ISO 9001:2015

IMPACT OF MARKETING MIX ON THE DAIRY PRODUCT IN RAJASTHAN

Harinarayan Bhadkariya & Prof. Pramod Srivastava

The heavily controlled Indian dairy industry, which was open to international competition until the 1990s, has undergone a total liberalization. The dairy sector in India has undergone tremendous development over the last ten years, and concerns about the effects these changes have on smallholder farmers are mounting. One of the most crucial parts of the global food chain, the dairy business is currently going through a lot of upheavals. A variety of factors, such as changes in the regulatory surroundings for dairy production and trade, advancements in technology in the production of milk and milk products, rapidly changing consumer trends, and the restructuring of transnational corporate strategies with regard to this industry, are currently moving change. Milk, sometimes known as "white gold," is utilized to create a huge array of premium goods. The expensive cost of milk as a raw material has forced the development of a high-tech processing sector. India has always produced and consumed more milk than any other country in the world, an approximate 400 million liters per day. However, the market remained monotonous partly due to low per capita consumption and the fact that most kinds of milk were eaten in their purest form, as liquid, or at best as ghee and some butter. In this essay, we examine the value of dairy products in daily life and the benefits of a milk-based diet.

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Keywords: Dairy Product Development, Market Involvement, Dairy Sector.


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