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Mother Dairy forays into bread segment, targets Rs 25,000 cr turnover

Thursday, 30 Jul 2020
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Mother Dairy, a dairy company, has forayed into bread segment as part of its strategy to diversify business. The company has announced its target to more than double its revenue to Rs 25,000 crore in the next five years. 
 
The company has launched three types of breads - sandwich, brown, and fruit and milk -- in a price range of Rs 15-40 per packet. The company is diversifying into confectionery and bakery segment with the launch of breads. 
 
The breads will be initially available at its 1,800 milk booths and Safal outlets in the National Capital Region (NCR). The company is targeting revenue of Rs 100 crore from bread segment over the next three years. 
 
The size of the bread market in India is estimated to be Rs 5,300 crore currently and growing at an average rate of 10 percent for the last five years. The company has introduced around 20 new products in the market, including five types of sweets. The company's current annual revenue is around Rs 10,000-11,000 crore. 
 
The growth could be slow in 2020 because of COVID-19. Also, consumption pattern has changed a lot because of the pandemic, with people preferring home delivery of products. 
 
The breads are being currently manufactured by a third party and will be sold through 1,800 company outlets in Phase-I. However, retail distribution network as well as product portfolio will be expanded based on customers' response. Multi-grain bread, whole wheat bread and kulchas will be introduced later. 
 
Mother Dairy sells over 30 lakh ltr of milk per day in Delhi-NCR. Milk and other milk products are sold under Mother Dairy brand. It sells fresh fruits and vegetables through around 400 Safal outlets. Frozen vegetables, pulses and honey are sold under the 'Safal' brand. The company manufactures and markets edible oils under 'Dhara' brand and has also entered into organic food business.
 
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