gopaljee milk run for milk

1. GOPALJEE : MILK RUN FOR MILK
GROUP 14
ANKIT MITTAL 1402016
ARPIT SINGH 1402025
DIPRONIL MONDAL 1402052
DIVYANSHU JOIYA 1402054

2. Case Overview
 Milk shed area allotted by State and Central Govt. across
Bulandsahar, Aligarh, J.P. Nagar, Moradabad, Meerut, Agra,
Farojabad, and Hathras
 Multiple group of Village Level Centers (VLC) covering over 4500
villages
 About 125000 farmers deliver fresh milk to Gopaljee twice a day
 Village level society is managed by Village Representative of Milk
Producers(VRMP)
 One milk route connects about 25 villages and 123 vehicles run to
collect milk from 50 milk routes ensuring milk lift and brought to
centers time max. 3 hours
 Milk producers are paid on every 4th day
 Provide veterinary aid, medicines, and all type of of vaccines at the
doorstep of farmers at the subsidized rates
 Training and all support to farmers such as third party
insuarance,cans, chemicals, glassware, and materials for milk testing

3.  Distribution – Strong network in the category of poly pack, loose
milk, and milk products in North India
 Poly Pack – 10 exclusive sales Depots in Delhi and National
Capital Region supports a daily operation of over 120 milk
routes and 4,000 dealers
 Loose Milk – Over 2,00,000 LLPD milk is sold everyday to Delhi and
NCR populace dispatched by a fleet of 20 road milk tankers
 Skimmed Milk and Powder and Pure Deshi Ghee – Gopaljee covers
the states of Delhi, Haryana, Uttar Pradesh, Andhra Pradesh,
West Bengal, Tamil Nadu, Bihar, Rajasthan, Maharastra, ans
Assam
 Looking Beyond- Integrated Clean Milk Production Network. This
projects includes setting up of biogas plant 15 KW power
equipped with Milking Machine Parlor, Bulk Milk Coolers,
Automatic Milk collection Unit, and a Milk Testing laboratory in
addition to 26 bulk milk coolers. Strong network to chill the milk
below 4°C within 3 Hours of milking. To collect milk from about
154 villages and about 8000 milk producers

4. QUESTION – Gopaljee’s supply and distribution networks
have successfully connected a highly fragmented supply
base with an equally fragmented market. How do you see
this model being replicated by medium and small
enterprises placed in similar situations in other industries?
Illustrate with examples
 Vegetables and Meat Industry
 Bakery Products
 Newspaper
 Courier

5. Application in perishable
goods Industry
 Present supply chain structure has many intermediaries at
supply and distribution fronts.
 Revamp possible through : CPFR
 Collaborative framework: sharing of information for
forecasting and planning inventory.
 Helping Suppliers: closely watch and monitor the process
from seeding, manuring, and till the harvesting. Provide
help in terms of machinery and pesticides .
 Logistics: For small retailers milk run, for big famers direct
procurement, small farmers to sell directly at company’s
collection centre.

6. Application in
Manufacturing
 JCB employs milk run to connect its supply end of the
supply chain.
 Demand of materials is catered to by Milk Runs from
suppliers within a range of 20 kms.
 Typical decision making involves:
 All the required components of a day’s production must
reach JCB.
 Capacity of the truck must not be exceeded in any trip
 Minimum of three trips per truck per day.