October 27 was not a business-as-usual day for Mother Dairy milk vendors. For over four decades, the milk trucks had been bringing the same homogenised toned milk and refilling the bulk vending machines in the National Capital Region. On that Thursday morning, they were told that the milk was different. The look, taste and price were the same but a poster next to the vending machine explained that the milk was enriched with extra vitamins.
The poster carried a logo ‘+F’ with a ring around the letter, enclosing it in a square box. With this logo, Mother Dairy, the third largest milk producer in India after Amul and Karnataka Co-operative Milk Producer’s Federation, became the first company to sell a fortified staple food in India which adhered to the government standards.