Dairy Launches Milk Smart Card

INDIA - Consumers have been given an easier way to buy milk by a major New Delhi based foods company.
calendar icon 2 September 2014
clock icon 2 minute read

Mother Dairy has partnered the State Bank of India to launch this service in the capital and surrounding areas of National Capital Region (NCR).

This first-of-a-kind initiative in the dairy industry will facilitate consumers towards a more convenient mode of payment at Mother Dairy milk booths.

These smart change cards will allow the consumers to pay conveniently through this card instead of paying cash & particularly coins, for every purchase at the Mother Dairy booths, the dairy firm said in a statement.

The smart card will have a top up limit of $16.48 (Rs 1000) and per transaction limit will be $8.24 (Rs 500) and a token cost of $0.48 (Rs 25) will be charged to the customer at the time of issuance of the card.

Consumers using this card can shop for all products available at the Mother Dairy booths i.e., milk, dairy products, ice creams, Safal products and Dhara oil.

Speaking on the launch, S Nagarajan, Mother Dairy managing director, said: “We realised that we had a dual problem of tendering exact change to consumers after purchase from booths and also for cash handling hassle for concessionaire due to usage of coins.”

“This made us realise that while consumers were looking at a solution to this problem, so are the retailers who even do not like seeing consumers returning unhappy. Hence we decided to launch the SmartChange Cards at our booths. We are hoping this initiative will start a trend and will ease the life of consumers further in the long-run, Mr Nagarajan said.

“Introduction of card is a joint initiative to facilitate cashless payment across Mother Dairy Booth outlets. The card is specifically designed to be easy to use and convenient to cater to the needs of Mother Dairy Booth consumers and is positioned as an alternative to use of small notes / coins at Mother Dairy Outlets,” S. K. Mishra, deputy managing director (corporate strategy & new businesses) of SBI said.

Before launching this service, Mother Dairy has been running a month long pilot project amongst the consumers. The pilot project was run in selected booths across Delhi NCR during that period.

With this launch, the card service will now be available to 150 booths in its initial phase of 3 months.

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