REPORT ON

‘’MOTHER DAIRY‘’
BY:- Yogyata Singh
MOTHER DAIRY FRUIT &
VEGETABLE PRIVATE LIMITED
ABOUT MOTHER DAIRY  
 Mother Dairy was commissioned in 1974 as a wholly owned
subsidiary of the National Dairy Development Board (NDDB).
 It was an initiative under Operation Flood, the world's
biggest dairy development program launched to make India
a milk sufficient nation.
 Over the years, Mother Dairy has contributed significantly in
achieving this objective through a series of innovations and
programs. Today, Mother Dairy manufactures, markets &
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, fruits & vegetables, frozen vegetables,
processed food like fruit juices, jams, pickles etc to meet
the daily requirements of every household
OBJECTIVES OF MOTHER DAIRY

 The main objectives of Mother Dairy are to promote suitable

measures to give power to farmers and milk producers through
methods that are equitable and also to make sure that farmers
and milk producers receive fair market prices for their
products.
 Mother Dairy has ensured that the quality of its products is of
high standards for it has adopted world class standard
microprocessor technology for the processing of milk.
 The Company over the last many years has created a market
leadership position for itself in branded milk segment in Delhi &
NCR through a robust network of its booth and retail channels.
 It has expanded its reach to other regions in North, South, East
and West with its offering of Milk and Milk products pegging it
among the few companies to own such a vast channel of
distribution in India.
CONTD….
 It has been a constant endeavor at Mother Dairy to stay
connected with its stakeholders. It is committed to bring
happiness to every individual with its range offering pure,
hygienic and adulteration-free high-quality products which
has been the strength, differentiator and heritage of the
brand over years.
 In the effort to instil and spread happiness, the organisation
creates a workplace that is fulfilling and enriching for
them. It constantly listens to its employees and evolves its
people practices.
 As a result, Mother Dairy has been recognized as a Great
Place to Work by Great Place to Work Institute in their
annual survey. The HR practices around the Concessionaire
Management have been cited as Examples of Excellent
practices across all the Organizations.
MILK PROCESSING

 The most important section of any dairy is the Milk

Processing section. The milk that is collected from
different societies and milk unions is brought to the dairy
in chilled conditions sealed in milk tankers.Milk processing
is required to eliminate the dirt and harmful pathogens
from milk, and also make the milk a homogeneous liquid
containing all the important ingredients like fat, SNF(Solid
Not Fat) etc in right proportions as may be required.
 The three basic steps of milk processing are:
1. Clarification
2. Homogenization
3. Pasteurization
 There are 3 plants in Mother Dairy to process the raw
milk. Each plant consists of a Homogenizer,
Pasteurizer and a Clarifier.
HOMOGENISER

 Homogenizer is a highly sophisticated machine. Its main

function is to homogenize the milk.
 Usually the fat molecules in milk being lighter tend to
float on the milk without mixing into it proportionally.
 The homogenizer performs the function of breaking the
fat molecules to a size of less than 2 micron. It is done
with the help of two micron valves in the homogenizer.
 The milk along with its fat molecules is forced through
this valve at a very high pressure of 130bars.
 This breaks the milk and fat molecules to atomic
dimensions and mixes them together giving
homogenized milk. It uses a huge 250 HP squirrel cage
Induction Motor.
PASTEURIZE

 The pasteurizer is perhaps the most important machine in

a Dairy Industry. Mother Dairy has three pasteurizers.
 Pasteurization is done to kill germs that may be present
in the milk and are potentially harmful to our health.
 The Pasteurization process involves heating the milk to a
temperature of 71.8oC and then holding it at that
temperature for 15 seconds followed by chilling it back to
4oC.
 This process kills most of the harmful pathogens. The
heating is done with the help of regeneration process and
by hot water produced by steam from the BOILER.
 Chilling of the milk is done by ice cold water from the
refrigeration units.
PASTEURIZE
CLARIFIER

 The clarifier is used to clarify the milk. Remove all the

soluble dirt from the milk. It works on the principle of
centrifugal force.
 A motor rotates the clarifier at a high speed so that all
the dirt having high specific gravity are forced to the
inner wall of the clarifier from where it is removed
from time to time.
 The waste is termed as sludge. The process is as
follows. 1st the milk enters into the 1st regeneration in
chilled condition. It is here that the heating starts by
absorbing heat from the outgoing hot milk.
 The heat absorption takes place in plate heat
exchangers. The milk is heated to a temperature of
20oC. It then passes through the clarifier.
CLARIFIER
QUALITY PROCESS

 Procurement
Fresh milk is sourced directly from state level co-
operatives and Mother Dairy own New Generation Co-
operatives (NGC). Milk received from individual producer
is checked for all basic quality parameters meeting
company specifications & requirements at respective
collection & chilling centers.
 GMP & Hygiene
Good manufacturing Practices (GMP) for our
manufacturing units are ‘a given’, they are part of our
heritage of producing best quality and safe products. We
maintain highest level of GMP and hygiene requirements
for production and handling of safe products for our
valued customers and consumers
CONTD…….
 Processing
Our products are manufactured in state of the art
manufacturing facilities using innovative Process &
Technologies. The Milk received at the plant undergoes various
processing steps before it reaches to the customer. Process
steps include filtration, clarification, pasteurization, chilling,
filling, packing and storage for our liquid milk category.
 Packing
The Filling and packing is considered to be most sensitive
operation having appropriate access control. Zoning principles
are applied in these areas to avoid any cross contaminations in
our Finished Product. Online quality control checks (e.g. net
weight, leakages, seal integrity, batch coding, packing
material quality, filling temperature etc.) are carried out and
recorded by our Packing In-charges.
CONTD….
 Product Testing & Release
Finished product is tested for the specified quality parameters of
each product category as per our internal standardized sampling plan
and test procedure. Test results are recorded, reviewed by Quality
functions
 Distribution

