If you ask any Delhiite what’s their favourite childhood memory of summers, many of us would say – evening strolling about India Gate and slurping ice-cream! The ice cream carts at every meter of Rajpath from the likes of Kwality Wall’s, Mother Dairy, Cream Bell and Amul offer vast array of little ice cream sticks and cones and appeal to people of all ages. However, there’s one brand amongst them that enjoys a special place in most Delhiites’ hearts – Mother Dairy.
Why would’t it? Mother Dairy is Delhi’s ubiquitous brand with a very strong network of booths and retail channels. A market leader in the milk segment in Delhi-NCR, Mother Dairy finds a place in almost every society here. My heart fills with nostalgia when I reminisce about it.
When I was in school, my mother used to treat me to Mother Dairy’s colourful ice candies on the way from school to home. Most of us have grown up having thick curd with yummy buttery aloo parathas and cheese with homemade burgers, thanks to the Mother Dairy outlet near our society gates. Our early morning walks were incomplete without buying fresh vegetables and fruits from the society’s Safal outlet, the fruit and vegetable arm of Mother Dairy.
Mother Dairy was commissioned in 1974 as a wholly owned subsidiary of the National Dairy Development Board (NDDB) as part of an initiative under Operation Flood, a dairy development program aimed at making India a milk sufficient nation. It has been recognised as the 2nd best in the FMCG Industry in a study by Great Place To Work Institute in association with the Economic Times for their annual 2015 survey. During the current lockdown, Mother Dairy associated with entertainer Zakir Khan, where he shared a video talking about the feeling of missing ” Maa ke haath ka khaana” made with Ghee and lots of love. The video made a lot of us nostalgic of eating home cooked food prepared by our mothers.
This month, Mother Dairy Ice Cream Cakes collaborated with Radio City to keep up the spirit of celebrations during lockdown and connected with customers virtually to be a part of their #RishtonKaCelebration. Recently I bought Mother Dairy’s Ice Cream Cake to celebrate my parents’ anniversary during lockdown and was amazed to find the cake fresh and delicious!
Mr. Sanjay Sharma, Business Head- Dairy Products, Mother Dairy said in a recent interview with ET, that the new positioning proposition- ‘Rishton Ka Swad Badhaey’ is around the fact that the products offer delightful taste that adds a special touch to the time spent with loved ones. Being a true loyalist of Mother Dairy, I couldn’t agree more! Since long, we have associated Mother Dairy with our childhoods and are appreciative of the taste and freshness which the brand has maintained over the years.
You can check out Mother Dairy’s full product portfolio here