• Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified organization.• Mother Dairy markets approximatley 3.2 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad.• Marketing operations through around 1400 retail outlets and over 1000 exclusive outlets of Mother Dairy.• Safal, the Fruit & Vegetable business initiative of Mother Dairy Fruit & Vegetable Pvt. Ltd has its origin in the Fruit & Vegetable Project established by National Dairy Development Board in 1986..
Vision and Mission• Vision – “Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers.”• Mission – “Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With determination & pride we will continue to serve our farmers, rural India & our consumers. Our values reflect who we are & what we firmly believe in.”
Reasons Selling The Most REASONS MOTHER DAIRY(%) PARAS(%)• II. Quality is good 65 47 Taste is good 39 32 Sales are good 17 5 Milk is fresh/pure/good 17 10
Strategies Implemented• Focused Approach: For the first 22 years of its existence, liquid milk was the only dairy product that Mother Dairy offered.• Wider Spread: eg: In ice creams, it was only a bit more than two years ago that Mother Dairy entered its first market outside Delhi - UP and Punjab. Today, its extended its operation to Haryana, Jaipur, Mumbai and Kolkata as well, it plans to go south to Hyderabad and Bangalore.
• Product differentiation: bringing in mass Indian flavors which are building up in terms of absolute percentage of contribution. Their attempt is to make the taste experience in ice creams as familiar as possible so as to increase consumption.• Smart Marketing: Mother Dairy says its trying to take its product campaigns and communications to a higher platform.• Product enhancement and assured quality: Identify and address quality related problems at every stage from the producer at the village cooperative, to the dairy plant and the process of final delivery to the consumer.
Conversion of Milk into Traditional Indian Dairy Products MilkCultured Condensed Acid PrecipitationShrikhand Misti Doi PaneerGhee Rabri SandeshLassi Kheer ChhanaKadbi Kkoa Rasgoola Pantoda RasmalaiBurfi Pedha Kalakand Gulabjamun
Expansion Strategies• Diversification : Expansion of their business in other cities and with the launch of new products. eg: South India• offering coconut flavored milk and ice-creams in south India.• Offering safal’s frozen peas, corn and mix veg in south india.
• Offering basmati rice in different variants like gold basmati rice, silver basmati rice, classic rice, parmal rice in south India. West India: Market Development:• Offering Sweets like shrikhand, modak, shira, moong dal kheer, dhoodhi halwa are quite famous in these areas,using mother dairy’s milk and other dairy products.
Other strategies• STP: due to the growing need of nutritious diet, the need of milk and its products have increased among the youth.• Tie-ups with local vendors• Advertisement and promotion strategies by mother dairy.• Attractive packaging of the products by endorsements through celebrities.