Parag Milk Foods (Pvt.) Ltd enters UHT milk category

Srinagar, Sept 20 (IBNS): Parag Milk Foods (Pvt.) Ltd, one of the largest private dairy players, on Thursday entered the UHT (ultra-high temperature) milk category with the launch of 'Go Milk' in Srinagar.

This milk is available in two variants, "Go Milk" and "Go Slim".

Speaking on the occasion, Devendra Shah, Chairman, Parag Milk Foods Pvt. Ltd, said that the the key objective in entering the UHT milk space is to cater to the growing needs of young consumers, who seek safety, nutrition and convenience.

He said that increasing urbanization and working women profile will increase the demand for safe, convenient and ready-to-drink milk in India.

"With UHT milk being safe and ready-to-drink without the need of boiling, its popularity among urban households is expected to increase significantly in the near future," Shah said.

"Parag Milk Foods Pvt Ltd has great plans for the Go and Gowardhan range of dairy products. Our vision is to be seen as the fastest growing and most innovative dairy producer in the sector. The UHT milk launch is one such step in that direction," he said.

He further said that they plan to improve their sales through new product launches and constant innovations.

"With launch of UHT milk under Go brand, we are further expanding the product basket under the brand portfolio and also extending the reach of Go brand beyond urban cheese consumers to much diverse consumers in the hinterland of the country," Shah said.

Jaideep Gokhale, Director (Communications, PR & Environment), Tetra Pak India Pvt. Ltd., who was also present on the occasion, said India is one of their fastest growing markets globally and partnering with Parag Milk Foods would help them achieve better growth.

The Go- UHT milk made of fresh cow's milk with no added preservatives is homogenized, thus ensuring uniform distribution of fat in the milk, making it more wholesome, consistently thick.

Go Milk comes in a flip-top opening which makes it more handy and easy to use. The company claimed it to be the first-of-its-kind packaging in UHT milk in India.

GO Milk and GO Slim will be available in all retail stores pan India with MRP Rs. 45 per liter and 50 per liter respectively.

The product's shelf life of 180 days is achieved by the UHT technology and Tetra Pak packaging which seals the freshness inside preventing the entry of air, light and bacteria.

According to the industry estimates, the value of the UHT milk market is around Rs. 1400 crores. Parag Milk Foods Pvt Ltd will compete with existing players in this category.

(Reporting by Neyaz Elahi)


2012-09-20

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