MOTHER DAIRY :

HAPPY FOOD
HAPPY PEOPLE

Made by:
Simranjeet Kaur
BBM Semester 1
 CONTENTS
INTRODUCTION
PRODUCTS
HISTORY OF MOTHER DAIRY
OBJECTIVE & PHILOSOPHY MOTHER DAIRY
PROCESSING DEPARTMENT
STRATEGIES
EXPANSION STRATEGIES
PROMOTIONAL ACTIVITIES
FUTURE PLANS
 INTRODUCTION

India today is the fastest and largest

producer of milk and milk products
Indias dairy sector is expected to triple
its production in the next 10 years in
view of expanding potential for export
to Europe and the West.
India today is the lowest cost producer
of per litre of milk in the world, at 27
cents, compared to other countries
Although milk production has grown at a fast
pace during the last three decades
(courtesy:
Operation Flood), milk yield per animal is
very low. The main reasons for the low yield
are:
Lack of use of scientific practices in
milching.
Inadequate availability of fodder in all
seasons.
Unavailability of veterinary health services.
DAIRY PRODUCTS
HISTORY OF MOTHER DAIRY

There was a need to organize poor milk

producers and transform dairying into
an instrument for the economic
development
The mission was "Operation Flood" in
1970, a programme of Indias rural
people which led to Indias emergence
as worlds largest milk producer.
 Mother Dairy" is the single largest
brand of milk in India as well as in Asia,
marketing about 2.2million litres of milk
per day.
The National Dairy Development Board
(NDDB) commissioned Mother Dairy in
the first phase of Operation Flood in
1974.
 OBJECTIVES & BUSINESS
PHILOSOPHY OF MOTHER DAIRY

Carrying out activities for the economic

development of agriculturists by efficiently
organizing marketing of milk and dairy produce,
agricultural produce in raw and/or processed form
and other allied produce. This is done through :
Common branding
Centralized marketing
Centralized quality control
Centralized purchases and

Pooling of milk efficiently

 PRODUCTS AT MOTHER
DAIRY
Liquid Milk.
Ice Creams
Flavored Milk
Dahi
Lassi
Mishti Dahi
Aam Doi
Ghee
White Butter
Table Butter
UHT Milk
Dhara range of edible oils
Safal range of fresh Fruits and Vegetables
Frozen Vegetables and Fruit Juices at a national level
 TYPES OF MILK

Full Cream Cow Milk: Fat-3.5%

Premium: Fat-7%

UTH Toned Milk: Fat-3%

Standardised Milk: Fat-4.5%
 Double Toned: Fat- Toned Milk: Fat-3.0%
1.5%

Full Cream: Fat-6.0% Skimmed Milk: Fat-<0.5%

PROCESSING DEPARTMENT
 MANPOWER OF MOTHER
DAIRY
Around 3000 employees work in
mother dairy
The revenue earned is about 4000
crore.
NETWORK OF DISTRIBUTION

The company derives significant competitive

advantage from its unique distribution network of
bulk vending milk booths, retail outlets and mobile
units.
Safal today operates the largest number of F&V
Stores in Delhi NCR and has further expansion
plans in place.
Retail Outlets are also present in Bangalore under
the brand name Safal Daily Fresh.
 Safal has a prominent presence in Export market
spread across 40 countries viz., USA, Europe,
Russia, Middle East, Asia and Africa and exports
Fresh Fruits & Vegetables (Grapes, Banana,
Gherkin, Onion, etc.), Fruit Pulp & Concentrate,
Frozen Fruits & Vegetables, etc.
The Dhara range of edible oils is marketed by
Mother dairy. Today it is one of the leading brand
of edible oils and is available across the country in
over 2,00,000 outlets.
 STRATIGIES

Focused Approach: Focused on MILK for 22 yrs, but

now concentrating on diverse product range from ice
cream, vegetable, oil, water etc

Wider Spread: Mother Dairy started operations in

Delhi-NCR region and remained for longer period at
same region, but now exploring new horizons such as
Maharashtra, Kolkata, Saurashtra, Andhra Pradesh,
Bangalore etc
Also Mother Dairy is going global, by selling its product
indirectly to more than 40 countries abroad such as
USA, Europe, Middle East, Russia and Far East
Asia
 Product differentiation: Mother Dairy is focusing on different
products from oil, frozen veggies, dairy products, fruits and
mineral water.
Tie ups with local vendors

Smart Marketing: Mother Dairy is now focusing on

communication with consumers, to improve its market share.

Product enhancement : It is continuously trying to upgrade its

product according to taste and preferences of consumers .
Quality: Have stringent quality control system, to avoid any
adulteration in its product.
 EXPANSION STRATEGIES

Diversification :Mother Dairy is

diversifying itself with regards to
product and Region
Expansion in South India
Offering coconut flavored milk and ice-
creams in south India.
Offering safals frozen peas, Read to
eat allo tikki corn and mix veg in south
india.
 ADVERTISEMENT &
PROMOTIONS
Advertisement and promotion
strategies by mother dairy.MAKHAN
SINGH was very much successful in
attracting children's.

Attractive packaging of the products.

 FAMOUS QUOTES

"The country needs you, grow

faster

"Cheese khao superhero ban jao

"Cheese ke saath bees ke cheez,

 FUTURE PLANS

There will be a manufacturing base in

the south by the end of this year
It is yet to be decided whether the Rs
5,300-crore Mother Dairy will have its
own production facility or have a tie-up
with a third party in this regard.
Expanding its ice-cream market and
would be completing its national
footprint in 2013-14.
 Focusing on the top 20 cities in the
country. So far, they have reached 12-
13 cities.
Mother Dairy is expecting to corner
10% of an estimate Rs 130 crore ice -
cream market in Andhra Pradesh over a
period of one year
 TURNOVER REPORT

2012 : Rs 5,200 crore

2013 : Rs 5,300 crore
2014 (expected) : Rs 6000 crore