In a significant push to Punjab’s dairy sector and rural economy, Chief Minister Bhagwant Mann on Wednesday rolled out a Rs 135 crore bonanza for the Majha region by laying the foundation stone for a major expansion of the Milkfed plant in Amritsar. The project aimed at enhancing production of sterilized flavoured milk and introduce a new range of fermented dairy products such as lassi, curd, and rabri.
The initiative is expected to directly benefit dairy farmers with an estimated economic impact of Rs 370 crore and generate 1,200 new employment opportunities in the region.
Mann, addressing a gathering at the event, slammed previous governments for neglecting grassroots development. “Those regimes were only concerned about their families. Today, our government is relentlessly working for the people. This is why development is visible across every sector,” he said.
Highlighting the state's renewed focus on expanding dairy infrastructure, Mann announced that Verka, Punjab’s iconic dairy brand under Milkfed, would soon be launched on e-commerce platforms to reach a global audience. The government also plans to rope in celebrated Punjabi athletes as brand ambassadors to give Verka an international push, he said.
“Punjab, which pioneered the White Revolution, is now set to lead again with quality milk and dairy products,” said Mann, calling it “real development” that empowers farmers and creates jobs.
The CM also unveiled a new Verka mascot, Veera, which will serve as the brand’s youthful and dynamic face. “Veera will embody the values of quality, purity, and trust that define Verka,” he added.
A major highlight of the announcement was the introduction of new service rules for Milkfed employees. Mann said that regular staff would now get salaries on par with government employees, along with performance-based incentives — a move aimed at boosting morale and efficiency.
With the expansion, Milkfed is not only strengthening its production capacity but also bringing fresh offerings to the market, including premium dairy delights like rabri and kaju-badam milk. “These new products will cater to evolving consumer tastes and further cement Verka’s position as a market leader,” Mann said.
Established in 1973, Milkfed Punjab is now the seventh-largest milk cooperative in India with an annual turnover of over Rs 6,000 crore. Mann said that the government has provided Rs 100 crore in budgetary support to ensure higher procurement prices for farmers, thereby making dairy farming more profitable.
To ensure uncompromising quality, Milkfed is investing heavily in modern milk plants and state-of-the-art testing infrastructure. “Every drop of milk will be tested to ensure the highest quality reaches consumers,” he assured.
Calling upon farmers to increase their milk supply to Verka, Mann promised that his government would continue to offer competitive rates and wider marketing reach. Verka has already expanded into Delhi and the NCR, with plans for a nationwide rollout.
Taking a swipe at opposition parties, the Chief Minister said: “While we’re building a future for our youth and farmers, the opposition is busy fighting for power. Such self-serving leaders have nothing to offer Punjab.”
