Mother Dairy expands West Bengal campaign beyond Mishti Doi
Mother Dairy Fruit & Vegetable Pvt. Ltd., a wholly owned subsidiary of the National Dairy Development Board, has introduced a regional festive campaign in West Bengal ahead of Durga Puja. Bengali actor Abir Chatterjee appears in the campaign, which is being used to promote the company’s fresh pasteurised milk and standard curd, known locally as dahi.
The company has traditionally built its eastern India brand identity around packaged Mishti Doi, a sweetened curd product. The new initiative extends that association to products intended for regular household use. Managing Director Jayatheertha Chary said the campaign was designed to carry the consumer familiarity associated with Mishti Doi into everyday milk and curd purchases.
Campaign activity is focused on urban households in the wider Kolkata metropolitan area and in district centres across West Bengal. It is being run through regional television and digital media during the period before Durga Puja, the state’s largest socio-cultural festival and a time of increased household food preparation and consumption.
Mother Dairy is expanding in a market where consumers have traditionally bought liquid milk and fermented dairy products from local producers and regional brands. Amul, Red Cow Dairy, Metro Dairy and Keventer are among the commercial processors competing for daily milk sales in and around Kolkata. The company is using Mishti Doi as the link between its existing regional positioning and its milk and plain-curd products.
The products promoted in the campaign require refrigerated handling. Pasteurised milk depends on controlled processing and rapid distribution, while curd requires fermentation and continued cold storage. Mother Dairy’s regional operations involve milk standardisation, automated curd production and pouch filling for fresh dairy products sold through retail outlets.
The campaign also forms part of Mother Dairy’s wider portfolio. The company reported enterprise revenue of more than Rs 15,000 crore in recent reporting cycles, with the National Capital Region around Delhi described as its historical stronghold. Increasing sales of liquid milk in eastern India would add to its existing value-added dairy business, including Mishti Doi and other cultured products.
Greater sales of fresh milk and curd would also increase demand for raw milk collected through cooperative networks operating under NDDB oversight. Those networks supply milk from farmers in neighbouring rural areas to processing and distribution operations serving urban markets in West Bengal.
