Mother Dairy eyes North-East's Rs 500 crore dairy whitener market

Milk and dairy products major, Mother Dairy Fruits and Vegetables Private Limited (MDFVPL), is eyeing the Northeast's 500 crore dairy whitener market in a big way. The company today launched its dairy whitener brand - "Dailycious' in the region and claimed it had done at least two years research in Northeast before coming out with the product.

"The dairy whitener market in Northeast is huge. Since we decided to enter this market, we had researched for two years in the region, taken inputs from customers across various segments, identified the region specific needs and demands and then came out with this brand.

Besides Northeast, our focus states for Dailycious are eastern India states and Kerala," said Subhashis Basu, business head (dairy products) of MDFVPL. He added that the Dailycious brand had been developed keeping in mind the needs and preferences of both commercial as well as domestic market of Northeast.

The dairy whitener market has been registering around 15 per cent year-on-year growth in value in India as well as in Northeast.

Presently, two popular dairy whitener brands - Amulya from Amul and Everyday from Nestle, are the dominant players in Northeast's market. Mother Dairy is depending heavily on its Dhara oil(Dhara is also a Mother Dairy brand) marketing and distribution channel and dealers for promotion and sales of 'Dailycious' brand in the region.

Around 22,000 stores across the region sell Dhara brand and the company targets to make available 'Dailycious' brand in all those 22,000 stores soon.

The company has kept a target of Rs 60-70 crore business in first year of launch in Northeast and Rs 150 crore nationwide.

The Dailycious brand will soon be launched in other parts of the country as well. The products is being manufactured at the company's newly set up plant in Etawah in Uttar Pradesh. "I am confident that the product will meet and exceed the consumer expectations on key product attributes such as colour, taste, miscibility and cuppage," added Basu.

The company is also presently undertaking a research in the region to gauge the customer needs and taste for its yoghurt brand 'Misti Doi'.

The company is shipping in around 300-400 kg of Misti Doi brand from its Kolkata-situated plant daily to Northeast.

Mother Dairy is a whole owned subsidiary of National Dairy Development Board (NDDB).