CONSUMER METER. Say cheese

Cows may have suddenly come into sharp focus in public debate, but milk was always a highly rated commodity. Now value-added milk products are also on an upswing, with almost 20 per cent growth in cheese, dahi , paneer and UHT milk. Mahesh Israni, Chief Marketing officer, Parag Foods, says on the Ruralmarketing website, “Ideally, I would want Parag to be present in all the villages that have a population of 1,000-plus, but that’s not possible. So we are trying to get our distribution right. We have a stronghold in the West... we want to expand rapidly in the South and North.”