Mother Dairy is introducing buffalo milk in the Delhi-NCR market, with a pricing strategy set at Rs. 70 per litre. Manish Bandlish, the Managing Director of Mother Dairy, disclosed the company’s plans to tap into this new market segment and project it as a Rs. 500 crores brand by March of the coming year.
Mother Dairy currently supplies 35–36 lakh litres of milk daily in the Delhi–NCR region and 45–47 lakh litres across India. The buffalo milk variant, set to hit the market this week, is expected to start with a supply ranging from 50,000 to 75,000 litres per day. Bandlish expressed ambitious growth targets, aiming to reach 2 lakh litres per day by March 2025.
Bandlish highlighted the increasing demand for high-fat milk and the specific attributes of the buffalo milk variant, which boasts a 6.5% fat content and 9% Solid Not Fat (SNF), providing a creamier texture and a rich taste profile. Additionally, the new variant will feature the A2 protein.
The Managing Director affirmed the company’s commitment to meeting evolving consumer preferences, emphasizing the creamy and versatile nature of buffalo milk. He compared the new offering to the successful introduction of cow milk by Mother Dairy 7-8 years ago, which has since become a market leader, contributing 35–40% to the company’s total volumes.
Mother Dairy has plans to expand the availability of the buffalo milk variant to Uttar Pradesh, Haryana, and Maharashtra in the coming months. Bandlish expressed confidence that the buffalo milk variant will quickly become a household favourite, contributing to the brand’s reputation for providing species-specific milk variants.