Amrit Foods doubles growth in flavoured milk sales

New Delhi: Amrit Foods, a division of Rs600-crore Amrit Group, has doubled the sales of its flagship brand Gagan's flavoured milk, the largest selling brand of flavoured milk in North India, in 2004-2005.

The company has chalked out plans to more than double its production capacity from the current 2-lakh litres per month to 5-lakh litres at an investment of close to Rs3 crore.

The overall market for flavoured milk in India grew 27 per cent in value terms in 2004-05. The market is expected to experience robust growth this year as well. Meanwhile, Amrit Foods is looking at a 50 per cent growth in the sales of Gagan flavoured milk this year.

"Last year urban markets showed an increasing preference for milk-based drinks and juices over soft drinks. We see this as a very encouraging trend and all industry estimates point towards a robust growth in the flavoured milk market," said Ashwini Bajaj, managing director of Amrit Banaspati.

Increased lifestyle and health concerns have pushed up flavoured milk in popularity charts. Amrit Foods is gearing up to launch new flavours this season beginning with chocolate.

Gagan Flavoured milk, offered in pineapple, strawberry, butterscotch, coffee, kesar badam and elaichi flavours is available in 200ml-glass bottles in northern markets. The company is looking to expand to other parts of India in the near future.

"Last year flavoured milk contributed 35 percent towards Amrit Food division's annual turnover of 25 crores and is expected to contibute over 45 percent to the turnover," said A.K. Tyagi, CEO -Amrit Foods.
The company is is targeting a turnover of 50 crore in 2005-2006 by increasing the production of Gagan flavoured milk and launching new milk based products in the market.

Amrit Foods set up an ultra modern UHT plant way back in 1989 which is counted among the most technologically advanced UHT Milk plants in the country.