MOTHER DAIRY- CO-OPERATIVE

vikram chawla

vikram chawla

Vikram Chawla
Company profile


Type: Cooperative

Founded: 1974

Headquarters: Delhi, India

Key people: Paul Thachil, CEO, Mother Dairy India Ltd

Industry: Dairy

Website: Mother Dairy


Mother Dairy, set up in 1974, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India.

‘Mother Dairy’ is the largest liquid milk brand in Asia. It started its operations in 1974 under the Operation Flood programme of the National Dairy Development Board. Operation Flood is one of the largest dairy development projects in the world. Mother Diary, Delhi is IS/ISO- 9002 & IS-15000 (HACCP) certified organisation.

‘Mother Dairy’ is the single largest brand of milk in Delhi, India as well as in Asia, marketing about 1.9 million liters of milk per day. Mother Dairy commands 40% market share in the organized sector in and around Delhi, primarily because of consistent quality and service reliability.

‘Mother Dairy’, which markets over 15 lakh LPD of milk procured from various State federations in Delhi, has now entered the Mumbai market.

In addition to toned milk through Bulk vending, Mother Dairy also markets Full cream milk, standardised milk, toned milk, double toned milk and Skimmed milk (lite) in polypacks.


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 organisation.

Mother Dairy was the first industry in country to implement ISO-14031(Environment Performance Evaluation) project.

This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy.
 
Steps towards the co-operative movement



- Recruit, train and motivate increasing numbers of women to work for Mother Dairy to achieve significant improvements in dairy husbandry, as they primarily shoulder animal husbandry related responsibilities in rural India


-Consolidation and growth in milk and milk product marketing, promoting better equity for regional cooperative brands and developing qualified and skilled manpower


- Education of producer members, opinion leaders and trained professionals to be expanded and strengthened


- Empower local leaders, strengthen societies and equip their staff and members with the skills and information they need.


-Persuade the State and Central Governments to remove the shackles on cooperative laws so dairy can compete on equal terms with other forms of enterprise.


- Link large cooperatives, Unions, Federations and NDDB in a national network that collects, adds value and disseminates information


-Ensure availability of analytical information for Policy Planning and Decision Support
 
Swot analysis


STRENGTHS

-The major strength of the Mother Dairy is the different variety of Milks and a recognized BRAND name.


-The increasing demand for these products presents a great opportunity for the Mother Diary to increase and scale up the production.




WEAKNESS

-Scarce Mother Dairy Outlets.

-

Less Margin given to the Outlet owners to match the existing competitors



OPPORTUNITIES

-There is a scope of business as there is a demand for dairy products.


-Mother Dairy should open more outlets to get the maximum advantage of the demand.


-Need to put more stress in the face-to-face direct marketing to reach to the customers.

-The increasing demand for these products presents a great opportunity for the Mother Diary to increase and scale up the production



THREATS

-Increasing competition from the other brands.


-Strong supply chain management by the competitors


-Strong marketing strategy by competitors by offering the discount coupons to consumers and providing healthy commissions to the retailers.
 
Mother Dairy – Delhi was set up in 1974 under the Operation Flood Programme. It is now a wholly owned company of the National Dairy Development Board (NDDB).

Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils and the Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a national level through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairy’s constant endeavor to

(a) Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and;

(b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable.

At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology, Government of India.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

The company’s derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. Fresh produce from the producers is handled at the Company’s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.

Mother Dairy has also been marketing the Dhara range of edible oils for the last few years. Today it is a leading brand of edible oils and is available across the country in over 2,00,000 outlets. The brand is currently available in the following variants: Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother Dairy has also launched extra virgin Olive Oil under the Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver a range of delicious products and bring a smile on your face. In times to come, Mother Dairy shall strive to remain one of India’s finest food companies.
 
Beta tu toh nikla keval jhaag seems like new slogan of consumer for Mother Dairy products. Mother dairy has been scrutinized by UP Food and Drug Administration. After exposing Maggi and tarnishing their brand, food safety and drug administration (FSDA) in Agra has found detergent in milk samples of Mother Dairy. Adulteration has been the core business and another mode of making profits. Aaj kal Doodah mein paani milate hai, lo ab detergent bhi aa gaya ab kapda dholo. This is the scenario seems like our mouth is the new washing machine for Mother Dairy. In this dreadful and polluted environment we drink milk to gain fresh energy even that looks like poison. It looks like next to impossible to live healthy life.

FOR THE COMPLETE STORY CLICK ON THE LINK

Mother Dairy: Our mouth is not washing machine

:SugarwareZ-196:
 
vikram chawla said:
Company profile


Type: Cooperative

Founded: 1974

Headquarters: Delhi, India

Key people: Paul Thachil, CEO, Mother Dairy India Ltd

Industry: Dairy

Website: Mother Dairy


Mother Dairy, set up in 1974, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India.

‘Mother Dairy’ is the largest liquid milk brand in Asia. It started its operations in 1974 under the Operation Flood programme of the National Dairy Development Board. Operation Flood is one of the largest dairy development projects in the world. Mother Diary, Delhi is IS/ISO- 9002 & IS-15000 (HACCP) certified organisation.

‘Mother Dairy’ is the single largest brand of milk in Delhi, India as well as in Asia, marketing about 1.9 million liters of milk per day. Mother Dairy commands 40% market share in the organized sector in and around Delhi, primarily because of consistent quality and service reliability.

‘Mother Dairy’, which markets over 15 lakh LPD of milk procured from various State federations in Delhi, has now entered the Mumbai market.

In addition to toned milk through Bulk vending, Mother Dairy also markets Full cream milk, standardised milk, toned milk, double toned milk and Skimmed milk (lite) in polypacks.


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 organisation.

Mother Dairy was the first industry in country to implement ISO-14031(Environment Performance Evaluation) project.

This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy.
Click to expand...

Very good work vikram! You shared very nice information on the company profile of MOTHER DAIRY- CO-OPERATIVE. Well i am also uploading a document which will show you the success story of MOTHER DAIRY- CO-OPERATIVE.
 

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