Mother Dairy India

Ltd.
SUPPLY CHAIN MANAGEMENT

PRESENTED BY:-
PARI T SHARMA ,
Galgotia
Business School
(2009)
• Mother Dairy is a leading marketer of dairy products and
fruit & vegetable products in the Indian sub-continent.

• Mother Dairy has set up a 100 per cent Export Oriented

Unit with a capacity for processing over 15000 metric
tones of fresh produce annually.

• New state-of-the-art plant with an installed capacity for

processing 10 metric tones of fruit per hour in Bangalore.
• The units are ISO 9001-2000 and HACCP certified, and
the products are Kosher certified.

• Established a marketing and distributional office in

Rotterdam which is another step towards providing
quicker and better service to its international customers .
Deals in:- -
• Mother Dairy focuses on delivering value
at every stage - right from the farm to
the plant.

• Aspects that make Mother Dairy an

outstanding brand
– Best ingredients,
– Streamlined processes,
– Reliable customer service.
About
• ‘Mother Dairy’ is the largest liquid milk brand in Asia.
It started its operations in 1974 under the Operation
Flood programme of the National Dairy Development
Board, which is one of the largest dairy development
projects in the world. Mother Diary, Delhi is IS/ISO-
9002 & IS-15000 (HACCP) certified organization.

• ‘Mother Dairy’ is the single largest brand of milk in

Delhi, India as well as in Asia, marketing about 1.9
million liters of milk per day.

• Mother Dairy commands 40% market share in the

organized sector in and around Delhi, primarily
because of consistent quality and service reliability.

• ‘Mother Dairy’ test over over 15 lakh LPD (Distributed

Programming Laboratory) of milk procured from
various State federations.
• In addition to toned milk through Bulk vending,
Mother Dairy also markets
– Full cream milk,
– standardized milk,
– toned milk,
– double toned milk
– Skimmed milk (lite) in polypacks.
 DIRECTION OF MOVEMENT
OF CHAIN

The right
+
The right
+ +
The right The right
+
The right
+
The right
= Higher
Product Price Store Quantity Customer Time Profits

Supplier Distributor Customer

Processing Plant Retailer

Process of Procurement &
Distribution of Milk
• Farmers and the Milk Co-operative Society.
The Operation Flood programme helps both farmers as well
as the city consumers. The programme ensures that the
farmers get a fair price for their cow & buffalo milk and the
consumers get best quality milk at reasonable prices.
• In order to maintain freshness, this milk is chilled and then
transported to Mother Diary in insulated milk tankers by
road and by rail.
• Checking the quality of milk
At the Dairy stringent hygienic standards are
maintained. The milk in the tankers is first checked
for quality and freshness and then unloaded into
huge insulated stainless steel storage tanks. These
tanks have a capacity of 1 lakh liters each. The
presence of adulterants (impurities) like urea,
neutralizers, preservatives and germs like bacteria
are checked. All these tests ensure that only good
quality milk is accepted. Once empty, the tankers
are thoroughly cleaned and sanitized using acid and
alkali. The tankers are then finally rinsed with water.
• Processing of milk

Unprocessed milk may contain small dirt

particles invisible to the naked eye. In
order to remove these particles the milk
has to be processed.
• Dispatching of milk
After processing, the milk is chilled and stored in
silos and further chilled to about 2 C. by the glycol
chilling system, and then dispatched to the Milk
Shops in insulated road milk tankers. Prior to the milk
being dispatched in tankers, it is tested for quality to
make sure that it meets the quality standards. When
the tanker arrives at the shop the milk is transferred
into a large refrigerated tank.
• Making the milk available
The control room is very vital to the efficient
distribution of milk to the 900 shops across
the city. It organizes the tanker routes and its
staff is responsible for ensuring that shops do
not run out of milk. Each milk tanker is fitted
with a wireless set. As soon as the incharge at
the control room learns that a particular shop
is running out of milk, he contacts the tanker
nearest to the shop on the wireless which
then delivers the extra milk to it.
• Quality control all the way

A final quality check of the mill is also

made at the shop itself. This ensures that
milk reaching the customers is of same
quality as dispatched from the Dairy.
• Keeping milk cool

• Mother Dairy takes care to keep milk cool at every

stage-it is chilled before transporting in insulated
tankers, it is stored in insulated silos and kept in
refrigerated tanks at the shops.
Keeping milk cool slows down the rate at which
bacteria multiply. This also increases its shelf life.
Mother Dairy India Limited.,
NDDB HOUSE 
Safdarjung Enclave 
New Delhi -110029
Contact Person : N. Babu
New DelhiArvind
- 11 00Singhal
01
Technopak Advisors, Fourth Floor, DLF Tower 8-A
Tel.: +91DLF
011 41529100
Cyber City, Phase II
Fax: +91Gurgaon
011 41527170
122 002 (National Capital Region of Delhi)
E-mail: export@motherdairy.com
Haryana, India
Tel: (91-124) 454 1111, 288 1111
Website: www.motherdairy.com
Fax: (91-124) 454 1198, 454 1199
Email: arvind.singhal@technopak.com
Web: www.technopak.com

Thank You !