Milking The Festive Season

As India steps into its biggest consumption period, Manish Bandlish of Mother Dairy explains the strategy behind festive-season readiness for a leading FMCG brand.

- Tsunami Costabir

The festive fervour in India translates into a significant spike in demand across categories, especially dairy and food products that form the backbone of traditional sweets, savouries and ‘amily meals.

For brands in this space, the season is not only about catering to higher consumption but also about creating meaningful associations with consumers that will be remembered well beyond the festive period.

In an interview with BrandSutra, Manish Bandlish, Managing Director at Mother Dairy, shares how the brand prepares for this festive season — from scaling up production and distribution to curating festive packs and running digital-first campaigns.

Edited excerpts...

Q. How are Indian consumers’ food and dairy preferences evolving?

A. Indian consumers are transitioning towards a more mindful approach to food and dairy, and it should also fit in their busy lives. Health and wellness are at the core and at the same time, the pace of modern life is driving demand for convenient, ready-to-use solutions. This confluence is redefining the food and dairy landscape. As the most accessible source of protein and a staple in Indian diets, milk and milk products provide an ideal foundation for meeting daily nutritional needs. This shift is shaping how we innovate.

Q. Festive seasons often see a surge in demand across categories. How does your brand prepare to tap into this heightened consumer sentiment?