Diversifying into the flavoured milk segment, leading ice-cream and frozen processed food maker Vadilal Industries Ltd (VIL), on Friday, announced its entry in the beverages market with three varieties and said it would launch another three in the next three months.

A month after the soft launch, Devanshu Gandhi and Rajesh Gandhi, both Managing Directors, said here that VIL’s new products, called ‘Power Sip’, will be available across Gujarat, Maharashtra, Rajasthan and Madhya Pradesh in the next couple of weeks. At present, the company is marketing rose, elaichi and kesar flavors and would soon introduce coffee, badam and chocolate flavours too.

The company expected to capture 5-7 per cent share in the Rs 400-crore flavored milk market in India in the next three years and make Power Sip a Rs 30-crore brand. The segment has an estimated annual growth rate of 15-20 per cent. “This is our first major launch in non-ice cream dairy sector and we plan to introduce more products.”

The new product range will be available under the Vadilal Quick Treat umbrella brand in a 180-ml bottle at Rs 18. No preservatives will be used in Power Sip which would have a long shelf life of six months. The company is focusing on tourist places, railway stations, bus stands, airports and canteens at educational institutions as major supply centres, they said.

Vadilal Industries currently procures nearly 1 lakh litres of milk in Gujarat daily for its various products, including ice cream, mainly through about 10,000 contracted milkmen. The company has a distribution network of over 50,000 retailers, 250 stock keeping units (SKUs), 550 distributors and 32 CNFs across India.

The Gandhis said Vadilal had the largest range of ice creams in India with 150-plus flavours, sold in more than 250 packs and forms.