Manish Bandlish, Managing Director of Mother Dairy believes that the localisation of products is crucial to assure a high level of customer satisfaction and staying in the game.
Half-century-old homegrown brand, Mother Dairy, a truly iconic entity, has spread its footprint across all major cities in India. A heritage brand, it caters to almost 52 percent of the household’s daily food requirement in some way or the other, accomplishing a high level of customer satisfaction.
Speaking on the brand’s long-standing legacy at the 5th edition of The Economic Times Iconic Brands of India 2022, Manish Bandlish, the Managing Director of Mother Dairy said “Our consumers lay a great amount of trust in us. Our strength is our quality. Right from sourcing till the final delivery to the consumer, we ensure the quality stays intact.”
Stressing on the importance of localisation, Mr. Bandlish emphasises, “For any brand, localisation is important. For example, talking about our successful product, i.e., Chhaas (Buttermilk) brand in Delhi, which we aimed to take to other Indian states like Patna. But it did not work there as they were used to another iconic brand that localised its product before us and had a strong customer base. So, it is important to go local and match the taste and product profile the customer wants. Our Mishti Doi product was developed keeping the traditional taste in mind. And today, we lead in the same product category.”
Highlighting the nature of the dairy industry and the need for maintaining quality standards while being extremely conscious, Mr. Bandlish said “The dairy industry is very sensitive. While sourcing raw materials, it is sourced on a daily basis from a large number of villages and farmers. It has to reach us in a certain amount of time and temperature as it has an extremely short shelf-life. So, we take extreme care in terms of tests and maintaining quality.”
He further added that their strength relies on servicing, product quality, and providing the customer with the right choice and affordability.
MD – Mother Dairy
As a responsible organisation, Mother Dairy has committed itself to a safer and cleaner environment for a better tomorrow. Expounding on this commitment, Mr. Bandlish stated, “Mother Diary was the first one to start the ‘token milk’ concept in Delhi in 1984. Today, we have more than 900 token milk dispensing booths, which also helps us in saving around 700 tonnes of plastic per annum. We are extremely conscious of Extended Producer Responsibility (EPR) which has resulted in the saving of 850 tonnes of plastic to date. Sustainability is a part and parcel of our business. In terms of packaging, we are innovating ways to eliminate the use of plastic to a great extent and replace it with bio-degradable material.”
