Mother Dairy to increase focus on Ghee segment

In a massive expansion to outpace the industry growth in the Ghee segment, the dairy industry behemoth Mother Dairy aims at an over 20% growth in the category in the next three years by making the product available at 50,000 additional retail units in 200 towns across the country. The expansion spree will go a long way in providing a superior quality product to the consumers battling spurious products in the market.

Talking about the massive market expansion the company is undertaking specifically for the ghee category, Sanjay Sharma, business head – Dairy Products, Mother Dairy Fruit & Vegetable, said, "Mother Dairy has a stepped-up focus on the ghee category and has plans to outpace the industry growth rate in the next three years. Our efforts are aligned towards clocking a growth rate of more than 20%, compared to the industry's growth rate of 13%. The company has plans to strengthen its presence across the ghee consumption markets, including UP, Maharashtra, and Haryana, along with its home turf of Delhi NCR."

At present, Mother Dairy Ghee is available across over 150 towns in the country, whereas the company intends to enhance the reach to around 200 towns in the next three years and tap around 50,000 outlets from the current 10,000.

As a first step, the company plans to expand its distribution in the country, covering a greater number of towns and consumer touchpoints. As for the focus markets, Delhi NCR has always been one of the most important markets for Mother Dairy. Now it has plans to further penetrate deeper into Uttar Pradesh, Maharashtra, Haryana, etc.

Sharma further added, "Ghee represents India's largest consumed dairy product after liquid milk. It is one such category that has been associated with Indian households since ages and is used for different purposes. Therefore, as a company, we have embarked upon a dual objective within the ghee category – making superior quality offering available to a larger audience as the company has a rich legacy and expertise in the dairy sector, unlike some players who are not so experienced in handling dairy or dairy-related products; and as a responsible brand, we are upping our as to serve the discerning consumers of this country who are often subjected to spurious products. The availability of Ghee will also be enhanced across many leading e-commerce channels."

For instance, the company's over 1800 booths in the Delhi NCR region clubbed with the eCommerce portals are sources of providing genuine and authentic products to its discerning consumers, who are often duped by a spurious product.

With the expertise of more than 46 years in the Dairy Sector, Mother Dairy has built a strong portfolio of dairy products derived with deep insights of its consumer understanding committed to providing safe offerings for the masses. Hence, Ghee is a natural fit for Mother Dairy's portfolio to complement its products with utmost safety and purity while creating additional avenues for farmers.

Mother Dairy is also coming up with significant mass media campaigns to increase the awareness of its products across its markets.