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KMF changes design of pack and chalks out strategy for pan-India foray
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Nandita Vijay, Bengaluru
April 30 , 2014
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Karnataka Milk Federation (KMF) embarked changed the design of the pack
of its Nandini Goodlife Ultra-High Temperature (UHT) milk. The new
packaging is a six-layered tamper-proof pack, which would help retain
the freshness of milk and its quality, thereby increasing the shelf life
to 180 days as against the 150-day period.
The new packaging
exudes a vibrant, attractive and aesthetic design to display energy. The
federation went in for a re-launch of Goodlife’s four variants (cow’s
milk, slim skimmed milk, smart double-toned milk and Sampoorna
standardised milk).
The key intent is to go in for a pan-India
expansion and make this UHT milk available across the country.
Currently, Nandini Goodlife is available in 17 states. In the first
phase, its focus would be tap the opportunities in Tamil Nadu, Kerala
and Andhra Pradesh.
The federation roped in actress Shriya Saran
as brand ambassador. Efforts are on the cards to expand its global
market presence with its range of high-quality UHT treatment, where milk
is flash-heated up to 137 degree Centigrade for four seconds and
quickly cooled to room temperature.
“The high temperature
boiling enables a total destruction of all bacteria in the milk, while
preserving all the necessary nutrition intact. We are exporting 1.5 lakh
litre per month to different countries. Goodlife is exported to
Singapore,” stated A S Premnath, managing director and chief executive
officer, KMF.
KMF teamed up with TetraPak to expand its Goodlife
Tetra fino aseptic (TFA) milk portfolio to 500ml, 200ml and 100ml
packing formats and enhance its present production capacity of 4.4 lakh
litre per day (LLPD) to ten LLPD.
According to V Umesh,
Karnataka’s additional chief secretary (who was present at the launch),
the fact that Nandini, as a brand, was well-recognised would indirectly
benefit KMF and support the dairy farming community. Also present at the
event was Srinivas, regional manager, TetraPak, and Ravi Kumar Kakade,
director, marketing, KMF.
Currently, Nandini Milk is the
second-largest brand after the Gujarat Cooperative Milk Marketing
Federation’s (GCMMF) Amul. KMF is directly competing with Amul in many
markets, and supplies 75 lakh litre to the Ministry of Defence.
“The
total earnings registered in 2013-14 is Rs 8,337 crore. The Federation
has 13,821 registered dairy cooperatives, of which 12,323 are
functioning. Its average production ranges between 51.65 lakh kg per day
(LKPD) and 56.33 LKPD, and expects to touch 60 LKPD,” said Premnath.
The
Federation’s 13 milk unions procure milk from 22,000 villages, assisted
by 13,000 milk cooperative societies, manned by 22 lakh milk producers.
It pays the farmers Rs 13 crore per day.
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