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Mother Dairy introduces Vitamin D-fortified token milk across Delhi NCR
Friday, 04 November, 2016, 08 : 00 AM [IST]
Our Bureau, New Delhi
Mother Dairy launched Vitamin A and D-fortified token milk across Delhi and the National Capital Region (NCR). It will be made available at its booths and other vending points of token milk at the existing price of Rs 36 per litre.

Speaking at the launch, T S R Murali, chief research and development (R&D) officer, Mother Dairy Fruit & Vegetable Pvt Ltd said, “At Mother Dairy, we believe that the move of formalising fortification of milk by the regulatory authorities is the most sought after step in the right direction.”

“As a nation, Vitamin A and D deficiency in India is real and concerning, resulting in issues related to vision growth, osteoporosis and other health problems. Such deficiencies are also linked to today’s lifestyle, with very limited exposure to sun. Hence, fortification of milk with these core vitamins is a perfect choice for consumers to address their daily micronutrient needs,” he added.

Milk is a natural source of protein and calcium and further fortification with vitamins A and D will supplement the nutritional value of milk. Mother Dairy’s fortified milk will bear no change in appearance, taste, texture and flavour of the milk. The new initiative will be followed by fortification of Vitamin A and D in poly-pack milk by the end of 2016.

Sandeep Ghosh, business head, milk, Mother Dairy Fruit & Vegetable Pvt Ltd, added, “The newly-introduced Vitamin D-enriched token milk will be available to masses through our robust network on booths and other vending options across the city with no change in price, making it an apt choice and also the most economical variant fortified with Vitamin A and D.”

“Going forward, Mother Dairy is also working on fortifying the entire range of poly-pack milk and plans to relaunch all its variants with Vitamin A and D by the end of 2016,” he added.

The company will soon be launching a widespread mass campaign with a variety of initiatives aimed at spreading awareness on the need of such fortification and how milk as a carrier of the vitamins will address the nutritional needs of the masses.

Homage to Indian war heroes

Mother Dairy paid tributes to Indian war heroes by contributing towards the Armed Forces Flag Day Fund and handing over a cheque of Rs 10 lakh to Prabhu Dayal Meena, secretary, Department of Ex-Serviceman Welfare, Ministry of Defence. Also present on the occasion was Major General Jagat Bir Singh, director general of resettlement.

Meena said, “It is indeed a great gesture by Mother Dairy to engage the public in recognising the contribution made by the ex-servicemen in serving the nation and at the same time taking the initiative to provide support to the families of fallen soldiers through the Armed Forces Flag Day Fund. We are grateful to NDDB for their commitment to assist our ex-servicemen and providing them various opportunities post their retirement.”

Mother Dairy initiated the #HeroNextDoor drive aimed to apprise the residents that all its booths are managed by ex-servicemen and also to draw more consumers to booths in support of these ex-servicemen.

Taking the thought ahead, Mother Dairy ran a promotional offer between August 10 and 31, 2016 on the occasion of Independence Day, wherein products bought by consumers were awarded with cash back, while Mother Dairy committed five per cent of the sale amount towards the Armed Forces Flag Day Fund.
Speaking on the initiative, Siva Nagarajan, managing director, Mother Dairy Fruit and Vegetable Pvt Ltd, stated, “As a nation, we are grateful to our armed forces for their never-ending contribution towards safeguarding the nation’s pride.”

“In the Delhi NCR region, more than 800 ex-servicemen run Mother Dairy booths, all of them sponsored by the director general of resettlement, under the ministry of defence. We wanted the general public to recognise them as their neighbourhood heroes, who continue to serve the nation in their own ways,” he added.

“Taking the same ethos forward, we engaged our consumers through a promotional campaign, offering them to buy products from Mother Dairy booths between August 10 and 31, 2016, for which we will contribute five per cent of the sales proceeds towards the Armed Forces Flag Day Fund. We feel proud to contribute Rs 10 lakh for families of our martyrs on behalf of our consumers,” Nagarajan stated.
Brand Mother Dairy also ran a mass campaign across various consumer touch points including print, radio, outdoor and POS to engage residents across the region.
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