Karnataka Co-op Milk Producers’ Federation prices it at Rs. 36 a litre
Nandini brand homogenised milk will be sold from Friday
through hundreds of distributors across the twin cities of Hyderabad and
Secunderabad.
Apart from the formal launch, what
makes the entry of the famous milk brand from Karnataka is its
attractive pricing – Rs. 36 a litre. “Compared to other brands, our
[price] is less,”
asserted S.N. Jayaram, managing director of Karnataka
Co-operative Milk Producers’ Federation (KMF) Ltd, the entity behind the
Nandini brand.
The initial response to the trial
marketing has been favourable with the official pointing out that the
entry led to competitors dropping their prices. Noting that quality is
the strong point of Nandini, he said there were no plans to set off a
price war in the milk market.
Beneficiary ultimately
should be the customer, he said, adding how once consumers start using
Nandini brand milk, they do not mind increase in the price. KMF, he
added, however, has no plans to change the price.
On
Thursday, it could supply 35,000 litres of buffalo milk in the city,
whereas the indents were for 40,000 litres. “We will increase the
supply… our aim is to reach one lakh litres per day [sales] in
Hyderabad, Mr. Jayaram said. The milk for the twin cities is being
procured from Vijayapura and Belagavi and processed at a franchise
facility in Hyderabad.
KMF is looking to expand its
network in Karnataka and invest Rs. 2,000 crore over the next two years
on a number of facilities, including bulk milk coolers, processing unit
besides packaging and marketing facilities.
If need
be, it will set up its own facilities for processing in Telangana, he
said, adding there are plans to foray into other locations in the State.
In Hyderabad, the marketing network comprises a wholesale agent, 40
distributors and 400 retail dealers.
This market is
not new to KMF as its Good Life milk, with a shelf life of 90 days, was
popular in the city and there were plans to also introduce several other
products, including curd, ghee and sweets.
Mobile app
On
the online marketing by KMF, Mr. Jayaram said in a couple of days, a
mobile app is to be launched in association with BigBasket.com using
which customers in Bengaluru could order Nandini milk home. The order
will be executed within an hour.
On similar plans for Hyderabad, he said the Federation may consider this.
Link : http://www.thehindu.com/todays-paper/tp-national/tp-telangana/nandini-milk-comes-to-hyderabad/article7208260.ece?css=print
Link : http://www.thehindu.com/todays-paper/tp-national/tp-telangana/nandini-milk-comes-to-hyderabad/article7208260.ece?css=print
