Fifty years ago, a quiet revolution began in the streets of Delhi. In 1974, four Mother Dairy milk booths opened in Defence Colony, Malviya Nagar, and RK Puram, marking a significant milestone in India’s dairy industry. Delhiites were introduced to an entirely new way of buying milk, with vending machines delivering fresh milk at the drop of a coin. The brand, Mother Dairy, born out of Operation Flood under the National Dairy Development Board (NDDB), has since grown into a massive network supplying 35 lakh liters of milk daily across 2,500 outlets in Delhi-NCR.
A Vision Born from Operation Flood: Revolutionizing Milk Supply
The roots of Mother Dairy lie in Operation Flood, a visionary project led by Dr. Verghese Kurien, who is fondly remembered as the father of India’s White Revolution. Launched to make India self-sufficient in milk production, the project aimed to provide a steady and reliable source of milk to the country’s growing urban population. It also focused on improving the livelihood of dairy farmers by streamlining the supply chain. Mother Dairy played a pivotal role in fulfilling these objectives by setting up an efficient milk distribution system in cities like Delhi.
Back in 1974, buying milk from a vending machine was a new and somewhat strange experience for the people of Delhi. Before Mother Dairy came into the picture, the city’s milk supply was dominated by the Delhi Milk Scheme (DMS), which started in 1959. DMS operated booths around the city, and milk was supplied in bottles twice a day, morning and evening. Long queues were a common sight at these booths, with people leaving stones or other items to mark their places in line. For many, the milkman was the primary source, though trust was always an issue due to the possibility of adulteration.
Early Days of Mother Dairy: Winning the Trust of the People
The introduction of Mother Dairy booths, with their iconic white and blue design, provided an alternative that quickly won over the people of Delhi. At first, there was a mix of curiosity and skepticism. The idea of inserting a token into a machine to get milk seemed too modern, almost unreal. However, the convenience and reliability of the product soon erased any doubts. One of the key factors in the brand’s success was its ability to offer clean, unadulterated milk at affordable prices.
For the people of Delhi, Mother Dairy was a game changer. Usha Srivastava, a long-time resident of the city, recalls, “It was a relief not to be dependent on the milkman anymore. We knew what we were getting at the booths was fresh and pure. I remember paying just Rs 5 per liter of milk back in those days.” Despite having to stand in line, the quality of milk made it worth the wait. Over time, Mother Dairy became a trusted name in Delhi households, offering a reliable alternative to the milkmen and ensuring that the city’s milk supply was no longer vulnerable to middlemen and adulteration.
Dairy Innovations: Growing with Changing Consumer Needs
Mother Dairy’s success is not just about selling milk. Over the years, the company has evolved to meet the changing needs of its consumers. From the simple vending machines of the 1970s, it expanded its range of products and embraced modern technology to streamline its operations. By the 1980s, Mother Dairy had become a well-established brand in Delhi, known for more than just milk. The introduction of packaged milk and other dairy products like butter, curd, and ice cream helped the brand secure its place in the hearts of consumers.
Manish Bandlish, Managing Director of Mother Dairy, noted the brand’s ability to adapt to the times: “We started with just four booths in Delhi, but we’ve come a long way in 50 years. Today, we offer a wide range of dairy products, from mishti doi and milk cake to modern items like Greek yogurt and buffalo milk.”
Mother Dairy’s strategy of staying connected with its consumers allowed it to grow while staying relevant in a competitive market. As Delhi’s population grew, so did the demand for consistent and quality dairy products. Mother Dairy responded by expanding its network of outlets and improving its supply chain management, ensuring that fresh milk and dairy products reached the city’s households efficiently.
Safal and Dhara: Expanding Beyond Dairy
Mother Dairy didn’t stop at milk. In 1986, it launched Safal, a horticulture brand offering fresh fruits and vegetables, frozen products, pulses, and ready-to-eat snacks. This diversification into the food market helped strengthen the brand’s presence in urban households. The following year, Mother Dairy introduced Dhara, a brand focused on packaged edible oils, sold through the same neighbourhood booths that had become synonymous with fresh milk.
These additions to the Mother Dairy family enabled the company to offer a wide variety of products, from dairy to fruits, vegetables, and oils. This not only gave consumers more choices but also ensured that the brand became a one-stop solution for everyday grocery needs. The success of these initiatives added further credibility to Mother Dairy’s reputation as a reliable and trustworthy brand.
A Legacy of 50 Years: Mother Dairy’s Impact and Future Goals
As Mother Dairy celebrates its 50th anniversary in 2024, the company reflects on its journey from a handful of milk booths to a national presence. Today, with around 2,500 outlets across Delhi-NCR and a daily supply of 35 lakh liters of milk, the brand has become a cornerstone of the city’s food landscape. All of Mother Dairy’s booths are run by ex-servicemen, a testament to the company’s commitment to providing employment opportunities and contributing to the community.
The brand’s success story is built on trust, innovation, and adaptability. Dr. Meenesh Shah, Chairman of NDDB and Mother Dairy, explained, “Mother Dairy has played a key role in transforming India’s rural economy by making dairy farming sustainable for millions of farmers while ensuring self-sufficiency in milk production.”
Looking to the future, Mother Dairy aims to further expand its reach. The company is focused on increasing its production capacity and introducing more dairy products to meet the evolving needs of Indian consumers. The goal is clear: to strengthen its position in India and explore international markets, taking Indian dairy products to the world.
With its rich legacy and a strong foundation of trust, Mother Dairy is set to continue playing a vital role in shaping India’s dairy industry for years to come.
