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The National
Dairy Development Board (NDDB) was founded to
replace exploitation with empowerment, tradition with modernity,
stagnation with growth and transforming dairying into an instrument
for the development of Indian farmers.
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The
National Dairy Development Board was created in 1964 in response
to the Prime Minister Lal Bahadur Shastri's call to "transplant
the spirit of Anand in many other places". He wanted the Anand
model of dairy development - with institutions owned by rural
producers, which were sensitive to their needs and responsive
to their demands - replicated in other parts of the country. |
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The
Board's creation was routed in the conviction that our nation's
socio-economic progress lies largely on the development of rural
India. |
Thus
NDDB's mandate is to promote, finance and support producer-owned
and controlled organizations. NDDB's programmes and activities
seek to strengthen farmer cooperatives and support national
policies that are favourable to the growth of such institutions.
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With a mission to make dairying a vehicle for a better
future for millions of grassroots milk producers in rural
India, the NDDB launched "Operation
Flood", the world's largest dairy development programme,
in 1970. It made India the world's largest milk producing
nation and within three decades, "Operation Flood" led to
the creation of more than 100,000 village level dairy co-operatives
nationwide. These co-operatives procure an average of 21.4 million kg of milk per day and marketed an average of 16.8 million litres of milk per day in the year 2005-06.
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NDDB has embarked upon a national campaign
to create an umbrella brand identity for associated co-operative
milk brands. This is based on quality guidelines, standardized
presentation and packaging. The Operation
Flood logo - 'Milk Drop' has been adopted as the
symbol for fresh and pure milk. To enhance visibility, milk
pouch designs have been standardized through an established
colour code to distinguish different types of milk.
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The 'Milk Drop' is used on milk sachets, retail signs and
distribution vehicles to promote a better recall for all co-operative
brands in the marketplace. As a prelude to the campaign, NDDB
worked out strict quality guidelines that a participating
brand must conform before it qualifies for the campaign. These
guidelines relate to improving quality at various levels.
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At present 17 brands across 16 states and one union territory are participating in the campaign :
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