Rajasthan's Saras Dairy Parlours Embark on National Expansion Drive
The Rajasthan Cooperative Dairy Federation (RCDF) is launching an ambitious national expansion for its popular Saras parlours, marking a significant step in taking the state's dairy products beyond its borders. With a strategic investment of Rs 100 crore allocated in the 2026–27 budget, this initiative aims to establish Saras as a household name across India while boosting the livelihoods of local dairy farmers.
Strategic Launch in Delhi and Neighbouring States
According to RCDF Managing Director Shruti Bhardwaj, the expansion will kick off with a flagship Saras parlour at Bikaner House in New Delhi. This will be followed by a rapid rollout across the National Capital Region (NCR) and into key neighbouring states, including Uttar Pradesh and Madhya Pradesh. "This is part of a broader strategy to take Rajasthan's cooperative dairy products to a national market," Bhardwaj emphasized, highlighting the move as a crucial effort to enhance market access for the state's dairy sector.
Focus on Religious and Tourist Hubs
In a targeted approach to capture high-footfall areas, special Saras parlours are planned at prominent religious and tourist sites. A modern outlet near the Mahakal Temple in Ujjain, Madhya Pradesh, will cater to devotees, offering premium milk and dairy products. Additionally, outlets will be established in the Govardhan Parikrama area through collaborations with local dairy unions, ensuring pilgrims have easy access to Saras products.
Diverse Product Range and Cultural Experience
The Saras outlets will feature an extensive array of dairy items, such as:
- Milk, curd, and buttermilk
- Lassi and shrikhand
- Ghee and butter
- Ice-creams, snacks, and sweets
Beyond dairy, the parlours will also serve traditional Rajasthani food, providing visitors with an authentic taste of the state's rich culture and cuisine. This dual offering is designed to create a unique experiential retail environment that promotes Rajasthan's heritage alongside its dairy excellence.
Economic Impact and Farmer Benefits
Officials state that this expansion is not merely about brand visibility; it is a calculated move to strengthen Rajasthan's cooperative dairy sector. By expanding market reach and increasing demand, the initiative is expected to directly benefit dairy farmers, providing them with better income opportunities and sustainable growth. The Rs 100 crore investment underscores the state government's commitment to transforming Saras into a national brand while fostering economic development at the grassroots level.
