Mother Dairy targets dairy-whitener market of East with'Dailycious'

Mother Dairy Fruit & Vegetable Pvt. Ltd., one of the milk and dairy products major, announced its entry into the dairy whitener segment in the East with the launch of'Dailycious' at Kolkata. The product will be available from Poila Boishak i.e. April 15 in the state of West Bengal followed by Bihar, Jharkhand and Odisha.
 
Speaking on the launch of the product, Subhashis Basu, Business Head - Dairy Products, Mother Dairy Fruit & Vegetable Pvt. Ltd. said, "At Mother Dairy it has been our constant endeavour to offer exceptional value to our esteemed consumers and this has been the core for all our products. Carrying on the same ethos, we are launching our dairy whitener under the brand name of'Dailycious'. I am confident that the product will meet and exceed the consumer expectations on key product attributes such as colour, taste, miscibility and cuppage.”
 
He further added that this is a Rs 2000 plus crore category and increasing every year at the rate of 15 per cent. "Our research says that 45 per cent of the entire consumption of the dairy whitener happens in East and North East. We have taken two years to develop this product keeping in mind the needs of the people of this region. Dailycious will be made available through a wide network of important retail distribution channels of close to 10000 outlets including retail and modern retail formats across the region. Going ahead, the launch will be closely followed with our entry in other cities in the region and other important markets across the country. Within this FY 2015-16, we aim to achieve at least 5 per cent market share of diary whitener segment which is around Rs 120 crore”
 
Besides the entry in the Dairy Whitener segment, Mother Dairy Fruit & Vegetable Pvt. Ltd. also announced the launch of Dairy Cream along with ambient dairy beverages like milk shakes, lassi and butter milk in this region.