Quality & excellence has been vital for creating a distinctive brand for itself
By MYBRANDBOOK
Annie Mathew, CIO, Mother Dairy Fruit & Vegetables
Technology blueprint for year ahead
The Dairy industry has just battled a tough year and significant attention is focussed on cost optimization and productivity enhancement. Multiple projects have been rolled out to achieve these objectives and are at various stages of implementation. The geographical spread, the category diversity from dairy to horticulture to oil and the multiple channels like retail, distributor-retail, institutional sales and e-commerce present a spectrum of processes and configurations that are uniquely challenging for technology deployment. Another interesting shift is the proliferation of business digitalization initiatives and lesser focus on the purely ‘technical’ projects. Our agenda for 2023-24 is around scaling our digitalization projects and setting up the data framework for leveraging advancement in technologies like AI, analytics, blockchain etc. We have just finished our hardware refresh, retained our managed services infrastructure and will continue to leverage the cloud for agility and specific use cases.
Latest technologies influencing growth
We are perpetually on the lookout for ways to reach closer to the consumer and to enhance our availability metrics. Current focus is on use of newer technology to plan and monitor the supply chain and optimize capacities and distances to reduce costs and deliver superior quality to the consumer. We are also focussed on the consumer experience at the retail touchpoints like our booths and even at home using home delivery opportunities.
Reiterating the brand identity
We have always had quality at the core of everything we do. Our positioning of Maa Jaisi is something that only Mother Dairy can lay claim to. We are now creating a contemporary language and tone for the brand that will keep the brand modern and appealing to today’s consumer. In each of the categories, we have core motivations running through – for instance our cow milk is about freshness and taste, our ice creams are about taste and purity, our paneer resonates with hygiene and softness. The idea is to own a central demand driver for each of these categories and build and reinforce these associations with Mother Dairy.
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