Over the years we have gotten used to using cards to buy a wide range of items, especially since we understood the importance of going cashless. But once upon a time in the state of Maharashtra way back in the 1960s people used to buy milk through a card.
No, this wasn’t a cashless transaction as the term itself was unheard then. Actually it was mandatory for people back then to get a ‘milk card’ in order to buy milk, as per the rule imposed by the then Maharashtra Government. In other words, you wouldn’t get access to milk if you didn’t have a permit in the form of this card even if you had money to buy it.
Yes, you read it right.
Somehow, my family in Mumbai has preserved this card over all these decades. I can’t thank them enough since I haven’t found anyone in the city who still has this card. Even after Googling about the same, I am unable to find anyone to have mentioned this anywhere on the internet.
As you can see in the picture, this is a simple card made of aluminium. It mainly only consists the words ‘Govt of Maharashtra Milk Scheme, Bombay.’ The name of my grandfather ‘M V Seta’ indicates that it belongs to us.
Back then, one could buy milk only from government milk stalls that are still called ‘Doodh Kendra.’ They used to provide milk in glass bottles.
My father tells me that the mandatory rule of getting milk only through this card was done away with somewhere in the 1970s. From then onwards, anybody was able to buy milk without any card. However, it was mandatory to provide empty bottles in exchange of bottles filled with milk.
I clearly remember in the early and mid-1990s going to buy milk in exchange of empty bottles. Today, people might find it difficult to believe that there used to be a long queue as early as 5:30 or 6 am back then to buy milk in our area in Dadar west.
We have come a long way now when anyone can order home delivery of milk literally by just a few clicks or swipes.
By: Keyur Seta
No, this wasn’t a cashless transaction as the term itself was unheard then. Actually it was mandatory for people back then to get a ‘milk card’ in order to buy milk, as per the rule imposed by the then Maharashtra Government. In other words, you wouldn’t get access to milk if you didn’t have a permit in the form of this card even if you had money to buy it.
Yes, you read it right.
Somehow, my family in Mumbai has preserved this card over all these decades. I can’t thank them enough since I haven’t found anyone in the city who still has this card. Even after Googling about the same, I am unable to find anyone to have mentioned this anywhere on the internet.
As you can see in the picture, this is a simple card made of aluminium. It mainly only consists the words ‘Govt of Maharashtra Milk Scheme, Bombay.’ The name of my grandfather ‘M V Seta’ indicates that it belongs to us.
Back then, one could buy milk only from government milk stalls that are still called ‘Doodh Kendra.’ They used to provide milk in glass bottles.
My father tells me that the mandatory rule of getting milk only through this card was done away with somewhere in the 1970s. From then onwards, anybody was able to buy milk without any card. However, it was mandatory to provide empty bottles in exchange of bottles filled with milk.
I clearly remember in the early and mid-1990s going to buy milk in exchange of empty bottles. Today, people might find it difficult to believe that there used to be a long queue as early as 5:30 or 6 am back then to buy milk in our area in Dadar west.
We have come a long way now when anyone can order home delivery of milk literally by just a few clicks or swipes.
By: Keyur Seta
Very nostalgic article... Yes I am able to sight exactly what u have said here...
ReplyDeleteThe krate of four or six depends upon the family size were issued from Aarey Milk centre. Those tiny shelters are gone... N the Era
Thanks for this quick walkthrough, keyur
Thank you for the appreciation :) May I please know your name? :)
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