Sep 14: Soon after its foray into the frozen vegetable market, Patanjali Ayurved is entering a new domain – the dairy sector. The Baba Ramdev-led company has announced the launch of its new dairy products that include packed cow milk and other milk products including curd and cheese.
The packed cow milk from the company is priced at Rs 40 per litre, claimed to be Rs 2 less than what’s offered by rival companies. Patanjali would be eyeing to take on leaders Amul and other rivals including Mother Dairy with its new endeavour.
The company is targeting daily production of 10 lakh liter of cow milk by the next fiscal. It had already tied up with around 56,000 retailers across Delhi NCR, Rajasthan, Pune and Mumbai for the distribution of its dairy products.
Patanjali also has launched milk products including curd, cheese, buttermilk and paneer-based products. The company already sells cow ghee and cow whole milk powder under its banner. The company would further expand its portfolio under the dairy products in the coming days with an aim of grabbing sales of Rs 1000 crore from the dairy segment in the coming fiscal.
Baba Ramdev was quoted as saying at the time of launch that its dairy products were manufactured using milk procured directly from farmers in its network. He added that the company would promote milk products from India-based breed of cows. The company will also be launching cattle feed and feed supplements under the brand.
Patanjali’s entry into the dairy sector comes along with the launch of frozen vegetable products that include peas, mix veg, sweet corn and potato finger. It has also launched packaged drinking water under the brand ‘Divya Jal’.