Medha Dairy launched energy drink ‘Medha EnerG’ on Wednesday in the State Capital to compete with other energy drinks available in the market.
Attending the launching function as Chief Guest, Minister Agriculture Animal Husbandry and Cooperation, Government of Jharkhand, Badal launched the drink in presence of Jharkhand Dairy Federation, Managing Director, Sudhir Kumar Singh with other Medha Dairy’s officials, staff and a large numbers of farmers present on the present on the occasion of an agricultural seminar cum felicitation programme was organised by farmers associated with JMF.
On this occasion the farmers thanked the Minister for Government of Jharkhand’s extension of long pending MoU with National Dairy Development Board (NDDB). They also put forth their demands in the interest of the milk business in the State, which Badal assured of compliance at the earliest.
While addressing the milk producers, Badal appreciated the modus operandi and progress of Jharkhand Dairy Federation and assured all possible assistance by State Government to the Federation.
During the programme, the Minister handed over the registration certificate of the first registered Lepsar Dairy Cooperative Society affiliated to Jharkhand State Dairy Federation to farmer members of the Lepsar Dairy Cooperative Society.
Addressing the gathering Medha Dairy MD Sudhir Kumar Singh said that keeping in mind the health and taste of consumers, this product from Medha Dairy will be available in the market from the time of launching in different flavours such as Saffron Pistachio, Elaichi, Chocolate and Mango. Apart from this Medha Dairy has started selling many new products such as Kheer Mix, Gulab Jamun and others in the last one year, he added.
It may be mentioned here that the Jharkhand State Dairy Federation, known as Medha Brand, has been making steady progress in the efficient management of the NDDB for the last six years. To make Jharkhand self-sufficient in milk, the federation was formed in 2013 and its management was handed over to NDDB in 2014.
In 2014, only 12,000 litres of milk was procured per day from about 2000milk producers from across the State.
Accepting the challenge, NDDB not only started creating awareness among the milk producers at the village level and taking them out from the clutches of middlemen but also started connecting them with organized milk business. NDDB provided all assistance to make the milk business profitable and as a result at present, about 40,000 milk producers are affiliated with the Federation and the milk procurement has crossed 1.20 lakh litres per day.
The Federation is currently working in 18 districts of the State and a target has been set to cover all the districts by the end of this financial year. The Federation has also set a target to increase milk procurement to 5 lakh litres per day by 2024-25.