Calcutta Business School

Diamond Harbor Road, Bishnupur,

7 KM from IIM Calcutta, 24 Pargana (S),
West Bengal - 743503

Rural Immersion Programme

Visiting Report
SIMDEGA, RANCHI; 16TH TO 24TH FEB 2018
 Acknowledgement
The success and final outcome of this project required a lot of guidance and assistance from any
people and I am extremely privileged to have got this all along the completion of my project. All
that I have done is only due to such supervision and assistance and I would not forget to thank
them.
We respect and thank Prof. Suman Kumar Dawn & Prof. Padmavati Dhillon, for accompanying
and guiding us throughout the duration of our programme. And giving us all support and
guidance which made us complete the project duly. I am extremely thankful to them for
providing such an opportunity and guidance.
We owe our deep gratitude to our Director sir, Prof. Shekhar Chaudhuri and Prof. Tamal Datta
Chaudhuri who provided us with this once in a life time opportunity to immerse ourselves in
rural livelihood and understand the huge untapped market in our nation. It also helped us
understand the extent of government initiative to genuinely better the lifestyle of these people.

 Avik Kumar Dutta – 17028

 Naveen Hissaria – 17010
 Sabyasachi Sarkar – 17019
 Shouvik Sarkar – 17020
 Shubham Raj – 17021
 Srijan Moitra – 17023

PAGE 1
 INDEX
# Particulars Page No.

1. 16 to 17 February 2018 3
2. 18 February 2018 5
3. 19 February 2018 5
4. Jharkhand State Livelihood Promotion Society 6 to 7
5. Lachagarh & Kolebira Photos 8 to 10
6. 20 February 2018 11
7. 21 February 2018 12
8. OSAM DAIRY Industry Visit 13 to 19
9. 22 February 2018 20
10. 23 February 2018 21
11. Panchghat Photos 22 to 24
12. Rural Haat Photos 25 to 30
13. Conclusion 31

PAGE 2
 Simdega
1. DATE : 16th to 17th February 2018
2. PLACE OF VISIT : Simdega, Ranchi.
3. MONITORED BY :
a. Prof. Suman Kumar Dawn
b. Prof. Padmavathy Dhillon
4. TEAM :
a. Avik Kumar Dutta
b. Naveen Hissaria
c. Srijan Moitra
d. Sabyasachi Sarkar
e. Shouvik Sarkar
f. Shubham Raj
5. OBJECTIVE OF VISIT :
a. To Reach, Father Cordone Centre
6. MODE OF TRANSPORT :
b. Collage Bus
c. Train (Kriya Yoga Express)
d. Charted Private Bus
7. DESCRIPTION :
a. Started from college via bus at 4:30 pm evening and reached Howrah station at 7:30
pm evening.
b. Boarding of train from Howrah station for Ranchi
c. Arrival at Ranchi in the morning of 17th around 6:30 am.
d. Boarded Private bus from Ranchi station and we left for Simdega.
e. It is a small town located 150 km’s from Ranchi.
f. We reached Father Cordone Centre near Simdega by 5:30 pm, evening.
g. We take our much needed rest for the activities to come from the next day
onwards.

PAGE 3
 Lachagarh
1. DATE : 18th February 2018
2. PLACE OF VISIT : Lachagarh
3. MONITORED BY :
a. Prof. Suman Kumar Dawn
b. Prof. Padmavathy Dhillon
4. FOCAL PERSON :
a. Prof. Suman Kumar Dawn
b. Prof. Padmavathy Dhillon
c. Chairperson CO
d. SHG Presidents
5. TEAM :
a. Avik Kumar Dutta
b. Naveen Hissaria
c. Srijan Moitra
d. Sabyasachi Sarkar
e. Shouvik Sarkar
f. Shubham Raj
6. OBJECTIVE OF VISIT :
a. To understand functioning of Self Help Groups and its structure.
7. METHOD :
a. Questionnaires
b. Observation
c. Briefings
d. Informal Interaction
8. DESCRIPTION :
a. Reached Lachagarh and meet important peoples from NGOs and Self Help
Groups active in the area.
b. They gave a detailed description of the organisational, financial and
management structure of Self Help Groups.
c. Attained weekly meeting of Self Help Group women.
d. Gained understanding of day to day functioning and list of activities of Self Help
Group women via their detailed explanations.
e. Interviewed members to get to know how they select members and what the
various documentations that they maintain.
f. Gained in-depth knowledge of on-field functioning of micro crediting systems
for under developed areas run by group of house wives from same community.

