The Telegraph
Sunday , April 12 , 2015

Mother Dairy aims big

Subhashis Basu: Hopeful

Calcutta, April 11: Mother Dairy - the New Delhi-based milk and dairy products company - expects to clock a turnover of Rs 7,000 crore in 2014-15. This is an 11 per cent growth over the previous year. In 2013-14, it had garnered a turnover of over Rs 6,300 crore.

The company has announced a foray into the Rs 2,000-crore dairy whitener market with its 'Dailycious' brand.

A new portfolio comprising dairy cream and ambient beverages such as milk shakes, buttermilk and lassi have also been introduced.

"Mother Dairy Fruit & Vegetable is expecting a turnover of Rs 7,000 crore, of which 80 per cent comes from the dairy business and 20 per cent from Safal and Dhara. Dairy whitener is an extremely big category. It is a Rs 2,000-crore category and more than 45 per cent of the market is in the east. It is still growing. We should be able to get a 5 per cent market share by 2015-16. We should be crossing Rs 110-120 crore of dairy whitener business," said Subhashis Basu, business head (dairy products), Mother Dairy Fruit & Vegetable Pvt Ltd.

Mother Dairy, a 100 per cent subsidiary of the National Dairy Development Board (NDDB), was conceived as part of the Operation Flood project of the NDDB in December 1974. It is different from Mother Dairy Calcutta, which it helped set up, with the logos being the differentiating factor.

Milk booths located and operated in Calcutta do not belong to the New Delhi-based firm. As part of an agreement, the Delhi-based entity cannot launch liquid pasteurised milk in Calcutta but can bring in other products.

According to Basu, the company already has in place a supply chain and distribution network for its products under the Dhara edible oil brand which are sold through 10,000 outlets.

The company will utilise this distribution network for its dairy whitener range and speed up availability in two weeks. Notable names in this segment include Amulya from Amul and Everyday from Nestle India.

Investments of Rs 150 crore have been made in a greenfield plant in Etawah in Uttar Pradesh for this new product.

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