Mother Dairy urges consumer to opt for cheaper 'token milk', avoid plastic

Mother Dairy today said that it offers Token Milk affordable by Rs 4 a litre compared to its packaged sibling to encourage cutting down the plastic usage. With the current daily average volume of 6 lakh litres through Mother Dairy’s robust network of 900 booths, the cash incentive works just closer to Rs 90 crore a year.

The Company will take additional steps to promote consumption of token milk and is actively considering introducing door to door supplies to reduce the use of plastics in day to day life by the residents of National Capital Region – comprising Delhi, Gurugram, Noida, Faridabad and Ghaziabad.

Besides, selling token milk cheaper by Rs 4 a litre compared to that sold in packaged form, the company will also revamp retail sell outlets for milk through vending machines for improving consumer experience, facilities and efficiencies.

The Company already has an increased capacity of 10 lakh litres per day to cater to the demand of Token Milk. As more people buy this offering from vending machines, the cash incentive will work out to the tune of Rs. 140 crore a year.

Commenting on the initiative Mr. Sangram Chaudhary, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd. said, “With rising concerns towards the hazards of plastic to the environment, we are urging consumers across the Delhi NCR region to come forward and contribute by opting for quality Token Milk. Being free of any plastic packaging, every litre purchased by a consumer helps in reducing plastic generation by approximately 4.2 grams and on an annualised basis by 900 MT, thereby leaving a green footprint.” He further added, “In order to reach out to more consumers, we are also taking measures to enhance the acceptance of this plastic free option of milk.”

Mother Dairy’s Token Milk has been the heritage of the capital region since 1974 and it has helped the Company to save about 40,000 MT of plastic since inception. It is the first such milk dispensing mechanism that offers quality milk through an efficient cold chain, right from manufacturing to consumer, along-with stringent process controls in the entire supply chain. Today, Mother Dairy is the only operational dairy entity which has an environment friendly, plastic packaging free milk on a wider scale. Mother Dairy Token Milk is also the first milk offering in India to be fortified with Vitamin A since 1982 and further the variant was complemented with Vitamin D to address the nutritional needs of consumers.

Single-use plastics, also referred to as disposable plastics, are commonly used for packaging and include items intended to be used only once before they are thrown away or recycled. Prime Minister Narendra Modi in his Independence Day address to the nation had urged the countrymen to shun single-use plastic staring October 2, on Mahatma Gandhi's birth anniversary.

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