Mother Dairy to strengthen presence in West Bengal

Plans to expand to 30,000 outlets in the next 5 years

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Mother Dairy
Mother Dairy milk products. Photo JustDial

Mother Dairy, Delhi’s beloved dairy major and a wholly-owned subsidiary of National Dairy Development Board (NDDB), recently announced that it has embarked upon a journey to strengthen its presence and visibility in the state of West Bengal, aimed at growing its value-added dairy products portfolio with a CAGR of over 30% in the next 5 years.

On the occasion of Pôila Boishakh 2022, the Company introduced its first-ever regional mega TVC-led campaign for Mother Dairy Mishti Doi, featuring celebrated actor – Abir Chatterjee – for its consumers across Kolkata. The consumers and viewers will be able to see Abir Chatterjee getting in a playful and sweet namesake familial banter.

Furthermore, the Company has laid out plans to work upon its brand presence and footprint along with its portfolio and manufacturing capacities across the region. At present, Mother Dairy, Delhi’s value-added dairy products are available across around 10 districts in the state of West Bengal, whereas the company intends to double the count by covering around 20 districts and tap over 30,000 outlets from the current count of around 17,000 in the next 5 years.

Mother Dairy’s portfolio of dairy products also caters to the Bengali palate with state-specific traditional products – the famed Mishti Doi, Aam Doi, and Nolen Gur flavored ice creams – that are cherished by consumers across the region. 

Elaborating on the approach, Sanjay Sharma, Business head – Dairy Products, Mother Dairy, said, “Over the years, we have tried to build upon the requisite infrastructure including manufacturing and distribution capacities to cater to our consumers in the east. Today, the Eastern market is one of the fastest-growing markets for our value-added dairy products portfolio after North, clocking a CAGR of around 35% in the last 5 years. 

“We are thankful to consumers of Kolkata and West Bengal for bestowing affection towards our range of products, especially the localized specialties. Testament to the fact is our Mishti Doi, which has received immense traction from the audience here. Taking a step ahead, we are now coming up with a holistic approach for the state and the region in order to achieve our target of maintaining over 30% growth in the next 5 years. The country’s 5 states contribute almost 50% of food consumption with West Bengal being one of them. Hence, the region will always be at the core of our expansion strategies going ahead.”

Broadening its brand proposition – Rishton Ka Swaad Badhaye – across the state, the Company has also introduced its first-ever 360-degree vernacular campaign for Mishti Doi. Led by a TVC featuring renowned actor – Abir Chatterjee – the campaign is intended towards stimulating togetherness and family bonding while indulging in the delightful flavor of Mishti Doi while strengthening the brand’s leadership position and supremacy in the packaged Mishti Doi market. 

Talking about the new campaign, Randhir Kumar, general manager – Marketing (Dairy Products), Mother Dairy said, “Our dairy products offer the quintessential delightful refreshing taste that prolongs the time spent with friends and loved ones. Taking this cue ahead, we are further narrating down our overall proposition down within our product categories across our areas of operations.

“Mishti Doi has been one of the leading product categories for Mother Dairy in this market and this state-specific delicacy continues to be a strong carrier product for all our dairy products. Hence, the category made a natural choice for us to begin within the eastern market, and it couldn’t have been better than kickstarting the flavor of Rishton of Swaad Badhaye in a city known as the City of Joy coupling it with the most auspicious occasions around. Abir’s persona is best-suited as mature and gentleman-like and comes across as a natural fit for the brand, displaying our caregiver brand persona in a contemporary way.” 

The vernacular TVC showcases Abir Chatterjee as the father and Aradhya Anjana, child artist as daughter. The TVC can be viewed at: https://www.youtube.com/watch?v=D8czT9B1Y5M.

Elaborating on the association, actor Abir Chatterjee added, “It gives me immense joy to be associated with an iconic brand like Mother Dairy and a product that really symbolizes Bengal’s traditional taste. The new Mother Dairy Mishti Doi ad truly represents a very sweet message in a manner that is most relatable to any Bengali household, signifying the sweetness in relationships.”

Mother Dairy, a milk and milk products player of the National Capital Region, having an expertise of over 45 years, has been consistently introducing world-class products for its consumers across the country. In addition to its popular value-added dairy offerings, the Company is also known for its other brands – Dhara edible oils, Safal Frozen Vegetables (Peas, Corn,) and Dailycious.

Mother Dairy was commissioned in 1974. It is a wholly-owned subsidiary of the National Dairy Development Board (NDDB). It was established under the initiative of ‘Operation Flood’, the world’s biggest dairy development program launched to make India a milk sufficient nation. Today, Mother Dairy is a leading dairy player which manufactures, markets, and sells milk and milk products including cultured products, ice creams, paneer, and ghee under the ‘Mother Dairy’ brand. The Company also has a diversified portfolio with products in edible oils under the ‘Dhara brand and fresh fruits and vegetables, frozen vegetables and snacks, unpolished pulses, pulps and concentrates under the Safal brand. Mother Dairy through its brands has a national footprint across all major cities in India, offering a delectable range of products to its consumers.

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