AnINSIGHT

ToMOTHER DAIRY

BY: ANANDKUMAR TIWARI

TABLE CONTENT

• Introduction• Vision and Mission• Process• Product Specification• Product• Facts

Revenue share Delhi-NCR Sharing structure Capacity

• Strategies • Product Gallery• CSR• Famous Punch line

INTRODUCTION

• Set up in 1974 in Delhi under the Operation Flood Programme.• Subsidiary of NATIONAL DAIRY DEVLOPMENT BOARD

• Revenue:- 4000 cr• Employee:- 3000• Operational Regions:

Delhi-NCR Uttar Pradesh Haryana Mumbai Saurashtra Andhra Pradesh

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.”

MILK PROCESS

RAW MILK RECEPTION

HOMOGENISATIONPASTEURIZATION

STANDRADIZATIONCLARIFICATION

PROCESSED MILK DEEP CHILLING DISPATCH

PRODUCT SPECFICATION

Full Cream Premium: Fat-7% SNF-9.0% Cow Milk: Fat-3.5% SNF-8.5%

Standardised Milk: Fat-4.5% SNF-8.5%

UTH Toned Milk: Fat-3% SNF 8.5%

PRODUCT SPECFICATION

Double Toned: Fat-1.5% SNF-9.0% Toned Milk: Fat-3.0% SNF-8.5%

Full Cream: Fat-6.0% SNF-9.0% Skimmed Milk: Fat-<0.5% SNF-8.7%

• Milk • Dairy Products• Ice-Creams• Edible Oils• Fresh fruits and vegetables• Frozen• Fruits and Vegetables• Processed Food• Grocery• Juice and fruit beverages• Mineral Water

MOTHER DAIRY PRODUCT

REVENUE SHARES

Delhi-NCR SHARE STRUCTURE

• Mother dairy:-68%

• Amul:-8%

• Gopal jee:-4%

• DMS:-2%

• Others:-18%

CAPACITY

Indian Market Consumption

: 127.9 million ltrs Mother Dairy production capacity

: 4.6 million ltrsMarket share in total: 3.59%Unorganized Market Capacity: 48.36%Total Population: 1.24 BillionGrowth Rate of Population is 17%/ YearGrowth Rate of Dairy Industry at 4%/YearConclusion : Mother dairy have huge scope for

Expansion.

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.

• 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 safal’s frozen peas, Read to eat

allo tikki corn and mix veg in south india.

OTHER STRATEGIES

• Advertisement and promotion strategies by mother dairy.”MAKHAN SINGH” was very much successful in attracting children's.

• Attractive packaging of the products.

PRODUCT GALLERY

PRODUCT GALLERY

C S R

• Solar panels.

• Rain Water Harvesting.

• Effluent treatment Plant.

• COW Programme: For Poor people.

• Issuing Franchise to Retired Army Personals.

• Sells 11 lakh ltrs loose milk, reducing plastic usage.

FAMOUS QUOTES

• "The country needs you, grow faster”

• "Cheese khao superhero ban jao“

• "Cheese ke saath bees ke cheez,“