Prabhat Dairy strengthens its footprint in Northeast, expands market presence

Nidhi Nirmal, chief marketing officer and business head at Prabhat Dairy Limited launching Ultra-High Processed milk in Guwahati

Milk and dairy products company Prabhat Dairy on Wednesday announced the launch of ultra-high processed (UHT) milk in Guwahati.

At an event, the Maharashtra-based company announced the firming up of its presence in the Northeast markets. 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 Northeast markets, where the management is determined to capture 10% market share by FY 2019. 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 7 lakh litres of milk sale per month from Northeast states.

“To achieve the growth targets, we have planned to leverage the existing presence in the region by expanding our product portfolio,” said Nidhi Nirmal, chief marketing officer and business head at Prabhat Dairy.

Northeast 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 Northeast states. Our core focus would be to build strong consumer connect as we are looking to launch more products in the region soon,” she said.

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

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