: Mother Dairy has launched a ‘cow milk’ variant as a healthy and safe alternative for children aged between one and seven. It is now available in 25,000 retail outlets across Delhi-NCR.
The dairy major is sourcing cow milk from Andhra Pradesh and Rajasthan for the product while the processing is being done in Delhi. As an introductory offer, Mother Dairy has priced the 500-ml pack of the product at Rs. 20 and a litre pack at Rs. 40. Having launched four days ago, they have already started supplying 50,000-60,000 litres of the milk variant on a daily basis. As of now, Amul is the only other brand that offers cow milk. However, they have a small presence in the Delhi circuit.
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Speaking about the launch, Sandeep Ghosh, Business Head (Milk), Mother Dairy, said that cow milk was currently sold as a boutique product of questionable quality at a high premium price. “Our aim is to cater to essential dietary requirements of children. The product offers optimum fat content with necessary nutritional intake and is easily digestible.” The product goes through 23 quality checks, including the serum (Hansa) test, he added.
When asked about a possible increase in their milk prices, Mr. Ghosh said that the company had no such plans as of now. “Milk is a dynamic and volatile product. Farmer prices have firmed up. We are paying a much higher price than we were three months ago. Yet, we are in a position to absorb and not pass the burden onto consumers.”
When asked about partnering with e-retailers like Grofers and Big Basket, he explained the constraints of milk as a perishable product with a shelf life of two-three hours if not refrigerated properly, subject also to the vagaries of climate.
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(The writer is an intern with The Hindu)