The Hindu Business Line : NavaA Milk to be launched in Madurai

AAMAZZING Agro Products Private Ltd (AAPPL) will launch its `NavaA Milk' in the city from November 18, signifying the promotion of a single brand throughout the State by the private dairy segment.

Speaking to presspersons here on Monday, the Director of AAPPL, Mr S. Kannan said that except for Aavin in the co-operative sector and Arokya milk to an extent in certain parts, there is no single brand widely known in the State.

For the first time, five different existing milk processing dairies from Coimbatore, Dindigul, Tiruchi, Kancheepuram and Chennai have joined to promote a product under a single brand name. Besides helping to reduce the overhead and logistic costs, the taste and freshness of the milk will be retained under the approach as it has been planned to procure and sell the milk within a radius of 100-150 km in 24 hrs in the respective operative areas.

Usually it takes two days to effect the sale of the milk procured in packets, he said.

The launch from Madurai will cover Madurai, Ramanathapuram, Karaikudi, Rajapalayam, Sivakasi, Theni and Dindigul. The varieties would include standardised milk in three different packs and cow milk in two different packs to suit the needs of different segments. The `Smile Card' relating to door delivery on a monthly basis and post paid, will be introduced shortly. In the Madurai region, about 6.5 lakh litres per day is being sold in the market and the company intends to capture 5 per cent in the first six months, he said.

The NavaA Milk' will be launched in Tiruchi in December and in Kancheepuram and Chennai in January. The product has already been launched in north Karnataka last month and will be launched after June in Andhra Pradesh, he added.

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