Marketing Strategies of Mother Dairy Brand

An Indian FMCG giant launched 44 years ago – Mother Dairy Fruits & Vegetables Pvt. Ltd. is known for its quality products and taste. In the year 1974, this company was formed in Delhi and is today head quartered in Noida. It was commissioned as an owned subsidiary of the National Dairy Development Board (NDDB).

#MotherDairyFact: It was an initiative under Operation Flood, a dairy development program aimed at making India a milk sufficient nation.

Mother Dairy is known for sourcing its produce from village level farmers directly. The company primarily focused on selling its products in Delhi and NCR.However, today it sells its products in all parts of India.

mother dairy ads india

Key products manufactured by Mother Dairy:

  • Milk
  • Milk Products
  • Ice Cream
  • Paneer
  • Ghee
  • Fruit Juices
  • Jams
  • Pickles


› Brands and Subsidiaries of Mother Dairy:

  • All the milk products made by this brand are sold under the name of ‘Mother Dairy’.
  • ‘Safal’ is the fruit and vegetable arm of Mother Dairy. It has many stores in NCR and is very prominent in Bengaluru as well. Safal also has a plant in Bengaluru, which produces around 23000 MT of aseptic fruit pulp and concentrates annually. It supplies to companies like Pepsi, Unilever, Coca Cola, Nestle etc.
  • Under the Operation Golden Flow, Mother Dairy launched an edible oil called ‘Dhara’. This was a program launched by NDDB.


› Brand Competitors:

Mother Dairy faces stiff competition from several brands in India. They are as follows:

  • Amul
  • Britannia
  • Nestle
  • Heinz
  • Kissan
  • Reliance Fresh (stores)


› Product Portfolio of Mother Dairy:

Mother Dairy is one of the most popular brands which manufactures and markets milk and milk products in India. It is very popular in the North India region and is making its mark in other parts of the country as well. It operates under three divisions and brand names Safal, Dhara, and Mother Dairy.

Following is the product line manufactured and marketed by the brand:

  • Variants of Milk
  • Curd
  • Flavoured Milk
  • Lassi
  • Chaach
  • Paneer
  • Cheese
  • Variants of Butter
  • Ice Cream
  • Yoghurt
  • Dairy Whitener
  • Ghee and Edible Oil

Mother Dairy is present in urban and rural India and has a Pan India presence. It has a very strong sales and distribution network all over the country. Its source of liquid milk is the farmer-based organizations at village level and dairy cooperatives.

#MotherDairyFact – It has more than 1400 retail outlets and over 1000 booths which makes its network very robust.

The products made by this brand are available in every retail/grocery store. It has plants equipped with high-tech machinery and facilities for ensuring best product in terms of safety, reliability, and quality.

Its sub brand Safal has facilities and stores in NCR and Bengaluru and has an overseas presence in forty countries including Africa, Asia, Middle-East, Russia, Europe, and the USA.

Mother Dairy is estimated as a $1.3b company and has targeted to sell its products to the upper middle segment of the society. It has positioned itself as a trusted brand that offers premium products at affordable rates.

mother dairy ads india
Source: Mother Dairy India

It had initially adopted penetration pricing strategy as it wanted to be available in every part of the country. The products today are available in all the major cities and are priced very reasonably. This has happened because of its huge distribution channel that can save easily due to lack of serious middlemen.

The brand also follows competitive pricing strategy and keeps a check on rival brands. Hence, Mother Dairy has also adopted a differential pricing policy that varies and is dependent on geographical locations.


› Marketing and Promotions by Mother Dairy:

Mother Dairy is not an aggressive marketer but is a smart one. The TV commercials, print, and other forms of advertising done by this brand have been very effective and have worked well for the brand. It has done a lot of print campaigns in various newspapers, magazines and billboards.The tagline adopted by the brand is ‘Piyo Pure’.

They had also launched a campaign called ‘Tweet to Farmer’ which created a very positive brand image for the company. The aim of this campaign was to thank the farmers for providing them with fresh supplies.

(Link of the video)

Mother Dairy has been ranked as 2nd best in the FMCG industry and holds the 39th position as Top 100 Best Companies to Work in India.


Ad Campaigns by Mother Dairy:



This campaign was made by the brand on the occasion of Mother’s Day. The brand wanted to emphasize on the fact that a mother cannot be present everywhere for the child, hence there are many other people who care and love the child. The campaign was formed in association with ‘momspresso’.



This campaign was launched by the brand to promote the Mother Dairy Ice Creams for the summer season. It focused on the variety of Ice creams which are made by the brand.



This campaign was launched when the brand introduced Mother Dairy Cow Milk. It was a very cute ad created by the brand which focuses on how a kid doesn’t like milk and disappears as soon as she is called for drinking it. This ad as very reciprocated by the audiences because of the way it was created.

Mother Dairy has also undertaken an initiative called ‘GiftMilk’ to raise the nutrition level in children going to school. A total of 40,72,407 donations have happened till today via this initiative. Through this initiative one can gift milk and milk products manufactured by Mother Dairy to the children. This can be done via the Mother Dairy website. This initiative is under the NDDB Foundation for Nutrition. The mission statement for this is: “NFN would strive to contribute towards eradication of malnutrition in school children by providing them safe milk & milk products”.


Mother Dairy is known for quality products and customer satisfaction has been of top-notch importance to this brand. It has high trust and goodwill and is also considered different than its competitors because of the large farmer support.

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