Food and beverage company Keventer Agro Ltd., which owns the more than a century old Keventer brand, is aiming to garner 25% share of the processed milk segment in eastern India, chairman Mayank Jalan said. He, however, added that the company did not have any national aspirations at present.
Launching the company’s Tetra Pak milk, he said, the firm would use its location advantage to clock a ₹250-crore turnover from the segment, which involved the use of a food processing technology (aseptic processing and packaging technology) to sterilise milk, giving it ultra high temperature (UHT) treatment.
The milk is being marketed at prices ranging from ₹10 (for a 160-ml double toned pack) to ₹60 (for a 1-litre creamy milk pack).
It will be sold through modern trade and kirana stores, Mr. Jalan said.
Keventer sources milk from 20,000 dairy farmers within a 100-km radius of its unit here.
The UHT milk segment produces 15 lakh litres a day, of which 30% is accounted for by the east. “It has a huge potential. Hence, after pouch milk and ice-cream, venturing into UHT milk business was a natural progression for us at Keventer,” Mr. Jalan said.
