting application from
Organised animal check up camps dairy farmers has been floated.
to ensure health of milching Target to create 500 more milk
animals societies to increase procurement in
the state
40
Status of State Govt. Scheme | Mukhya Mantri Dugdh Utpadak Protsahan Yojana
The scheme is to give subsidy @Rs. 5/- per ltr. of Milk equal for Cow/Buffalo Milk to the Cooperative Milk
Producers from April to September in Haryana
Year Scheme Outlay Progress

(Rs. In Lakh)
2020-21 4512.00 • Funds of Rs. 4511.35 lakh received from the State
Govt. The project has been completed and UCs
submitted
2021-22 4921.00 • Funds of Rs. 3579.62 lakh received from the State
Govt. UC submitted for Rs. 2908.24 Lakh for the
months of April, 2021 to July, 2021. The claim
distribution process for last instalment is under
progress
41
Status of State Govt. Schemes for Infrastructure
Scheme Year Funds Approved Funds Received Infrastructure Addition/Improvement & Progress made
Name (Rs. In Lakh) (Rs. In Lakh)
Primary Milk 2020-21 200.00 200.00 • Insulated Raw milk Transportation Vehicle
Cooperative • BMC with accessories, BMC Management System
Societies (Project completed, U.C submitted)
2021-22 294.00 205.80 • Raw Milk Analyser with Adulteration test
• BMC with accessories
• BMC Management System
• Liquid Nitrogen Container
(Purchase under progress)
Strengthening 2020-21 555.00 555.00 • Marketing Infrastructure like Deep freezer, Visi-Cooler
of • Processes Road Milk Tanker
Procurement • BMC with all equipments
& Mkt. (Purchase under progress)
Infrastructure
2021-22 555.00 388.50 • Marketing Infrastructure like Deep Freezers Visi-Coolers
• Sweetened Flavoured Skimmed Milk Powder filling
Machine for Anganwadi
• Expansion of Ghee Plant from 10 MT to 20 MT
(Purchase under progress) 42
Status of Central Govt. Schemes for Infrastructure (1/3)
National 2018-19 462.50 249.25 • Processing and Marketing Equipment's for Desi Cow
Programme (GoI share Ghee and other Desi Cow Milk Products at Milk Plant
for Dairy 249.25 & EIA Kurukshetra
Development 213.25) (UC submitted for first instalment of Rs. 161.99 lakh.
(NPDD) Second instalment of Rs. 87.26 lakh is under utilization)
2019-20 1232.19 616.00 • State Central Laboratory at Milk Plant Rohtak
• Milk Analyzer with Adulteration Screening
(Tenders being called for setting up of State Central
Laboratory. Milk analyzers purchased and partial UC of
Rs. 415.44 lakh submitted)
43
Strengthening 2020-21 644.77 644.77 • Deep Freezer for storage of White butter 1000 MT
of Milk • Refurbishment of Dahi Plant
Processing (The tender for civil work will be opened in Feb 2022 &
Infrastructure purchase order placed for purchase of machinery for
under deep freezer. PO issued to M/s IDMC for refurbishment of
Rashtriya Dahi plant)
Krishi Vikas 2021-22 800.00 200.00 • Paneer Cutting Machine
Yojana (RKVY) (50% funding) • Milk Chilling Centre at Sherla along with manufacturing
of Indian Sweets
• Boiler Gas/Diesel operated 3 ton with steam
distribution pipe line
• BMCs
• Effluent Treatment Plant
• Equipments for Refrigeration Unit
• Ghee Melting Vat
• Dahi Cups Machine
(Funds received in Dec. 2021. Committee for purchase of
items constituted and purchase is under progress)
44
Scheme Name Year Funds Approved Funds Received Infrastructure Addition/Improvement & Progress
(Rs. In Lakh) (Rs. In Lakh) made
Strengthening of 2021-21 150.00 37.50 • Marketing Infrastructure like Deep Freezers, Visi-
Procurement & (50% funding) Coolers
Mktg. • Fabricated Milk Booths
Infrastructure • Milk Booth (Concrete)
under Rashtriya • Milk Parlour
Krishi Vikas (Funds received in Dec. 2021. Committee for
Yojana (RKVY) purchase of items constituted and purchase is under
progress)
45
IT and Digitization
ERP to automate functionalities has been developed by ITI. All

