An interview with Dr Vivek Hindura: MD of Katraj dairy
The economic meltdown which has its impact in all organisations has also affected Katraj Dairy. In an interview with the managing director of Katraj Dairy, Dr Vivek Hindura has expressed his view on recession.
IN A conversation with Dr Vivek Hindura, managing director has expressed his views on recession and Katraj Dairy.
Question: Has recession impacted your organisation? Kindly mention the growth of your organisation before and after recession ie, changes in past 14 to 18 months.
Answer: Yes, recession has surely affected the dairy industry. The daily consumption of primary product is not much affected however, sales of value added products are affected up to five to ten per cent.
Q: International data reveals that ‘dairy sector is in slump’ Australian, Newzealand, United States and European market of dairies have got hit due to this economic slowdown, how this slow down has impacted Indian dairy and specifically to your organisation, kindly mention that?
A: Since the exports of dairy sector are failing day by day the producers have no other option but to sell the same product in Indian market. Thus, there is a fall in price observed up to Rs 1 to 1.25 per litre in dairy cooperatives. Moreover, the small dairies like Katraj were dependent on big cooperatives like Prayag to supply their product. However, fall in demand of product internationally has further resulted in increase in supply of product in domestic market.
Consequently, the prices which the dairies used to pay to the farmers who produce the milk are less than the prices paid before.
Q: Have you got any kind of subsidy from the government to deal with the situation.
A: Yes, government does grant aids through various schemes like ‘Rastriya Krushi Vikas Yojna’ where huge funds are put for the welfare of farmers. Howover, the process is very lengthy. The farmer who have raise the cattle for four years and have bear its expenses, if don’t get proper price of the milk and is not able to sustain living, will sell its cattle for slaughter. Thus, this kind of situation is not desirable of the country and government should definitely intervene for the protection of farmers to maintain price.
Q: Please mention if your organisation have any specific plan to deal with the recession in the short and long term.
A: Planning of long term and short term, all depends on governmental strategies and measures taken.
Q: Is there any difference in communication strategy used by your company before the recession set in and after the recession, if yes kindly mention.
A: There is surely cost reduction done at every stage where everything is possible.
Q: What changes have you made in branding and promotional strategy after the slow down?
Kindly communicate the medium your company stresses for promotion? Eg ATL or BTL?
A: The philosophy of the organisation is to believe in BTL activities, moreover due to recession the cost cutting time, the organisation is avoiding putting up hoardings also. The company just brands the name of organisation and with the help of the vans moving for supply of milk.
Q: Do your company have any specific mission to fulfill in next five to ten years?
A: It all depends who is in power and what is government’s strategy for supporting production and growth.
Q: Any comment or suggestion you would like to give?
A: A large part of Indian economy is rural economy and thus, it is responsibility of government to protect the farmers who are major part of it. Taking into consideration the international scenario, alert steps and measures should be taken to protect the interest of farmers.
Answer: Yes, recession has surely affected the dairy industry. The daily consumption of primary product is not much affected however, sales of value added products are affected up to five to ten per cent.
Q: International data reveals that ‘dairy sector is in slump’ Australian, Newzealand, United States and European market of dairies have got hit due to this economic slowdown, how this slow down has impacted Indian dairy and specifically to your organisation, kindly mention that?
A: Since the exports of dairy sector are failing day by day the producers have no other option but to sell the same product in Indian market. Thus, there is a fall in price observed up to Rs 1 to 1.25 per litre in dairy cooperatives. Moreover, the small dairies like Katraj were dependent on big cooperatives like Prayag to supply their product. However, fall in demand of product internationally has further resulted in increase in supply of product in domestic market.
Consequently, the prices which the dairies used to pay to the farmers who produce the milk are less than the prices paid before.
Q: Have you got any kind of subsidy from the government to deal with the situation.
A: Yes, government does grant aids through various schemes like ‘Rastriya Krushi Vikas Yojna’ where huge funds are put for the welfare of farmers. Howover, the process is very lengthy. The farmer who have raise the cattle for four years and have bear its expenses, if don’t get proper price of the milk and is not able to sustain living, will sell its cattle for slaughter. Thus, this kind of situation is not desirable of the country and government should definitely intervene for the protection of farmers to maintain price.
Q: Please mention if your organisation have any specific plan to deal with the recession in the short and long term.
A: Planning of long term and short term, all depends on governmental strategies and measures taken.
Q: Is there any difference in communication strategy used by your company before the recession set in and after the recession, if yes kindly mention.
A: There is surely cost reduction done at every stage where everything is possible.
Q: What changes have you made in branding and promotional strategy after the slow down?
Kindly communicate the medium your company stresses for promotion? Eg ATL or BTL?
A: The philosophy of the organisation is to believe in BTL activities, moreover due to recession the cost cutting time, the organisation is avoiding putting up hoardings also. The company just brands the name of organisation and with the help of the vans moving for supply of milk.
Q: Do your company have any specific mission to fulfill in next five to ten years?
A: It all depends who is in power and what is government’s strategy for supporting production and growth.
Q: Any comment or suggestion you would like to give?
A: A large part of Indian economy is rural economy and thus, it is responsibility of government to protect the farmers who are major part of it. Taking into consideration the international scenario, alert steps and measures should be taken to protect the interest of farmers.
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