Feb 6, 2013: Mother Dairy which has a fairly good presence in North India and is known as the third largest ice cream maker in India is aggressively planning to extend their presence to South. The South market which is valued at Rs. 500 crore is said to be one fourth of the Rs.2,000 crore Indian domestic ice cream consumption market. Mother Dairy which currently claims a market share of 18 per cent is drawing out aggressive plans for South market and is aiming at a market share of 20% by 2014.
According to company officials, Mother Dairy would be able to grow at 30% per year if they expand well in the southern states and they are aiming this with the help of a strong local supply chain. Mother Dairy is mulling over tie up with local retailers and focusing on its own milk outlets as part of the strategy. They are also planning to focus on institutional sales through corporate.
The South Market has got players like Kwality Walls, Vadilal, Lazza and Amul. There are some local players as well in each of the southern states and Mother Dairy has its task cut out to take on the competition. Mother Dairy has reported a sales turnover of Rs.300 crore in 2012. The company is also planning to set up a production facility somewhere in South as part of its growth plans.