Milk Unions have started making entries in the ERP. Work of
addressing issues and extended scope is under process
To ease the payment transactions, HDDCF has

launched Vita Wallet for booths, societies and
farmers. It will not only ease the transactions but ERP Milk testing machine & Computers are being provided to all
will also ensure additional income to the booth Milk societies which will capture and send data in real time
owners and societies which is similar to the AMUL model
IOT MS
Hartron has been communicated Nodal

officer details and NIC email ids of staff is Digital Signatures for ERP users at Milk Plant. Hartron
being generated. has been requested to procure 300+ digital signatures
eOffice DS for the first phase
46
Pending Payment Status
Pending Payments
89.00 Cr.
From Aanganwadi
132.00 Cr.
Total
43.00 Cr.
From Mid Day Meal
47
Roadmap Ahead
4. Increasing Milk Procurement

1. Expansion of Vita Booth Network By increasing sales, we have aimed to increase our
In line with Hon’ble CM vision of increasing milk procurement from 562.34 LLPD to 750 LLPD
Vita Booths, federation has tied up with CSC,
Education, Health and other departments to 5. Aggressive Branding
increase vita booth count to 5000
• Changing layout of existing booths with modern
design
2. Infrastructure Augmentation • Opening of modern retail outlets and vita café
• To strengthen infrastructure, federation has • Branding of social media, airports and other public
aimed to setup new plants with 3 to 5LLPD in transport
southern Haryana and in Ambala. • Increasing product range and new packaging
• Setting up of aseptic packaging plant and
sampling lab is also in process
3. Focus of Marketing and Sales

• To setup new marketing strategy to strengthen
existing markets in in NCR and Quad city,
• To explore avenue for sale of Vita products pan
India and also export in other countries
• Tap e-commerce portals for the sale of Vita products
48
Thank You
49

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a tale of

Infrastructure Govt. Schemes Roadmap Ahead

Total Turnover: 1364.13 Cr. 3

Hisar/Jind 21219.43 20582.63 27560.60 31231.13 38789.38 1000

Vita Milk Booths,

Milk Processing and Consumers

Liquid Milk Skimmed Milk Ghee Lassi Dahi Skimmed

5.62 Milk prices to Farmer

Cow Rs. 649

Payment position of Milk Unions as on 31.01.2022

Milk Union CC Limit STL from RBL Bank

HDDCF is in process of Setting up of 1.25 LLPD Aseptic UHT (Tetra

Location of Aseptic Packaging Plant

HDDCF is in process of Setting up of SCADA technology Milk Plant with

Location of Modern Milk Plant

HDDCF is in process of Shifting of existing Milk Plant Ambala (1.5 LLPD)

Location of New Plant

• HDDCF is working to onboard PPP partner to build,

Modernization of Milk Plants • The refurbishment/modernization of all six milk plants is

• 05 number of FTIR based Milk analysers to test the

• Expansion of Ghee Plant in Jind is being undertaken to

• Established capacity to manufacture ghee from desi

Old Logos New Logo Inspiration

Issues in old logo: Red color stands for vitality

Major Challenges Old Dahi New Dahi

Big packs for festivals

New Meethi Lassi

New Artwork for Ghee

New Sweets in IML packaging

New Vacuumed Paneer Pack

Major Scope to be executed by the selected agency

Total Market size of NCR Region Total Market size of remaining

Payments are directly linked with the Sales

Vita has launched new products:

• Cow Desi Ghee in IML technology

Benefits of Haldi Milk

Rich Source of Vitamins and minerals

Good for healthy bones and teeth

Vertical font for better

Vita has launched new Sweets

Presently federation has no

Vita has added new flavors in

• Vita presence on Social media i.e. Facebook,

• Daily posts of Vita products on Social Media

• Coverage of on ground activities is done on social

• Influencers/bloggers help in promoting the products/

Short Movies Lassi distribution at various prominent locations of

The agency has completed the shooting of the movies and

• Site identified in Gurugram

Application will be invited with the eligibility criteria of having

Allotment will be done through booth allotment committee

Cost of Raw Milk (per kg) 37.84

Products Buffalo Ghee (in Rs.) Products SMP (in Rs.)

Total Sales- 1.6 Cr.

• To ensure market penetration, HDDCF is collaborating with big brands

Sr. MOU Parties Total Sale at Vita Booths Royalty to HDDCF

Long term demand of booth owner to sale fresh

Development Educational Tourism and

ULB and HSVP have Schools/Polytechnic Govt Hospitals, Major tourist

District /Judiciary Cooperative/Housing Citizen Service

Government offices in 3000+ in Haryana.

Vita Booth Allotment Status

During Lockdown Other Schemes

26.61 lac 1.59 Cr