MOTHER DAIRY- CO-OPERATIVE

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Company profile


Type: Cooperative

Founded: 1974

Headquarters: Delhi, India

Key people: Paul Thachil, CEO, Mother Dairy India Ltd

Industry: Dairy

Website: Mother Dairy (http://www.motherdairy.com/)


Mother Dairy, set up in 1974, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India.

‘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. Operation Flood is one of the largest dairy development projects in the world. Mother Diary, Delhi is IS/ISO- 9002 & IS-15000 (HACCP) certified organisation.

‘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’, which markets over 15 lakh LPD of milk procured from various State federations in Delhi, has now entered the Mumbai market.

In addition to toned milk through Bulk vending, Mother Dairy also markets Full cream milk, standardised milk, toned milk, double toned milk and Skimmed milk (lite) in polypacks.


Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified organisation.

Mother Dairy was the first industry in country to implement ISO-14031(Environment Performance Evaluation) project.

This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy.

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Steps towards the co-operative movement



- Recruit, train and motivate increasing numbers of women to work for Mother Dairy to achieve significant improvements in dairy husbandry, as they primarily shoulder animal husbandry related responsibilities in rural India


-Consolidation and growth in milk and milk product marketing, promoting better equity for regional cooperative brands and developing qualified and skilled manpower


- Education of producer members, opinion leaders and trained professionals to be expanded and strengthened


- Empower local leaders, strengthen societies and equip their staff and members with the skills and information they need.


-Persuade the State and Central Governments to remove the shackles on cooperative laws so dairy can compete on equal terms with other forms of enterprise.


- Link large cooperatives, Unions, Federations and NDDB in a national network that collects, adds value and disseminates information


-Ensure availability of analytical information for Policy Planning and Decision Support

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Swot analysis


STRENGTHS

-The major strength of the Mother Dairy is the different variety of Milks and a recognized BRAND name.


-The increasing demand for these products presents a great opportunity for the Mother Diary to increase and scale up the production.




WEAKNESS

-Scarce Mother Dairy Outlets.

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Less Margin given to the Outlet owners to match the existing competitors



OPPORTUNITIES

-There is a scope of business as there is a demand for dairy products.


-Mother Dairy should open more outlets to get the maximum advantage of the demand.


-Need to put more stress in the face-to-face direct marketing to reach to the customers.

-The increasing demand for these products presents a great opportunity for the Mother Diary to increase and scale up the production



THREATS

-Increasing competition from the other brands.


-Strong supply chain management by the competitors


-Strong marketing strategy by competitors by offering the discount coupons to consumers and providing healthy commissions to the retailers.