Mother Dairy

Mother Dairy is a wholly owned subsidiary of the National Dairy Development Board which is a statutory body under the ownership of the Ministry of Fisheries, Animal Husbandry and Dairying of the Government of India that manufactures, markets and sells milk and dairy products.[2] Mother Dairy was founded in 1974, as a subsidiary of the National Dairy Development Board (NDDB).[3]

Mother Dairy
TypeSubsidiary of National Dairy Development Board
IndustryMilk and Dairy Products
Founded1974 (1974)
HeadquartersSector-1,
Noida, Uttar Pradesh
,
India
Key people
Manish Bandlish (Managing Director)
Products
Revenue₹11,000 crore ($1.6 Billion) (2020)[1]
OwnerNational Dairy Development Board, Ministry of Fisheries, Animal Husbandry and Dairying, Government of India
Websitewww.motherdairy.com

History

Mother Dairy was commissioned in 1974 as a wholly owned subsidiary of the National Dairy Development Board (NDDB), under 'Operation Flood'.[3][4] It was an initiative under Operation Flood, a dairy development program aimed at making India a milk sufficient nation. Mother Dairy sources a significant part of its requirement of liquid milk from dairy cooperatives and village level farmer centric organizations.

It originally focused on Delhi and other parts of the National Capital Region (NCR),[4] and has 1500 milk booths and 300 safal outlets in the market.[4] It later expanded to other regions in India. It currently sells milk and milk products through 400 Safal outlets.[4]

Brands and subsidiaries

The company sells milk products under the "Mother Dairy" brand, and is a leading milk supplier in Delhi-NCR, and sells around 30 lakh litres of milk per day in this region.[4] It is also offers milk and milk products.[3]

Safal is the retail arm of Mother Dairy. It operates a large number of milk and milk product stores in the NCR, and also has a significant presence in Bengaluru. Safal also has a plant in Bengaluru, which produces around 23,000 MT of aseptic fruit pulp and concentrates annually. It supplies milk and milk products to food processing companies such as Coca-Cola, Pepsi, Unilever, Nestle, etc. Safal also has a presence across 40 countries viz., USA, Europe, Russia, Middle East, Asia and Africa and exports fresh fruits and vegetables (grapes, banana, gherkin, onion, etc.), fruit pulp & concentrate, frozen fruits & vegetables, etc.[5] It also added some limited sweets in its portfolio and had been expanding it gradually.[4]

It is first in the category in terms of milk and milk products ad for kids, are the three variants launched by Mother Dairy as its breakfast basket in July 2020.[3]

Mother Dairy is only present in dairy segment under the brand name Mother Dairy, which was launched under the Operation Golden Flow program of NDDB.

Mother Dairy opens first restaurant 'Café Delights' in Noida and plans more outlets in Delhi.[6][7]

Revenue

As of 2020, Mother Dairy has a revenue over ₹10,000 crore rupees or nearly $1.6 Billion.[8]

Products

Mother Dairy Milk & Dairy Products

Mother Dairy sells Milk and other milk products under the Mother Dairy brand.[4]

Milk
  1. Mother Dairy Dietz (Skim/skimmed milk) - Fat: 0.1%, SNF: 8.7%
  2. Mother Dairy LiveLite (Semi-skimmed milk) - Fat: 1.5%, SNF: 9%
  3. Mother Dairy Toned milk (Whole/regular milk) - Fat: 3%, SNF: 8.5%
  4. Mother Dairy Super-T Milk - Fat: 4%, SNF: 8.5%
  5. Mother Dairy Cow milk - Fat: 4%, SNF: 8.5%
  6. Mother Dairy Standardized Milk - Fat: 4.5%, SNF: 8.5%
  7. Mother Dairy FullYo Milk - Fat: 5%, SNF: 9%
  8. Mother Dairy Full Cream Milk - Fat: 6%, SNF: 9%
  9. Mother Dairy Ultra Milk - Fat: 7%, SNF: 9%

Dahi
  1. Mother Dairy Ultimate Dahi
  2. Mother Dairy Probiotic Advanced Dahi
  3. Mother Dairy Classic Dahi
  4. Mother Dairy Mishti Doi
  5. Mother Dairy Aam Doi

Lassi

Mother Dairy Lassi (Sweet, Mango, Strawberry, Mishti Doi Lassi)

Chach
  1. Mother Dairy Chach
  2. Mother Dairy Premium Chach
  3. Mother Dairy Masala Chach
  4. Mother Dairy Tadka Chach

Probiotic Milk
  1. Mother Dairy Nutrifit

Flavoured Milk
  1. Mother Dairy Chillz

Mother Dairy Bread[4]

In July 2020, Mother Dairy entered into selling bread in its business and also formalised plans to target to more than double its revenue to ₹25,000 crore in the next five years from this segment which was around ₹10,500 crore in year 2019.[3][4]

Mother Dairy Ghee[9]

In November 2020, Mother Dairy had rolled out a new campaign #KhushbooApnepanKi focusing on Mother Dairy Ghee, which is aimed at highlighting, showcasing and evoking nostalgia and stimulating togetherness in winter and is planned for three-months which will be advertised across print, digital, radio and outdoor mediums, and is targeted to create awareness and enhance brand affinity for Mother Dairy Ghee amongst its consumers.[9]

Packaged food Products[4]

In January 2021,company had launched three packaged food products – frozen drumsticks, frozen cut okra and frozen Haldi paste cubes – under its Safal brand on the occasion of Makar Sankranti and these new products in horticulture are sourced from tribals of Jharkhand which will help tribals with newer markets and will positively impact livelihood of tribals.[4] With the addition of these vegetables frozen vegetable portfolio now offers 6 vegetable type options.[4] The company is selling fresh fruits and vegetables through around 400 Safal outlets.[4] The "Safal" brand currently also includes Frozen vegetables, pulses and honey.[4]

Mother Dairy Sweets[4]

Mother Dairy used to sell five packaged sweets – Milk Cake, Orange Mawa Barfi, Frozen Rasmalai, Gulab Jamun and Rasgulla and had recently launched two new varieties of sweets – Mathura peda and mewa atta laddoo. In year 2021 the organisation is targeting ₹100 crore sales from this new combinations.[4]

References
  1. "Mother Dairy forays into bread segment, aims to double its revenue in 5 yrs". Business Standard India. Press Trust of India. 30 July 2020.
  2. Mother Dairy eyes nutritional space
  3. "Mother Dairy Wants To Break Bread With You!". Moneycontrol. 30 July 2020. Retrieved 12 March 2021.
  4. "Mother Dairy expands packaged sweets portfolio, eyes Rs 100 crore revenue in 2–3 years". www.businesstoday.in. 15 January 2021. Retrieved 11 March 2021.
  5. "About Us". www.motherdairy.com. Retrieved 23 May 2021.
  6. Tanwar, Sangeeta (10 February 2020). "Delhi's neighbourhood milk booth wants to switch it up with new cafes". Quartz. Retrieved 12 March 2021.
  7. "Mother Dairy opens first restaurant in Noida, plans 60 outlets in Delhi-NCR". India Today. Press Trust of India. 17 January 2020. Retrieved 17 January 2020.
  8. "Mother Dairy forays into bread segment, aims to double its revenue in 5 yrs". Business Standard India. Press Trust of India. 30 July 2020. Retrieved 5 June 2021.
  9. "Mother Dairy dials up nostalgia in its new campaign #KhushbooApnepanKi". The Financial Express. 9 November 2020. Retrieved 12 March 2021.
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