Rajasthan govt pushes dairy expansion, plans ‘Saras’ retail rollout at key tourist hubs

Jaipur: Rajasthan govt Friday reviewed an expansion plan for the ‘Saras’ brand, proposing modern retail formats such as Smart outlets, cafes and signature plazas at key religious and tourist destinations to boost reach and sales.

Chairing a review meeting of the Rajasthan Cooperative Dairy Federation, Chief Minister Bhajanlal Sharma said the dairy sector must be strengthened as a key pillar of the rural economy. “The dairy sector is already contributing significantly to the state’s economy. We must further strengthen it through innovation and effective implementation while bringing more livestock farmers into the fold,” he said.

The proposed expansion targets high-footfall locations like Khatu Shyamji, Salasar, Nathdwara, Pushkar and Ajmer. Sharma said, “Our priority is to ensure that high-quality Saras products are easily accessible to the common people,” while calling for a robust marketing strategy.

He also asked officials to identify new booth locations under the “Developed Village and Developed Ward” campaign and expand Saras Smart parlours via Rajeevika in govt offices, hospitals, bus stands and RTDC hotels.

“There must be zero tolerance towards adulteration,” Sharma said, stressing strict monitoring.

Officials said milk procurement stands at 45 lakh litres daily, targeted to rise to 85 lakh litres in phases, backed by Rs 530 crore investment in dairy infrastructure.