PAGE 4
 Kolebira
1. DATE : 19th February 2018
2. PLACE OF VISIT : Kolebira
3. MONITORED BY :
a. Prof. Suman Kumar Dawn
b. Prof. Padmavathy Dhillon
4. FOCAL PERSON :
a. Prof. Suman Kumar Dawn
b. Prof. Padmavathy Dhillon
c. Chairperson CO, VO, District level.
5. TEAM :
a. Avik Kumar Dutta
b. Naveen Hissaria
c. Srijan Moitra
d. Sabyasachi Sarkar
e. Shouvik Sarkar
f. Shubham Raj
6. OBJECTIVE OF VISIT :
a. To understand the management of VO and CO of SHGs under JSLPS
7. METHOD :
a. Questionnaires.
b. Direct Observation
c. Briefings
8. DESCRIPTION :
a. We reached SHGs by JSLPS –Jharkhand Estate Livelihood Promotion Society.
b. Then we visited the Cluster Level & Village Level Organizations supported by
JSLPS.
c. Gained knowledge about Organizational level functioning of Self Help Groups
from higher management perspective.
d. Boarded the bus and left for Ranchi.

PAGE 5
 JHARKHAND STATE LIVELIHOOD PROMOTION SOCIETY
STATE RURAL LIVELIHOOD MISSION, RURAL DEVELOPMENT DEPARTMENT,
GOVT. OF JHARKHAND
Sanjivani – Self Help Groups

Women in every household play a role of central pillar and it has been seen that improvement of
status of women in family reflects overall improvement of family. SHGs movement centred
women is tried and tested model and successful approach of fight against poverty. State need a
cadre of trained and motivated rural women who herself seen menace of poverty and fought it
successfully who can train other rural local women be one like her. With this vision Sanjivani
project is initiated by State government in 29 blocks of 13 Districts of Jharkhand under the banner
of Jharkhand State Livelihood Promotion Society, Rural Development Department, Government
of Jharkhand.

Goal

“To empower the women of poor family by bringing them in SHG fold to ensure sustainable
livelihood as well as to increase their reach for their entitlements and their participation
in decision making process”

Objective

 In selected villages ensure universal coverage of families under SHG fold.

 Capacity Building of SHGs in the programme villages with the help of
Community Resource Person.
 To cover all SHG members under existing social security net.
 Supporting SHG to undertake livelihood activities of their choice to enhance
their current income.
Key Strategy:

 At least one woman from every poor household to be included in SHG group.
 Community Resource persons to be selected by Community/ SHG members.
 Develop a cadre of CRPs and to train them intensively under Sanjivani project for
capacity building of SHGs.
 Community resource person will capacitate SHG members while staying in the village
and understanding the need of the SHG members.
 Formation and capacity building of SHGs.
 Monitoring and Evaluation of SHGs progress at regular interval.
 Village organisations (VOs) of SHGs to be developed.

PAGE 6
  Ensuring women’s active participation in Mahila Gram Sabha to strengthen Main Gram
Sabha.
 To capacitate SHGs and to link them with financial institutions for loan facilities to
undertake livelihood activities of their choice.
 To ensure benefit of social safety net provided under the different Government
programme to all SHG members.
 To initiate the group activities to be undertaken by the SHGs.

