Reliance Retail, a subsidiary Reliance Industries Limited, is expanding and further strengthening its milk retailing business through its 'Dairy Pure' brand.
Dairy Pure will be sold through general milk retailers alongwith Reliance Retail-owned stores now.
Reliance Retail is trying to lure customers with 10 per cent extra milk in every packet than that of its rivals for the same price.
Besides Reliance stores, the milk brand is also being sold ''through general trade (including milk retailers) in Haryana, Punjab, Andhra Pradesh, Tamil Nadu, Rajasthan, NCR (National Capital Region) and Himachal Pradesh.
The market is mostly dominated by state cooperatives.
''We see this business further growing with the extension of our product portfolio. Reliance Retail currently has its processing and packaging facilities in Andhra Pradesh, Haryana and Rajasthan and would look at expanding this over a period of time in other states,'' a spokesperson said.