Jaipur, April 24: Rajasthan Chief Minister Bhajan Lal Sharma on Friday directed state officials to draft a comprehensive action plan to strengthen the marketing of Saras dairy products, while simultaneously expanding milk procurement capacity and curbing adulteration across the supply chain. The directives were issued at a high-level review meeting of the Rajasthan Cooperative Dairy Federation (RCDF) held at the Chief Minister's Office, underscoring the government's intent to position the dairy sector as a cornerstone of the state's rural economy.

Key Directives from the Chief Minister's Review Meeting

CM Sharma instructed officials to prepare a structured, time-bound plan to improve the marketing reach of Saras products, with strict quality standards enforced at every level — from raw milk procurement to final product distribution. He stressed that innovation and effective implementation are non-negotiable if Rajasthan's dairy sector is to realise its full potential.

He also directed the establishment of new dairy booths based on real-time data gathered through the ongoing 'Viksit Gram' and 'Viksit Ward' campaigns, ensuring that expansion is data-driven and targeted rather than ad hoc.

The Chief Minister reiterated the state government's dual commitment: protecting the financial interests of milk producers through schemes like the Chief Minister Milk Producer Sambal Yojana, while ensuring that consumers receive quality-assured Saras products at accessible prices.

Saras Brand Expansion: Cafés, Smart Outlets, and Tourist Destinations

A significant portion of the meeting focused on expanding the Saras brand through modern retail formats including Saras Smart, Saras Café, and Saras Signature Plaza. CM Sharma directed that such outlets be strategically established at major religious and tourist destinations across Rajasthan — including Khatu Shyamji, Salasar, Nathdwara, Pushkar, and Ajmer — to maximise brand visibility and consumer reach.

He also reviewed the rollout of Saras Smart Parlours being operated through Rajeevika in government offices including Collectorates, and the expansion of Saras outlets in government hospitals, Rajasthan Roadways bus stands, and hotels under the Tourism Development Corporation.

Additionally, the Chief Minister directed officials to develop structured tie-ups with reputed private sector institutions to promote Saras products in other states, signalling an ambition to take the brand beyond Rajasthan's borders.

Milk Procurement Targets and Infrastructure Investment

Officials informed the meeting that Rajasthan currently procures approximately 4.5 million litres of milk daily. A phased expansion plan has been prepared: procurement is targeted to rise to 6.5 million litres per day in the first phase and 8.5 million litres per day in the second phase.

To support this scale-up, new dairy cooperative societies are being established in currently uncovered areas, and the procurement rate has been revised upward from Rs 50 to Rs 52 per kg of fat, directly benefiting livestock farmers across the state.

An investment of approximately Rs 530 crore has been earmarked for setting up new milk processing plants and expanding existing facilities across districts, significantly boosting Rajasthan's overall processing capacity.

Quality Control and Anti-Adulteration Measures

CM Sharma issued strict directives to curb milk adulteration — a persistent challenge in India's dairy supply chains. He called for a robust quality monitoring system covering the entire chain from milk procurement to final product delivery, ensuring that the Saras brand's reputation for quality and trust is never compromised.

This focus on quality assurance is particularly significant given that consumer trust in dairy brands has been repeatedly shaken by adulteration scandals across India. By institutionalising quality checks at every stage, the Rajasthan government is making a structural bet on brand integrity as a long-term competitive advantage.

Why This Matters: Dairy as Rajasthan's Rural Economic Engine

Rajasthan is home to one of India's largest livestock populations, yet a significant proportion of its rural farmers remain outside the formal dairy cooperative network. CM Sharma's directive to connect the maximum number of livestock farmers with the dairy sector is both an economic and a social equity intervention — one that could meaningfully supplement farm incomes in a state where agriculture alone is increasingly insufficient.

This comes amid a broader national push under the White Revolution 2.0 agenda, with states competing to scale dairy output and formalise procurement networks. Rajasthan's phased target of reaching 8.5 million litres per day would make it one of the top milk-producing cooperative states in the country.

The meeting was attended by Animal Husbandry and Dairy Minister Joraram Kumawat, Chief Secretary V. Srinivas, Additional Chief Secretary (CM's Office) Akhil Arora, Principal Secretary (Animal Husbandry Development) Sitaram Bhale, Secretary (Cooperation) Dr Samit Sharma, the Managing Director of RCDF, and other senior officials.

With a Rs 530 crore infrastructure investment already in motion and phased procurement targets set, the coming months will be a critical test of whether Rajasthan can translate policy ambition into measurable gains for its dairy farmers and consumers alike.