Geographical coverage of Sanjivani Project:

Sl No District Blocks
Ormanjhi, Chanho, Burhmu, Ratu, Nagri, Angara, Silli,
1 Ranchi
Sonahatu, Rahe
2 Hazaribagh Chauparan
3 Bokaro Kasmar, Chandankiyari
4 Lohardaga Kudu
5 Gumla Sisai
6 Dumka Shikaripara, Masalia
7 Latehar Chandwa, Manika, Garu, Barwadih, Latehar
8 Giridih Peertanr, Jamua
9 Chatra Simaria
10 East Sighbhum Dhalbhumgarh, Patamda
11 Ramgarh Gola
12 West Sighbhum Chakradharpur

13 Saraikela- Kharsawan Kharsawan

PAGE 7
Lachagarh & Kolebira

PAGE 8
PAGE 9
PAGE 10
 Ranchi
1. DATE : 20th February 2018
2. PLACE OF VISIT : Ranchi
3. MONITORED BY : NA
4. TEAM :
a. Avik Kumar Dutta
b. Naveen Hissaria
c. Srijan Moitra
d. Sabyasachi Sarkar
e. Shouvik Sarkar
f. Shubham Raj
5. OBJECTIVE OF VISIT :
a. Local market visit
b. To understand local consumer behaviour, pricing, available brands
6. METHOD :
a. Direct Observation
b. Interactions
c. Shopping
7. DESCRIPTION :
a. Light activities for the day, visit to local markets in Ranchi for market
understanding.

PAGE 11
 OSAM Dairy
1. DATE : 21st February 2018
2. PLACE OF VISIT : OSAM Dairy, Ranchi
3. MONITORED BY :
a. Prof. Suman Kumar Dawn
b. Prof. Padmavathy Dhillon
4. FOCAL PERSON :
a. Prof. Suman Kumar Dawn
b. Prof. Padmavathy Dhillon
c. Quality & Productions Team Osam Dairy
5. TEAM :
a. Avik Kumar Dutta
b. Naveen Hissaria
c. Srijan Moitra
d. Sabyasachi Sarkar
e. Shouvik Sarkar
f. Shubham Raj
6. OBJECTIVE OF VISIT :
a. To visit OSAM Dairy Milk Factory, understand Production, Procurement and
Distribution mechanism of packaged milk.
7. METHOD :
a. Direct Observation
b. Small Briefs
8. DESCRIPTION :
a. We visited Osam Dairy Milk factory at 1:00 pm afternoon.
b. Gained knowledge about procurement set-up of milk industry with village level
farms, a complex upstream distribution channel.
c. Gained deeper understanding of all the steps involved in production of packaged
from raw milk.
d. Gained understanding about quality control and dispatch mechanism of
packaged milk.
e. Tasted certain products, as a part of promotional stunt.

PAGE 12
 OSAM DAIRY Industry Visit

COMPANY BACKGROUND
‘Osam’ is an honest effort made by a team of young, energetic professional entrepreneurs to provide
high quality dairy products to our consumers. ‘Osam’ is a commitment which we have made to
ourselves to leave no stone unturned to satiate every demand of our customer. We live and breathe.

MISSION & VISION

Our Vision “to create a dairy brand which inspires confidence amongst the consumers for its unfailing
quality, outstanding processing infrastructure giving the most hygienic products which offers value
for money. We want to be part of consumers’ every meal based on binding trust generated through
the use of our products”.

SAFETY AND HYGINE

The rigorous training is supplemented by quality checks at the time of procurement on a daily basis
through Milk Analyser which checks the milk on pre-defined parameters. If the milk does not meet
our standards on purity, quality and freshness, we reject the milk at the farm level.

PAGE 13
PRODUCTS OF OSAM DAIRY
1. 1.Standard milk
2. Butter milk
3. Masala butter milk
4. Special milk
5. Rose Lassi
6. Paneer
7. Dahi
8. Mango Dahi

PAGE 14
 ACTIVITIES OF PRODUCTION DEPARTMENT
1. Raw material receiving dock.
2. Electronic milk test
3. Pasteurizing
4. Separation
5. Homogenization
6. Processed milk
7. Deep chilling
8. Dispatch in insulated tanker.

