Milk may be defined as the fluid secreted by female mammals for nourishment of their young ones. The main objectives of this study are to evaluate the financial performance and to assess the consumer behaviour of ASSEFA Milk Project in Nilakkottai Block. The present study is based on both primary and secondary data. The main source of primary data has been consumer of Seva milk in Nilakottai Block. To elicit information from the consumers a schedule was designed and administered. Researcher has followed the case study method for the research work and convenient sampling method used for taking the data from the consumer of Seva milk. The general plan of analysis ranges from simple descriptive statistics to chi-square test. For the purpose of testing various null hypotheses regarding association of consumer behaviour with determinant attributes, Chisquare test has been used. In the light of the findings made in the research study, a few suggestions are offered to improve the operational efficiency of ASSEFA. The researcher presents this study with the fervent hope that this will draw the attention of the management of ASSEFA on various issues in respect of the collection and sales of milk.