Along with increasing its processing capacity, the Tamil Nadu Cooperative Milk Producers Federation, popularly known by its brand name Aavin, is also working to reach out to the gen-next.
Recently it opened a parlour at the Express Avenue (EA) mall and will soon open one at Phoenix Market city mall in Velachery. “The parlour at EA is located at the Big Bazaar store. At Velachery too, it will be situated inside the supermarket. We have also started retailing ghee and butter through Reliance supermarkets. They have 46 outlets in the city,” a source said, adding that talks were on with other supermarket chains as well.
Youth connect
“It is in supermarkets that youngsters shop. We want to connect with the working class segment too. We are already a household brand as far as milk goes,” the source added.
Aavin is currently in the process of adding to the number of parlours. Construction is on at Virugambakkam, Besant Nagar, Palavakkam, Vepery, Thiruvanmiyur and Vannandurai, and land has been identified at Mylapore and Teynampet. “One parlour on Arcot Road in Virugambakkam will have a drive-in facility,” the source said.
