The "Milma on Wheels" initiative is a novel effort by Milma to enhance the accessibility and availability of its dairy products. Leveraging the high footfall at KSRTC bus stands; this mobile marketing strategy aims to bring fresh and quality dairy products directly to consumers. The study explores the impact of mobile marketing strategies on dairy products, focusing on the innovative "Milma on Wheels" initiative. The researcher used a descriptive research design and the data collected from 324 respondents at KSRTC stands in Palakkad and Thrissur. The result revealed that the customer perceptions regarding the "Milma on Wheels" initiative reveals a largely positive response. The study also found that the factors such as Accessibility, Product Quality, Value, and Service Quality play in shaping customer satisfaction with the "Milma on Wheels" initiative.