Leading with its promise of benefitting both the farmers and the consumers, Mother Dairy, the diversified dairy brand of the National Dairy Development Board (NDDB), has introduced Frozen Jamun Pulp, under its horticulture brand – Safal, for consumers across Delhi NCR. The category-first product is being made of 100% natural jamun fruit. It is being sourced from the tribal community in Jharkhand to ensure direct market access and a sustainable livelihood for the local community.
Mother Dairy was commissioned in 1974 as a wholly-owned subsidiary of the National Dairy Development Board (NDDB). It was established under the initiative of ‘Operation Flood’, world’s most significant dairy development program launched to make India a milk sufficient nation. Today, Mother Dairy is a leading dairy player that 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, a range of unpolished pulses, honey under the ‘Safal’ brand. Mother Dairy, through its brands, has a national footprint across all major cities in India.
Aims to reach 1 lakh households in Delhi NCR
Safal Frozen Jamun Pulp will be available in an easy-to-use, reusable tub of 250 grams, priced at Rs 99. The product will have a shelf life of 6 months. A 250 grams pack is equivalent to 500 to 700 grams of fresh jamun. Mother Dairy, through Safal, aims to reach out to 1 lakh households in Delhi NCR with the newly launched product. The company will initially retail Frozen jamun Pulp through Safal’s around 300 exclusive outlets with plans to enter into general trade outlets and eCommerce gradually.
Commenting on the new product, Pradipta Sahoo, Business Head – Safal, Mother Dairy said, “Farmer welfare is the ethos of Mother Dairy and it has always been a guiding principle for us. We always look for opportunities where the farming community and the consumers both can benefit. jamun is laden with goodness; it contains Vitamin C and Iron, which helps in increasing hemoglobin count. Being low in glycemic index, it keeps the blood sugar level normal making it good for diabetic patients. Since it is available only for a limited period due to its short-lived season and given the uncertainty of produce that we buy from outside, we have introduced this product during the jamun season to provide a hygienic alternative, and the frozen format will offer the goodness of jamun round the year.”
Safal Frozen jamun Pulp is directly sourced from Jharkhand and processed in Safal’s state-of-the-art Ranchi unit. The Ranchi unit is Mother Dairy’s first-of-its-kind integrated fruit and vegetable processing facility with two processing lines – Aseptic Pulping Line and Individual Quick Freezing (IQF) Line. Through its Safal brand, Mother Dairy has been processing tomatoes, banana, amla, jamun, carrot paste, turmeric paste, and others that are being directly sourced from the farmers of the state. In addition, Mother Dairy had introduced India’s first-ever Frozen Jackfruit in 2017, which are sourced directly from the farmers in Jharkhand, frozen and packed in the Ranchi unit, thus making the fruit available round the year for jackfruit aficionados.
Sahoo further added, “Specially curated with the idea of providing a refreshing dose of immunity, the frozen pulp is 100% natural and organic by default with no added sugar, preservatives and color. With this, consumers will not have to wait for their beloved fruit’s season and can make delightful beverages, popsicles and desserts at the ease of their home. This frozen fruit pulp is a real fruit substitute and is just as nutritious, healthy and tasteful as fresh fruit itself. It is very good for diabetic patients. Going forward, we will come up with more such innovative pulps for our consumers.”