Our strength lies in adherence to systematic Process approach in the

complete distribution chain to deliver product with highest quality
standards to our customers and consumers. This includes,
1. Availability of standard guidelines & norms for warehousing,
handling, storage and transportation requirements.
2. Benchmarking of Transportation vehicles for infrastructure and
hygiene requirements
3
5. Monitoring of quality parameters (e.g. hygiene, storage
temperature) of the distribution chain
CONTD…….
 Merchandizing
Our products are marketed through a chain of our own Milk
Shops, retail outlets and mobile vending units maintaining
best-in-class hygiene standards. We ensure that products
are available, displayed appropriately and cold chain
conditions are maintained to retain product quality &
freshness.
MARKETING STRATEGY OF
MOTHER DAIRY
 Marketing Mix of Mother Dairy analyses the
brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the
Mother Dairy marketing strategy. The article
elaborates the pricing, advertising &
distribution strategies used by the company.
LET US START THE MOTHER DAIRY MARKETING MIX:

 Product:Mother Dairy is a leading brand offering milk, milk

based products & other food items in India. Mother Dairy
product portfolio is majorly divided based on the three
brands Mother Dairy, Dhara and Safal. These brands cover
the product strategy in the marketing mix of Mother Dairy.
CONTD……
 Price: Mother dairy a very penetrative pricing strategy.
Since its suppliers are farmers and cooperatives and needs
to support them, milk prices change with inflations and
certain amount of fluctuations are visible in Mother Dairy
milk prices. Mother Dairy also maintains a differential
pricing strategy in its marketing mix and varies according
to geographical regions. Prices also vary with packages
and variants of milk.
 Place: Mother Dairy has a wide presence across India. In
the milk industry, distribution is quite a critical part of the
business and hence to tap into various regions all over the
country it has 1400 retail outlets and and 1000 exclusive
stores in place. As its suppliers are farmers and
cooperatives, it is able to save on other middle men costs.
CONTD......
 Promotion:Mother Dairy has adopted a
subtle yet effective marketing strategy. As it
is facing stiff competition from national
player Amul, Mother Dairy has moved onto
smart marketing strategy wherein it is
working on better communication strategies.
It is now coming up with various advertising
strategies to gain customer’s mind share.
ENVIRONMENTAL ANALYSIS OF
MOTHER DAIRY
 Mother Dairy is a dairy company based out of
India that manufactures, distributes and sells
milk and milk products. The company which
was registered in the year 1974 is a wholly
owned subsidiary of the National Dairy 
Development Board. Other than milk, milk
products, chocolates and ice creams the
company also manufactures edible oil and oil
products under the label Dhara, vegetables
and vegetable products under the label Safal
amongst others.
 Strengths in the SWOT analysis of Mother Dairy

 Strengths are defined as what each business does best in its

gamut of operationswhich can give it an upper hand over its
competitors. The following are the strengths of Mother Dairy:
 Farmer support: The company has the goodwill of the dairy
and vegetable farmers in the regions they operate in. This
gives them the unending and relatively cheap supply of raw
materials.
 Presence in multiple sectors: Mother Dairy deals with milk
and milk products including cultured products, ice creams,
paneer and ghee under the Mother Dairy brand. Under the
label Dhara it sells edible oil and fruits & vegetables, frozen
vegetables, pulses, processed food like fruit juices, jams, etc
under the label Safal. This helps the company to become a
popular name in the household of an average Indian.
WEAKNESSES IN THE SWOT ANALYSIS OF
MOTHER DAIRY

 Localisation: The market for milk is local essentially because of the

perishability of the products. For example in Kerala there is Milma, in
Karnataka there is Nandini and in Tamil Nadu Tirumala Milk Cooperative.
Thus in order to target larger markets the company needs to foray into
other businesses.
 Low per capita consumption of milk: Though India is the largest producer
and consumer of milk the per capita consumption of milk is low, and
customers in addition to milk also consume paneer, ghee, butter or curd in
their day to day life. This makes it important for dairy companies to have
the presence in all these categories which are expensive for the business.
 Packaging: Most of the products that are dealt by Mother Dairy such as
milk, ice creams, vegetables etc are all perishable in nature and a lot of
care and research has to be done on the packaging that can make them
last. There is also a need for use of technology in packaging and storage.
 Distribution costs: The products of Mother Dairy are perishable and thus
needs freezers and other paraphernalia for distribution. The areas covered
are also minimal in terms of expanse.This increases the cost of distribution
heavily.
OPPORTUNITIES IN THE SWOT ANALYSIS OF MOTHER
DAIRY

 High market potential for consumables in

India: Most consumables have a high demand
 in India and the growing population of India
is creating more demand. The dairy market
alone is around 80,000 crores INR which is
mammoth sized.
 Favourable environment in India: The
government is favorable towards agriculture
and the food processing industry has been
able to receive a lot of perks as a result of
this focus.
THREATS IN THE SWOT ANALYSIS OF MOTHER
DAIRY

 Low barriers to entry: There are low or no

barriers to entry in the food processing
industry and the competition is right from 
individual suppliers to conglomerates. This is
creating a lot of threats for Mother Dairy.
 Competition: Some of the major competitors
of Mother dairy include Amul, Brittania, 
Nestle etc.