As a wholly owned subsidiary of National Dairy Development Board, Mother Dairy has over the last three decades, harnessed the power of farmer cooperatives to deliver a range of quality products to emerge as one of the leading food and beverage companies in India. Ever since the establishment of Mother Dairy in 1974 under the Operation Flood Programme, there has been a steadfast progress on all quantifiable metrics of performance – its sales, size and share of the market. Visual identity has also helped create instant recall of the brand and strengthen the relationship that Mother Dairy has with its customers.

With a presence in more than 1119 markets, Mother Dairy is today a leading

and well respected brand that has translated its vision into reality. In

reaffirmation of its strong brand performance, Mother Dairy featured in The

Economic Times’ Brand Equity ‘Top 20 Leading Brands Survey’ as one of the

leading FMCG brands in Delhi and Kolkata and among the top 20 food

brands in the country. This recognition has encouraged Mother Dairy to

move on the continuous path of growth and innovations while adding

economic value to all stake-holders.

Launched in 1988, under the “Operation Golden Flow” program of NDDB, Dhara is today a Rs. 400 crore edible oil brand. It is one of India’s most trusted brands as it stands for purity,

freshness, taste and value for money. The creation of Dhara added value to the return of the producers and provided a stable supply of quality oil to the consumers at a fair price.

Dhara was earlier manufactured by Dhara Vegetable Oil and Foods Company (DOFCO), a 100% subsidiary of NDDB. However, with the merger of Mother Dairy Fruit & Vegetable Private

Limited (MDFVPL) and Dhara Vegetable Oil & Foods Company (DOFCO), the brand is today manufactured and marketed by Mother Dairy. The move ensured greater value to Dhara consumers

by optimizing costs and offering flexibility on account of operating across the value chain. This also helped to consolidate procurement and manufacturing functions under one legal entity for

better synergies. The merger helped maximize core competencies in the areas of procurement, processing and marketing.

To meet the changing needs of the Indian consumers, Dhara continuously innovates to bring new products and better packaging. Continuing with the

trend, Dhara has recently revamped its appearance to give the brand a fresh appearance. The logo and packaging design of Dhara refined and filtered

oils were modified in February 2009 to give it a more contemporary look and feel, achieve a distinct USP vis-à-vis competition brands and to stand out

against other players in the market.

Dhara has been continuously satisfying the needs of the consumers in different parts of the country through a range of high quality edible oils in

various pack variants, covering refined mustard oil, kachi ghani mustard oil, filtered mustard oil, refined sunflower oil, groundnut oil, refined soyabean

oil & refined rice bran oil apart from two blend variants.

To ensure optimal health benefits, Dhara recommends consumption of more than one oil to get balanced quantity of saturated, monounsaturated and

polyunsaturated fat required for the body, along with a variety of micronutrients present in different oils. Research findings suggest that oils with high

monounsaturated fat are healthier.

The production and packaging operations of Dhara are strategically spread over major oilseed producing areas in Gujarat (Palanpur, Rajkot and Kandla), Rajasthan (Alwar and Bharatpur) and Karnataka (Hospet).

Dhara uses sophisticated quality assurance instruments such as GLC, GCMS, HPLC, HPTLC, Rancimat etc. to ensure that Dhara oils are 100 % pure. Moreover, the packing material used for

packing Dhara oils is food grade to ensure that the oil packed in it remains hygienic and fresh for a long period.

Refined Oils: Refining process involves the removal of free fatty acids, phosphatides, colour bodies, odors and flavous thereby leaving behind a clear oil.

Refined Vegetable Oil

Refined Sunflower Oil

Dhara Fit & Fine - RefinedSoyabean Oil

Dhara Fit & Fine - RefinedRice Bran Oil

Filtered Oils: They are obtained by mechanical pressing. Filtered oils have a darker, golden colour and a characteristic flavour. Like groundnut flavour in expeller groundnut oil and pungent flavour in Kachi Ghani Mustard Oil.

Kachi Ghani Mustard Oil

Groundnut Oil

Mustard Oil

Dhara Special

Dhara Vintage Communication

Dhara has always enjoyed a higher Top of the Mind share with its innovative advertising. The

brand's promotions have always evoked enthusiastic response from consumers, whether it

was the Dhara, Dhara Shudh Dhara TVC, Jalebi TVC or Dhara Health’s “My Daddy Strongest”

campaign.

