Telugu states clash over sale of Vijaya Dairy products in Telangana

HYDERABAD: Telangana and Andhra Pradesh (AP) govts are at loggerheads once again over usage of Vijaya Dairy brand logo and the sale of products in the state.

Telangana Dairy Development Cooperative Federation Ltd (TGDDCF Ltd) has objected to AP govt’s franchisee companies marketing their products under ‘Vijaya’ brand name, stating that it created confusion among the people. It also expressed doubts over the quality of the products, especially ghee, being sold by the franchisees of the AP govt, non-compliance with food safety standards, and sent samples for food safety quality checks.

TGDDCFL managing director K Chandrasekhar Reddy wrote a letter to the Telangana govt last week, seeking permission to take legal action against the AP govt, and urged it to bring the issue to the notice of the Centre to resolve the bifurcation issue.




“At present, the Hyderabad market accounts for approximately 95% of TGDDCF’s revenue and constitutes the primary financial backbone supporting dairy farmers and cooperative societies within the state,” TGDDCFL sources said.



Territorial issues

Now, the territorial issues surfaced with the AP govt, officials said. The AP govt had entered into an agreement with a private firm (franchisee) to market its products under the ‘Vijaya’ brand name in Telangana, especially in Hyderabad.

“We came to know that APDDCF Ltd appointed M/s Vijaya Milk Products, LB Nagar, Hyderabad (FSSAI Licence No 13623012000471), which commenced marketing operations from March 1, 2026 in the twin cities. The simultaneous marketing of products under the identical brand name within the same territorial market resulted in consumer confusion as to brand origin, control, and accountability; distortion of established distribution networks and trade channels; dilution of brand equity and goodwill developed within Telangana; and financial impact upon TGDDCF Ltd and on dairy farmers,”

Chandrasekhar Reddy said in his letter. There were also discrepancies relating to labelling and QR codes, which would indicate the clarity of plant location, compliance with FSSAI labelling requirements, and consumer protection and safety oversight.

“QR codes showed multiple plant locations, including Chandana Milk Products, Chevella, and Prananda Pvt Ltd in Krishna district, AP, without clear batch-wise identification of the manufacturing unit.” Sources said the issue was brought to the attention of the competent food safety authorities for examination of samples and labels.

Sources said last year, TGDDCF chairman Gutta Amit Reddy wrote to APDDCF and the chief secretary of AP, seeking an amicable resolution of the brand usage and marketing issues.

However, the AP govt did not respond to the letter.