While there are a number of companies in the packaged milk segment, only a handful such as Nestlé, Mother Dairy, Amul, and Parag Milk are present in the Rs 1,500-crore high-quality Ultra-High Temperature (UHT) premium segment. Now, Dharampal Satyapal Group has joined the bandwagon.
The diversified DS Group has launched UHT milk and cow ghee under the ‘Ksheer’ brand. The company, which forayed into the dairy segment last year, has started selling UHT milk in the national capital region in three variants – Toned, Double Toned and Slim ‘n’ Fit.
In a press release, the company said it also plans to launch flavoured milk and dairy whitener.
UHT milk accounts for less than 1% of the total milk market in India and 4% of the organised milk segment, according to International Market Analysis Research & Consulting. The UHT category is likely to grow 20% annually between 2011 and 2017, the market research firm says.
Amul, the flagship dairy brand of the Gujarat Cooperative Milk Marketing Federation, recorded 53% growth in demand for UHT milk during 2012/13.
Anshu Dewan, director at DS Milk Products Ltd, said demand for safe and healthy milk is rising in India because of concerns of adulteration. “The brand ‘Ksheer’ symbolises the ocean of milk, which represents purity,” he said.
Source: India Business Today
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