Bachat Ki khanakDuration: 31 seconds

Jalebi IDuration: 60 seconds

Jalebi IIDuration: 60 seconds

Dhara Naaz HaiDuration: 30 seconds

Must-must MustardDuration: 41 seconds

My Daddy StrongestDuration: 42 seconds

RVO(Trip)Duration: 51 seconds

Lok DharaDuration: 30 seconds

GNODuration: 41 seconds

RVO MonsoonDuration: 45 seconds

RVODuration: 31 seconds

RVO ALA LaunchDuration: 31 seconds

Launch AdDuration: 23 seconds

Dhara Kachi Ghani Mustard OilDuration: 53 seconds

Refined Sunflower OilDuration: 31 seconds

Refined Vegetable Oil Duration: 20 seconds

Dhara AllDuration: 41 seconds

Dhara Healthy OilDuration: 30 seconds

Dhara Bengali Duration: 30 seconds

My Daddy Strongest - IIDuration: 55 seconds

Dhara VanaspatiDuration: 30 seconds

RVO (office)Duration: 41 seconds

Market

After salt, edible oils are possibly the most important ingredient in cooking. One of the

most interesting facts about household consumption patterns in India is the high rate of growth of branded edible oils. Even today, especially in rural India and small towns, the majority of households purchase cooking oil from the nearby oil press or the grocer who sells unbranded oil that comes in wholesale packs. Till about fifteen years ago branded cooking oils were seen to be an item of middle class and elite consumption, mostly produced by multinational companies through their

Indian arms. Dhara, with its Operation Golden Flow changed these traits of the Indian edible oil market forever. Created and conceived by the farmers' cooperative movement, Dhara is perceived to be distinctly Indian in a very earthy way.

In the last three years the percentage of households using branded edible oils has almost doubled. The total size of the indigenously produced and branded edible oil consumer market in India is about 360,000 metric tonnes per year, consumed by some 29 million households (Source: ACNielsen Retail Audit). In the highly competitive consumer-pack user segment for branded edible oils, Dhara has the largest market share at 10.9%. It has a total consumer base of 3.05 million households (Source: IRS 2002), while its turnover exceeds Rs. 3.3 billion.

The market is segmented by diverse regional preferences for specific edible oils. Groundnut and sesame oil hold sway in West and South India; even though coconut oil is also popular in some segments of the latter market. Mustard is a very strong choice in the East and the North.

Soyabean oil sells predominantly in Central India and the North-West, although its usage is increasing across the country. Sunflower oil is used virtually all over the country. Significantly, Dhara is the first brand to produce all these varieties as part of an umbrella strategy.

Achievements

Dhara is at the forefront of the

branded edible oil market, leading its consumer pack segment. It has also been rated by ACNielsen as being among the top five fastest growing brands in the FMCG sector in India in 2003. Through its value creating strategies and emphasis on purity and quality, the brand has consistently created benchmarks for the entire edible oil industry, including Indian subsidiaries of multinational brands. It has successfully addressed the changing needs and tastes of the consumer and introduced variants from time to time.

Dhara can also justly take credit for bringing world-class practices in packaging of edible oil to the country. It introduced tamper-proof aseptic packaging to guarantee that only the purest quality reached consumers. Even today, Dhara is the only edible oil in the country that uses the tetra pack technology with six-layer packaging and undertakes more checks and tests than any other brand in the industry. Tetra packs allow the oil to be packed without the use of additives for maintaining shelf-life. Dhara's light weight and hygienic five-layered PET jar with a double handle arrangement was developed during 1997/98, making the clear refined sunflower oil visible to consumers, further adding to their confidence in the brand. This pack has won a series of awards – India Star 98 in Mumbai, Asia Star 98 in Beijing and

World Star 98 in Tokyo.

Dhara has also set quality standards through its products, as part of the guarantee against adulteration. Each variety – and every batch – of edible oil offered by the Dhara brand passes through the most stringent and rigorous quality analysis. The advertising for Dhara has been instrumental in providing necessary fillip to the brand, too, and has also won awards, e.g. Best TV spot in Bengali from Ad Club, Kolkata in 1992 and many more.

History

Dhara was launched in 1988. It was created by the National Dairy Development Board (NDDB), which had already attained legendary success in creating 'Operation Flood', or the White Revolution, that combined highly skilled management, processing and marketing strategies with cooperative practices among farmers. The effort dramatically augmented the availability of milk and milk products in India, increased returns to farmers and boosted the economic environment. NDDB now sought to replicate this success in the area of edible oils which, too, had faced perennial shortages.

The actual genesis of the brand came from ‘Operation Golden Flow’, which brought together small-scale and low-income oilseed farmers and the NDDB in a vertically integrated chain of produce collection, processing and packaging in modern plants – and selling to consumers at reasonable prices. The strategy eliminated a whole chain of middlemen and intermediaries who hitherto appropriated most of the profits of the edible oil market – often creating artificial scarcity to boost prices and other nefarious practices. Now, Dhara offered farmers a way to get higher returns on their produce, even as consumers were assured of good quality edible oil at prices that were stable.

The first product to be launched was Dhara Refined Vegetable Oil. Today, the processing of edible oil seeds is done at the modern processing and packaging plants of six

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