Hyderabad: With the dairy market getting cluttered in Hyderabad and other major cities, leading milk supplier Mother Dairy has positioned its newly launched cow milk as the best food for toddlers — a move that is expected to give a big boost to its sales. “Milk has been till now operated as a commodity. But as the market matures and people’s aspirational wants also mature, people will look for differentiated products. And this where Mother Dairy can play a key role,” said Sandeep Ghosh, business head, milk, Mother Dairy and Veget-able Private Limited here on Thursday.
The milk supplier has launched cow milk as the best food product after mother’s milk for toddlers. “Our product offers solution to mothers who are in a dilemma over what to offer their child after stopping their milk. Our studies found that cow milk is the best alternative to mother’s milk for children,” he said, adding that their milk undergoes 23 different tests to ensure food safety.
He further said that cow milk launched by Mother Dairy offers optimum 3.5 per cent fat content with necessary nutritional in-take and easy digestibility and will cater to essential dietary requirements of children between two and seven years. Admitting that branding is going to play a crucial role in boost sales, Mr Ghosh said, “Wherever we have done differentiation and opted targetted sales, we have seen a huge traction in sales.” Going forward, he said the company may also launch new targetted products to capture more marketshare as the branding is going to be the only biggest driver for the sales of milk and milk products in India.
The company sells 35 lakh litres of milk every day. Out of this, cow milk contributes one lakh litres. Mr Ghosh, however, sees huge potential for cow milk going forward and expects it to contribute at least 15 to 20 per cent of the total milk sales. Currently, the company, which has one plant in Hyderabad and one in Tirupati among others, has 40 lakh litres capacity and is planning to expand it by about seven lakh litres in the next 12-15 months.
