Dairy producer organizations arrive with new products in a market dominated by big brands


Dairy farmers at IDF

Giving a glimpse into the future to the galaxy of global dairy industry experts and leaders, dairy farmers across the country launched more than half a dozen products at the ongoing IDF World Dairy Summit 2022 , declaring their attempt to conquer a shelf in the market, which is heavily dominated by established brands from the big players.

“It is a proud day for the community of farmers who have demonstrated the strength of the collective to carve out a niche for themselves…for the organization created by them to ensure maximum realization of their sweat and labor,” said said Meenesh Shah, Chairman of the National Dairy Development Board while commending the organization created solely by women dairy farmers and coming out of their homes to demonstrate their self-reliance.

More than 7.5 lakh farmers, largely small and marginal with 70% female members, have come together to start their own 20-farmer business, and their value-added offerings are a bid to enter the organized segment of the sector. dairyman, NDDB Dairy Services (NDS), a facilitator and technical and expert advisor to farmers to help form dairy farmer businesses, said here.

From delicious curd and aromatic cow ghee to nutritious paneer and mouth-watering yoghurt among the value-added product offerings presented by four all-female organizations in addition to a major player from the Saurashtra and Kutch region of Gujarat during the IDF World Dairy Summit 2022 inaugurated by the Prime Minister on September 12, 2022.

“I am very proud that four different brands of ghee, curd and paneer have been launched. Four of the five entities whose products were unveiled are 100 percent women’s organization members. Tens of thousands of rural women have united to form their Shreeja, Asha, Sakhi and Balinee organizations while the other two are Maahi from Gujarat and Paayas from Rajasthan having a significant number of female members. General Manager, Saugata Mitra said on the occasion.

These organizations cover the entire value chain from milk supply, production, sale to institutional buyers, processing into value-added products. This will revolutionize the dairy sector where more than 70% of farmers are small and marginal and own up to 3 animals, Shri Shah said.

“They come to hit the brand market for a real realization of their value without intermediaries. They stand tall to be noticed and counted,” he said.

NDDB’ and its wholly owned subsidiary NDS have facilitated the establishment of 20 such organizations over the past 10 years and 18 are operational to date with members pouring 40 lakh liters of milk every day and their entry and expansion into value-added products will help them overcome the vagaries of the lean dairy season.

Of the 18 operational MPCs, 12 are 100% women-owned institutions; in which Shreeja, with operations in the holy city of Tirupati, bears the distinction of being the first female-centric MPC among all. Shreeja has also earned the distinction of becoming the largest women-owned milk producer organization in the world, demonstrating true empowerment of women at grassroots level. Building on its success, more women-only producer organizations are being encouraged to take shape.

Sakhi and Asha are the organization of dairy farmers from Alwar and Udaipur in Rajasthan, while Balinee is a women-centred MPC created in the still underdeveloped Bundelkhand region. These 4 have a total membership of more than 2 lakh female dairy farmers with a daily remittance of around 8 lakh liters per day. Paayas, among the top MPCs in the country, purchases more than 6.5 lakh liters of milk every day from around one lakh dairy farmer.

Apart from Maahi, Gujarat’s leading MPC giant is also an established name in 10 districts of Saurashtra region with a staff of over 1 Lakh milk pourers and handles about 7 lakh liters of milk every day.

During the launch session, Shreeja unveiled its Cow Ghee and Mango Yogurt, while Sakhi, Balinee and Maahi launched Ghee under their respective brands. Asha, based in Rajasthan, has also expanded her value-added portfolio with the introduction of her own brand Paneer and Curd. Paayas, the first among the batch of MPC, also introduced Cow Ghee tapping into the strength of the wealthy cattle of the Shekhwati region to be distributed in the state and the pink city of Jaipur.

First published: September 15, 2022, 09:18 IST


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