In a major step towards modernising Punjab’s cooperative dairy sector, Milkfed Punjab on Tuesday launched an ultra-modern vending machine for dispensing Verka products at Punjab Civil Secretariat-1 in Chandigarh.
The technologically advanced vending machine was inaugurated by Punjab Chief Secretary KAP Sinha as part of the Punjab government’s broader vision to modernise cooperative services and improve consumer access to dairy products.
Officials said the smart vending machines are designed to offer consumers quick and convenient access to tetra-pack flavoured milk beverages, lassi, fruit juices, mineral water, and ice creams.
The initiative is expected to strengthen the market presence of Milkfed Punjab’s major brands, including Verka, Sohna, and Five Rivers.
‘Guddi’ Introduced as Veera’s Companion
During the event, Milkfed Punjab also unveiled “Guddi,” introduced as the female companion to Verka’s popular mascot Veera.
Officials described the move as a symbolic effort to promote gender equality and inclusivity through brand representation while strengthening Verka’s emotional connection with consumers.
The launch reflects a growing trend among Indian dairy cooperatives to modernise branding and consumer engagement strategies alongside infrastructure expansion.
Milkfed Targets ₹7,250 Crore Turnover
Speaking at the event, Rahul Gupta stated that Milkfed Punjab is projected to achieve an estimated turnover of around ₹7,250 crore during the 2025–26 financial year.
The projected figure represents nearly 13% growth compared to the previous financial year’s turnover of ₹6,395 crore.
Milkfed Punjab, which owns the iconic Verka brand, remains one of India’s largest cooperative dairy organisations and plays a significant role in supporting dairy farmers while supplying milk and dairy products across multiple markets.
Expansion of Smart Dairy Retail Network
Addressing the gathering, Ajit Balaji Joshi announced that additional vending machines, including specialised ice cream vending units, will soon be installed at Punjab Civil Secretariat-2, the Punjab and Haryana High Court, airports, district administrative complexes, colleges, shopping malls, and other high-footfall public locations.
Officials believe the vending model could help strengthen direct consumer outreach while increasing visibility for cooperative dairy products in urban markets.
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Girish Dayalan reiterated the Punjab government’s commitment to strengthening the cooperative movement by ensuring better returns for dairy farmers and making quality dairy products accessible to consumers at affordable prices.
Senior officials including K K Yadav, Dr Akshita Gupta, and Deepankar Garg were also present during the launch event.
Industry observers note that the move signals increasing digitalisation and retail innovation within India’s cooperative dairy sector, where brands are increasingly competing through convenience, technology, and consumer-focused distribution models.
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