AI Generated Summary
- In an effort to modernise dairy retail services and widen access to cooperative products, Milkfed Punjab has introduced a new smart vending machine for Verka products at Punjab Civil Secretariat-1 in Chandigarh.
- Speaking at the event, Milkfed Managing Director Rahul Gupta said the cooperative dairy giant is projected to record a turnover of nearly Rs 7,250 crore during the 2025-26 financial year.
- Officials said the move is expected to increase the visibility and accessibility of Milkfed’s flagship brands — Verka, Sohna and Five Rivers — at high-footfall public locations.
In an effort to modernise dairy retail services and widen access to cooperative products, Milkfed Punjab has introduced a new smart vending machine for Verka products at Punjab Civil Secretariat-1 in Chandigarh.
The automated kiosk was inaugurated on Tuesday by Punjab Chief Secretary KAP Sinha as part of the state government’s broader push to upgrade cooperative infrastructure and enhance consumer convenience. The initiative aligns with the vision of Chief Minister Bhagwant Mann to strengthen Punjab’s cooperative network through technology-driven services.
Equipped with advanced dispensing technology, the machine offers a range of ready-to-consume products, including flavoured milk in tetra packs, lassi, fruit juices, bottled water and ice creams. Officials said the move is expected to increase the visibility and accessibility of Milkfed’s flagship brands — Verka, Sohna and Five Rivers — at high-footfall public locations.
Adding a symbolic touch to the launch, Milkfed also introduced “Guddi”, a new female mascot designed as the companion to Verka’s widely recognised mascot “Veera”. The organisation described the initiative as a step towards promoting gender inclusivity and balanced representation in branding.
Speaking at the event, Milkfed Managing Director Rahul Gupta said the cooperative dairy giant is projected to record a turnover of nearly Rs 7,250 crore during the 2025-26 financial year. The estimate marks an anticipated growth of about 13 per cent compared to the previous year’s turnover of Rs 6,395 crore.
Milkfed Punjab, which owns the Verka brand, is among the country’s leading dairy cooperatives. The organisation works with thousands of dairy farmers across the state and focuses on improving rural livelihoods while supplying milk and dairy products nationwide.
Additional Chief Secretary Ajit Balaji Joshi announced that several more vending machines, including specialised ice cream units, would soon be installed at locations such as Punjab Civil Secretariat-2, the Punjab and Haryana High Court, airports, district administrative offices, educational institutions and shopping centres.
Meanwhile, Cooperation Minister Girish Dayalan reiterated the Punjab government’s commitment to empowering dairy farmers through better returns and ensuring consumers receive quality dairy products at affordable prices.
Senior officials including K K Yadav, Dr Akshita Gupta and Deepankar Garg were also present during the inauguration ceremony.