PRODUCTION PROCESS
1. COLLECTION OF RAW MILK
Raw milk is collected from different parts of Ranchi. Around 60,000 liters of milk is collected per
day. Before the milk is sent to laboratory for testing, the milk is separated from the raw milk. The
raw milk flows through stainless steel or glass pipes to a refrigerated bulk milk tank where it is
cooled to about 40° F (4.4° C). A refrigerated bulk tank truck makes collections from dairy farms
in the area within a few hours. Before pumping the milk from each farm's tank, the driver collects
a sample and checks the flavor and temperature and records the volume.

PAGE 15
 2. ELECTRONIC MILK TEST
Before pasteurizing the milk, the samples are taken to the laboratory. In the laboratory with the
help of machine called Electronic milk tester, the proportion of SNF and FAT is checked with the
phosphate solution. When the color of the milk becomes yellow, it is sent for pasteurizing.

A clarifier removes debris, some bacteria, and any sediment that may be present in the raw milk.
A separator performs the same task, but also separates the heavier milk fat from the lighter milk
to produce both cream and skim milk. Some processing plants use a standardizer-clarifier, which
regulates the amount of milk fat content in the milk by removing only the excess fat.

MILK SNF FAT

BUFFALO 9% 6%

COW 8.5 4.5%

PAGE 16
 3. PASTEURIZING
The milk—either whole milk, skim milk, or standardized milk—is piped into a pasteurizer to kill
any bacteria. There are several methods used to pasteurize milk. The most common is called the
high-temperature, short-time (HTST) process in which the milk is heated as it flows through the
pasteurizer continuously. Whole milk, skim milk, and standardized milk must be heated to 161°
F (72° C) for 15 seconds. Other milk products have different time and temperature requirements.
The hot milk passes through a long pipe whose length and diameter are sized so that it takes the
liquid exactly 15 seconds to pass from one end to the other. A temperature sensor at the end of
the pipe diverts the milk back to the inlet for reprocessing if the temperature has fallen below
the required standard.

4. SEPARATION PROCESS
Separator machine separates two kind of products, skimmed milk and cream, through channels.
The separator separates the heavier milk fat from the lighter milk to produce both cream and
skim milk. Some processing plants use a standardizer-clarifier, which regulates the amount of
milk fat content in the milk by removing only the excess fat. The excess milk fat is drawn off and
processed into cream or butter.

5. HOMOGENIZER

Most milk is homogenized to reduce the size of the remaining milk fat particles. This prevents
the milk fat from separating and floating to the surface as cream. It also ensures that the milk fat
will be evenly distributed through the milk. The hot milk from the pasteurizer is pressurized to
2,500-3,000 psi (17,200-20,700 kPa) by a multiple-cylinder piston pump and is forced through
very small passages in an adjustable valve. The shearing effect of being forced through the tiny
openings breaks down the fat particles into the proper size and quantity as per requirement of
the batch.
The milk is then quickly cooled to 40° F (4.4° C) to avoid harming its taste.

6. PACKAGING PROCESS
After the milk is sent for the packaging to the milk packing station in the dairy plant. In the milk
packaging station in the dairy plant. Packs are usually of 500ml to 1litre. The packets or cartons
are stamped with a "manufacturing date” and unique batch code to identify short comings if any.
This also ensures that the retailers do not allow the milk to stay on their shelves longer than it
can be safely stored. The milk cartons or bottles are placed in protective shipping containers and
kept refrigerated. They are shipped to distribution warehouses in refrigerated trailers and then
on to the individual markets, where they are kept in refrigerated containers.

PAGE 17
 7. STORAGE
Then the milk is sent to the cold storage of the dairy where the milk is stored until it is dispatched.
Here the milk is stored in the temperature of 4 degrees Centigrade, it is maintained with the help
of exhaust fans having silicon chips. About 60,000 liters of milk is dispatched from the cold
storage every day. The damaged pouches are kept aside and the milk is once again put in the
tank.

