Verka is a prominent dairy brand in India, operating primarily in Punjab, Haryana, Himachal Pradesh, Delhi, Jammu & Kashmir, and other regions. It is owned and managed by The Punjab State Cooperative Milk Producers' Federation Limited (MILKFED), a cooperative organization dedicated to promoting dairy farming and marketing dairy products in Punjab. Named after the Verka Town near Amritsar, the brand has evolved from a regional initiative into a significant player in the Indian dairy industry, offering a wide range of products including milk, ghee, butter, ice cream, paneer, curd, lassi, kheer, flavored milk, and recently introduced bakery products.[1][2]
The Verka brand was established in 1958 with the creation of its first milk plant in Verka, a suburb of Amritsar, Punjab, under the vision of Chief Minister Partap Singh Kairon. The facility, which became operational on March 23, 1963, was north India’s first milk plant and the second in India after Anand in Gujarat. It was established with machinery gifted by a U.S. firm and financed by the Union Government.[1] Over the decades, Verka expanded its operations, leveraging Punjab’s robust dairy farming community to become a household name. The brand faced challenges from competitors like Amul, which entered Punjab’s milk market in 2016, impacting Verka’s market share in regions like Shimla.[3][4]
The Punjab State Cooperative Milk Producers' Federation Limited (MILKFED)
The Punjab State Cooperative Milk Producers' Federation Limited (MILKFED), established in 1973, is the parent organization of Verka. Headquartered in Chandigarh, MILKFED operates as a cooperative, inspired by the success of the Anand Milk Union Limited (AMUL) in Gujarat. It manages a network of dairy cooperatives across Punjab, procuring milk from farmers, processing it at modern facilities, and marketing it under the Verka brand.[1] MILKFED oversees nine milk plants, including those in Amritsar, Ludhiana, and Mohali, and procures over 20 lakh liters of milk daily, with sales of approximately 12.66 lakh milk packets per day, reflecting a 9.5% annual growth rate.[1]
MILKFED has faced challenges in meeting rising demand for Verka products, particularly in urban markets like Delhi, prompting plans to increase milk supply by 1.7 lakh liters daily.[5] To address competition from private dairies, MILKFED raised procurement rates for farmers by Rs. 30 per kg of fat content in 2019 to curb milk diversion.[6] The cooperative has also faced scrutiny, with a 2018 audit report highlighting shortages in fat content at Verka plants in Ludhiana and Sangrur, and allegations of selective audits raised by a general manager in 2025.[7][8]
MILKFED is modernizing its infrastructure, with plans for new plants in Ferozepur and Ludhiana and a Rs. 135 crore expansion of the Verka Milk Plant in Amritsar to produce fermented foods like flavored milk and curd, expected to create 1,200 jobs.[9][10]
Operations and impact
Verka’s operations are supported by MILKFED’s network of dairy cooperatives, which procures milk from thousands of farmers across Punjab. The cooperative model ensures fair pricing and technical support, contributing to Punjab’s rural economy.[1] Verka products are distributed across Punjab, Haryana, Himachal Pradesh, Delhi, and Jammu & Kashmir, where it generates an annual turnover of Rs. 100 crore.[2] To meet growing demand, MILKFED initiated rural delivery of Verka products in Ludhiana in 2018 and plans to expand its presence in Delhi’s market.[11][12] However, MILKFED has struggled to meet rising demand, particularly in urban centers, due to supply constraints.[13]
Verka faced a notable challenge in 2007 when a copycat brand, “Varka,” misled consumers, prompting MILKFED to pursue legal action.[14] Additionally, farmer protests, such as those in Mohali in 2016 and Shahabad in 2015, have disrupted operations, reflecting tensions over milk procurement policies.[15][16]
Social and economic contributions
MILKFED, through Verka, supports Punjab’s socio-economic development by providing stable income to dairy farmers and promoting sustainable farming practices. The cooperative’s efforts to increase procurement rates and expand rural delivery enhance farmer livelihoods.[6][11] Verka’s initiatives, such as supplying panjeeri to anganwadis and sponsoring events like the Punjab Kings IPL team in 2024, underscore its community engagement.[1][17] Educational outreach, such as hosting students from the School of Eminence at the Verka Milk Plant in 2023, further highlights its role in community development.[18]
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