Dairy industry giant Mother Dairy recently shared its massive expansion plan with a goal of over 20% growth in the market for the ghee sector in the next three years.
The company currently offers Mother Dairy Ghee in over 150 towns across the country but plans to expand that reach to around 200 towns in the next three years and reach around 50,000 outlets from the current 10,000.
As a result of the expansion spree, consumers will have superior quality products in the market to contend with counterfeit products.
According to Mr Sanjay Sharma, Business Head – Dairy Products, Mother Dairy Fruit & Vegetable Pvt. Ltd, Mother Dairy intends to outpace the global market growth rate for the next three years by focusing on the ghee category. Their massive market expansion efforts are aligned aiming for a growth rate of more than 20%, while the industry growth rate is 13%.
In addition to its home market, Delhi NCR, the Company has plans to expand into other ghee-consuming markets, including U.P, Haryana and Maharashtra. The first step in the expansion of the group’s distribution will be a larger number of towns and consumer touchpoints throughout the country.
Traditionally, ghee has been associated with Indian households for centuries and has a variety of uses. It is the second most-consumed dairy product in India after liquid milk. As such, the goal of the company is to make superior quality products readily available to a wider audience, as it has a long legacy and expertise in the dairy sector and simultaneously set a mission is to serve discerning consumers of the country who are often subjected to spurious products – Mr Sharma added.
In addition to its 1800 booths in the Delhi NCR region, the company’s online portals are a reliable source of authentic and genuine products for consumers who are often duped by fakes. Mother Dairy has been in the Dairy Industry for over 46 years, building a strong portfolio of dairy products with deep consumer insights, committed to providing safe products to the masses.
Furthermore, Mother Dairy is planning significant mass media campaigns to promote its products across various markets.