MilkMaa (Service Design and Branding)

MilkMaa

Service Design | Branding | UI Design

Brief:

This project was done as a pre-thesis project at Srishti Institute of Art, Design, and Technology. The Brief for this project was to rebrand a product or service that had lost its value in the market. In India, till 2000s local milk man delivered milk to houses everyday and since technology improved and newer companies entered the market, these vendors lost their prsence in market. I focused on building a brand for them through which they could increse their sales and profit.

MilkMaa

An organic milk delivery service that links local milk vendors with customers who want to drink fresh organic milk. It delivers it to their homes at their leisure. The brand not only links you with a milk seller but also ensures that the quality of the milk is maintained and the cows are kept in clean and sanitary conditions.

Indian Dairy Industry

India has the largest dairy producers in the whole world.
India produced 155.5 million tonnes of milk in 2015-2016.
Amul has a market monopoly in India for milk and dairy products.
India’s organized dairy sector comprises only 20 percent of the total milk production, which includes government-supported dairy co-operatives and private sector dairies.
According to industry sources, the September 2016 average farm gate price for milk ranges between INR 40 to 45/liter
Indians consume milk and dairy products on an everyday basis because of the protein content in milk, it is an important ingredient in most Indian meals.
A recent Food Safety and Standards Authority of India (FSSAI) study conducted in 33 states found that 68.4 percent of milk samples were adulterated with detergent, fat, urea, and water. Nearly 46 percent of these samples were diluted with water in order to increase volume.

Amul Case Study

Amul is the largest food brand in India and the largest pouched milk brand in the world. It is a cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level. The main value of Amul was to give good returns to the farmers, it was formed because exploitation towards the farmers had increased due to private milk brands.
Why is Amul a successful brand?
It has a huge product portfolio
It works on a cooperative system which is a pro-framers model.
Great distribution network and supply chain
Ensures good cost to farmers and great quality to consumers at a good price.
Amul's advertisements are tropical and based on current affairs, as and when news comes out, Amul comes out with their ad. Every Friday, Amul changes its billboards all over the country

**Research**

After multiple research interviews, we narrowed down the target audience to health-conscious homemakers and women above 50s, who believed in the traditional process of milking and having fresh organic milk. They believed the nutrients and quality of raw milk were better. Doodhwalas are more adjusting with convenient delivery time.
The reason they stopped buying local milk is that they were worried about adulteration and the quality of milk. Some other challenges were difficult to locate from where to buy and trust with the vendors. Willingness to pay more for good quality was found out to be high.
Local milkmen are called “Doodhwalas” in India. While interviewing them, we realized the biggest challenge they have is marketing themselves. They don’t prefer the unions cause they feel they are underpaid for the resource they provide and their customers usually come from word-of-mouth marketing. They have a loyal customer base and the cows are like god to them.

Building the brand

An organic milk distribution service that connects the local milk vendors to the consumers who desire to drink fresh organic milk and delivers it to their houses at their convenient time.
The brand starts its service in Bengaluru in India and will slowly expand to tier 1 city. The app can be downloaded from the AppStore for ios and the play store for android.
The brand not only connects you to the milk vendor and delivers milk to your doorstep, but it also makes sure that the quality of milk is maintained and the cows are kept in clean, hygienic surroundings and are given organic fodder. We cool the milk in cold storage vans as soon as they are milked so that there is no external formation of germs that happens.
The brand targets health-conscious women who believe that the nutrients in organic milk and women above 50 whole want to drink milk from traditional methods.
The consumer trend is moving towards buying organic products and food items. Milk is considered to be organic milk when the fodder that the cow eats is produced organically and no external hormones are given to the cow while its growth. We aim to leverage this and provide organic milk with convenience to everyone.