After the recent increase in the procurement price of milk, Aavin Madurai has achieved a record of receiving a whopping 2.9 lakh litres of milk per day. The Madurai District Cooperative Milk Producers’ Union received just 1.54 lakh litres during the same time last year. The overwhelming support by milk producers was due to the enhancement of the procurement price of milk by Rs 5 per litre, which the state government had announced in November 2014. Credit also goes to the officials who took efforts in reaching out to the milk producers and made them turn towards the cooperative. The state-wide procurement also touched a robust mark of 30 litres a day for the first time. Officials said the increase in milk procurement was already expected since many producers started giving milk to the government subsidiary. However, they did not expect to achieve this feat so early. “During the same time last year the union received just 1.54 lakh litres a day.
Government had increased the procurement price by Rs 5 from November, 2014. At present the procurement price is Rs 28,” said S Christy, revenue divisional officer and general manager, Aavin Madurai. Officials said the milk received is first sold to customers and the remaining is used for various milk-based products including ghee, sweets and ice creams. Milk to the tune of 1.6 lakh litres are sold to the public through the 952 parlours in Madurai and Theni districts. The increase in milk procurement was also due to the result of government beneficiary measures such as fodder at subsidized price. Officials said that they are also planning to increase the milk sales for which they are seeking dealers. Anyone who can spend a couple of hours in the morning can become an agent by paying just Rs 1,000. The dealers will get Rs 2 for every one litre of milk they sell. However, the success in the milk sales has not reflected in ghee, one of Aavin’s premium products, which has left the officials concerned. Officials said that the price of ghee has been slashed by 30% for all quantities and consumers can make use of this opportunity as the pricing is less when compared to the market price of ghee from other private players.