Leading dairy products maker Parag Milk Foods Pvt Ltd, which manufactures milk products under ‘Go' and ‘Gowardhan' brands, plans to double cow milk procurement from 10 lakh litres a day to 20 lakh litres in the next five years, a company official said today.
After launching a new product, shredded cheese, Mr Rahul Akkara, Vice-President (Marketing), told reporters here that the company will also increase its branding spend from Rs 15 crore last year to Rs 20 crore this year.
Apart from appointing women chefs to conduct live workshops for brand awareness, the company will also use social networking sites such as Facebook and Twitter to promote its brands.
Market size
The market size of cheese in India has increased three-fold to 21,000 tonnes a year in the 2002-2010 period and is expected to go up to 34,000 MTPA by 2015, thanks to increasing popularity of fast food, which uses cheese.
The shredded cheese will feature a zip-lock packaging available in 150gm pack, with an MRP of Rs 85. Go Cheese will be available in different varieties for various uses.
Parag Milk currently has a capacity to process 15 lakh litres of milk daily at its two facilities at Manchar, Pune, in Maharashtra, and Palamner, Chittoor district, Andhra Pradesh. At Manchar, it owns 3,500 cows in a 22-acre area and produces 40 tonnes of cheese daily.