Production and Distribution Channel of Milk in the Gajapati District of Odisha India

Abstract

In India, Operation Flood (OF) implemented by the National Dairy Development Board (NDDB) created a national milk grid linking rural producers to urban consumers through a network of dairy co-operatives. Globally, India is the largest milk producer and accounted for 20% of milk production in 2017 (NCAER, 2020).Agricultural and allied activities like dairy farming and poultry farming have increased to a sustainable and profitable level, acting as a better income source for farmers. Odisha has been a great contributor to the livestock sector with a share of around 21.38% of Gross Value Added (GVA) with the incorporation of new technologies into the dairy sector. The sector observed a growth of 11.92% in the year 2019-20 (Odisha Economic Survey, 2020-21). Odisha, in 2019-20 witnessed an increase in milk production from 1784 thousand MT in 2012-13 to 2370 thousand MT (Odisha Economic Survey, 2020-21). The commercial value of milk in this district depends on the channel of selling that a farmer approaches. The market here provides a good pricing opportunity ranging from 45 to 50 Rs. per liter of milk based on the use of the customer. However, as we look closer into the channel the Middlemen intervention still exists, Due to which the price of milk varies from place to place. This research showcases the milk production potential and helps in adapting improved mental strategies and finding the way to reach and fulfill national and international competition in the dairy market. The survey was conducted to Gain different rural and urban areas of Gajapati District i.e., Paralakhemundi (urban), Gurandi, Ranipentha, R. Sitapur, K. Sitapur, and Katalkavitha. The study's main purpose was to obtain a descriptive vision of the milk value chain in the Gajapati district and identify the gaps in the milk marketing strategies.