The unorganized sector selling un-processed loose milk through small vendors still enjoys a very large share of the total milk market in India. Thus one of the major challenge, the cooperatives are facing today is to convert loose milk buyers into packed milk. There is a big scope to tap the uncovered areas for marketing packed liquid milk. Selling majority of the milk procured as liquid milk is considered as a viable and most desirable proposition for the cooperatives.

One of the strategies adopted by the cooperatives is to create awareness among consumers about the benefits of processed loose as well as packed milk delivered to them in most hygienic and convenient ways.

The cooperatives organize campaigns at regular intervals to educate the consumers. Some of the usual activities taken up by the cooperatives are:

• Contact housewives at their doorsteps
• Contact school children at their schools
• Bringing customer groups to the dairy plants
• Milk testing campaigns
• Publicity campaigns
• Meeting of opinion leaders and consumers