Abstract: The present study, titled Marketing of Banas Dairy in Varanasi District, Uttar Pradesh, analyzes the marketing performance and operational challenges faced by Banas Dairy in a competitive and culturally unique region. With the cooperative’s recent expansion into Varanasi, the research aims to assess its market penetration, efficiency, consumer perception, and distribution constraints. A multistage stratified random sampling method was used to select farmers and market functionaries across Kashi Vidyapeeth. Data collection was carried out through structured questionnaires and personal interviews. To interpret the data, several analytical tools were employed: the Chi-square test for association, the Garrett Ranking Technique for prioritizing constraints, Shepherd formula to measure marketing efficiency, and standard methods to compute marketing cost, margin, and price spread. The findings reveal that Banas Dairy, despite its strong cooperative framework, faces major challenges such as high competition from brands like Amul, limited brand awareness, and higher transportation and processing costs. Market analysis showed Amul leading with a 32% share, while Banas (under Amul branding) had mixed consumer perceptions, particularly on pricing and taste. Extension contact among farmers was found to be moderate, and most belonged to small to medium-scale dairy operations.
Keywords: Banas Dairy, Marketing Performance, Varanasi District, Market Penetration, Consumer Perception, Marketing Efficiency, Distribution Constraints.
Author: Vansh Pratap Singh and Jayant Zechariah
doi: https://doie.org/10.10346/AE.2025107609
Reference: Agricultural and Processed Food Products Export Development Authority (APEDA) Product Group Report/Country-wise (2012). NQUIM Report of Varanasi District of Uttar Pradesh. Official Site of Banas Dairy https://www.banasdairy.coop/ Delgado, C., Rosegrant, M., Steinfeld, H., Ehui, S. & Courbois, C. 1999. Livestock to 2020. The next food revolution. Food, Agriculture and the Environment Discussion Paper 28. Washington, DC, International Food Policy Research Institute. Global Agriculture Information Report (2012). Retrieved 15th July 2013 Indian Dairy Market Report & Forecasts (2012-2017), IMARC Group. Retrieved 14 th July 2013, from http://www.imarcgroup.com/dairy-industryin-india/
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