Mother Dairy India Ltd.

SUPPLY CHAIN MANAGEMENT

PRESENTED BY:-
PARI T SHARMA ,
Galgotia Business School
(2009)
• Mother Dairy is a leading marketer of dairy products and fruit
& vegetable products in the Indian sub-continent.

• Mother Dairy has set up a 100 per cent Export Oriented Unit
with a capacity for processing over 15000 metric tones of fresh
produce annually.

• New state-of-the-art plant with an installed capacity for

processing 10 metric tones of fruit per hour in Bangalore.
• The units are ISO 9001-2000 and HACCP certified, and the
products are Kosher certified.

• Established a marketing and distributional office in Rotterdam

which is another step towards providing quicker and better
service to its international customers .
Deals in:- -
• Mother Dairy focuses on delivering value at every
stage - right from the farm to the plant.

• Aspects that make Mother Dairy an outstanding

brand
– Best ingredients,
– Streamlined processes,
– Reliable customer service.
About
• ‘Mother Dairy’ is the largest liquid milk brand in Asia. It started
its operations in 1974 under the Operation Flood programme
of the National Dairy Development Board, which is one of the
largest dairy development projects in the world. Mother Diary,
Delhi is IS/ISO- 9002 & IS-15000 (HACCP) certified
organization.

• ‘Mother Dairy’ is the single largest brand of milk in Delhi, India

as well as in Asia, marketing about 1.9 million liters of milk per
day.

• Mother Dairy commands 40% market share in the organized

sector in and around Delhi, primarily because of consistent
quality and service reliability.

• ‘Mother Dairy’ test over over 15 lakh LPD (Distributed

Programming Laboratory) of milk procured from various State
federations.
• In addition to toned milk through Bulk vending, Mother
Dairy also markets
– Full cream milk,
– standardized milk,
– toned milk,
– double toned milk
– Skimmed milk (lite) in polypacks.
 DIRECTION OF MOVEMENT OF CHAIN

The right
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The right
+ +
The right The right
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The right
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The right
= Higher
Product Price Store Quantity Customer Time Profits

Supplier Distributor Customer

Processing Plant Retailer

 Process of Procurement &
Distribution of Milk
• Farmers and the Milk Co-operative Society.
The Operation Flood programme helps both farmers as well as the
city consumers. The programme ensures that the farmers get a fair
price for their cow & buffalo milk and the consumers get best quality
milk at reasonable prices.
• In order to maintain freshness, this milk is chilled and then
transported to Mother Diary in insulated milk tankers by road and by
rail.
• Checking the quality of milk
At the Dairy stringent hygienic standards are maintained.
The milk in the tankers is first checked for quality and
freshness and then unloaded into huge insulated stainless
steel storage tanks. These tanks have a capacity of 1 lakh
liters each. The presence of adulterants (impurities) like
urea, neutralizers, preservatives and germs like bacteria are
checked. All these tests ensure that only good quality milk
is accepted. Once empty, the tankers are thoroughly
cleaned and sanitized using acid and alkali. The tankers are
then finally rinsed with water.
• Processing of milk

Unprocessed milk may contain small dirt

particles invisible to the naked eye. In order to
remove these particles the milk has to be
processed.
• Dispatching of milk
After processing, the milk is chilled and stored in silos and
further chilled to about 2 C. by the glycol chilling system,
and then dispatched to the Milk Shops in insulated road milk
tankers. Prior to the milk being dispatched in tankers, it is
tested for quality to make sure that it meets the quality
standards. When the tanker arrives at the shop the milk is
transferred into a large refrigerated tank.
• Making the milk available
The control room is very vital to the efficient
distribution of milk to the 900 shops across the
city. It organizes the tanker routes and its staff is
responsible for ensuring that shops do not run out
of milk. Each milk tanker is fitted with a wireless
set. As soon as the incharge at the control room
learns that a particular shop is running out of milk,
he contacts the tanker nearest to the shop on the
wireless which then delivers the extra milk to it.
• Quality control all the way

A final quality check of the mill is also

made at the shop itself. This ensures that
milk reaching the customers is of same
quality as dispatched from the Dairy.
• Keeping milk cool

• Mother Dairy takes care to keep milk cool at every

stage-it is chilled before transporting in insulated
tankers, it is stored in insulated silos and kept in
refrigerated tanks at the shops.
Keeping milk cool slows down the rate at which
bacteria multiply. This also increases its shelf life.
 Mother Dairy India Limited.,
NDDB HOUSE
Safdarjung Enclave
New Delhi -110029
Contact Person : N. Babu
New DelhiArvind
- 11 00Singhal
01
Technopak Advisors, Fourth Floor, DLF Tower 8-A
Tel.: +91 011 41529100
DLF Cyber City, Phase II
Fax: +91 011 41527170
Gurgaon 122 002 (National Capital Region of Delhi)
E-mail: export@motherdairy.com
Haryana, India
Tel: (91-124) 454 1111, 288 1111
Website: www.motherdairy.com
Fax: (91-124) 454 1198, 454 1199
Email: arvind.singhal@technopak.com
Web: www.technopak.com

Thank You !