8. CLEANING
To ensure sanitary conditions, the inner surfaces of the process equipment and piping system are
cleaned once a day. Almost all the equipment and piping used in the processing plant and on the
farm are made from stainless steel. Highly automated clean-in-place systems are incorporated
into this equipment that allows solvents to be run through the system and then flushed clean.
This is done at a time between the normal influx of milk from the farms.

9. DISTRIBUTION

More than 2500 distributors across the state, Osam dairy employs specially refrigerated Trucks
for transportation of items to its major distributors, who in turn follow the same process up to
small retailers.

PAGE 18
PAGE 19
 Ranchi
1. DATE : 22nd February 2018
2. PLACE OF VISIT : Ranchi
3. MONITORED BY : NA
4. TEAM :
a. Avik Kumar Dutta
b. Naveen Hissaria
c. Srijan Moitra
d. Sabyasachi Sarkar
e. Shouvik Sarkar
f. Shubham Raj
5. OBJECTIVE OF VISIT :
a. Local market visit
b. To understand local consumer behaviour, pricing, available brands
6. METHOD :
a. Direct Observation
b. Interactions
c. Shopping
7. DESCRIPTION :
a. Light activities for the day, visit to local markets in Ranchi for market
understanding.

PAGE 20
 Panchghat & Rural Haat
1. DATE : 23rd February 2018
2. PLACE OF VISIT : Panchghat, Rural Haat
3. MONITORED BY :
a. Prof. Padmavathy Dhillon
4. TEAM :
a. Avik Kumar Dutta
b. Naveen Hissaria
c. Srijan Moitra
d. Sabyasachi Sarkar
e. Shouvik Sarkar
f. Shubham Raj
5. OBJECTIVE OF VISIT :
a. To understand Rural Livelihood
b. To understand Rural Haat
6. METHOD :
a. Direct Observation
b. Limited Informal Questionnaire
7. DESCRIPTION :
a. Panchghat
i. It’s a small village, about 50 to 100 houses (both permanent and
temporary)
ii. Only 4 shops are present, limited transport facilities, lack of tourism
opportunities despite great scenic views.
iii. Several NGOs provide solar panel to local residents for electricity.
iv. Main source of livelihood is Animal Husbandry, Limited Commerce
opportunities are available, very low living conditions with major of
population living in temporary shacks.
b. Rural Haat
i. Variety of items starting from groceries to beddings on sale.
ii. A supermarket under open skies kind of situation.
iii. Huge number of peoples from all sections of society visit for
shopping.
iv. Very low and competitive prices as compared to urban markets.

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Panchghat

PAGE 22
PAGE 23
PAGE 24
Rural Haat

PAGE 25
PAGE 26
PAGE 27
PAGE 28
PAGE 29
PAGE 30
 Conclusion
The Indian rural market with its vast size and demand base offers a huge opportunity that MNCs
and Indian companies cannot afford to ignore. With 175 million households, the rural population
is nearly three times the urban. The FMCG, market is estimated to be Rs. 90,000 crores annually
and growing at an impressive 20%... A McKinsey report estimates that by 2017 the per capita
consumption of FMCG in rural will equal the current Urban levels. FMCG Sector is a goldmine that
has not been effectively tapped into because of lack of understanding about consumer behavior,
distribution system and communication channels.

Industry managers lack first-hand experience or exposure to rural lifestyle, have little
understanding of consumer behavior, cultural aspects or communication platforms. The objective
of this program is to sensitize marketing executives to the rural environment and issues in Rural
Marketing.

Rural Immersion Programme (RIP) is a unique initiative that was instituted with an objective to
sensitize the budding managers and entrepreneurs of this Institute towards the various schemes
undertaken by the government in villages and to study and analyze their execution and
effectiveness.

It was a great opportunity and once in a lifetime chance to learn and experience this vast rural
market and their livelihood up close.

PAGE 31