A Study of Challenges, Opportunities and Expectations Faced in Marketing Area by Dairy Plants in Gujarat State

The Indian Dairy cooperative structure has a huge contribution in raising the milk production in the country upto approximately 146 million tonnes in the year 2014-15 from a meagre milk production 17 million tonnes in the year 1951.The present.study was conducted to evaluate the Challenges opportunities and expectations of the production department of dairy plants of Gujarat state and information was collected by using questionnaire. After analyzing the collected data it could be it can be concluded that The major Marketing related challenges in dairy sector are - "leakage in pouches" is a big problem in market milk business, absence of effective Grievance handling system between dairy & Dealers & Consumers is a big hurdle in growth of market milk business, Indian dairy products have low export potential mainly because of adverse government policies. The main Opportunities in the “Marketing” area of dairy sector were- High commission to dealers and distributors can result in increased share of the organized dairy sector, Demonstrations / Consumer awareness” in schools can increase the market penetration of Milk and milk products, "Demonstrations / Consumer awareness” before Urban Housewives can increase the market penetration of Milk and milk products.