Financial Daily from THE HINDU group of publications
Thursday, Aug 05, 2004
Financial Daily from THE HINDU group of publications Thursday, Aug 05, 2004 |
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Marketing
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New Products & Services ProSoya launches soya milk, eyes Rs 4-cr turnover in first year Our Bureau
Bangalore , Aug 4 SOYA milk, which once faced virtual rejection for its `beanie flavour' or odour, has been relaunched in India by ProSoya Foods. The product that was test-launched in January this year in five flavours has already received good response, said the Canada-based Mr Rajendra Gupta, promoter of ProSoya Inc. Its subsidiary, ProSoya Foods India (Pvt) Ltd has set up a soya milk extraction plant in Madhya Pradesh, and projected a sales turnover of Rs 3 crore to 4 crore in the first year. A patented technology of ProSoya, `Soy Milk' is a product sold under the brand name Staeta. The technology eliminates the odour in soymilk, making it a palatable beverage with zero calorie loading. Unlike in Western countries where soya milk was becoming popular, with Australia claiming a 6 per cent penetration into the total dairy milk production, India with a 45 million litre production in the unorganised sector alone still has less than 1 per cent production of the conventional bovine milk. Talking to Business Line, Mr Rajendra Gupta, President, ProSoya Inc, said, with soya milk becoming palatable, its potential has gone up reflecting in three organised players strafing the market with a combined capacity of more than 60 million litres. Apart from ProSoya, Godrej also relaunched soyamilk recently after its unsuccessful venture in the 1980s. Mr Gupta said ProSoya utilises only 5 per cent of its total 20-million-litre capacity to extract soya milk. It uses Godrej's plant adjacent to its unit for formulation and packaging. With its distributors' network in major metros and tie-up with leading super markets and chemists stores, ProSoya was optimistic of doubling its turnover every year in the next five years.
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