Bishnupada Sethi, IAS, is currently working as Commissioner-cum-Secretary, Fisheries & Animal Resources Development Department with additional charge of CMD, Omfed. A Mechanical Engineer endowed with an enviable academic record of having a Post-Graduation Degree in Industrial Engineering by training but an IAS officer by choice, he has rendered two decades of his services in the IAS cadre. During his services, he has held many responsible posts in the Governmental hierarchy. Besides, his stint in the United Nations Development Programme has added feathers in his cap. A workaholic by temperament, his long years of service career in the hitherto inaccessible regions of the KBK region and districts of Kandhamal and Gajapati have given him a fillip to work with renewed energy, vigour and vitality to achieve his targets under the Government. He has lent a Midas touch of gold to the Omfed, which has undergone a transmogrification under his effective stewardship. In an interview to The Pioneer, he spoke to Sugyan Choudhury from his office at the State Secretariat during the lunch hours.
What is the purpose behind the establishment of the OmfedIJ Has it achieved its targetIJ
The Omfed was established in the year 1980 with a vision to provide marketing support to the milk producers in the State in order to develop their social and financial status. Further, the milk collected from the farmers is being supplied to the urban consumers with good quality and hygienic packing as per the FSSAI standards. After establishment of the Omfed, the milk producers could not be exploited by the milk vendors and they are getting better remunerative price.
The Government of India has introduced many Centrally-sponsored schemes to work throughout the length and breadth of the country. Has it received its translation in Odisha under your leadershipIJ
In Odisha, the Omfed was initially started with only four districts under the Operation Flood Programme. We have received funds under Centrally-sponsored schemes for expanding dairy development activities in the State, especially in underdeveloped areas with focus on :
a) Increasing milk productivity and milk production
b) Clean milk production
c) Augmenting capacity, upgradation, increasing processing and chilling and transportation infrastructure.
d) Formation of rural dairy cooperative societies and extension of milk routes.
Are you happy with the procurement and marketing of the products over the last 30 yearsIJ The Omfed is currently procuring an average of 5 lakh 40 thousand kg of milk per day from farmers of all the 30 districts and the milk and product marketing is around 5.51 lakh litres per day. The procurement of milk in is increasing day by day due to establishment of milk cooperative societies across the State. As regards marketing, we have appointed 5,000 retailers/ distributors to sell milk and milk products. You will be astonished to know that the procurement of milk for day 1 in the year 1980 was only 39 litres from four undivided districts, that is, Cuttack, Puri, Dhenkanal and Keonjhar whereas at present we are able to cover 30 districts. However, we will be putting our best efforts to enhance procurement and marketing in the coming years.
What steps have been taken for improving the brand of OmfedIJ Why the price of Omfed milk is increasing intermittently so as to invite public resentmentIJ
As you know, the Omfed is a household name throughout Odisha. We have a single brand that is Omfed for milk and milk products which are quite qualitative, affordable and acceptable by the consumers since we are maintaining proper quality of the milk and milk products. We are communicating the message of Omfed to the farmers as well as the public through a massive awareness programme and advertisements in electronic and print media.
As you are aware, the cost of all cattle feed ingredients, cost of electricity and raw materials are increasing day by day. The milk producers of the State are demanding enhancement of the milk pricing in order to sustain animal husbandry activities. The enhanced rate is completely passed on to the farmers to encourage them to take up dairy farming. The Omfed milk marketing rate is either lower or at par with that of others State federations.
Recently, you have launched a popular scheme known as ice cream parlour in Bhubaneswar. Are you thinking to introduce it in other areas of the StateIJ
The recently-opened ice cream parlour at Siripur, Bhubaneswar has become quite popular, and this has encouraged us to open new parlours in other important cities and industrial towns of the State. We propose to open 10 new ice cream parlours in coming one year.
What incentives are provided to the farmers for ensuring supply of quality milkIJ
We are providing various incentives to the farmers as the followings:
a) Round the year milk marketing facilities
b) Cattle feed and feed supplements at subsidised rate
c) Cattle healthcare and breeding facilities
d) Payment of cost of milk at 10 days’ interval
e) Assistance for fodder cultivation
f) Dairy skill development training
g) Cattle insurance cover at discount price
Can you compete with the Gujarat Milk Federation and AmulIJ
The Gujarat Milk Federation was started under the leadership of Sardar Vallavbhai Patel way back in the year 1946 in a State where people took up dairy farming as a profession. During these years, Amul has made its presence felt across the country and outside. The Omfed was started in 1980, and during the past years it has reached all the 30 districts of Odisha and has become a household name. With its wide range of products, it is expected that the Omfed will reach greater heights in the coming years.
What are the new products to be launched in your agendaIJ
After the launch of different varieties of ice cream, the Omfed proposes to launch Indigenous sweets such as Rassagola, Gulabjumun, etc., in tin packs. So also, the Omfed proposes to market bakery items and mineral water under the Omfed brand shortly.
What is the future of the OmfedIJ
Our mission is to reach every farmer family in rural area who are involved in dairy farming and to create a conducive environment for profitable dairy farming. Supply of quality milk and milk products at reasonable prices to increase per capita milk availability to the consumer to reach national average, promotion of cooperative spirit among rural farmers and to maximise return to the stakeholders/farmers are our prime concerns. It is a farmers’ organisation and, as such, designed to deliver for many years to come.
Our targets: 1) Milk procurement and marketing of 1 million litre a day by 2020. 2) Formation of 10,000 rural primary dairy cooperative societies. 3) Involvement of 4 lakh farmer families.