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Keventer unveils UHT milk; Prepared using Tetra Pak’s aseptic pkg tech
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Wednesday, 12 December, 2018, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Keventer, one of the fastest-growing food and beverage companies in eastern India, launched Keventer UHT (ultra-high temperature) milk prepared using Tetra Pak’s aseptic processing and packaging technology, offering consumers a safe and healthy product, full of wholesome nutrition and natural goodness without any preservatives.
UHT treatment is a food processing technology that sterilises liquid milk, by heating it above 135°C for three to four seconds, thereby killing all the harmful bacteria, while keeping the nutrition intact. The milk is then packaged in to pre-sterilised, tamper-evident, six-layer Tetra Pak cartons, which have a shelf life of six months and do not require any refrigeration or boiling.
The Rs 150-crore investment envisaged a year ago by Keventer has seen fruition, with Eastern India’s largest UHT milk plant becoming operational in Barasat. Spread over 55,000sq ft and equipped with the latest equipment, the facility has a processing capacity of 2,00,000 LPD (litre per day). The facility will serve customers in West Bengal, the neighbouring states of Assam, Sikkim and the North-East, Bihar, Jharkhand, Odisha and Chhattisgarh, besides Bhutan.
Speaking on the occasion, Mayank Jalan, chairman and managing director, Keventer, said, “As an organisation, we aspire for a healthier future for all, and our endeavour has always been to provide our customers the most nutritious products. With the launch of Keventer Milk, we are happy to offer our consumers the highest standards of safety and nutrition by using the best-in-class technology that the world has to offer.”
“The market has a huge potential to grow as UHT milk only accounts for 2.3 per cent of India’s organised sector, whereas in countries like China, it contributes over 60 per cent of the total milk consumption. Hence, after pouch milk and ice-cream, venturing into the UHT milk business was a natural progression for us at Keventer,” he added.
The unique aspect of the UHT milk business is the fact that it benefits all constituents – consumers, producers, retailers, farmers and the environment. Indian consumers today contend with busy schedules and hectic lifestyles on one hand, and are anxious about adulteration and impurity in food items on the other. The aseptic processing and packaging ensures that consumers can buy UHT milk without any such worry. For the producer, reaching geographically wider markets is possible, since UHT milk has a long shelf life and does not require refrigeration, thereby making transportation over long distances convenient.
Keventer sources milk from 20,000 dairy farmers, who are in a 100km radius from the Keventer campus at Barasat, and this number is set to grow further, thus contributing to their livelihoods. The reduction in dependence on cold chain infrastructure, chiller capacities in supermarkets and convenience stores means reduced greenhouse gas emissions, thus positively impacting the environment.
Saurabh Jajodia, chief executive officer, UHT Milk, Keventer Agro, said, “The Indian UHT milk market is expected to surpass Rs 10,000 crore by 2023. In terms of volume, the UHT milk market in India is currently at 15,00,000 LPD, of which 30 per cent is consumed in East India.”
“In the East alone, the UHT milk market has grown by over 20 per cent year-on-year (y-o-y) over the last five years, and we are well placed to capture a sizeable pie of this market with our distribution reach, locational advantage, long-term partnership with the dairy farmers, expertise in marketing milk over the years and in-depth understanding of the local food consumption habits. We are hopeful of achieving Rs 250 crore revenue and a 25 per cent market share in the East by 2020,” he added.
Keventer Milk is available in three pack sizes (200ml, 500ml and one-litre) in three variants – standardised (thick and creamy), toned (daily use) and double-toned (low-calorie) and has been competitively priced to make it affordable for the customers across East and North-East India.
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