A quiet revolution is brewing in the small village of Manikpur in India’s Bihar state. Ruby Devi, a 34-year-old woman and a mother to four children, leads a story of empowerment and transformation. Her vision now reshapes the economic landscape for women dairy farmers in her community. What began as her effort to secure a fair price for milk has grown into a thriving enterprise that employs more than 30 women dairy farmers and connects them directly to formal markets. Her journey reveals how targeted financial support and collective action can improve the lives and livelihoods of entire communities.
Structural barriers that women dairy farmers face
India is the world’s largest milk producer. The country generates around 239 million tons of milk annually and provides livelihood opportunities to nearly 80 million people. Women perform nearly 70% of the work in India’s dairy sector as they feed and care for livestock.
Bihar, a state that produced around 12 million tons of milk in 2024, holds significant potential for dairy-led growth. Yet, the state’s dairy sector faces unique challenges. Although dairy farming is a key part of the rural economy, it remains largely unorganized and dependent on small-scale farmers, most of whom are women. These women grapple with systemic barriers that limit their potential. They are often forced to sell milk to intermediaries who offer unfair prices.
Limited access to finance further hinders the growth of these women. They are unable to invest in productive assets, such as livestock, quality feed, or veterinary services. Poor infrastructure, such as limited cold storage and testing facilities, further compounded the problem. As a result, Bihar’s dairy industry remains underdeveloped and inefficient. For women like Ruby Devi, the absence of fair pricing and resources created a cycle of poverty that proved nearly impossible to break. However, Ruby, a member of a self-help group (SHG), had a vision for change that would improve her life and have a ripple effect on the entire community.

A vision for change
Ruby’s journey began with the bold decision to cut out the intermediaries who had long controlled the milk market in her village. She created a direct market for the milk collected by the women dairy farmers in her community.
Ruby wanted to expand her dairy enterprise but required a larger amount of capital than what the SHG group loans could provide. Ruby accessed a MUDRA loan under the Pradhan Mantri MUDRA Yojana through an enterprise financing initiative supported by JEEViKA and MSC. This access to personal credit marked a turning point. She opened a milk collection center and invested in two buffaloes, an ambitious move in a rural economy where women frequently struggle to access resources for enterprise growth.
Before Ruby’s intervention, Manikpur’s women dairy farmers had no choice but to sell their milk to local vendors who paid just INR 40 (USD 0.48) per liter. This low, unfair price was a direct result of the inefficient supply chain, where the intermediaries absorbed a large share of the profits. Ruby recognized the exploitative nature of this system and decided to take action. She eliminated these intermediaries and allowed farmers to sell directly to her milk collection center.
The milk collection center is equipped with weighing scales and basic testing kits that enable transparent fat-content testing and fair pricing. The center serves as a direct milk procurement point within the village and allows the women dairy farmers to sell milk locally and retain a greater share of their earnings. Women also receive immediate cash payments after testing, which ensures transparency and trust.
The impact has been substantial. Farmers now earn INR 55 (USD 0.66) per liter from their previous earnings of INR 40 (USD 0.48), which represents a 30% increase in their income. This improvement also fueled significant business growth for Ruby. Her monthly turnover increased by more than 400%. It increased from INR 32,093 (USD 366) to INR 160,380 (USD 1,829). More than 30 women farmers now supply milk to her center. The initiative has strengthened the confidence and bargaining power of women in the area and provided them with a sense of financial stability that once seemed unattainable.
The role of collective action
Ruby’s success was not an isolated achievement. This effort focused on the power of collective action among women dairy farmers to create a stable market and improve the dairy supply chain in Bihar.
MSC helped women dairy farmers form milk cooperatives, where they could pool their resources and share knowledge. This collective action allowed them to establish five regional milk collection centers and address the fragmented nature of the dairy supply chain. The farmers worked together and could negotiate better prices, eliminate the exploitative role of intermediaries, and gain improved market access.
Through collective action, the farmers also connected with the State Milk Cooperative Federation, which provided valuable services, such as affordable cattle feed, vaccination, and artificial insemination. This strengthened the network and resources available to dairy farmers to ensure sustainable growth for their enterprises.

How one woman’s success transformed a community
Ruby Devi’s story reflects the strength of community-driven change. Through MSC’s intervention, Ruby and the other women in her cooperative have improved their incomes and gained greater financial independence. Many other disempowered women will learn from and follow their example.
The success in Manikpur demonstrates the potential for broader transformation across Bihar, home to more than 1 million women entrepreneurs, many of whom are members of self-help groups. Ruby’s story is one among many such examples of how access to dairy financing and collective action can unlock the economic potential of rural women and strengthen entire communities.
A future of opportunity
India’s White Revolution 2.0 calls for a dairy sector that truly includes all and empowers the country’s women. Ruby’s story offers valuable lessons that rural women can replicate across rural India. With targeted credit, local infrastructure, and technical guidance, women can strengthen dairy value chains and create dignified livelihood opportunities for others.
However, systemic challenges, such as unequal access to finance, limited control over assets, and a lack of formal market linkages, continue to hold women back. Institutions, cooperatives, and government programs must work together to address these gaps. Government initiatives, such as, need to help all those who are stranded by a lack of opportunities and structural help across various sectors.
Ruby Devi’s story in Manikpur demonstrates what becomes possible when systems recognize and support women. The transformation she sparked reveals that when women have the tools and trust to lead, change extends far beyond individual enterprises. With the right support, rural women can drive the next phase of India’s dairy growth.










