CavinKare has launched Cavin's Pure+ range of Ultra High Temperature (UHT) milk in pouches to target an untapped segment.
Announcing the launch of the product, Mr C.K. Ranganathan, Chairman and Managing Director, CavinKare Pvt Ltd, said Cavin's Pure+ gives consumers the qualitative advantage of UHT milk by being bacteria-free and having a long shelf life of 120 days at room temperature in unopened packs, without the premium pricing associated with UHT milk.
It also gives the company the advantage of market reach not available to pasteurised branded milk.
UHT milk of popular brands available in multilayer, brick-shaped packs are Rs 20-30 a litre costlier than pasteurised milk that retails around Rs 32 a litre. Comparatively Cavin's Pure+ is just Rs 8-10 costlier than its pasteurised counterpart.
This has been made possible by a novel packaging material, a multi-layer, flexible pouch, developed jointly with a packaging manufacturer, he said.
Cavin's Pure+ is available in four variants – standardised, toned, double toned and diet – in 200 ml and 500 ml pouches.
The long shelf life of the packs at room temperature gives the buyer and CavinKare a key advantage, says Mr Ranganathan. It means the product can reach remote locations where there is a power shortage and shops without cold store facility. Also, the transport can be managed without the relatively more expensive cold chain. The product is available in convenient one-time use packs.
The company has launched the product in Tamil Nadu and will be available in over 60,000 retail outlets across the State in the next one month.
Cavin's Pure+ is produced at a 100,000-litre a day dedicated line in CavinKare's dairy in Erode. At full capacity, the unit can generate a business of over Rs 100 crore. The company has a presence in branded liquid milk under the Cavin's brand and dairy products – Cavin's ghee and flavoured milk. Based on the market reception, the product has the potential for a national launch, he said.