Mother Dairy plans app to boost online sale of milk and fruits

With consumer moving towards online grocery stores, country’s fruit and milk supplier Mother Dairy is planning to enter app mode.

With consumers moving towards online grocery stores, country’s fruit and milk supplier Mother Dairy is planning to launch an app. While the company has tied up with 10 e-tailers including Grofers and Big Basket to sell dairy products, fruits and vegetables, Mother Dairy is also making its own app to attract customers through daily discounts, cash backs, product availability details and special offers. “We are trying to tap on the growing breed of consumers who believe in communicating through smartphone... The idea is to create an app that would allow consumer to know the offers of the day, new product launches, only for app products and discount coupons for say 5% to 10%,” S Nagarajan, managing director, Mother Dairy told HT. “However, we are still working on the plan and the idea would refine in coming six to eight weeks.”

A Mother Dairy outlet in Ghaziabad, India.(HT File Photo)

Mother dairy sells around 35 lakh litres of milk per day. This year, Mother Dairy is expecting a turnover close to Rs 8,000 crore. “We are witnessing growth of about 10% in sales month-on-month through e-commerce space. However, it merely contributes 0.5% to our total revenue. Our target is to generate at least 1% from online sales in a year or two,” he said.

The company is also set to tap the fast growing online grocery business for which Mother Dairy has tied up with about 10 e-tailers to sell dairy products, fruits and vegetables. Also, dairy major is tying up with payment wallets such as Paytm and SBI cash cards to facilitate easy transaction, both for consumers and retailers.

The company has tied up with nine e-tailers - Big Basket, Grofers, AskMe Grocery, Sangam Direct, SRS Grocery, Just Buy Live, Innerchef, Grocermax and Orange E-Tokri - for sale of dairy products, ice-cream, frozen and fresh fruits and vegetables in different cities.