Aim is to further maximize outreach of Punjab’s Cooperative sector: CS
More such vending machines to be installed at places with maximum footfall of people
Chandigarh, May 12:
With a view to solidify the Cooperative sector and expand its outreach in keeping with the progressive vision of the Chief Minister Bhagwant Singh Mann, an ultra modern state of the art vending machine of Milkfed was installed today at the Punjab Civil Secretariat- 1 by the Chief Secretary Mr. K.A.P. Sinha.
Doing the honours, the Chief Secretary stated that these technologically advanced vending machines shall dispense Tetrapack Flavoured Milk beverages, different Lassis, Fruit Juices, Mineral Water, Ice-creams etc. in a convenient and consumer-friendly manner, thereby enhancing accessibility while reinforcing the trusted presence of Brand Verka, Brand Sohna & Brand Five Rivers.
The Milkfed has initiated installation of state-of-the-art vending machines aimed at providing fresh, hygienic and easily accessible Verka products to consumers at prominent public locations.
The momentous occasion also saw Guddi, the girl companion of Verka’s beloved mascot Veera, being unveiled and introduced to the consumers.
The launch of Guddi marks a thoughtful initiative by Brand Verka towards promoting gender equality while simultaneously reflecting the strong family values and emotional bonds deeply rooted in the culture of Punjab.
Notably, the Punjab State Cooperative Milk Producers’ Federation Limited, popularly known as Milkfed Punjab, owner of the iconic Verka brand, is one of the largest Cooperative Dairy organizations in India working continuously for the economic upliftment of dairy farmers, while providing quality milk and milk products to consumers across the country.
Under its ambitious Vision 2026, Milkfed is focusing on rapid expansion of market reach, strengthening of dairy infrastructure, digital transformation, value-added product diversification, enhancement of farmer prosperity and establishment of consumer-centric modern retail systems.
While addressing the gathering, the Secretary Cooperation-cum-Chairman Milkfed Punjab, Ajit Balaji Joshi lauded the efforts of Milkfed and informed that as part of the futuristic activities, more such vending machines including the Ice Cream vending machines would see installation at the Punjab Civil Secretariat – 2 (Mini Secretariat), Punjab & Haryana High Court and the places witnessing the maximum footfall of the people i.e. the Government offices, Airports, District Civil Secretariats, Colleges, Malls and other public places for greater consumer convenience and wider market expansion.
The Registrar, Cooperative Societies, Punjab, Girish Dayalan reiterated the firm commitment of the Government of Punjab towards strengthening the cooperative movement in the state by ensuring remunerative prices to dairy farmers and providing quality products to consumers at cost-effective rates.
Speaking on the occasion, the Managing Director Milkfed Punjab, Rahul Gupta stated that Milkfed is poised to register an estimated turnover of approximately ₹7,250 Crores during FY 2025-26, thereby recording a remarkable growth of 13% over the previous financial year turnover of ₹6,395 Crores.
The occasion also saw the presence of Secretary, General Administration Department K.K. Yadav, Director Information and Public Relations Department Dr. Akshita Gupta and Deputy Secretary General Administration Department Deepankar Garg.
