Rajasthan’s popular Saras brand is now ready to sell its product to other states as well. Saras is one brand which is controlled by the Rajasthan Cooperative Dairy Federation. This new step to of flourishing its brand-ship, Saras is seen following the footsteps of Amul. It recently started supplying milk to Mother Dairy, the Delhi Milk Scheme and from now onwards, Ahmedabad will also get Saras products.
Next two target states for Saras are, Uttar Pradesh and Madhya Pradesh. These states have an unorganized dairy market and to prepare a base for itself, Saras has plans to improve its processing plants and increase the production.
On an average, Saras processes 2.7 million litres per day (mld) and will increase this to four mld within 2 years.
Administrator and managing director of RCDF, Rajesh Sharma, said, “Investments worth Rs 500 crore have been planned to upgrade the 21 existing processing plants. RCDF is also looking at starting new plants under public-private-partnership (PPP) mode. Talks are on with Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets the Amul brand, for technology transfer to increase RCDF’s plant efficiency.”
RCDF’s Saras is also aiming to become a pan-India brand. Sharma said that “for its procurement requirements after the expansion of capacity, Rajasthan produces 4.5 mld of milk, of which about 50 per cent is the marketable surplus.”
