IEMS Journal of Management Research

Abstract

Dairying is an important part of the Indian agricultural economy.  Milk production in the country has grown at a compound annual growth rate of about 6.2 per cent to reach 209.96 mn tonnes in 2020-21 from 146.31 mn tonnes in 2014-15. The estimated demand for 2030 at an All-India level is 266.5 million metric tonnes for milk and milk products. (study conducted by the National Dairy Development Board (NDDB))
Dairy farming is a challenging and dynamic business, whether the farm in question is a small family farm or a large corporation. It is found that the local and small dairy farmers became contract-based workers for big corporations. They have become more vulnerable as they are now part of ecologically unsustainable production strategies. 
DAIRY CLUB is an online learning mobile app platform that educates dairy farmers in India about best practices in dairy farming, including feeding, breeding and animal husbandry. The app was created in response to the challenges that dairy farmers in India face, such as excessive production costs, low profits, and poor calf health. DAIRY CLUB provides farmers with access to accurate and up-to-date information on dairy farming practices from a team of experts. The app also includes interactive tools and resources to help farmers implement these practices on their farms. In a short period of time, DAIRY CLUB has had a significant impact on the profitability and sustainability of dairy farms in India.
 An attempt is made in this case study to understand the business model and study how dairy farming can be profitable if done at a considerable scale using modern technologies, expert advice, and high-yield breeds. The case will highlight the innovative and technological approach of DAIRY CLUB towards making dairy farming profitable.