Milking Success: The story of Mother Dairy

24th Sep 2016
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For anyone who lives in Delhi and the National Capital Region, Mother Dairy is an essential ingredient to the start of every day. Whether it means picking up your daily milk supply at your local Mother Dairy booth or having it delivered to your home, the Mother Dairy brand has been an integral part of every Delhi citizen’s morning routine since 1974.

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The beginning

The NDDB (National Dairy Development Board) fully owns Mother Dairy as a subsidiary. Mother Dairy was created under the Operation Flood Initiative, the world’s largest program for dairy development, aimed at making India a milk-sufficient nation. Since its origins during the country’s White Revolution, the brand has grown from strength to strength, diversifying from its flagship dairy products to include fruits and vegetables, frozen foods under the Safal brand, edible oils, jams and fruit juices among other products that customers swear by.

A trusted brand

Built on the cooperative milk model that revolutionised the Indian dairy industry while transforming the lives of milk producers in distant rural areas, Mother Dairy bases a major portion of its daily milk production from dairy cooperatives and village level organisations, ensuring the freshest products while empowering those who produce them. High quality and reliable products along with a robust network of local level milk booths and larger retail channels have ensured that Mother Dairy has become a household name in the branded milk segment. The immense brand loyalty it has garnered has allowed the brand not only to expand its markets to other parts of the country but also to enter new product markets.

Other products and divisions

The company’s Fruit and Vegetable Division, Safal, is nothing short of a pioneer in its segment. Having been the first company to organise the fragmented fruit and vegetable market in the country, it now handles the largest number of fruit and vegetable stores in the Delhi along with a growing presence in Bengaluru. Safal’s loyal customer base has only expanded since the introduction of the convenient frozen vegetable products that have brought much-needed convenience to the hectic life of the modern city dweller. Constantly looking for new, profitable avenues, the dynamic Mother Dairy brand also houses a modern food processing plant in Bengaluru that produces export quality fruit pulp and concentrate, supplying internationally renowned brands like Coca-Cola, Unilever, and Nestle among others. While constantly innovating in the dairy space, the company has also found a strong footing in the edible oil market with its marquee brand Dhara. Today, with an annual turnover of 6,000 crores, the Mother Dairy brand is going great guns!

Happy Food, Happy People: Keeping customers and employees happy

Mother Dairy’s quality products and the loyal customer base that has been a result of this has ensured that the brand stay’s true to its tagline “Happy Food, Happy People”. Recognised as the second best in the FMCG segment and ranked 39th among India’s Top 100 Best Companies to work for, these accolades are a testament to Mother Dairy’s commitment to quality, reliability and an astute understanding of the tastes and preferences of its consumers.

Where numerous industry pioneers have been forced to shut shop, unable to keep pace with changing consumer tastes, Mother Dairy is constantly evolving, spoiling its customers for choice. With variants of milk, dairy products like lassi, probiotic curd, fruit yoghurt, flavoured milk and their deliciously good mishti doi, to the range of fresh fruits and vegetables, Mother Dairy has ensured their customers are lining up at their neighbourhood milk booth for years to come.

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