Ananda Dairy has developed a milk procurement and distribution system in an attempt to differentiate and innovate that links rural producers with urban markets across 16 states and more than 100 cities. The company’s supply chain begins at village-level collection centres and extends through testing, chilling, processing, and retail distribution, structured to support daily consumer demand.
Origins and expansion of the Company
The company was established on 15 November 1989 in Siyana, Bulandshahar district, during Phase III of Operation Flood. Founded by Dr Radhey Shyam Dixit, the business initially operated on a limited scale and relied on third-party transport services. Over the years, it underwent brand transitions, moving from Gopaljee Dairy to Gopaljee Ananda in 2012, before adopting the Ananda name. The changes were aimed at simplifying brand identity while retaining its original association with the dairy sector.
Procurement, processing, and market reach
Milk procurement is organised at the village level, with more than 300,000 farmers supplying milk daily through over 6,000 collection centres, according to the company. The milk is transported to 35 chilling centres, where it is tested by trained personnel and cooled to 0°C before processing. Ananda operates five processing plants located in Pilkhuwa, Siyana, Gajraula, Varanasi, and Raebareli, with a combined milk-handling capacity of 1.8 million litres per day. Current daily procurement exceeds one million litres, allowing operational flexibility across the network.
Distribution is managed through a network of more than 5,000 distributors and company-operated outlets. Ananda products are available in approximately 150,000 kirana stores and have a presence in over 100 cities. The product portfolio includes liquid milk, curd, paneer, ghee, UHT milk, flavoured milk, milk-based beverages, traditional sweets, and A2 milk. The company has also expanded into complementary food products such as frozen vegetables, idli-dosa batter, tofu, and edible oils.
Beyond commercial operations, Ananda runs farmer-support programmes through its social initiatives in Uttar Pradesh. These include training and capacity-building efforts covering more than 5,000 farmers across over 50 villages. Veterinary camps and livestock health programmes reportedly reach more than 10,000 animals annually, focusing on preventive care, record maintenance, and access to veterinary services.
Company representatives state that the operational focus remains on consistent procurement at the farm level, standardised processing practices, and reliable product availability in urban markets, aligning rural production with steady consumer demand.
