Kolkata | Mother Dairy Fruits and Vegetables expects a growth rate of 11 per cent in revenue at Rs 7,000 crore in 2014-15, a senior official of the company said today.
We hope to end 2014-15 with Rs 7,000 crore revenue. Last year (2013-14) the turnover was over around Rs 6,300 crore, Mother Dairy head (dairy products) Subhashis Basu said here.
Dairy products, which includes fresh milk, ice cream, butter milk, lassi among others, contributes 80 per cent of the total revenue of the company.
Mother Dairy, a wholly-owned subsidiary of National Dairy Development Board, today forayed into Rs 2,000 crore dairy whitener segment under ‘Dailycious’ brand and aimed 5 per cent marketshare in the first year itself. We are aiming for 5 per cent market of the Rs 2,000 crore segment.
East and North-East account for 45 per cent of the market, Basu said. Amulya from Amul and Everyday from Nestle India Ltd are the dominant brands in the market. Mother Dairy proposes to leverage the 10,000 Safal distribution centres for distributing the dairy whitener, milk shakes, lassi and UHT milk. Safal markets non-dairy products of the company including ‘Dhara’ brand edible Oils, fresh fruits and vegetables, frozen vegetables, fruit pulp and juices.
Initially, besides West Bengal, ‘Dailycious’ would be launched in the North East, Bihar, Odhisha and Kerala, he said.
Whitener products will be manufactured from our new plant at Etawah in Uttar Pradesh, where we have made an investment in excess of Rs 150 crore, Basu added.
Apart from dairy whitener, the company also launched three other products in the value-added dairy beverages segment – lassi, milk shakes and butter milk. All these are ambient dairy products which do not require cold chain system. The shelve life of these products are between four to nine months and hence it could be easily stored and sold by local kirana shops, Basu said.
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