MAHESH AVADHUTHA I hyderabad

In a significant move to blend rural empowerment with urban expansion, Vijaya Telangana Dairy is forging ahead with an ambitious collaboration with Women's Self-Help Groups (SHGs) under the Indira Mahila Shakti initiative. This partnership, spearheaded by TGDDCF (Telangana Dairy Development Co-operative Federation) Chairman Gutha Amith Reddy in discussions with SERP CEO Divya Devarajan, aims to turn thousands of women into dairy entrepreneurs. Already, the state government has empowered SHGs with solar power plants, RTC buses, and petrol bunks—now, Vijaya Dairy adds a creamy twist to this empowerment saga.

At the village level, the focus is on milk procurement. SHG members can earn decently by procuring 100 liters per day (LPD), with collections twice daily—morning and evening. Women with SSC qualifications are positioned as "Palamithras" to handle procurement from producers. To build skills, training on milk analyzers will be provided by TGDDCF. 

■   Women Empowerment: SHGs take charge of milk procurement, maintenance and retail, earning up to Rs 15,000 a month through Vijaya Parlours.

■   Strong Support System: Loans, skill training, micro-ATMs and Rs 2 per litre operational support ensure sustainability.

■   Fast Expansion: 375 parlours launched since June 2025; 1,000 planned, with 45 added in the last three months.

■   Public Reach: Parlours set up in high-footfall government spaces to promote safe, affordable milk consumption.

Financial support is robust: Srinidhi loans for facilitating village-level procurement, and NABARD-backed micro-ATMs for a seamless micro-banking system that boosts livelihoods.

Maintenance of Bulk Milk Cooling Units (BMCUs) is another pillar. Currently, about 50 BMCUs operate across the state under a federation model. Mandal Mahila Samakhyas (MMS) will manage operations and maintenance, with TGDDCF releasing eligible costs. MMS groups receive Rs. 2 per liter for operational expenses, broken down as: 0.75 paise for transport, 0.25 for wages, 0.5 for repairs, 0.3 for electricity, 0.5 for village-level commissions, and 0.2 for savings—totaling a sustainable Rs. 2 per liter.

Another major decision is increased focus on Marketing with plans for 1,000 Vijaya Parlours statewide. Launched on Telangana's formation day (June 2) this year, 375 parlours are already up and running or in the process of opening shortly. SHG members at the mandal level will run these, selling Vijaya milk and products through dedicated parlours or exclusive branded stores. Strategic outlets in high-footfall areas like markets, railway stations, bus terminals, hospitals, schools, and municipal gardens promise high visibility. Franchisees invest Rs. 1.5-5 lakhs (approx.), but with no royalty or revenue sharing—profits stay local. The federation supplies Vijaya coolers, and commissions range from 10%-20% on product value, potentially netting Rs. 15,000 monthly on 100 liters daily sales, plus Rs. 10,000 on franchises for 100 liters.

To fuel this growth, TGDDCF is establishing regional offices in key milk sheds like Warangal, Khammam, and Nizamabad for better coordination. Dedicated route vehicles ensure fresh supply, while tie-ups with government departments place parlours in public spaces like hospitals and offices. In just three months, 45 new parlours were allotted, boosting the district total to 139 (excluding GHMC).