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In bid to expand pan-India, KMF enters Pune mkt with milk brand Nandini
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Tuesday, 05 February, 2019, 15 : 00 PM [IST]
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Our Bureau, Bengaluru
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Karnataka Milk Federation’s (KMF) milk brand, Nandini, will now be available in Pune. Its foray into the second largest city in the western Indian state of Maharashtra (after Mumbai) is a part of the national expansion plan it has chalked out.
Nandini’s offerings that will now be available in Pune include Nandini Pasteurised Toned Milk, Nandini Special Pasteurised Homogenised Toned Milk and long-life Nandini Buffalo Milk (an A2 protein-rich source with flexi packing).
Nandini Pasturised Toned Milk is the highest-selling and most preferred milk product, with minimum three per cent milk fat and minimum 8.5 per cent milk SNF (solid non-fat) content, which makes this milk the best choice for all purposes and consumers of all age groups. It will be available in 500ml pouches priced at Rs 19 and one-litre pouches priced at Rs 37 in Pune.
Nandini Special Pasturised Homogenised Toned Milk with minimum four per cent milk fat and minimum nine per cent milk SNF is not only naturally nutritious, but enriched with extra milk solids that keep you strong and healthy. It is available in 250ml pouches priced at Rs 10, 500ml pouches priced at Rs 20 and one-litre pouches priced at Rs 40 in Pune.
“Going by the glut of milk production with KMF, which currently stands at 84 lakh litre, the federation set its eyes to market the same pan-India, and identified Pune as its first point of sale as it moves out of the markets in the southern states,” said M L Kulkarni, director, marketing, KMF.
KMF which is currently operating a liquid milk segment across the states of Karnataka and Goa and cities, including Mumbai, Chennai, Hyderabad and Vijayawada, among others, is taking the fleet further now to Pune.
“For the present, profit garnering is not the agenda for the Federation. Instead the objective is to sight the potential market for the sale of the Nandini brand in the wake of the surplus production of milk,” Kulkarni said.
Plans are also underway to set up a processing centre in Pune. But this will be after the city crosses 50 lakh litre of milk consumption a day. KMF is looking to take the farmer cooperative society route to ensure earnings and livelihood for the dairy community.
“Last month, the Federation ran a pilot project in Pune to assess the promising prospects of the market. It managed to garner sale of 11,000 litre of milk a day. It now foresees the demand to increase to 40,000 litre of milk per day in the next three months. By May this year, we expect to have a better picture of the Pune milk demand and consumption pattern,” noted Kulkarni.
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