Mother Dairy launches ‘SBI-Mother Dairy SmartChange Card’ in Partnership
with State Bank of India for its Milk Booths in Delhi NCR
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Aims to provide a hassle-free mode of payment to Mother Dairy booth consumers.
Company plans to expand the service to 150 booths in the initial phase of 3 months.
Company targets to convert 20% of footfall into ‘SBI - Mother Dairy SmartChange Card’ holders
in the initial phase.
New Delhi, 27 August, 2014: Milk and Dairy products major Mother Dairy Fruit & Vegetable Pvt. Ltd.
today announced its strategic tie-up with State Bank of India (SBI) to launch ‘SBI - Mother Dairy
SmartChange Card’ for Mother Dairy Milk Booths in Delhi & NCR. This first-of-a-kind initiative in the
dairy industry will facilitate consumers towards a more convenient mode of payment at Mother Dairy
milk booths. These SmartChange Cards will allow the consumers to pay conveniently through this card
instead of paying cash & particularly coins, for every purchase at the Mother Dairy booths.
Speaking on the launch, Mr. S Nagarajan, Managing Director,
Mother Dairy Fruit & Vegetable Pvt. Ltd. said, “At Mother Dairy
we believe in always keeping our stakeholders at the core of all
our activities. We realised that we had a dual problem of
tendering exact change to consumers after purchase from booths
and also for cash handling hassle for concessionaire due to usage
of coins. While it left the consumers peeved, it was also not
always possible for retailers to tender exact change all the time.
This made us realise that while consumers were looking at a
solution to this problem, so are the retailers who even do not like
seeing consumers returning unhappy. Hence we decided to
launch the SmartChange Cards at our booths. We are hoping this
initiative will start a trend and will ease the life of consumers
further in the long-run”.
Speaking on the strategic tie-up with SBI, Mr. Nagarajan further
added “While the solution to the problem was apparent our next
step was to find the right partner for this project. The choice to
tie-up with SBI was not difficult, keeping in mind their strength
and capabilities to provide this initiative with the required backend support and infrastructure.”
 Consumers using this card
can shop for all products
available at the Mother
Dairy booths i.e., milk, dairy
products, ice creams, Safal
products and Dhara oil.
 A token cost of Rs. 25 will be
charged to the customer at
the time of issuance of the
card.
 The ‘SmartChange Card’ will
have a top up limit of Rs.
1,000 and per transaction
limit will be Rs. 500.
Mr. S. K. Mishra, Dy. Managing Director (Corporate Strategy & New Businesses), State Bank of India,
said, “State Bank has always been the principal Banker for Mother Dairy and has an association with
them since decades. Introduction of a “SBI-Mother Dairy SmartChange Card” is a joint initiative to
facilitate cashless payment across Mother Dairy Booth outlets. The Card is specifically designed to be
easy to use and convenient to cater to the needs of Mother Dairy Booth consumers and is positioned as
an alternative to use of small notes / coins at Mother Dairy Outlets. “
Mother Dairy in its bid to ensure that the project is a success amongst the consumers ran a month long
pilot project before launching the SmartChange Card today. The pilot project was run in selected booths
across Delhi NCR during that period. With this launch, the SmartChange Card service will now be
available to 150 booths in its initial phase of 3 months.
About Mother Dairy Fruit & Vegetable Pvt. Ltd.
Mother Dairy was commissioned under the flagship ‘Operation Flood’ project of the National Dairy
Development Board (NDDB) in December 1974 and today the Company is a wholly owned subsidiary of
NDDB. A trusted brand, known for its purity, safety and adulterant free quality milk has been serving the
Delhi city for nearly 40 years and has become an integral part of the lives of the millions of people living
in the city. Mother Dairy has been a market leader in the branded milk segment in Delhi and also
markets milk to regions like Mumbai, Lucknow, Kanpur, Tirupati, Pune and Hyderabad.
The brand over the years has also evolved into a significant dairy products player with presence in the
categories of Ice creams, Dahi, Misti Doi, Fruit yoghurt, Masala Chach, Lassi, Flavoured milk, butter,
cheese, UHT milk, etc. Mother Dairy also markets fresh fruit & vegetables, frozen vegetables, fruit pulps
and juices under the brand name ‘Safal’. The Dhara range of edible oil is also marketed by Mother Dairy
and is available in all major locations across the country.
The Company in its consistent effort to stay connected with its stakeholders has launched a campaign
with new corporate tag line – Happy Food Happy People. The tagline captures the essence that the
Company is committed to bring happiness to every individual with its range offering pure, hygienic and
adulteration-free high-quality products backed by the strength, differentiator and heritage of the brand
over years.
In our effort to instil and create happiness in all the lives we touch, we live our notion of creating
happiness for our employees through creating a workplace reality that is fulfilling and enriching for
them. We constantly listen to our employees and evolve our people practices. As a result of this, Mother
Dairy has been recognized as a Great Place to Work by Great Place to Work Institute in their annual
survey, where we have appeared at 62nd position among the top 100 best places to work and 5th in
Manufacturing sector. Over a period of two years, our Trust Index has risen from 70% to 81%. Our HR
practices around the Concessionaire Management have been cited as Examples of Excellent practices
across all the Organizations.
About State Bank of India
State Bank of India (SBI), with a 208 year history, is the largest commercial bank in India in terms of
assets, deposits, profits, branches, consumers and employees. The Government of India is the single
largest shareholder of this Fortune 500 entity with 58.60% ownership.
The origins of State Bank of India date back to 1806 when the Bank of Calcutta (later called the Bank of
Bengal) was established. In 1921, the Bank of Bengal and two other banks (Bank of Madras and Bank of
Bombay) were amalgamated to form the Imperial Bank of India. In 1955, the Reserve Bank of India
acquired the controlling interests of the Imperial Bank of India and SBI was created by an Act of
Parliament to succeed the Imperial Bank of India.
The State Bank Group consists of SBI and five associate banks. The group has an extensive network; with
over 20,000 plus branches in India and another 190 foreign offices spread over 36 countries across the
world. As of 31st March 2014, the group had assets worth Rs. 23,95,981 crores, deposits of Rs.
18,38,852 Crores and capital & reserves in excess of USD 1,47,371 crores. The group commands over
23% share of the domestic Indian banking market.
For press enquiries, please contact:
Mother Dairy
Anurag Nigam
09540134080
anurag.nigam@motherdairy.com
Adfactors PR
Shilpi Bawa
09711306385
shilpi.bawa@adfcatorspr.com