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Mother Dairy eyes N-E; 5-10% of dairy whitener business with Dailycious
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Harcha Bhaskar, Mumbai
April 28 , 2015
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Amidst the growing competition between major national brands in the
dairy whitener business, Mother Dairy, a wholly-owned subsidiary of the
National Dairy Development Board (NDDB) intends to vie for the whitener
segment in the north-east and east of India.
The company has
recently launched a dairy whitener under the brand name ‘Dailycious’ in
the north-east and eastern parts of India. The product will now be
available across the eastern and north-eastern regions through a wide
network of traditional retail channels, under its own existing Dhara
distributors and other newly-appointed distributors.
Speaking
about the launch, Subhashis Basu, business head, dairy products, Mother
Dairy Fruit and Vegetable Pvt. Ltd, states, “Our new range of UHT
products, dairy cream and the dairy whitener is being manufactured at
our state-of-the-art plant at Etawah, Uttar Pradesh. We have invested
approximately Rs 150 crore in our new facility which is equipped with
the latest technical and manufacturing facilities.”
He said that
the milk availability had increased, the scenario in the north-eastern
region was not the same as there was still a gap existing in the
aforesaid regions. Therefore, a huge potential lies for dairy whiteners.
“Our
dairy whitener is targeted at consumers who are constantly on the
lookout for more convenience and consistency while making any item for
consumption out of it,” states Basu.
Explaining about the
business, he added that currently value-added dairy products business
contributed to approximately 17-18 per cent to the overall turnover of
Mother Dairy Fruit & Vegetable Pvt. Ltd. (which includes Safal and
Dhara).
He informs, “With the launch of our new products, we are
aiming approximately 5-10 per cent market share in relevant categories
within the first year of operations.”
When quizzed about its
prospects and the growth trajectory in the north and eastern parts of
the country, Basu mentioned that there was a gap of availability of
fresh milk in those regions, therefore the dairy whitener had
traditionally been a strong category in those regions.
Basu
comments, “The eastern and north-eastern parts of India contribute
approximately 45 per cent to this category. Hence, we decided to enter
this market with a product that offers value to our consumers through an
assurance of product quality and price.”
The slew of initiatives will also include brand visibility through other outdoor activities across the region.
The
dairy whitener market sector, which shares a large category in India
and pegged at Rs 2,000 crore FY14-'15, is growing at a rate of
approximately 15 per cent CAGR. It is traditionally being strong in the
regions of east, north-east and south.
Additionally, the company
has introduced dairy cream along with a range of ambient dairy beverages
such as milk shakes, lassi and butter milk.
Not only this, the
company had also launched a number of offerings that include Nimbu
Shikanji, Kacha Pakka Aam and Black Forest ice cream cake.
Basu
hoped that the product would meet consumer expectations as it had been
introduced after extensive research to seek a larger mass appeal.
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