Market structure analysis of the organized dairy industry in Bathinda

The organized dairy industry in Bathinda is dominated by three prominent brands: Verka, Amul, and Mother Dairy. Among these, Verka holds the largest market share, followed by Amul, and then Mother Dairy, which has a relatively small presence in the market. Primary data was collected by using a standard Likert-type point scaled questionnaire with anchors of ‘completely agree’ and ‘completely disagree’. Total 450 retailers of Bathinda District were selected and that 36.7% retailers sell only Verka brand of packaged milk, 25.6% retailers sell only Amul brand of packaged milk. Main demand in Bathinda is of the full cream milk, then toned milk and double toned milk respectively that are demanded with different sizes of packs. The study also found that liquid pouch milk is sold in various packaging sizes, including 200 ml, 500 ml, 1 ltr pouch, 1 ltr tetra pack, and 6 ltr packs. Retailers' ability to maintain stock of packaged milk and dairy products is influenced by several factors such as competitiveness has given rank 1with mean (3.82) followed by essential commodity with mean (3.59), profitable margin has rank 3 with mean (3.45) and availability near by the location has rank 4 with mean (3.24).