Dairying been recognized as an instrumental to bring about socio – economic transformation to strengthen India’s rural economy. The white revolution which was brought by Dr V. Kurien in the early sixties has completely changed the scenario of dairy industry. This model came to known as ‘Anand Pattern’. The efficiency of the Model was worth replication. The milk and milk products market in Kerala is mainly controlled by the Kerala Cooperative Milk Marketing Federation Limited (MILMA) and other small dairies. The changing food habits and consumer preference of Keralites have opened up new opportunities for marketing of various milk products in the state. MILMA is the leading product in dairy sector in Kerala. They have a wide range of products. Dealers’ network is also extensive. Lately they has been entry of a few small players like Govardhan, Nambeesan and newer entrants like Milky Mist, Janatha Milk and Wyanad Milk have also entered the market. In this scenario it is essential to know the awareness of MILMA and its competitor’s products as well as the satisfaction details, both from the customers as well as from the dealers which will be beneficial to MILMA for framing strategies to face the competition.