Mother Dairy, a wholly-owned subsidiary of the National Dairy Development Board, is looking to capture a five per cent market share in the dairy whitener business by the end of this fiscal.

Targeting primarily the eastern and north-eastern markets, the company launched its dairy whitener under the Dailycious brand.

According to Subhashis Basu, Business Head - Dairy Products, Mother Dairy Fruits and Vegetable Pvt Ltd, the company looks to clock a turnover of ₹100 - ₹110 crore this year, with nearly 60 per cent of this coming from the East and North-East states.

The dairy whitener market is pegged at ₹2,000 crore with the East and the North-East contributing around 45 per cent of it. Absence of good quality milk in the region is said to be one of the main reasons for the growing popularity of the dairy whitener segment.

At present, Nestle’s Everyday and Amul’s Amulya are two of the major national brands in the segment.

“We will look to introduce the offerings nationally over the next six months to one year,” Basu said on the sidelines of the launch.

Distrbution Mother Dairy, he said, will leverage the channel – that it has built for marketing the Dhara brand of edible oil – of over a 1,00,000-odd distributors in the East – Bihar (50,000), Odisha (5,000), Jharkhand (15,000) and Bengal (10,000) - and the North-East (22,000).

“We are not creating a separate distribution channel for the whitener. But, we will leverage the one we have created for Dhara,” he said.

Currently, whitener’s are being made at the company’s recently inaugurated at the Etawah facility at Uttar Pradesh.

Ambient Products Apart from whitener, the facility will cater to other value-added dairy categories like ultra heated milk, tetra pack beverages and products that have a higher shelf life.

So far, these ambient products are being test marketed across States and will soon be introduced in a phased manner.

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