Thu Sep 12 00:31:00 UTC 2024: ## Mother Dairy Embarks on D2C Journey, Eyes ₹17,000 Crore Turnover
**New Delhi:** Mother Dairy, the leading dairy and food conglomerate, is venturing into the direct-to-consumer (D2C) space, mirroring the growing consumer shift towards online shopping. The company, celebrating its 50th anniversary, has closed FY24 with a turnover of ₹15,000 crore and is targeting ₹17,000 crore in FY25.
Mother Dairy is implementing a pilot program in Delhi, equipping 50 booths with a home-delivery app. This initiative allows consumers to directly order products from the booths, and the company is seeing encouraging traction. The company plans to expand this app across the Delhi-NCR region, leveraging its extensive booth network.
“We are seeing good traction during this testing phase,” said Manish Bandlish, MD of Mother Dairy. “This is the future, as consumers increasingly adopt online shopping and delivery becomes crucial for all players. Companies need to be agile in adopting new strategies.”
Mother Dairy is also aggressively expanding its presence in other segments, including milk and milk products, fruits and vegetables (under Safal), and value-added food products. The company is investing ₹800-850 crore to expand existing capacities and set up new plants across India. This includes a mega plant in Maharashtra for milk and dairy products and a new fruit and vegetable processing plant in Karnataka for Safal.
“We have identified markets across the country where we want to deepen our presence,” Bandlish added. “We are ramping up our distribution and sourcing capabilities in these regions and expanding our value-added product range in both existing and new categories.”
Mother Dairy is also pushing its exports and expanding its presence in the frozen food and pulp-based product segments under Safal. The company plans to launch a new premium ice cream range next season and is significantly expanding its value-added dairy portfolio with products like paneer and Greek yogurt.
The company has seen significant growth on e-commerce and quick-commerce channels, recording 50-60% growth in these sectors. Its edible oils portfolio under Dhara has also been consistently growing at double the industry growth rate, and the company is expanding its presence in new geographies.
With these ambitious expansion plans, Mother Dairy is poised to strengthen its position in the Indian market and capitalize on the growing demand for convenience and premium products.
First Piper 