Mother Dairy Fruit and Vegetable Pvt Ltd (MDFVPL), a wholly-owned subsidiary of National Dairy Development Board (NDDB), announced its plan of undertaking an extensive dairying and horticulture development project in Varanasi. It will be setting up the necessary infrastructure to support the sourcing and marketing the produce of the farm such as milk and fresh fruits and vegetables (F&V).
MDFVPL inaugurated dedicated 10 milk and F&V booths to the residents of the city on the occasion of Gandhi Jayanti. The company plans to have around 25 such booths to serve the citizens of the city.
Dilip Rath, chairman, NDDB, said, “NDDB, in its endeavour of doubling farmers’ incomes, is providing institutional support in developing the dairying and horticulture practices.”
“As part of the initiative, it has made substantial investment and progress in Assam, Bihar, Jharkhand, Odisha and West Bengal, and is now ready to contribute in the Eastern region of Uttar Pradesh,” he added.
Rath stated, “The regions are under developed from the perspective of the organised dairy and horticulture industry and, therefore, has large scope for development.”
“The need of the hour is to focus on cash crops and value added farming like fruits and vegetables and allied activities of animal husbandry to ensure they have more marketable products, which is backed by an organised and institutionalised marketing mechanism,” he added.
Rath said, “In line with the same strategy, Mother Dairy is opening consumer touch points aimed to provide direct access to farmers of the region. MDFPL also plans to undertake farmer development activities by adding 56,000 farmers to our network by 2024.”
Mother Dairy procures about 15 lakh litre of milk per day from over two lakh farmers across 29 districts of the state. In addition, Safal, the F&V arm of Mother Dairy, procures over 20 fruit and vegetable items from 3,000 farmers from 22 districts of Uttar Pradesh.
Rath said, “As a consumer centric organisation, Mother Dairy has always been on the forefront in offering convenience and quality products to its consumers.”
“Our outlets are known to offer varied benefits to consumers, all available under one roof right from quality produce, best prices to availing modern solutions such as digital payment and electronic weighment machines for F&V,” he added.
“Also, with Varanasi attaining the Smart City status with modern civic infrastructure, opening of milk and vegetable booths would add to the convenience of the residents,” Rath stated.
Speaking on the occasion, Saugata Mitra, director, MDFVPL, said, “Not only farmers and consumers, but MDFVPL is committed to empowering ex-servicemen too. The proposed outlets in the city will be managed by ex-servicemen, basis its strategic tie-up with the Directorate General of Rehabilitation, similar to its network in the National Capital Territory.”
Mother Dairy, through its range of products, is already present in key towns of the state, including Agra, Allahabad, Bareilly, Bulandshahar, Gorakhpur, Kanpur, Lucknow, Meerut and Moradabad.
The company has two state-of-the-art dairy plants in Pilkuwa near Hapur and Etawah for processing of poly-pack milk and manufacturing of dairy products such as lassi, chaach, dahi, etc.