• ITC's Livestock Development Programme - Providing animal husbandry services in 4 states across 16 districts

The Indian Context

While agriculture is the backbone of India's rural economy, livestock rearing is also a vital contributor. Almost all rural households own livestock - even landless families will own one or two cows or buffaloes. For the poorest among these families, livestock is often their only sustained source of income. However, in general milk yields are extremely low a result of poor nutrition and genetic quality.

ITC's Contribution

ITC's Livestock Development Programme provides artificial insemination services to produce calves with significantly higher milk yields - producing enough surplus that can be sold. Cattle Development Centres in villages provide services right at the owner's doorstep which also include veterinary support to ensure proper health and nutrition.

Having surplus milk for sale brings in extra income, especially useful for poor households. With the additional income and experience, families can invest increasing their herds, paving the way for dairying to become a viable livelihood option.

Cattle-owners are encouraged to join together and form milk marketing societies so that they can reduce logistic costs and connect to larger markets to get higher prices. In selected areas, ITC also sets up modern milk collection centres where scientific testing ensures better prices for better quality, motivating owners to invest more in cattle health and nutrition.

ITC's Livestock Development Programme

Creating multi-stakeholder partnerships to diversify & increase farm incomes by upgrading cattle

Cattle-owning
Rural Households

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Primary Beneficiaries

NGOs

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Project Implementation, Domain Expertise, Local Experience

Milk Marketing
Societies

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Beneficiaries, Potential Action-takers

ITC

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Facilitator, Programme Design, Funding, Monitoring & Evaluation

Cattle Development
Centres

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Service Providers (manned by local person who receives training)

Strategies and Key Interventions
  • Producing high-yielding calves through artificial insemination
  • Doorstep services including artificial insemination, health, nutrition, pre & post natal care
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    Doorstep services including artificial insemination, health, nutrition, pre & post natal care

    Trained technicians from local Cattle Development Centres provide services right at the farmer's doorstep which include nutrition, pre & post natal care along with artificial insemination.

    Preserving native breeds
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    Preserving native breeds

    Partnering with gaushalas (cattle shelters) and lead dairy farmers to build awareness on their commercial viability and superior adaptability to Indian conditions

  • Transferring know-how & technology to local communities
  • Cattle Development Centres manned
    by locals trained as technicians
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    Cattle Development Centres manned by locals trained as technicians

    Local youth are trained to provide the entire package of cattle healthcare and artificial insemination services; Centres are intended to be financially self-sustaining within a stipulated period

  • Promoting collective action for greater benefit
  • Milk Marketing Societies
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    Milk Marketing Societies

    Cattle owners join together and pool resources for better advantages e.g. saving on transport costs, connecting to formal markets and large dairies, buying quality feed & other inputs at bulk rates, etc

  • Reducing climate risks by diversifying income streams
  • Producing high-yielding crossbred cattle
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    Producing high-yielding crossbred cattle

    Produce 6-9 times more milk, creating another income stream for rural households:

    Takes pressure off arable land

    Cushion in times of drought/other climatic emergencies

    Can be used to expand herd, paving the way for dairying to become viable livelihood

    Establishing infrastructure to promote dairying e.g. modern milk collection centres
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    Establishing infrastructure to promote dairying e.g. modern milk collection centres

    ITC's milk collection centres are equipped with milk analysers, electronic weighing machines, chillers data processing units, etc to ensure farmers get a fair price for quality and quantity.

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