The Telegraph
Saturday , July 26 , 2014
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Little Medha finds her dairy mother

Ranchi, July 25: Bihar biggie Sudha will now have tough competition from Jharkhand’s fledgling dairy.

Brand Medha has been rechristened Mother Dairy Medha following a tie-up with National Dairy Development Board’s wholly owned subsidiary to increase product diversity and promotion.

State animal husbandry minister Mannan Mallick formally announced the Medha and Mother Dairy wedding today at the Dairy Directorate in Dhurwa, Ranchi, in the presence of NDDB officials.

Earlier this year, Jharkhand had signed a five-year agreement with the dairy board to improve the sector.

Speaking on the occasion, Jharkhand Dairy’s project director Mukul Prasad said the two brands joining hands would translate into increased market share for Medha.

“Under the new arrangement, both brands can sell products at each other’s outlets. At Mother Dairy kiosks, our products will be sold under the brand Mother Dairy Medha while products of our partner will retain their original name,” he said.

Currently, Medha diversifies into five items — milk, paneer, curd (plain and sweet), lassi and peda. Mother Dairy has a wider range of products including ice creams and flavoured yogurt and lassi. “Hence, the tie-up will offer us a bigger market and in places where we don’t have our own outlets,” said Prasad.

Medha is primarily restricted to Ranchi, its outskirts and Dhanbad, but the project director said Jamshedpur was on the radar. “Tomorrow, a team will visit the steel city in this regard. Sites have already been identified,” he said.

Prasad, however, cleared air on production quantity. “The yield will not increase dramatically unless we have our own processing centre.

“A dairy unit project in Hotwar, with a capacity of one-lakh metric tonne, is long pending. Groundwork has begun to revive it, but the same will take at least two years. We are also working on ways to increase our milk collection centres across state,” he added.

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