Redesigned packaging blends tradition with modernity; Indore Dugdh Sangh connected with over 59,000 dairy farmers and 1,687 cooperative societies
Indore, August 25, 2026:
Madhya Pradesh’s trusted cooperative dairy brand Sanchi unveiled its new brand identity and redesigned packaging in Indore, giving its 45-year legacy of consumer trust a contemporary look. The rebranding ceremony was held at the College of Agriculture, Indore, with Mr. Purushottam Patidar, Joint Commissioner, as the Chief Guest. Dr. Sanjay Govani, Former Managing Director, MPCDF; Mr. Vishal Mishra, CEO, Indore Dugdh Sangh; and Mr. Swapnil Sinha, Group Head (Marketing), NDDB, along with other senior officials, distributors and retailers, attended the event.
The refreshed Sanchi identity features contemporary colours, a unified layout and attractive design elements, while also highlighting the cultural heritage of Madhya Pradesh. The new packaging incorporates a Gond-art-inspired design, featuring elements such as the cow, rural life, milk and the woman dairy farmer. The initiative aims to give Sanchi, a brand trusted by consumers for 45 years, a contemporary identity aligned with changing times and evolving consumer expectations.
Mr. Purushottam Patidar, Joint Commissioner, said, “Sanchi is a brand deeply connected with Madhya Pradesh’s cooperative movement and the hard work of millions of dairy-producing families. Consumer trust built over 45 years is its greatest strength. The new brand identity will give Sanchi fresh energy to respond to the requirements of the modern market. I am particularly pleased to see the art and rural life of Madhya Pradesh reflected in the new packaging. Remaining rooted in its heritage while adopting a modern identity is one of Sanchi’s greatest strengths. I am confident that the new identity will further strengthen Sanchi’s connect with consumers and give fresh momentum to the cooperative dairy system benefiting farmers.”
Dr. Sanjay Govani, Former Managing Director, MPCDF, said, “Consumer trust and the contribution of dairy farmers have been the defining strengths of Sanchi’s 45-year journey. The new identity is an effort to carry this legacy forward. Sanchi has consistently adapted with changing times while keeping quality and reliability at the heart of its promise. The refreshed packaging will help communicate that enduring trust more effectively to a new generation of consumers. At the same time, the modern packaging will help strengthen the visibility and sales of Sanchi products in the market.”
Mr. Swapnil Sinha, Group Head (Marketing), NDDB, said, “The new Sanchi brand identity is an important step towards connecting the cooperative dairy sector with the changing needs of modern consumers. A strong and unified brand identity will make it easier for consumers to identify the products and help present Sanchi’s diverse dairy portfolio more effectively in the market. The initiative seeks to build on Sanchi’s longstanding credibility while strengthening its connect with a new generation of consumers.”
Mr. Vishal Mishra, CEO, Indore Dugdh Sangh, said, “Indore Dugdh Sangh is committed to continuously strengthening the entire cooperative ecosystem, from dairy farmers to consumers. The new Sanchi brand identity and modern packaging will give the products better visibility in the market and strengthen their connect with consumers. Our objective is to provide dairy farmers with better market opportunities while further expanding the reach and sales of Sanchi products.”
Indore Cooperative Milk Union is an important unit of the Madhya Pradesh Cooperative Dairy Federation (MPCDF), Bhopal, and is currently being managed by the National Dairy Development Board (NDDB). Its primary objective is to procure milk from rural dairy producers at a fair price at the village level, process it at its modern dairy facilities, and manufacture milk and dairy products meeting prescribed quality standards for distribution to consumers under the Sanchi brand.
The Indore Dugdh Sangh currently collects around 3 lakh litres of milk per day. The milk is processed at the main dairy plant in Indore as well as four mini dairy plants located at Khandwa, Jhabua, Sendhwa and Khargone. The Union is connected with 1,687 Dairy Cooperative Societies and approximately 59,197 dairy farmers. Sanchi milk and dairy products are distributed across the Union’s area through 148 distributors and around 1,300 retailers.
According to the Union, 323 new Dairy Cooperative Societies have been established since April 2025, while 109 societies have been revived. During financial year 2025-26, the Indore Dugdh Sangh recorded average daily milk collection of 2,91,776 litres.
To enhance storage capacity for milk and dairy products, a new 1–2 metric tonne cold storage facility has been established at the Union’s main plant in Indore. The milk collection process has also been digitised through the AMCS mobile application developed by NDDB, enabling real-time access to milk collection information.
The Union has also recorded notable growth in sales of milk and dairy products. On the occasion of Independence Day 2026, 8,316 kg of Sanchi Peda was sold. In addition, 1,21,000 packets containing two pieces of Sanchi Peda each were supplied for flag-hoisting programmes at various government, semi-government schools and institutions.
During the flush season, the Indore Dugdh Sangh also produced 40 metric tonnes of high-quality standard milk powder from surplus milk received from other milk unions in the state as well as its own surplus milk.
Under the new brand identity, Sanchi’s milk variants as well as curd, paneer, chhach, buttermilk and other dairy products have been given a unified contemporary packaging design. The refreshed packaging aims to make the products easier to identify in the market and further strengthen Sanchi as a modern, trusted and consumer-focused cooperative dairy brand.
The cooperative dairy system is aimed not only at providing quality milk and dairy products but also at empowering women in the dairy sector, strengthening farmer prosperity and improving nutrition in society. The Union supports dairy farmers by procuring milk directly at fair prices, ensuring timely payments, and conducting veterinary camps, providing information on balanced cattle feed and offering free training in scientific dairy management to help increase milk production.
Ensuring that Sanchi products such as pasteurised and packed milk, curd and ghee reach consumers safely, in accordance with food safety standards, remains among the Union’s key priorities.
With its enduring promise of “Swad, Sehat, Sanchi” (Taste, Health, Sanchi), the new brand identity marks an important step in connecting Sanchi’s 45-year legacy with the expectations of the modern consumer.
