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Category Name - Our Initiatives06 Sep 2019Back

Tata Power launches Maharashtra’s 1st All Women Dairy Enterprise in Maval

By Tata Power
Tata Power launches Maharashtra’s 1st All Women Da

  • The product is called "CREYO" & will be delivered in 18 hours to the consumer & only natural ingredients shall be used for product manufacturing
  • Separate Desi milk would be launched and branding in A2 is being explored.
  • Door to Door marketing will be done by ABHAS (women members) initially and Product would be delivered by Customer Service Executive (Girls)
  • Mobile App based ordering of milk and milk products with 60 kms

India's milk production stands at 176.4 million tonnes today. This has been majorly contributed by the rural women of the country who make up a share of more than 75 per cent in animal husbandry operations like feeding, milking and sale of milk. With an aim to empower the rural women, Tata Power has supported the establishment of Maval Dairy Farmer Services Producer Company Ltd., Maharashtra's 1st All Women Dairy Enterprise at Maval in Pune.

Established in 2015 with just 334 members, the dairy has a fledging membership of nearly 1,200 women farmers today moving from just being marginal farmers to proud Agri- entrepreneurs who completely run and manage the project thereby, assuming leadership roles.

The project was brought to life through an extensive collaboration between the villagers and Tata Power. An in-depth study on the feasibility of developing the dairy project resulted in establishment of the Maval Dairy Farmer Services Producer Company Ltd. that aims to empower women, economically and socially.

The project aims to develop 15 advanced well-equipped Milk Collection Centers with full transparency in quality as well as price realizations for dairy farmers. Currently, the plant procures around 8350 litres of milk from project villages and is working towards enhancing milk collection and scale membership of the dairy by conducting surveys in surrounding areas to identify the requirements of people in Maval. To meet the requirement and run the plant at its full capacity, the project is being expanded to additional 15 villages.

The new milk processing plant, apart from supplying milk to larger cities like Mumbai and Pune, will also produce high-quality milk products including paneer (cottage cheese), cream, buttermilk, curds etc. Over the last four years, the local pastoral community that covers 3000 farmer households has also integrated other support services like animal feed mixing plant, veterinary services, training for managing dairy farms and products marketing.

The brand name for the milk product is CREYO and doorstep delivery of milk will be done through exclusive CREYO mobile app. Within 60 km radius. Market linkages with cooperative societies have been established and women distributors (Abhas) have been trained for the same. Other key products variants planned are Creyo ghee, Creyo Lassi, Creyo Shrikhand and Creyo Curd. CREYO is connecting producers and customers to create a world that works for everyone-safer products for the customers, better returns for the women farmers and a sustainable environment. It is produced from happy animals and has no chemical residues.