NDDB in 2004: Beyond Operation Flood

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NDDB's creation was rooted in the conviction of the country's senior political leaders that India's socio-economic progress depended largely on the development of rural India. NDDB's brief was - to promote, finance and support farmer cooperatives on the Anand Pattern of Cooperative system... Anand Pattern of Cooperatives The birth of the dairy cooperative movement was linked to the freedom movement in India. Sardar Vallabhbhai Patel, an eminent Indian freedom fighter encouraged the dairy farmers from the Kaira district in Gujarat to form a cooperative to counter the "exploitatively"low prices offered for their milk by the monopoly milk supplier of the area, Polson's Dairy...

The success of the milk cooperative movement encouraged the government to bring other primary commodities like edible oils, fruits and vegetables, salt and agro forestry under the NDDB's scope of activities.

'Dhara' Edible Oil
Edible oils, (mustard, soybeans, groundnut and sunflower), were an important part of the Indian diet. During the 1970s, growth in demand for edible oils in India (10-15%) outstripped growth in domestic production (1%)...

NDDB's first brush with marketing took place in 1974, when Mother Dairy was set up as a part of the Operation Flood Project to supply milk to Delhi and the areas around it.

NDDB introduced a unique scheme to cut distribution and packaging cost. Customers got their daily supply of milk by inserting a token in an electronically controlled panel in Mother Dairy's milk vending booth. Over the years, Mother Dairy's milk distribution network expanded. In 2003, it comprised 636 milk shops and 6500 retail outlets in and around Delhi...

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