Mother Dairy, established in 1974 as part of India’s White Revolution, celebrates 50 years of supplying high-quality milk and dairy products, becoming a trusted household brand in Delhi and across India.
Mother Dairy, a key player in India’s dairy industry, marks its 50th anniversary this year, celebrating its transformation from a modest venture to one of the most trusted dairy brands in the country. Established by the National Dairy Development Board (NDDB) as part of India’s White Revolution, Mother Dairy was launched to address the milk scarcity in Delhi. Its journey began on November 4, 1974, with two booths in Defence Colony and RK Puram Sector 4. These booths introduced Delhiites to a revolutionary concept at the time: buying milk through a coin-operated vending machine.
The White Revolution: Changing India’s Dairy Landscape
During the 1960s and 70s, India faced a severe milk shortage. In response, the government initiated the White Revolution, an ambitious plan to make India self-sufficient in dairy production. Mother Dairy became one of the flagship initiatives of this movement, launched under the leadership of the NDDB, which was founded in 1964 to revolutionize the nation’s milk supply.
The establishment of Mother Dairy marked the beginning of an era in which milk became more accessible to the common man, breaking the reliance on erratic private milk distributors. The introduction of coin-operated machines added to the convenience, ensuring a steady supply to households.
Expansion Beyond Milk: A Comprehensive Dairy Brand
What started with just milk soon expanded into a full range of dairy products. By the 1980s, Mother Dairy had diversified into butter, yogurt, paneer, and ice cream, catering to the growing needs of consumers in Delhi NCR and beyond. Today, the brand’s presence is widespread, and it supplies over 3.2 million litres of milk daily, playing a critical role in Delhi’s food supply chain.
With over 1,400 booths and an extensive retail network, Mother Dairy products are now available in cities across India. The company has continually expanded its portfolio, adding products like flavoured milk, lassi, and fruit-based beverages to meet the demands of modern consumers. Its state-of-the-art plant at Indraprastha Extension, built in 1972, remains a cornerstone of its operations, producing a wide array of dairy goods for distribution.
A Trusted Brand with Deep Emotional Roots
Over the past five decades, Mother Dairy has become more than just a milk supplier—it’s a brand deeply embedded in the cultural fabric of Delhi. Its booths are often viewed as landmarks, and for many residents, having a Mother Dairy outlet in their neighbourhood is a symbol of trust and convenience.
Dinesh Gupta, Chief Managing Director of Prabhatam Ad Agency, emphasized the strategic choice of the word “Mother” in the brand name. “It evokes qualities of care, nurturing, and purity, which resonate strongly with Indian consumers,” says Gupta. The emotional connection that people associate with the brand has played a crucial role in its rise to prominence.
Delhi Milk Scheme and Keventers: A Historical Perspective
Before the rise of Mother Dairy, Delhi’s milk needs were served primarily by the Delhi Milk Scheme (DMS) and private distributors like Keventers. Launched in 1959 by President Dr. Rajendra Prasad, DMS was the capital’s main milk provider, operating through a series of booths across the city. Bottled milk would arrive daily, and DMS played a key role in easing the city’s milk supply issues.
Keventers, established in 1924 by Swedish dairy technologist Edward Keventers, was another major player in Delhi’s dairy industry before Mother Dairy. Its iconic plant in Chanakyapuri was closed in the 1970s, but the brand’s name continues to be remembered fondly, particularly for its role in popularizing Cassata ice cream in India. Today, a Keventers outlet still operates in Connaught Place, though it has no direct connection to the original dairy operations.
A Future Focused on Sustainability and Innovation
As Mother Dairy looks ahead, it is not just resting on its laurels. The company is focusing on sustainability and innovation to meet the changing demands of the market. It has been actively working on reducing its carbon footprint by optimizing its supply chain, improving packaging, and investing in renewable energy for its production units. Additionally, Mother Dairy is expanding its product range to include more health-focused items, such as low-fat milk, fortified dairy products, and even plant-based dairy alternatives, tapping into the growing trend of conscious consumerism.
Moreover, the cooperative has been actively working on educating farmers and improving dairy farming practices to ensure a sustainable supply of high-quality milk. Through its farmer-centric initiatives, Mother Dairy continues to support dairy farmers across the country, contributing to the livelihoods of thousands.
