Improving Raw Milk Quality using Whatsapp – A Rise of Digital India in Indian Dairy Sector

Abstract

Milk which is considered like nectar in our scriptures is now being adulterated with chemicals, has residues of antibiotics, hormones and pesticides as well as a wide range of microorganisms, including pathogens, in numbers often exceeding billions. This not only harms the final consumers of such milk and milk products but it also poses technological difficulties in processing such contaminated and adulterated milk. So, there is a need to improve the raw milk quality which can only be done by a harmonious collaboration between the milk producers at the rural level and experts of the dairy industry. We have started conducting a pilot study using WhatsApp as a social media tool in this age of technology where IT solutions are being sought after in every field. The response to our initiative has been positive. In this paper, we have presented how a social media tool is implemented to create awareness among the milk producers about “Clean Milk Production” practices and to encourage them to adopt these.