SWOT ANALYSIS OFJAMMU AND KASHMIR MILK PRODUCER’S CO-OPERATIVE LIMITED

Abstract

Dairy cooperatives have proved to be a boon for Indian dairy industry as these have played an important role in providing employment to 14 million dairy farmers in the country. A SWOT analysis of Jammu and Kashmir Milk Producer’s Co-operative Limited (JKMPCL) was planned to check out the weak and strong points leading to its challenges and opportunities. SWOT analysis was done by focused group discussion and interview schedule with the selected participants. The major Strengths of JKMPCL include “the regular and weekly milk payment system (81.95%)â€, “dairy as a source of livelihood (80.46%)†and “good commitment from the government for dairy industry (76.76%)â€. The top ranked weaknesses were “low productivity of animals and high cost of milk production (83.17%)â€, “lack of structured and clear benefit packages (81.68%â€) and “low price for milk as compared to other private competitors (80.12%)â€. The Opportunities offered to JKMPCL were “more milk producers were willing to join cooperative (82.23%)†which was ranked first, “scope for convergence with allied departments and substantial scope for modernization of the unit (80.15%)â€. The Threats faced by the JKMPCL were rated and showed that “losing interest of farmers in dairying (85.70%)â€, “heavy competition from private units (82.43%)†and  “high cost of credit for dairy farming (81.62%â€) were ranked as first, second and third threats; respectively.