Aavin is putting in place a pro-active marketing approach on the lines of strategies adopted by Amul and Nandhini to expand sale of value-added products.
At present, only milk variants of full cream milk and standardised milk, are available in retail outlets. Value added products including butter, ghee, khova, flavoured milk, curd, badam mix powder, milk shake, buttermilk, skimmed powder, sweets and cottage cheese are sold only through Aavin Junction parlours established in district headquarters.
Aavin will shortly be starting exclusive outlets in thickly-populated pockets to sell the value-added products, a senior official said adding that the potential for doubling the current extent of sales has been identified.
Though Aavin will not be in a position to spend heavily on advertisements, the supply network will be strengthened wherever possible for better visibility of the products. The relatively slow growth of Aavin caused by the limited shelf-life of the value-added products will be addressed, it is learnt.
There has been positive response to some of the initiatives undertaken by Aavin in the region in the recent years. For instance, Aaavin, Thanjavur has been able to increase its turnover substantially over the last few years through operating mobile outlets.
The mobile outlets are stationed along specific routes along particular days in Thanjavur, Tiruvarur and Nagapattinam districts. The monthly turnover which was only in the range of ₹ 10 lakh three years ago has now increased five-fold owing to development of refrigeration system, transport and storage facilities. Through the impending strengthening of the supply chain network, the sales could be doubled or even tripled.
The average local milk sales of Aavin, Thanjavur has crossed 30,000 litres per day.
The Thanjavur Milk Union, at its Central Dairy, has a capacity to process 26,000 litres a day. One chilling centre at Pattukottai has a 10,000 litre capacity and five such centres in Tiruvarur and Nagapattinam districts have a total capacity for chilling 35,000 litres a day.
