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Prabhat Dairy flourishes in NE

Correspondent / PR

Guwahati, November 08, 2017: Prabhat Dairy Limited, (BSE Code: 53935 & NSE Code: PRABHAT), India’s one of the fastest growing integrated milk and dairy products company catering to retail and institutional customers, is now firming up its presence in North East markets by launching its Ultra-High Processed (UHT) milk. This move comes after the company unveiled its new identity and Vision 2020 last month, where the management had announced an ambitious pan-India expansion plan. 

A top B2B player, Prabhat Dairy is now on its way to become the fastest growing company in B2C category in the North East markets, where the management is determined to capture 10% market share by FY 2019 and firm up the scale in institutional business. The Company which manufactures fresh, dry, frozen, cultured and fermented dairy products, including pasteurized milk, flavoured milk, sweetened condensed milk, ultra-heat treatment (UHT) milk, yoghurt, dairy whitener, clarified butter (ghee), ice-cream, milk powder, ingredients for baby foods, lassi and chaas is targeting to achieve 7lakh litres of milk sale per month from North East states.

The market for UHT milk is growing exponentially with a CAGR of 32% and the company aims to be a major contributor to the industry. To achieve the growth targets, the Company has planned to leverage its existing presence in the region by expanding its product portfolio.

On the occasion, explaining the rationale of entering the North East markets, the Chief Marketing Officer and Business Head, Prabhat Dairy Limited, Nidhi Nirmal said, “North East India is one of our primary target markets for our national expansion as it is one of the fastest growing in India, especially in Tetra Pak segment. We have strategized our products in line with the local demand as understand the requirements of the region since we already have presence here for a while.

The market for UHT is growing fast and so is the demand for Tetra Paks is emerging as a preferred option of milk consumption in the North Eastern states. Our core focus would be to build Strong Consumer Connect as we are looking to launch more products in the region soon.”

The Company launched three variants of UHT milk namely Toned, Double-Toned and Skimmed versions which would be available in 1 litre tetra Paks.

Key Highlights of Prabhat Dairy’s Growth Roadmap of ‘Vision 2020’: Prabhat Dairy, through its strong forward and backward integration, has targeted to become a leadership brand of India by expanding its product portfolio, national footprint and higher sales realisations. While expanding the retail products portfolio, the Company is set to leverage the brand Prabhat with further innovation. It will focus more on increasing the share of value added products like Cheese, Paneer, Shrikhand, Curd, Ice-cream, Flavoured & UHT Milk.

New product launches planned in next six months to boost the sales: New ‘Milk’ variants to stir the market

Under the new logo, Prabhat is set to launch variants of Tetra Pak Milk. With sound R&D, a new range of pure milk will soon hit in major markets. Further, in Tetra Pak Milk variants, 1 litre and 200 ml. SKU, Tetra PakCream - 1 Ltr and 200 Ml SKU, Tetra Pak Lassi - 200 ML and Milk Shake - 200 ML will be launched soon. The Company is expecting to achieve incremental revenue of more than Rs. 100 crore only from all - Tetra Pak.