Mother Dairy Bolsters Direct-to-Consumer Initiatives Amid Shifting Consumer Preferences
Source: dairynews.today
Mother Dairy is expanding its direct-to-consumer app and investing billions for capacity expansion to reach ambitious sales targets.
Mother Dairy, a subsidiary of the National Dairy Development Board, is intensifying its focus on the direct-to-consumer (D2C) model by expanding its app to capitalize on changing consumer purchasing habits.
Manish Bandlish, Managing Director at Mother Dairy, revealed that pilot tests for the D2C app were conducted in the Delhi NCR region for the Safal and dairy segments, and a gradual rollout is underway as they aim to reach more stores. In an ambitious growth plan, the company plans to invest almost Rs 1,400 crore over the next two years for capacity expansion, which includes both greenfield projects and scaling up existing facilities. Unlike other daily essentials impacted by economic slowdowns, the demand for value-added dairy products remains robust as consumers increasingly seek quality branded goods over loose alternatives.
Mother Dairy is on track to achieve Rs 20,000 crore in sales by FY27, up from Rs 17,500 crore projected for the current fiscal year. While their brands Safal and Dhara have a pan-India presence, they are quickly broadening the distribution of their milk and milk products nationwide. Recently, Mother Dairy ventured into the protein market, emphasizing affordable, daily-consumption protein products like protein-fortified Promilk targeted at families rather than niche groups such as gym-goers.
Manish Bandlish, Managing Director at Mother Dairy, revealed that pilot tests for the D2C app were conducted in the Delhi NCR region for the Safal and dairy segments, and a gradual rollout is underway as they aim to reach more stores. In an ambitious growth plan, the company plans to invest almost Rs 1,400 crore over the next two years for capacity expansion, which includes both greenfield projects and scaling up existing facilities. Unlike other daily essentials impacted by economic slowdowns, the demand for value-added dairy products remains robust as consumers increasingly seek quality branded goods over loose alternatives.
Mother Dairy is on track to achieve Rs 20,000 crore in sales by FY27, up from Rs 17,500 crore projected for the current fiscal year. While their brands Safal and Dhara have a pan-India presence, they are quickly broadening the distribution of their milk and milk products nationwide. Recently, Mother Dairy ventured into the protein market, emphasizing affordable, daily-consumption protein products like protein-fortified Promilk targeted at families rather than niche groups such as gym-goers.
