Parag Milk Foods introduces flavoured butter milk for southern market


Parag Milk Foods (P) Ltd, private dairy player and a health & nutrition focused company with a portfolio of popular brands – Gowardhan, Go, Pride of Cows and Topp Up is aggressively expanding its offerings in the southern market by launching Go Buttermilk – Southern Spice (‘Majjige’, ‘Moru’ and ‘Majjiga’) keeping in mind the palette of the southern region, with a special focus on Chennai & Bangalore.

The company noted that Go Buttermilk has no added preservatives or artificial coloring and comes in a special six layered UHT packaging which ensures safety from germs and purity. This travel friendly packaging also retains all the nutrient values of milk with an ease of consuming it straight from the pack. Go Buttermilk is priced at Rs15 & Rs 10 with packaged size of 200 ml tetra pack & fino respectively with the shelf life of 180 days and available in all retail stores.

This new variant of buttermilk is specifically designed only for the southern market and comes with the traditional taste of authentic south Indian flavours and spices like guntur green chilli, ginger, curry leaves, coriander, black pepper, jeera. Go Buttermilk has a refreshing taste and also has health & nutrition benefits, making it the preferred drink for refreshment across all ages of consumers.

Speaking on this strategic move, Devendra Shah, Chairman, Parag Milk Foods (P) Ltd. said, “With the launch of Go Buttermilk ‘Southern Spice’, we want to gain foothold in the Southern region and also consolidate our position in the fast-growing overall dairy beverages market. Dairy Beverages market in the country is estimated at 3 million Litres/day, translating into market size of Rs. 5,500 crore and growing at 25% in volume terms every year. This introduction is another big leap towards our endeavor in the beverages market on health & nutrition platform.

He further said, “We started our journey from the western market and have grown into a leading dairy food company of the country. This we have been able to do till now by being focused on the consumer and their local palette. I am therefore proud to announce the launch of Go Buttermilk – Southern Spice in the southern market that includes Tamil Nadu, Karnataka, Kerala & Andhra Pradesh. Moreover, it will also be exported to regions like Gulf, Singapore and Malaysia where we have a sizeable southern India diaspora. Incidentally, Southern India is also one of the biggest consuming regions of diary beverages with more than 60% penetration and I am sure, with the goodness of Go Buttermilk – Southern Spice, we would be able to further strengthen the brand pull and acceptance of our products which are available in the market”

Devendra Shah said, “In our intent to become a pan India company, this year our focus is primarily expanding distribution in Southern India and we have aggressive plans on the same. This distribution expansion will be backed by strong marketing initiatives to build consumer demand.”

Recently Parag Milk Foods (P) Ltd. also unveiled their new corporate identity in order to connect their brand portfolio with the parent organisation. This builds a sense of confidence in the consumer’s mind and speaks of the company as multidimensional, inventive, dynamic, modern, and bold.

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