Creamline Dairy Products Ltd, a ₹1,200-crore subsidiary of Godrej Agrovet Ltd, is strengthening its footprint in Tamil Nadu through its value-added product Jersey Thickshake, targeted at on-the-go consumers.

Raj Kanwar Singh, CEO, Creamline Dairy, said dairy beverages are the fastest growing products in the beverage category.

With an increased preference for healthier beverage alternatives, Jersey Thickshake, which is made from 100 per cent milk, will be able to complement snacks consumed in-between meals by both adults and children.

Priced at ₹25 for 180 ML pack, Jersey Thickshake is available in retail stores across Southern India, he told newspersons.

Tamil Nadu is a priority market for the company, and Thickshake is a key launch under the value-added products portfolio, Singh said.

Supported by television, digital and outdoor medium to drive awareness, “we aim to increase our market share in Tamil Nadu through greater saliency of value-added products,” he said.

Last fiscal, the company earned around ₹200 crore from Tamil Nadu. “We want to increase it to around ₹350 crore in the current financial year and to around ₹500 crore in a couple of years,” Singh added.

Jersey offers a range of milk products such as curd, lassi, buttermilk, flavoured milk, paneer, ghee, ice cream and flavoured yoghurt. In December 2015, Godrej Agrovet acquired a majority stake in Creamline Dairy, and now holds around 52 per cent and the balance is held by Creamline’s promoters.

Jersey procures an average over 2 lakh litres of milk daily from approximately 60,000 farmers in Tamil Nadu. Dedicated Jersey milk parlours across southern India strengthen the retail presence, he said.

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