The Dharampal Satyapal (DS) Group, makers of Catch, Pass Pass and Chingles, on Wednesday entered the powdered beverage segment with the launch of Yomil, a ready-to-make milk shake.
Priced between Rs 6 and Rs 14, Yomil is available in four flavours — Choco Milky, Milky Mango, Milky Rose and Milky Kesar Badam. A single serving weighs 165 ml. The milk shake powder would be associated with the Catch brand and will run on its distribution network, the company said.
The company will invest Rs 25 crore as marketing expenditure for financial year 2013. “We are positioning the product as fun in taste and a healthier option,” said Atanu Gangoly, Head-Confectionary and Powdered Concentrate, DS Group. The product aims to target school children, those between 15 and 24 years of age and young mothers.
The company said a new TV commercial will be aired in the first week of September, followed by radio contests, online initiatives and below-the-line campaigns for consumer trials. The DS Group has already installed 40 vending machines across North India, including in universities and corporate offices.
The powdered fruit-based product market is pegged at Rs 400-500 crore in India.