Mother Dairy, a wholly owned subsidiary of National Dairy Development Board (NDDB), and one of the major suppliers of milk and milk products to the Delhi-NCR region in India has partnered with Noida based ecommerce company Delivery on Call to home deliver its products in Noida. Started in November 2011, Delivery on Call has so far been providing delivery services for groceries, bakery products, meat, laundry services, restaurants, repair services etc averaging about 150-175 orders a day; Mother Dairy's milk products were added to their list of services in October 2012. The partnership was announced a couple of weeks ago, and we've been waiting for an interaction with Mother Dairy ever since. Mother Dairy has booths all over Delhi-NCR, but the value proposition that Delivery On Call is pitching is that those at the booth don't deliver products to consumers - consumers typically have to go and buy products from Mother Dairy. Delivery on Call aims to provide the direct to home channel for Mother Dairy’s products. People can sit at home and order from home instead of visiting the booths. Why Delivery On Call Is Not Delivering Milk Delivery on Call’s dairy shop includes several dairy products of Mother Dairy like curd, flavoured yoghurt, ice creams, kheer etc. but milk is not part of their product catalogue at the moment. Only UHT tetra packs are being sold on their online dairy shop leaving their dairy store incomplete. Ankur Mehrotra, Founder & CEO, Delivery on Call told MediaNama that the it isn't viable…
