Mother Diary looks beyond milk, enters bread category with aim to capture Rs 100 crore market

Dairy major Mother Dairy has announced its entry into bakery and confectionery business, while confirming that it will soon launch different variants of bread in Delhi-NCR. The company said that with changing lifestyle creating significant awareness for convenience food, the humble bread loaf has risen in popularity to occupy a permanent place in pantries of every household.  

The three variants being launched are Brown bread, sandwich bread and milk and fruit bread, Sangram Chaudhary, managing director, Mother Dairy Fruit & Vegetable Private Limited, said at a virtual event on Thursday. 

“To leverage the existing robust network of booths across Delhi NCR, Mother Dairy is bringing nutritious, safe and good quality range of breads to its consumers of the region as a convenient food option for all age groups,” Mother Dairy Fruit & Vegetable Pvt Ltd, Managing Director, Sangram Chaudhary, said. 

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Under the first phase, Mother Diary breads will be available at around 1800 stores in Delhi NCR. The company will expand its reach of the new product after gauging the response of first phase. Of Rs 5,000 crore worth bread market, Mother dairy is looking at Rs 100 crore. 

Here are the new breads being launched - 

Sandwich Bread - 500 gms - Rs 30 

Sandwich Bread - 700 gms - Rs 40 

Brown Bread - 400 gms - Rs 30 

Fruit & Milk Bread - 150 gms - Rs 15 

The company claims that with its entry into the segment, Mother Dairy is the only dairy company to offer products spanning across fruits, vegetables, edible oils, milk & dairy products and packaged sweets to the consumers.  

“Apart from convenience, bread is also considered a staple food option for breakfast as it is ready to eat. Mother Dairy already offers milk, butter, cheese, curd and fruits. With bread, we also want to raise awareness about breakfast and how it is the most important meal of the day. It has been found that one out of four Indians in metro cities, skip breakfast, which could lead to chronic diseases,” Chaudhary said.