5 Questions Every FMCG Brand Must Ask Before Onboarding a New Dairy Supplier

Question 1: Can I Visit Your Plant Unannounced?

This is the most revealing question you can ask. A genuine large-scale manufacturer will welcome plant visits — announced or otherwise — because they have nothing to hide and understand that transparent audits build buyer confidence. A broker or aggregator posing as a manufacturer will either refuse, delay indefinitely, or take you to a third party's facility. Always visit before signing any supply agreement of material value.

Question 2: What Happens to My Supply During Lean Season?

Lean season (March to June) is when the Indian dairy supply chain comes under maximum stress. Smaller processors and spot-market buyers face sharp price increases and volume shortages. Ask any prospective supplier: what contracted procurement arrangements do you have? What was your utilisation rate last lean season? Can you provide references from buyers you supplied continuously through March to June 2025? Their answers will tell you whether they have real supply security or are relying on opportunistic spot procurement.

Question 3: Show Me Your Last 12 Months of COAs

A Certificate of Analysis for the last batch is easy to produce — and can be manipulated. Asking for 12 months of batch-wise COAs is more revealing. Look for: consistency in protein content (wide variance suggests raw material quality control problems), any batches with elevated microbial counts, and whether moisture content is consistently within specification. Suppliers with good quality systems will have this documentation organised and readily accessible.

Question 4: Who Are Your Current Customers and Can I Speak to Them?

Genuine B2B dairy processors serving FMCG brands will be able to provide customer references — with permission. If a supplier cannot name a single verifiable FMCG or institutional customer, or deflects this question, that is a significant red flag. When you do speak to references, ask specifically: have there been any supply interruptions, quality rejections, or communication failures? How quickly did the supplier respond to issues?

Question 5: What Is Your Quality Escalation Process?

Even the best suppliers encounter quality issues occasionally. What distinguishes reliable partners from problem suppliers is how quickly and transparently they respond when something goes wrong. Ask for the specific name and contact of the quality manager who would handle a complaint. Ask what the typical resolution timeline is for a quality claim. Ask whether they carry product liability insurance. A supplier who has clear, documented answers to these questions has invested in quality management — a supplier who stumbles indicates it is not a priority.