Institute of Marketing Communications India®

Mother dairy will make you a master chef now!

With its new launch of packaged, cut, ready-to-make products it is making the process easy for cooking lovers.
Mother Dairy Fruit & Vegetable has announced the all new packaged cut okra (aka bhindi), drumsticks (moringa, sajna) and turmeric paste under its Safal line. Well, a full meal course is incomplete without desserts and the two new packaged sweets which further expand Mother Dairy’s sweets portfolio will surely satisfy your taste buds.


In this new launch of food line what really stands out is the turmeric paste. Turmeric is a key spice in Indian kitchens, but has traditionally been used in fine powder form. The paste format doesn’t see a lot of usage due to lack of ready availability and the seasonality aspect of the fresh produce (available from January to March).
It also marks Mother Dairy’s entry in the spices category, albeit via the paste route. Coming back to the packed vegetables, Indians have traditionally bought their veggies from open markets. The purchase isn’t just transactional. Instead, it is more of a ritual of careful picking and choosing.

COVID-induced demand for safety, hygiene, immunity and trust, which fuelled the demand for ‘branded and packed’ products. This, coupled with the trend of at-home food consumption, has emerged across categories over the last several months. It has touched many sectors, which have traditionally been dominated by ‘loose’ variants, like dairy, rice, sweets, etc. working from home is the new challenge but this new variety range has helped the professional to work and cook easily. With the growing focus on hygiene, quality and convenience, Mother Dairy is out to tick the right boxes.

Safal frozen drumsticks are priced at Rs 60/pack, Safal okra cut at Rs 50/pack and Safal haldi paste cube for Rs 50/pack. The new items join Safal’s existing packaged portfolio, which includes green peas, cut jackfruit, corn and cut mixed vegetables.

Mother Dairy launched its sweets range with milk cake in Delhi NCR a few years back. The brand further extended the range with regional specialties like rasgulla, gulab jamun, rasmalai, orange barfi. The latest launches include ‘mewa atta ladoo’ and ‘Mathura peda’. These will be sold across the dairy brand’s network of around 1500 booths.

“Mother Dairy packaged sweets are targeted at safety and quality conscious 30-45 year male and female consumers of Delhi NCR,” the spokesperson says.


Telephone: +91 9650304949.

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