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Water, Liquid Chemicals, Household Chemicals, Cosmetics etc.
Bag-in-box manufactures Packaging Units for Liquids and Semi-Liquids for packing into Bag-
in-Box. The Bag-in-Box is of High Quality Laminated Polyethylene or Metalized Polyethylene.
The volume of the bag can vary from 3 ml to 1,000 ml. After filling, the bags are placed in
Carton Boxes, Barrels or stacked on special Pallets.
Bottle Filling and Packing machines are based upon the principal of Step-by-Step Conveyors
(Rotary Stations for M-52), on which the bottles are Established, Filled, Capped and Removed.
The Bottles move from one position the the next one. The first 4 positions are free for the
continent Installation of the bottles on the Conveyor. The fifth and sixth positions are for Dosing.
The further three positions are free for the oppurtunity of Manual Stacking of covers on the
bottle. The following position is for Automatic Screwing or Capping by pressing the cover or by
a Twist-off action.
Growing Volumes
The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the
country's population. An estimated 50 per cent of the total milk produced is consumed here. By
the end of the twentieth century, the urban population is expected to increase by more than 100
million to touch 364 million in 2000 a growth of about 40 per cent. The expected rise in urban
population would be a boon to Indian dairying. Presently, the organized sector both cooperative
and private and the traditional sector cater to this market.
The consumer access has become easier with the information revolution. The number of
households with TV has increased from 23 million in 1989 to 45 million in 1995. About 34 per
cent of these households in urban India have access to satellite television channel.
Potential for further growth
Of the three A's of marketing - availability, acceptability and affordability, Indian dairying is
already endowed with the first two. People in India love to drink milk. Hence no efforts are
needed to make it acceptable. Its availability is not a limitation either, because of the ample
scope for increasing milk production, given the prevailing low yields from dairy cattle. It leaves
the third vital marketing factor affordability. How to make milk affordable for the large majority
with limited purchasing power? That is essence of the challenge. One practical way is to pack
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milk in small quantities of 250 ml or less in polythene sachets. Already, the glass bottle for
retailing milk has given way to single-use sachets which are more economical. Another viable
alternative is to sell small quantities of milk powder in mini-sachets, adequate for two cups of tea
or coffee.
Marketing Strategy for 2000 AD
Two key elements of marketing strategy for 2000 AD are: Focus on strong brands and, product
mix expansion to include UHT milk, cheese, ice creams and spreads. The changing marketing
trends will see the shift from generic products to the packaged quasi, regular and premium
brands. The national brands will gradually edge out the regional brands or reduce their presence.
The brand image can do wonders to a product's marketing as is evident from the words of
Perfume Princess Coco Channel: In the factory, we pack perfume; in the market, we sell hope!
Emerging Dairy Markets
" Food service institutional market: It is growing at double the rate of consumer market
" Defense market: An important growing market for quality products at reasonable prices
" Ingredients market: A boom is forecast in the market of dairy products used as raw
material in pharmaceutical and allied industries
" Parlour market: The increasing away-from-home consumption trend opens new vistas
for ready-to-serve dairy products which would ride piggyback on the fast food revolution
sweeping the urban India.
India, with her sizable dairy industry growing rapidly and on the path of modernization, would
have a place in the sun of prosperity for many decades to come. The one index to the statement is
the fact that the projected total milk output over the next 15 years (1995-2010) would exceed
1457.6 million tonnes which is twice the total production of the past 15 years!
Penetration of milk products
Western table spreads such as butter, margarine and jams are not very popular in India. All India
penetration of butter/ margarine is only 4%. This is also largely represented by urban areas,
where penetration is higher at 9%. In rural areas, butter/ margarine have penetrated in 2.1% of
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