Medha was instituted in March 2014 by Jharkhand Milk Federation (JMF) as a precursor to the White Revolution in the state of Jharkhand. Apart from the motive of providing state’s own milk to its residents, Medha had another goal for the people. It aimed at increasing work opportunities in the dairy sector for people living in rural areas. For a substantial head start, National Dairy Development Board (NDDB) assigned Mother Dairy to assist the brand in its market operations. This helped Medha to become renowned amongst the public and have a strong foothold in the market. The public were encouraged to use this native source of independent milk production. Till date, Medha has influenced many lives and helped them to progress financially ahead.
Moreover, JMF implemented various Dairy Developmental Programs for a period of five years. Over this time span, there has been a drastic improvement in the production of milk as well as the number of employed dairy farmers. The milk production has reached up to 1,00,000 liters per day. The number of farmers associated with the brand has increased from around 2,000 in the year 2013 to 20,000 in the year 2018. The market share of Medha has also appreciably gone up.
The core ideology of Medha is to ‘stay true to its roots’. This belief is also reflected in their new packaging which shows the countryside area of Jharkhand and their tagline ‘Taazgi Jharkhand Ki’. Medha currently has three milk production plants in the province, located in Deoghar, Koderma and Ormanjhi. More plants are being set up and are set to tentatively launch in the year 2019.
