By Punjabnewswire4u
CHANDIGARH, DEC 4
In
a bid to strengthen cooperative sector in the state, Punjab Chief Minister Mr.
Parkash Singh Badal today asked the Managing Directors (MDs) of Milkfed and
Markfed to launch an aggressive marketing campaign to capture sizeable chunk of
consumer market not only in the state but across the country and even abroad.
The Chief Minister was reviewing the progress of both the leading state
cooperatives which have a perceptible presence in the domestic market as Verka
was a household name in the region. Mr. Badal asked the top management of
Milkfed and Markfed to work out a time bound action plan to make the marketing
of their products through launching suitable advertising cum marketing
campaigns to boost their sales enormously. He emphasized the need to focus
their attention on retail branding of these products as VERKA products like
Ghee, Fresh Milk, Milk Powder, Butter, Lassi, Kheer, Curd, Ice-Cream, Sweets
and others have already created a niche for themselves in the nationwide market
which could further be widened with concerted efforts.
During a presentation on the prospects of Milkfed, the Chief Minister was
apprised that the state's prestigious Milk Cooperative had already intensified
efforts to boost its exports and hopefully it would soon be declared as a star
export house by the Government of India, probably the only commercial
organization in the state government sector. It was informed in the meeting
that Punjab was the only state in the country where Milkfed was procuring milk
from the dairy farmers at the highest price of Rs. 36 per litre. Milkfed has
achieved sales turnover of Rs.1934 Crores during the year 2012-13 and has set
targets of Rs.2300 Crores for the current financial year 2013-14 and upto the
October, 13 sales turnover of Rs.1186 Crores have been achieved. Likewise
stupendous efforts were being made to enhance the capacity of existing Milk
plants at Mohali, Ludhiana and Jalandhar through a World Bank aided program of
nearly Rs 43 crore under National Dairy Plan phase-1 with the assistance of
NDDB. With the massive modernization underway, the existing Milk handling and
processing capacity of Mohali plant would be enhanced from three lakh litres to
five lakh litres per day.
Meanwhile, the Milkfed has already undertaken upgradation of its Cattle Plants
at Ghaniya Ka Bangar in district Gurdaspur and Bhattian near Khanna to enhance
the production capacity of cattle feed to the milk producers. The work for
expanding the capacity of Cattle Feed Plant Khanna from 200 MT/D to 300 MT/D
and Ghania-ke-Bankger from 100 MT/D to 200 MT/D has been entrusted to National
Dairy Development Board (NDDB).
The Chief Minister categorically asked them to procure Maize for the production
of cattle feed directly from the local farmers to motivate them for crop
diversification. Mr. Badal also asked the Milkfed to tie up with the
Educational Institutions especially Colleges, prestigious schools and Jails for
the supply of fresh milk, which would not only boost the sales of Milkfed by
providing them assured market besides giving quality milk to these consumers.
He also asked the MILKFED authorities to take up the matter of opening Verka
stalls at Bus Stands, Railway Stations and Hospitals so that untapped potential
of milk products could be optimally exploited on one hand and to ensure taste
and quality to the consumers on the other.
The Chief Minister also approved the design of new Verka kiosks with uniform
pattern to attract the customers as part of its branding exercise. As many as
28 Verka Milk booths would be opened by Milkfed on the sites identified in
different Sectors of Mohali. In this regard, MOU has been signed between
Milkfed and GMADA.
Meanwhile the MD Markfed made a detailed presentation regarding recoverables
from FCI under various heads on account of procurement of wheat and paddy for
the central pool by Markfed. Expressing concern over this issue, the
Chief Minister asked that other State Procurement Agencies should also update
their position of recoverables from FCI on the similar pattern as prepared by
Markfed so that the matter could be taken up with the GoI at the highest
level.
Mr. Badal underscored the need to create sufficient scientific storage capacity
to minimize storage losses and asked the concerned authorities to review the
system so that natural losses or the losses beyond the human control were not
unnecessarily put on the employees and at the same time the erring officers/
officials indulging in such malpractices should not go scot free.
Underlining the need to strengthen the underperforming Cooperative Marketing
Societies (CMS) in Punjab, the Chief Minister asked to replicate the model of
best performing societies like CMS Nakodar and Banga in the state. He said that
these societies should be developed as supermarkets selling variety of
consumables, eatables, electronics, electrical goods and other household items
besides selling regular agriculture inputs like fertilizers, pesticides,
insecticides and others. Mr. Badal also asked these CMSs to offer a ready
market for the sale of products manufactured by various self Help groups.
Prominent amongst those present on the occasion Principal Secretary to the
Chief Minister Mr. SK Sandhu, Special Principal Secretary to the Chief Minister
Gaggandip Singh Brar, MD Markfed , Dr. Karmjeet Singh Sra, MD Milkfed Mrs.
Alaknanda Dyal and Registrar Cooperative Societies Mr. AS Miglani.
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