The company has set itself an initial sales target of 50,000 to 60,000 litres a day, after which it plans to head to Nagpur.

“Pune is a growing market with varied preferences and we have developed a range of superior differentiated products based on our understanding of this market,” said Paul Thachil, chief executive officer for dairy and foods, Mother Dairy Fruit and Vegetable Ltd. Thachil did not reveal the quantum of investment.

“We will not set up outlets in Pune but will distribute our products through existing ones. At present we have a plant in Vashi. Once we cross the 50,000-60,000-litre sales mark, we will try to set up a plant close to Pune,” he said.

“Wherever we go, we try to procure milk through the local market, through which the farmers benefit. We are engaged in genuine wealth creation for rural milk producers. We do this by sourcing cooperative milk through strong partnerships with various state, district and village-level cooperative institutions.”

Mother Dairy is promoting itself with an outdoor campaign on the BRTS track. It will also organise a special consumer trial programme, the ‘Creamier Milk Challenge’, which vouches for Full Cream Milk as the thickest and creamiest milk available in Pune. “Consumers can avail of Full Cream Milk for 30 days by paying for only 25 days,” Thachil said.

MOTHER’S WARES
Full Cream
(Buffalo milk, thick and creamy as Puneites like it)
Price:Rs 28 for 1-litre pack, Rs 14 for ½ litre pack
Cow Milk

Price:Rs 22 for 1-litre pack, Rs 11 for ½ litre pack