Research and Development Process at Mother Dairy

By
Mohit Merajul Hasan Tahir Khan Ankit Sachdeva Nimmy James Sonu Verma

Hitory of The Company

Mother Dairy was set up in 1974 under the Operation

Flood Programme It is a wholly owned company of the National Dairy Development Board (NDDB). Mother Dairy is an ISO 9001:2008 (QMS), ISO 22000:2005 (FSMS) and ISO 14001:2004 (EMS) certified organization.

 Mother Dairy manufactures, markets & sells milk and

milk products under the Mother Dairy brand (Milk, Cultured Products, Ice Creams, Paneer and Ghee), Dhara range of edible oils, Safal range of fresh Fruit & vegetables..

 Mother Dairy sources part of its requirement of liquid milk

from dairy cooperatives. Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products.

 processing of milk is controlled by process automation

whereby state-of-thea At microprocessor technology is adopted to integrate and completely automate al functions of the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is an ISO 9001:2008 (QMS), ISO 22000:2005 (FSMS) and ISO 14001:2004(EMS) certified organization

. Mother Dairy has Certificate of Approval from Export Inspection Council of India also. its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology, Government of India. Mother Dairy markets approximatley 3.2 million litres

 Mother Dairy milk has a market share of 66% in the

branded sector in Delhi where it sells 2.5 million litres of milk daily and undertakes its marketing operations through around 1400 retail outlets and over 1000 exclusive outlets of Mother Dairy.

 The Dhara is one of the leading brand of edible oils

and is available across the country in over 2,00,000 outlets. The brand is known for its PURITY and focuses on the indigenous oil. The brand is currently available in the following variants: Refined Vegetable Oil , Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil.

 Mother Dairy ice creams launched in the year 1995

have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Mishti Doi, Paneer, Dahi, Ghee,Cheese, UHT Milk, Probiotic Products, Lassi & Flavoured Milk..

 Mother Dairy established its Innovation Centre, the

first of its kind in Indias organized Dairy & Food sector, in April 2010 at its central location in Delhi,. It has been setup for the purpose of developing healthy, nutritious and convenient Dairy and Horticulture products.

 Mother Dairys R&D Team is continually engaged into

development of novel products and innovative packaging systems as well as renovating its existing products at its state of the art Innovation Centre..

SWOT Analysis of Mother Dairy

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.

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

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

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