Mother Dairy is all set to increase its market share in the organised ghee segment. It is estimated to have a market size of Rs. 40,000 crore by expanding retail chain distribution five times over the next few years.
Presently, Mother Dairy sells ghee through 10,000 retail stores in 150 towns. The company plans to expand its presence to 200 towns and 50,000 retail outlets over the next few years.
According to Sanjay Sharma, Business Head-Dairy Products, Mother Dairy Fruit & Vegetable Pvt Ltd, Mother Dairy has upgraded its focus on the ghee category and has plans to outperform the industry growth rate in the next 3 years. The strategy is to clock a growth rate of more than 20 percent, compared to the industry’s growth rate of 13 percent.
Along with its home ground of Delhi-NCR, Mother Dairy plans to strengthen its presence across the ghee consumption markets, including Uttar Pradesh, Maharashtra, and Haryana. The availability of ghee will also be enhanced across many leading e-commerce channels.
According to the IMARC Group Report 2020, ghee represents the most consumed dairy product (21 per cent) in India after liquid milk.
Like most of the other dairy categories, the ghee market in India is largely occupied by unorganised players. However, the organised ghee market, in 2019, was valued at over Rs. 400 billion and is expected to clock a healthy CAGR of around 13 per cent during 2020–2026.