Restaurant Franchise Opportunities

Parag Milk Foods Feb, 16 2017

Parag Milk Foods eyes 20-22 percent market share in five years

Avvatar Absolute is claimed to be the first 100 per cent vegetarian whey protein made in India. It is made during the process of manufacturing cheese using fresh grass fed cow's milk.

By Franchise India Bureau
Parag Milk Foods eyes 20-22 percent market share in five years

Dairy-based branded foods manufacturer and marketer Parag Milk Foods has forayed into whey protein range - Avvatar Absolute - and is eyeing 20-22 per cent market share in five years, a top official said.

Devendra Shah, Chairman, Parag Milk Foods, said, "We are entering the Rs 2,500 crore (Rs 1000 crore through organised and rest through unorganised channel) market with an initial 10 per cent market share. In one year we expect to capture 20-22 per cent market share of this premium product category."

Avvatar Absolute is claimed to be the first 100 per cent vegetarian whey protein made in India. It is made during the process of manufacturing cheese using fresh grass fed cow's milk.

"However, through e-commerce we will be available across the country," Shah said.

"We have invested Rs 110 crore in the plant for cheese and whey in Manchar in Maharashtra as we foresee huge demand from the retail consumers. Protein-based foods are becoming popular among people from all walks of life. With changing lifestyle there is growing interest of the younger generation in sports and nutrition," he said.

The manufacturing unit will initially produce 1.5-2 tonne whey and expand to 4-6 tonne in 12 months, he said.

The company is also planning to export Avvatar Absolute to all neighbouring countries.

It is mainly planning business to business marketing strategy for brand building, he said.

"We will reach out to nutrition supplement stores, pharmacies, modern retail stores and e-commerce portals for creating brand awareness and distribution," company's Chief Marketing Officer Mahesh Israni said.

He said, "Educating gym trainers and owners who are the key influencers in this category is going to be our key platform."

The Avvatar Absolute whey protein comes in three flavours - Double Chocolate, Vanilla Snow Creme and Cafe Mocha - in two sizes 2 lbs and 5 lbs.

"After establishing the brand, during our phase three expansion, which is in a couple of year, we are planning for natural extension of the product category like sports drink and energy drink," he said.

Parag Milk Foods, established in 1992, has manufacturing facilities at Manchar in Maharashtra and Palamaner in Andhra Pradesh.

Under brand 'Gowardhan', the company offers traditional products like ghee, dahi, paneer among others and under 'Go', they offer products like cheese, UHT milk and yoghurt.

Related: Dhaba by Claridges now in Delhi

Click Here to add Comment
Please add your Comment
Rating
NEWSLETTER SIGNUP

Submit your email address to receive the latest updates on news & host of opportunities.

Sell Business 2017
Sell Franchise 2017
Most

Video

Magazines & Books

Read the latest franchising magazines and books to get comprehensive and up-to-date information on leading franchise systems, trends and more.

Newsletter Signup
Submit your email address to receive the latest updates on news & host of opportunities.
Restaurant India

Copyright © 2009 - 2017 Franchise India Holdings Ltd.

The information contained herein is of generic nature only, and Franchise India is not, by means of this website or any part thereof, rendering professional advice or services. Before making any decision or taking any action that might affect your finances or business, you should consult a qualified professional advisor. Your use of this website or any of its pages or links given, is at your own risk and you assume full responsibility and risk of loss resulting from your usage. With respect to use of the website, kindly visit www.franchiseindia.com/terms.