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Rajasthan Chief Minister Bhajan Lal Sharma has directed officials to prepare a comprehensive action plan to strengthen the marketing of ‘Saras’ dairy products, warning that effective branding and execution are critical to unlocking the sector’s full potential.
Chairing a high-level review of the Rajasthan Cooperative Dairy Federation, he emphasized connecting more livestock farmers to the dairy ecosystem, calling it a key pillar of the rural economy. The plan focuses on maintaining strict quality standards while expanding market reach through modern retail formats such as Saras Smart, Saras Café, and Saras Signature Plaza, particularly at high-footfall religious and tourist hubs like Khatu Shyamji, Salasar, Nathdwara, Pushkar, and Ajmer.
The government is also scaling distribution by setting up new dairy booths based on data from ‘Viksit Gram’ and ‘Viksit Ward’ campaigns, and expanding Saras outlets across government offices, hospitals, bus stands, and tourism hotels. In parallel, officials have been asked to explore partnerships with private sector institutions to boost interstate sales.
On the supply side, Rajasthan currently procures around 45 lakh litres of milk daily, with a phased target to increase this to 65 lakh litres and eventually 85 lakh litres per day. Procurement prices have been raised from ₹50 to ₹52 per kg of fat to support farmers, while new dairy cooperative societies are being established in uncovered areas. To back this growth, the state is investing approximately ₹530 crore in new processing plants and expansion of existing facilities.
The Chief Minister also stressed strict anti-adulteration measures and a robust quality monitoring system from milk procurement to final product delivery, positioning Saras as a trusted, high-quality brand for consumers while improving farmer incomes and strengthening the overall dairy value chain.
Source: Dairynews7x7 27 April, 2026 Read full story here
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