"After establishing ourselves as the second largest ice-cream player, we have entered the flavoured milk segment, where a 20 per cent growth has been projected," Vadilal Industries Managing Director Rajesh Gandhi said. With 'Power Sip', launched under Vadilal's Quick Treat brand umbrella, the Gujarat-based firm is aiming to corner 5-7 per cent share of the organised flavoured milk market, he said.
"We are targeting over Rs 30-crore turnover in the next three years. Power Sip is being launched in Ahmedabad first and over the next six months it will be available across Gujarat," Gandhi said. The drink is currently available in three flavours - rose, elaichi and kesar and will be followed by chocolate, coffee and badam variants in the next few months, he said.
"After Gujarat, we shall introduce the product in Maharashtra, Madhya Pradesh and Rajasthan. Thereafter, it shall be launched in other states." The aerated drink market in India is pegged at around Rs 10,000-12,000 crore and consumers there are gradually shifting towards flavoured milk segment, where consumption is on the rise, Gandhi said. The company's facility at Pundhra near Gandhinagar has a capacity to manufacture 20,000 bottles of flavoured milk per day, he added.
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