VITA Haryana
HARYANA is one of the most progressive states of Republic of India. In the domain of dairy development it is well known for its productive milch cattle particularly the 'Murrah' Buffaloes and Haryana Cows. The economy of the state is predominantly based on agriculture. People rear and breed cattle as a subsidiary occupation.
The essence of various programmes launched in the State has been to adopt the Anand pattern of Milk Co-operatives. Under this system, all the functions of dairying like milk procurement, processing and marketing are controlled by the Milk Producers themselves. It has three tier system comprising milk Producers Societies at the village level, Milk Producers Co-operative Union at the district level and the state Milk Federation as an apex body at the State level.
The Haryana Dairy Development Co-operative Federation Ltd. registered under Haryana Co-operative Societies Act came into existence on April 1,1977. Its authorized share capital is Rs.4000 lacs. It was established with the primary aim to promote economic interests of the milk producers of Haryana particularly those belonging to weaker sections of the village community by procuring and processing milk into milk products and marketing thereof by itself or through its unions. In furtherance of the above objects, the Federation undertakes various activities for sales promotion of VITA Brand for the Milk Unions. It also extends technical guidance to the Unions in all spheres of personnel, technical, marketing and financial management as well as makes them quality conscious, through use of modern methods of laboratory testing of various products.
Quality - VITA the Hallmark of Quality
As part of stringent quality measures, milk required for processing VITA products is procured from Dairy Cooperative Societies only. It is ensured that the milk is transported to chilling centers/ bulk milk coolers and plants in clean and sterilized milk cans/milk tankers as quickly as possible. All quality measures as per FSSAI are being applied before the products are marketed. VITA Milk Plants are ISO 9001:2008 & ISO 22000:2005 and HACCP certified units. Well-equipped laboratories are functioning in the chilling centres/Bulk Milk Coolers and milk plants to maintain ideal quality standards. VITA is the endorsement of quality, a commendation we are Proud of.
Milk Procurement:
Milk is procured through Village-Level Cooperative Societies (MPCS), ensuring fair and transparent sourcing directly from dairy farmers. The collected milk is chilled at 209 Bulk Milk Coolers (BMCs) located at the village level and at 16 Milk Chilling Centres to maintain quality and freshness. It is then transported for processing to the six milk plants operated by the Haryana Dairy Development Cooperative Federation (HDDCF). Over one lakh milk farmers are associated with Vita through 3,514 Milk Cooperative Societies across the state, making it a robust and farmer-centric dairy network.
Production
After testing the milk quality in the laboratories, the milk is processed for packaging as liquid milk and for the production of other dairy products such as Dahi, Lassi, Ghee, Paneer, Table Butter,Kheer , Kaju Pinni, Milk Cake , Channa Burfi and Besan Laddo etc.. Quality checks are carried out at every stage to ensure the production of high-quality products.
Our six Milk Plants
Marketing:
Vita markets its dairy products through a well-established distribution network of 325 Distributors and 665 Vita Milk Booths, ensuring availability across urban and rural areas. The brand emphasizes quality, purity, and freshness, which has helped build strong consumer trust. Marketing strategies include a mix of traditional and digital media, promotional campaigns, participation in local events, and collaborations with retail chains. Point-of-sale branding, attractive packaging, and regular engagement with customers also play a key role in strengthening brand visibility and loyalty. Vita’s focus remains on delivering nutritious, affordable dairy products while maintaining its reputation as a trusted household name.
Rs. in crore
| Sr No | Particulars | 2023-24 | 2024-25 |
|---|---|---|---|
1 | Milk Union Ambala | 238.18 | 221.88 |
2 | Milk Union Rohtak | 244.26 | 282.78 |
3 | Milk Union Hisar Jind | 398.76 | 506.73 |
4 | Milk Union Kurukshetra | 103.3 | 114.83 |
5 | Milk Union Ballabgarh | 282.33 | 270.66 |
6 | Milk Union Sirsa | 162.61 | 191.55 |
Total | 1429.44 | 1588.42 |