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DMS, the oldest milk brand in Delhi
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Tuesday, 16 August, 2005, 08 : 00 AM [IST]
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Sabyasachi Samajdar, New Delhi
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Every morning the Delhi Milk Scheme supplies milk to the Delhi citizens from its 1560 outlets, which include 146 public institutions, 166 loose milk sale points and 270 All-Day Milk Stalls. Out of these about 582 are DMS booths and the rest are operated on private stalls.
The Delhi Milk Scheme (DMS) was set up in 1959 with the primary objective of supplying wholesome milk to the city dwellers at reasonable prices, as well as to provide remunerative prices to the milk producers. Manufacture and sale of milk products like Ghee, Butter, Yoghurt, Paneer, Chhachh and Flavoured Milk is also undertaken as an allied activity.
The DMS has converted 270 milk booths into All-Day Milk Stalls (ADMS). Further, DMS is making efforts to renovate the existing booths. Prior to 2002-03, the return milk of about 15-20 thousand litres per day was received in DMS. It was reprocessed before dispatching it the next day. Due to this reprocessing, DMS was incurring an extra cost and this was causing a recurring loss to the organisation. Now strict measures have been taken by DMS and as a result, the quantity of return milk has come down to the barest minimum quantity of 1000-2000 litres per day.
DMS has been mainly procuring fresh milk from the State Dairy Federations of the neighbouring states and some quantity of milk from the Co-operative Societies to augment the supplies. The average supply of milk was 3.35 lakh litres per day during the year 2004-05.
The company is processing and supplying several kinds of milk at the selling price as oned Milk (Poly pack) Rs 15, Toned Milk (loose) Rs 14, Double Toned Milk Rs 13, Full Cream Milk Rs 19.
DMS is also manufacturing and marketing Yoghurt (in cups & kullars), Flavoured Milk (in pouches), Paneer (in 200 gm /1 kg pack) and Chhachh (200ml pouch) in Delhi.
The initial installed capacity of DMS for processing and packing was of 2.55 lakh litres of milk per day. However, in order to meet the ever-increasing demand for milk in the national capital, the capacity was expanded in phases to 5 lakh litres of milk per day. As no major investment has been made for upgradation and modernisation of DMS plant and machinery, it presently handles only 3.75 lakh litres of milk per day, according to DMS official sources.
The quality control standards have been made stringent to ensure supply of good quality milk. An instant sodium meter has been installed in the Quality Control Laboratory for rapid assessment and detection of neutralisers or alkaline adulterants (if any) added to milk and milk products by unscrupulous elements. For detection of contaminants and pollutants in milk, a Gas Liquid Chromatogram has also been installed.
For further upgrading the quality control working following testing instruments have been purchased by DMS - Milko Scan - 133B, Electronic Milk Testing Centrifuges, Potentiometric Titractor with Karl Fischer attachment.
In Delhi, the only competitor for DMS is Mother Dairy. Mother Dairy was set up in 1974 under the operation flood programme. It is now a subsidiary company of the National Dairy Development Board (NDDB).
Mother Dairy products are available in over 5000 outlet out of which about 680 are exclusive Mother Dairy booths. Mother Dairy booths are strategically located across Delhi and NCR, making it convenient for the Delhites to pick up their daily requirement of Milk, Flavoured milk, Butter, Dahi, Lassi, Ice Cream and Ghee. According to the official claim, Mother Dairy at present enjoys almost 75 per cent of the market share for branded milk in Delhi.
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