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Buoyed up by success of its products, Aavin to set up more junctions
Any private player in milk and milk related products’ production will be envious of the growth of the Tamil Nadu Cooperative Milk Producers Federation in the past two years.
By
migrator
migrator
Chennai
The Federation’s brand name Aavin has garnered 48 per cent share of the 25 lakh litres of milk sold daily in the state. Aavin tops with 11.70 lakh litres daily, of which more than 7 lakh litres is being sold in Chennai alone. However, the brand’s association only with milk supply has been undergoing a silent change in the past two years as many of its milk products have made great inroads among the public.Â
“The dairy development department, started in 1958, has over the years sustained customers’ loyalty due to nominal pricing and supply of quality milk at the doorstep of the consumers,” said a top Aavin official.Â
However, it is only in the last two years that the organisation came into its own in milk products. Its success in milk production and sales resulted in the public identifying Aavin only with milk and not with its milk products. “In fact, 40 per cent of the people still connect Aavin only with milk and not with other products,” the Aavin official admitted.Â
“The situation has changed from people not knowing much about our products to now wanting our products alone. Quality and price are again our major USP,” the senior official added. Â
The efforts of the milk major’s top management in bringing about more visibility and returns for milk products over the two years have borne fruits.Â
Earlier, the annual Aavin milk products production ranged between Rs 2 crore to Rs 5 crore. “But an aggressive marketing policy, coupled with the starting of high tech, air-conditioned Aavin junctions, which also provide ice creams by weight on a par with private players, resulted in the brand crossing Rs 15 crore mark now,” the official said.
To ensure more brand visibility, Aavin plans to start additional Aavin junctions all over the state. While Chennai leads with 12 already existing and drumming up good business, officials plan to start another 6 more Aavin junctions in the city limits within 6 months. Similarly, 27 junctions are under construction in the districts and are expected to become operational in the next two months.Â
Buoyed by the recent success, the milk major further plans to start another 17 new units spread over the main cities in the state and on national highways at an estimated cost of Rs 15 crore in the next six months.Â
- What’s in store — Aavin serves the state through 17 District Cooperative Milk Unions 18 chilling centres spread across the state process 27.07 lakh litres of milk daily.
- Aavin produces 4 types of milk Pasteurized toned milk — (Fat 3% and SNF (solid non-fat) 8.5%, Standardised milk (Fat 4.5% and SNF 8.5%), Full cream milk (Fat 6% and SNF 9%) and  Double toned milk (Fat 1.5% and SNF 9%).Â
- Range of milk products — Butter, ghee, panneer, yoghurt (normal and probiotic), curd (normal and probiotic)Â
- Milk sweets like khoa, dates khoa, milk peda and gulab jamun, Skimmed milk power, cheese, flavoured milk powder (9 flavours), flavoured milk (tetra packs) Ice creams (11 varieties) and kulfi
Online renewal of milk cards on the anvilÂ
Apart from the milk products, the government enterprise is also planning to supply milk to customers in flexi-packs from this December. The supply will commence once the commissioning of Ultra Heat Treatment plant, estimated at Rs 36 crore at Sholinganallur, takes place by the end of this year. “Flexi-pack will have a non-refrigerated shelf life of up to 90 days,” the official added.Â
Similarly, a Rs 80 crore plant at Madurai, which is expected to become operational in 18 months, will in addition to producing ice cream, provide flavoured milk in tetra-packs. While explaining the expansion projects, a senior official added, “Efforts are on to ensure renewal of milk cards online.”
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