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Parag Milk Foods forays into whey protein market with launch of Avvatar
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Thursday, 16 February, 2017, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Parag Milk Foods, one of the leading manufacturers and marketers of dairy-based branded foods, entered the whey protein market with the launch of Avvatar, a grass-fed whey protein powder.
The product will be available in three flavours (Double Chocolate, Vanilla Snow Creme and Cafe Mocha Swirl) in two variants (2lb and 5lb, priced at Rs 3,200 and Rs 7,000 respectively).
The product, which is 100 per cent vegetarian and made in India, is produced during the cheese manufacturing process using fresh grass-fed cow’s milk.
The product is easily soluble, easy to digest and mixable and improves fat loss. The company has collaborated with Australian expert Ken Thomas for better technical understanding and developing the product.
Devendra Shah, chairman, Parag Milk Foods Ltd, said, “With the launch of this product, we are ready to enter the $12.4 billion whey protein market.”
“The unique selling proposition (USP) of the product is that it is gluten-, sugar- and soya-free. We have invested Rs 110 crore in the plant as we foresee a huge demand and potential from the retail consumer,” he said.
“Protein-based foods and beverages are becoming popular among people and they are ready to pay for it. So in order to anticipate this demand, we believe in constantly innovating our product offering,” Shah said.
He added, “Another unique point of this product is its freshness. To maintain it, the entire process from the milking of the cows to the packaging of the whey powder is completed within 24 hours. Other products in the market have imported ingredients and reach the consumer after six months.”
“Whey protein powder constitutes a market share of over 95 per cent and contributes about 80 per cent to sports nutrition,” he added.
“Also being a cheese player, we always had whey as a by-product which we wanted to convert into powder for sportsmen,” Shah stated.
“At present, we produce 60 tons of cheese at our plant every day. Of this, four to six tons of whey powder is produced,” he added.
Mahesh Israni, chief marketing officer, Parag Milk Foods Ltd, said, “Avvatar is India's first whey protein powder which reaches the consumer in the freshest form.”
“The product will be sold in three phases. Phase one is limited to eight metro cities covering the northwestern region, with the distribution in Mumbai and Pune initially,” he added.
“In the second phase, we will expand to 30 cities, and in phase three it will expand pan-India and the product will be exported to the neighbouring countries and the Middle-Eastern region,” Israni stated.
According to Zion Market Research, the global whey protein market is expected to witness a growth of $12.4 billion by 2021.
“Our market strategy is in place with an emphasis on reaching out to modern retail stores, small pharmacies, e-commerce portals, associations of sports clubs, nutrition supplement stores and on-call orders,” stated Israni.
“Our key influencers in this category will be gym owners and trainers. Educating them will also be our key focus,” he added.
“Once the marketing plans kick off and the distribution is done, our endeavour will be to build a healthy and active community through Avvatar,” said Israni.
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