The brand 'Verka' derives its name from the first modern dairy established in North India by Government of Punjab at Amritsar in the village named Verka. Since Amritsar district had the highest per capita production of milk, this modern dairy was established by the then Chief Minister of Punjab, Sardar Partap Singh Kairon, which was inaugurated on March 23, 1963. Therefore, another modern dairy was established at Chandigarh to cater the need for supplying milk to the upcoming capitalcity along with the establishment of the most modern dairy of its times in Northern Diary at Ludhiana within the campus of Punjab Agricultural University. Both these modern dairies were established under the aegis of Punjab Dairy Development Corporation which further went ahead in establishing another modern dairy at Mohali. Ever since, all dairy products are being marketed under this brand name 'Verka'.
Consequent to the establishment of National Dairy Development Board (NDDB) in 1966 and replication of the three tier cooperative setup in the dairy sector, the Punjab State Milk Producers' Federation was established in 1973 as the apex dairy cooperative which helped in establishing similar modern dairies in other districts of the state. Subsequently, eleven milk unions came up at all then district head quarters namely Patiala, Sangrur, Jalandhar, Gurdaspur, Hoshiarpur, Bathinda, Ropar, Hoshiarpur, Amritsar, Ferozepur and Faridkot. Later on in 1983, under the 'Operation Flood'initiative of NDDB all assets of Punjab Dairy Development Corporation were subsumed into the Federation and the prevailing dairies at Amritsar, Ludhiana and Mohali were converted into Cooperative Milk Unions. As a part of this three tier model, village level dairy cooperative societies started getting established resulting in 6300 cooperatives at present working under 11 Milk Unions covering PAN Punjab.
Other support infrastructure to the dairy sector provided by the federation include two Cattle Feed plants at Khanna and Ghania ke Bangar (District Gurdaspur) and a Semen Station at Khanna for supply of quality semen to the dairy farmers. A fodder seed processing plant is also operational at Bassi Pathana.
Recently, Milkfed has put in tremendous efforts to revamp its branding strategy thereby giving boost to its flagship brand "Verka", which has facilitated brand new packings and looks for modern customers. In its efforts to further strengthen consumer connect, Verka has recently launched an array of new products appealing to the taste buds of all age groups.
Continuing with the legacy and spirit to serve the healthiest dairy products to its esteemed customers, the brand has stepped up while adopting the new tag line " Phulo Phalo. Pure Khao Pio", thus signifying its commitment to provide only the best to its customers.
Verka is a prominent player in organised pouch milk segment in Punjab and adjoining areas, yet the organisation is not short of innovative spirits. Verka has full fledged jumped into other segments as well, whether its bewerage, sweets or exotic ice creams. Adding to the consumer range, Verka also provides bulk packs for milk, paneer, dahi etc. which makes it a prominent supplier to HoReCa segment thus catering to their daily needs of institutions.
Overall, being the oldest and most trusted brand in Punjab, Verka is progressive towards making itself a vibrant brand and first choice in the hearts of its loyal consumers.
Verka has a wide range of beverages for Indian sweet tooth people, available in Tetra packs & glass bottles. Verka beverages are easy to carry in Tiffins across all age groups! Hygienically packed in the state of the art facilities, all the Verka beverages meet the requisite FSSAI standards.