Dharampal Satyapal Group (DS Group), on Wednesday, said that it has ventured into premium dairy segment with Ksheer branded ultra-high temperature (UHT) milk. DS Group, which also owns Catch foods, also has plans to expand its dairy portfolio with products in the chilled dairy products in the coming months.
The products will initially be available across Delhi and national Capital region. It will sell three variants (toned, double toned & slim ‘n’ fit) to be priced between Rs 57 and Rs 60 per litre. The company will also sell Ksheer branded milk and ghee in Rajasthan, Jammu & Kashmir, East and North East of India in the coming months.
“There is a rising concern of milk adulteration in India and increased demand for safe, healthy, convenient and ready to drink milk. We believe that purity comes from the top quality of the raw milk and aseptic processing. We are confident that we will be able to address this need,” said director Anshu Dewan.
The UHT milk market in India is estimated at about Rs 400 crore. The market is dominated by Amul with more than 30% share, followed by Nestle (about 25% market share) and Britannia (about 15% market share). Modern trade contributes to 97% of the UHT market. Pune-based Gowardhan Dairy had launched premium milk under the brand name of Pride of Cows a few years back. However, the product is not available in regular shops; and it is being delivered in insulated boxes with ice bags, only to its select customers (subscription based). It is priced at Rs 75 rupees a liter.
